Detroit auto show moved to October? It could happen

The North American International Auto Show might be coming out of the cold.

Organizers of Detroit's global showcase for new auto sheet metal, a January tradition, are in discussions that could shift the date of the show to October. That would push it ahead of the holiday season and, perhaps more importantly, ahead of competitors such as the giant CES technology show and the Los Angeles Auto Show.

Any change would happen after the 2019 auto show, which is set for Jan. 14-27.

Auto show executive director Rod Alberts told the Free Press' Mark Phelan that enthusiasm is building for such a move, although a final decision has not been made.

“The more stakeholders we talk to, the more they like the idea,” Alberts said. “We want to showcase Detroit in what may be the most beautiful month of the year.”

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Show spokesman Max Muncey said in an e-mail that "a critical part of being a sought-after global stage for companies is that we continuously evaluate future opportunities to make sure our show meets participating brands’ needs. Ongoing discussions are underway with key stakeholders around the world."

Cobo Center officials said in prepared statement on Friday that Cobo and the Detroit Auto Dealers Association have worked closely with the auto show on changes over the years, and will continue to "accommodate any possible changes in the future."

The statement, which noted a Detroit auto show commitment through 2025, said, "With our recent $279-million renovation, we are confident that we can accommodate the requirements needed for outdoor exhibit spaces for an October show."

A possible change of date, first reported by the Wall Street Journal, would, among other things, also allow automakers and others to showcase technology outdoors, rather than being mostly confined to Cobo Center.

It would move the Detroit show, which has lost some of its luster in recent years, ahead of the Los Angeles show that starts in late November, and the increasingly important CES technology mega show in Las Vegas in early January. CES, which immediately preceded the Detroit show this year, has become a crucial showcase for the auto industry as vehicles become ever more tech-loaded with cutting-edge research and development moves toward self-driving cars.

Dave Sullivan, product analysis manager at AutoPacific Inc., said a move to the fall would position Detroit to launch the auto show season.

“As we are watching more empty space inside of Cobo Center appear every year, it’s time to rethink what’s wrong and reinvent the show,” he said. “Mercedes-Benz pulling out of the Detroit auto show is a very strong message that something has to change in order for the show to attract the same caliber of media and executives it has in the past.”

Mercedes' parent company, Germany's Daimler AG, does plan to pull out of the show, although Muncey said the company's North American division could still opt to participate.

"(We're) in continued discussions with Mercedes and all brands that are part of the show and those that have not been in the show, too," Muncey said.

Mercedes is not the first major brand to stop coming to Detroit the show — Porsche, Mazda and Jaguar have already done so — but the luxury automaker's decision is a significant hit. The company, for example, rolled out its new G-Class SUV at this year's show. On the other hand, China's GAC Motor has had an increasing presence as the automaker says it plans to begin selling cars in the U.S. as early as next year.

David Akers, 61, a retired project manager for General Motors who lives in Gladwin, said hosting the auto show during nice weather would make everything easier for attendees and organizers. His wife, Sue, said snowbirds would be home from Florida and able to attend, too.

The Detroit show continues to draw large crowds of consumers, journalists and industry types. This year's public show attendance was listed at 809,161. More than 5,000 media credentials were issued and almost 40,000 people attended the industry preview. The show is credited with having a $480-million economic impact for the metro area.

Not everyone thinks a move to the fall is a good idea.

Gabrielle King, 52, a retired laundress from Southfield visiting Cobo on Friday for the Autorama custom car show, said, "I want the auto show to stay in January. It makes my birthday month special."

Ed Carlson, 70, a retired aerospace engineer from Cincinnati, said he would not return to the Detroit auto show in October. "I'll go out and do nature things. In January, when we're stuck inside, the auto show is a great thing to do."

Making changes to the calendar will create new conflicts for the Detroit auto show and likely not address old problems, said Stephanie Brinley, senior analyst at IHS Markit. She noted that while travel to Michigan in the fall is nicer than in the winter, executives travel to the Paris and Frankfurt auto shows in September-October now.

“It’s still a busy time of year,” she said. “Auto shows are seeing a bit of a change right now. I don’t think it has as much to do with where an auto show falls on the calendar than the way automakers choose to reveal information and how consumers are consuming information.”

An earlier show would have a direct impact on those who put it together, but they do not necessarily see that as a negative.

Scott Rausch, site superintendent for Conti HTE, which supports the Detroit auto show with about 300 electricians annually, said a winter to fall calendar change shouldn’t affect staffing for the workers who spend about three months preparing Cobo Center for the big event.

“It’s fine either way,” he said. “It would be nice to enjoy the holidays like normal people.”

The show has not always been held in January. The very first Detroit auto show, in 1907, was held in December at the former Riverview Park on the city's east side, according to the auto show website. The show has been at Cobo since 1965.

Contact Eric D. Lawrence: elawrence@freepress.com. Follow him on Twitter: @_ericdlawrence.