Chicago 2024: Doors Open
In the past 123 years, this auto show survived wars, weather extremes, economic downturns, industrial actions, and large-scale health challenges.
The Chicago Auto Show was among the strongest and most influential Tier 1 exhibitions for the automotive industry. It was where big debuts occurred that would set the industry on a solid path.
In the past 123 years, this auto show survived wars, weather extremes, economic downturns, industrial actions, and large-scale health challenges. The last such challenge certainly did a number on this mighty show held every year at McCormick Place.
The COVID-19 Pandemic caused a serious shift in keeping the doors open since the 2020 show. When you saw the absence of a number of manufacturers and brands over the years, their loss became more severe this year. Due to fiscal constraints and the aftermath of the UAW strike against the entire Detroit-based automotive manufacturing concern, Stellantis announced that they would not be at this year’s show.
This was a major blow to the Chicago Automobile Trade Association, the producers of the Chicago Auto Show. Their presence dominated space inside one of McCormick Place’s large halls – featuring the Camp Jeep and Ram interactive drive-along experiences.
This was not the only effect of Stellantis’ absence from the Chicago Auto Show. It is worth noting that their nearby production facility in Belvidere – near Rockford – is going through a transition towards producing an unnamed battery-electric vehicle. We hoped that the show would provide us with news on that transition.
With the opening up of space – and notable absences of brands and manufacturers – the 116th Chicago Auto Show was reduced to just one hall – the South Hall.
This may seem like an easier to show to navigate and produce content at. That is why George and I were there. However, we had to create a strategy to ensure that our time was worth the drive down from the Twin Cities.
For this show, George and I produced a few videos from there. We also wanted to see a lot of the vehicles that debuted at other auto shows, as well as outside the circuit. Plus, we had a #VOTY2023 to award to Ford.
In all, we tried to make the best out of this reduced-size auto show. So, we went to work…
For the record, the 116th Chicago Auto Show became the 13th time I worked their Media Days. In fact, this year’s show marked the 20th anniversary of my first media day in Chicago. It also marked George’s second time working this show, as well.
It would be easy to take CATA to task regarding the show’s size and notable absences. Yet, the message from Jennifer Morand, the General Manager of the Chicago Auto Show, was quite clear: This show is for the consumers, not the media.
Message received. The show is definitely oriented for the consumer, as it should be.
One place where the consumers will enjoy the show is the indoor Chicago Drives Electric track. There, an added bonus was present. Both Tesla and Lucid hosted ride-along experiences with their latest vehicles. Both of these start-up automakers rarely do auto shows at all. However, the opportunity presented itself when Tesla brought out a Cybertruck on a static display, along with the “upgraded” 2024 Model 3. Lucid offered rides in three versions of the Air sedan – including the Pure.
The legacy manufacturers matched the arrival of Tesla and Lucid with their latest electric vehicle offerings. Cadillac showed a static display for the Escalade IQ, while offering rides in the Lyriq. Chevrolet, Kia, Volkswagen, Nissan, BMW and Ford also offered ride-alongs on the indoor track.
On the floor, there was some news to be had. Kia unveiled their updated 2025 Carnival and K5, both showing more design influence from its latest models. The Carnival adds a turbocharged 1.6-liter hybrid driveline – the smallest engine in. any mini…er, MPV. The K5 sees its 1.6-liter turbocharged engine dropped in favor of a naturally aspirated 2.5-liter engine. The GT retains its 290-horsepower turbocharged engine. Plus, the K5 receives a new dashboard to update its cockpit experience.
Volkswagen began its celebration of their 75th Anniversary in the USA. It was a booth that mixed the past, present and future. The past was represented by a 1949 Type 1 Beetle, joined by a later model and a Type 2 Microbus, and a Mk1 Tiguan. In contrast, a 2025 ID.Buzz battery-electric minivan commands the main section of the booth.
The booth was also the site of the debut of a two-minute commercial called “An American Love Story.” The spot was a way for Volkswagen to look back at their 75 years in this country. A one-minute version will be aired during Super Bowl XLVIII.
The Chicago Auto Show provided a chance for us to catch up on vehicles that debuted recently. Buick delivered on the updated 2024 Envision, while GMC trotted out their new 2024 Acadia. Chevrolet had a few new vehicles on display, including g the 2024 Traverse and 2025 Equinox.
As we awarded Ford their #VOTY2023 for the Maverick, the revised 2025 Explorer was on display. It was also the first time we saw the 2024 Ranger – along with the Raptor – and F-150. The Blue Oval brand has more than enough Mustangs to celebrate its 60th anniversary.
Ford also added a ride-along course featuring their full-sized Bronco, demonstrating its off-road capabilities. If you miss Camp Jeep, the Built Wild experience will be as exciting and fun for you.
Toyota showed off its 2025 Camry and Crown Signia, along with a couple of 2024 Tacomas and the Land Cruiser. In turn, Nissan displayed the revised 2024 Rogue and Subaru rolled out a couple examples of the new 2025 Forester.
Electric vehicles are still a topic to discuss. American Honda brought out their collaborative models with General Motors – the Honda Prologue and Acura ZDX. Hyundai made a splash with the revised 2024 Elantra and Sonata, along with their bold new 2024 Santa Fe. They also had another indoor ride-along track showcasing the IONIQ 5, IONIQ 6, and Kona Electric.
Every year, the Wintrust Supercar Gallery displays some of the most desirable vehicles available in the Chicagoland area. Notable among the “supercars” on display were the likes of the Rolls-Royce Spectre electric coupe and Lotus Emira. Other vehicles on display came from Aston Martin, Bentley, Lamborghini, Maserati, McLaren, as well as other Rolls-Royce models.
All of these vehicles will be of interest to the consumers in attendance. One of the main functions of an auto show is to bridge potential consumers to look at new vehicles for future purchase. In turn, consumers are able to compare models they are interested in by touch-and-feel.
An auto show is also a place to stoke inspiration and the imagination for all ages in attendance. Not just through ride-along experiences, but with other interactive displays – including racing simulators and appearances by celebrities.
Within that South Hall, CATA actually maximized space that would’ve been kept open if the Chicago Auto Show had both halls open. The Chicago Drives Electric track certainly helped in filling the space necessary for interactive engagement. That is a value proposition that will attract visitors at the show’s public days.
Therefore, auto shows are relevant in today’s world. They exist for the reasons parsed out above.
Before you look at a glass half empty, think about your local auto show. The experience inside McCormick Place can be easily replicated no matter which one you attend – including V&R’s hometown show in Minneapolis. An experience that will deliver memories for everyone – including the media who are tasked to tell the story to their public.
All photos by Randy Stern