Outside the Detroit Lounge
If you’ve been following the automotive news over the past few weeks, you may have come across articles reporting the Detroit Auto Show’s demise, or even eventual demise.
I disagree with many of my colleagues on this. It is true that the Show did not have its panache of yesteryear, because the majority of manufacturers were absent. But the vehicles of certain brands were still on site.
It is also true that the surface used was far from those we have known in the past. The pandemic has left its mark, but we had already started to see absentees before the crisis at various motor shows.
Why ? The Web, which changed the game. Manufacturers can unveil designs at any time and take advantage of all the reflectors on the planet, all for a fraction of the cost of attending traditional shows.
This change will last. Does this threaten the presentation of future events? No. And here’s why; trade shows are not held for members of the media, but for the general public. And what was visible in Detroit after the departure of the scribes and automobile photographers after the media days provided us with a good proof of this.
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Crowds inside the Detroit Salon
The people
As soon as the turnstiles opened, the crowds came in large numbers. The giant duck, present in front of Place Huntington, delighted children and families. They were also able to line up to try out the Jeep route to discover the capabilities of the Wrangler, or go to the Ford kiosk to get into the F-150 Lightning electric pickup truck. We could see the children having fun like crazy in front of full-size dinosaurs and everyone could admire the shows featuring the flying cars present at the Show.
On Friday evening, downtown was buzzing as thousands turned out for a preview of a charity show, happy to take part in the city’s first car party since January 2019. And, detail at not to neglect, the temperature is much more pleasant in September than in January in Detroit.
The result was that tens of thousands of enthusiasts flocked to Huntington Place all weekend. The organizers unfortunately did not provide official figures on the amount of visitors, arguing that the precise number was difficult to obtain due to all the events held outside. The attendance is of course lower than previous shows, due to the size of the event, but there was a large crowd, everyone agrees on that.
In addition to outdoor practice sessions, food trucks were ready to welcome the hungry on Jefferson Avenue, free music shows added ambiance and Monster-like pickup trucks had fun smashing up wreckage. on Hart Plaza.
At the Jeep booth at the Detroit Auto Show
An interesting detail gives an idea of the attraction generated by the show on the public. On Sunday, when the Detroit Lions football team played its first home game, the wait was an hour to take a ride in a Ford Bronco on a landscaped off-road course.
Between the Friday evening charity preview and the first public day of the show on Saturday, more than 5,000 people took rides in a Ford Bronco or F-150 Lightning. On Saturday, Ram and Jeep offered more than 5,000 laps on their off-road course.
For the public, the Detroit Motor Show was well and truly back.
What was missing during the media day were the big presentations, the big unveilings, accompanied by dinners with the builders. For the public, that’s not what’s important, but to be able to go and examine vehicles up close and have fun and dream on the floor of a show.
Vehicle tested at the Detroit Motor Show
In this regard, the first Detroit Motor Show held for three years has acquitted itself well of its task. And the public asked for more.
And it will be the same at the Los Angeles Auto Show in November, as at those in Montreal, Toronto, Quebec and Vancouver next year.
And that’s pretty much all that matters.
As for the author of these lines, he will continue to follow manufacturers’ automotive presentations, whether they are on site at a trade show or during virtual events.