The 2022 Detroit Motor Show opens tomorrow, but the schedule is, to say the least… light. Only five brands have really confirmed their presence, and the only big novelty expected at the time of writing these lines is the Ford Mustang.
The disenchantment with trade shows ultimately concerns everyone. We could have told ourselves that we were a special case in Europe with Munich in halftone, Paris deserted and Geneva completely cancelled, but our American friends are not doing much better. In fact, they do even worse if you consider this funny 2022 edition of the Detroit show, which opens its doors tomorrow. To the press, first, as part of the traditional day dedicated to information professionals who will not have much to eat. No more than Joe Biden: the White House confirmed through its official channel that the American President was going to make the trip in what was once the den of V8, exuberance and abundance. But as a certain head of state recently announced, it’s the end of abundance and carelessness. In any case on the three exhibition sites of the Detroit show, which is spread over several sites in the city in the North of the United States. The proof is with this rickety program!
Five brands, only?
White House confirms @POTUS will visit @NAIASDetroit on Sept. 14 https://t.co/2hF7osQlrR pic.twitter.com/0bd1F9oEcx
— davidshepardson (@davidshepardson) September 6, 2022
Don’t be fooled by the program disclosed by the organization from the Detroit show. If you see the presence of Hyundai, it is actually Mobis, the software and software development branch. Nothing to do with any automotive novelty, therefore. The real major manufacturers will therefore be 5 in number, and exclusively American: Chrysler, Ford, Chevrolet, Lincoln et Jeep. And none of them have confirmed any real news outside of the all-new, seventh-generation Mustang. Moreover, our colleagues from Jalopnik had fun, describing the “NAIAS” program: the Mustang and… that’s all. Obviously, the line is magnified since the groups present will probably have a little material to present (Equinox at Chevrolet, and possibly the future of muscle cars at Chrysler), but it is all the same symptomatic of a general disinterest in these large halls. The fault, in particular, at a prohibitive cost. In Detroit, a rather classic stand that has nothing to do with it can quickly be charged more than a million dollars for the duration of the show. Too expensive for most car brands which no longer find sufficient benefits. A reason for comfort all the same for visitors. Three exceptional cars are up for grabs: a Chevrolet Corvette 70th Anniversary Z06 Corvette Convertible with Z07 Pack, a Ford Bronco Raptor and a Dodge Challenger Hellcat. All you have to do is buy a ticket, the funds raised being given to associations.
It used to be that people under 20…
Since its major overhaul in 1989, it’s been the “weakest” Detroit show we’ve ever seen. Some prosperous editions of the 90s and 2000s are already far away, so skinny is the NAIAS 2022. In total, there will be about fifteen major conferences in Detroit this weekend. And that’s counting all the small independent brands, equipment manufacturers and software specialists. Clearly, a drop of water had regard to the grandeur of the Detroit living room of yesteryear. During the biggest editions, there were indeed nearly 70 premieres (national and world), with a slew of cars to discover. But that was before the advent of the Internet and the hyper specialization of manufacturers’ communication. Which now prefer to organize their own events, better target their audience and above all control as best as possible the ratio between investment and benefits.