In March 2020, after the sounded cancellation of the Geneva Motor Show, it was the turn of Detroit Auto Show, known as NAIAS (North American International Auto Show, for its acronym in English). The great event for the American and global industry hung the “closed” sign ahead of time to house a field hospital in the face of the unstoppable advance of the pandemic.
Months later a new date was announced, on September 28, 2021, but it will not happen either. The organization itself has announced that is canceled, and in its place there will be another type of event.
Goodbye, NAIAS. Hello Motor Bella
Today we announced we will not hold the 2021 auto show as planned, but instead revealed a “bridge to the future” with an all-new show called Motor Bella. Read more: https://t.co/dEyelNAhtu pic.twitter.com/9OpWQP3bEX
– Detroit Auto Show (@NAIASDetroit) January 11, 2021
As the organization has explained, the cancellation of the Detroit Motor Show will not leave the motor city without a show.
From September 21-26, a new event called Motor Bella will be held at the M1 Concourse, located in the center of the Detroit metropolitan area.
It will be an open-air event that will allow brands to showcase key vehicles and technologies, as well as areas for off-road demonstrations and track-side activities.
Economically, they are not profitable. Formulas such as the Bella Motor -events of fewer days- and regional rooms, even virtual ones, have been imposed in recent years.
The immediacy offered by the internet, the excessive expense of a stand in salons such as Geneva and the pandemic as the final blow have been diverting the strategy to one more focused on the consumer.
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