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As the city of Detroit’s long, slow revival gathers pace, so its motor show continues to slide from centre stage.
Once the premier automotive outing on the North American calendar and among the most important on the planet, the number of no-shows at this year’s event indicate just how far it has fallen.
There were only 12 automotive-brand press conferences during the official media days of this week’s North American International Auto Show – as it is grandly titled.
And while there were others on display who had nothing to announce, there were plenty more who simply did not show up at all.
There was no sign of the superstar brands like Ferrari, McLaren, Maserati and Porsche. Jaguar Land Rover was a no-show and even Mazda was missing.
Mitsubishi was there but its sad three-car display in the entry foyer, complete with single canvas sign peeling off the wall behind them, was emblematic of the brand’s US decline and the show’s struggles.
That’s bad for journos looking for a story, but move beyond the narrow confines of media self-interest and consider show-going punters looking to buy a vehicle. They miss out too.
The lack of interest from so many manufacturers was reflected in the amount of media attending the show.
There was no problem getting close to the premier reveals, nor to the executives you wanted to speak to – unless it was the superstars like GM CEO Mary Barra and FCA boss Sergio Marchionne, who are always honey for the media swarm.
What’s going on? Well, the Detroit show has traditionally ridden on the shoulders of the big three – GM, Ford and Chrysler. And why not? It’s their hometown.
But since their near-death experiences late last decade they have all noticeably pulled back their spending. It’s a complete contrast to the late 1990s and early 2000s when the local brands competed against each other in outrageous displays of creativity, power and excess.
It surely reached its peak in 2003 when then-Chrysler exec Wolfgang Bernhard wobbled across the stage on the monstrous Viper V10-powered Tomahawk motorcycle -- on a Sunday afternoon with literally thousands of journalists watching on live. It was a hype-generating entrée to two packed days of reveals to come.
The pre-event events still happen, but they now dilute Detroit’s power, not add to it.
Chevrolet rolled out the 2019 Silverado 1500 on Saturday at a press event two days before the media days kicked off on Monday and didn’t pop its head up again.
FCA unveiled its new 2019 RAM 1500 on show eve, taking the shine of its show-day ‘debut’.
Ford, Mercedes-Benz and Volkswagen all conducted events on Sunday too, staging world debuts of the facelifted Edge SUV (Australia's 'Endura'), G-Class off-roader and Jetta sedan (not coming here) respectively. But only Volkswagen hosted a press conference during the official media days.
It’s all about getting your message out in clean air and not being subjected to the strict scheduling of motor show media days, where you fight for your share of voice against everyone else – well some others these days.
Then there’s the official and unofficial pre-reveals that start weeks and months ahead of the motor show. Leaks, sketches, teaser shots, then the full vehicles, all before the cover comes off at the show for the somewhat diluted supposed first global ‘unveiling’.
Detroit also finds itself under pressure from other North American shows. Why launch your supercar or luxury SUV in Detroit in the dead of winter when you can show it off where plenty of your customers live, in the far sexier surrounds of Los Angeles or New York at far more pleasant times of the year?
Then there’s the Consumer Electronics Show (CES) in Las Vegas. It’s on only a week before the NAIAS and in a world where automotive companies are increasingly besotted with electronics, mobility and autonomy, it has become the go-to show.
The Australian division of Mercedes-Benz took a group of media to CES but elected to not go on to Detroit, even though the new G-Wagen and E 53 AMGs were being unveiled there. Considering Australia’s lust for SUVs and AMGs, that says something.
But don’t just take my word for it. Here’s what veteran auto critic Peter M DeLorenzo wrote on the excellent autoextremist.com website:
“That many car companies are now skipping the Detroit show because its importance to their business has waned dramatically over the years is a fact that can’t be swept under the rug.
“And the reality suggests that despite this region’s importance to the traditional auto industry and the future of this industry, the Detroit show is hanging by a thread.
“Yes, it certainly could chug along in its present state for quite a while, but it could just as easily slip into becoming a Tier 2 auto show that comes in a decided fourth behind CES, LA and New York too. In fact, it's probably already there.”
Mind you, Detroit still does have some bite. Hosting the launch of new-generation Silverado and RAM full-size trucks underlines that, as does Ford’s debut of the Australian-developed Ranger, a full 12 months before it goes on sale.
And both Lexus and Infiniti paid due deference to Detroit by showing off their latest concepts for the first time. Both brands were launched here decades ago and both still proudly remind us of that fact.
But where was the mid-engined C8 Chevrolet Corvette, the Mercedes-AMG GT sedan, the new Toyota Supra, the next BMW X5 – or concepts warming the way for them? Just to name a few.
Based on the 2018 event the great days of NAIAS are behind it. It no longer ranks alongside Frankfurt, Geneva, Tokyo and Paris. Now the Chinese shows in Shanghai and Beijing have joined that group and Detroit is living on reputation, not in reality.
Is there a path to renewal? Let’s hope so. Motor City without a great motor show just doesn’t make sense.