Commentary: A Future in Auto Shows
The automotive media has always been a part of the bigger auto shows around the world.
This change was inevitable.
The automotive media has always been a part of the bigger auto shows around the world. It is where we source our news for you to disseminate. From the latest unveilings to future plans could be yielded on one a few convention halls where the automotive industry allow the media to be present on the show floor.
The producers of these auto shows are usually the local dealership associations. Their main focus for these shows was to engage with consumers towards buying their next vehicle. You have sales staff from member dealers working their booths to gauge interest and gain leads towards eventual sales. In turn, consumers are given with a chance to compare potential models across several brands towards selecting the right vehicle for their next purchase or lease.
The ultimate outcome is a transaction. After all, we live – and work – in a transactional culture.
The big change that we will experience is the relationship between the auto show’s producers and the media. It will definitely affect the way we work for you.
Word has it that the 2025 North American International Detroit Auto Show might allow only the local media to attend the press preview. The preference would be for Southeastern Michigan-based television, newspaper, magazine, individual automotive journalists and content creators to attend the media preview and to not have any major unveilings from the manufacturers. That is nothing new, except this is supposed to be a Tier 1 auto show.
What could probably happen in Detroit this coming January could become the new normal for all auto shows worldwide.
While it will hurt most outlets working the automotive industry’s beat, it might be a blessing in disguise. New vehicle unveilings are already exclusive affairs for the few important journalists to attend. Marketing budgets have shifted towards virtual unveilings using social media to drive the news to all of us.
In turn, media budgets will start to see a shift towards spending less on travel and creating content based on available resources either virtually or from localized tangible sources.
Certainly, the absence of a live unveiling at a Tier 1 or 2 auto show will be missed by the automotive media corps. I already miss those days. Yet, we must find more creative ways to tell the story of the auto show to you. That way, you might be inspired to attend.
This has been the driver behind working our local auto show – the Twin Cities Auto Show. The producers of the show – the Greater Metropolitan Automobile Dealers Association – allow for a two-hour slot before the doors open at the Minneapolis Convention Center for local media to do live spots from the show floor for their morning programs. It will allow some coverage from the opening.
Sometimes, GMADA will open up the floor the day before to do some pre-show spots for the media. Whether it is the day before or the morning of, the idea is to not gather breaking news of products forthcoming to local dealers. Rather, to let the media invite the public to attend, shop, compare, and enjoy the show.
For the past 13 years, I have grown towards being a part of that local media corps that cover the show. Not just for Victory & Reseda, but for my day job as well. It has been an honor to be welcomed by GMADA to participate as a member of the local media to help tell the story of the efforts towards welcoming hundreds of thousands of visitors to the Minneapolis Convention Center.
It may be part of my professional routine. However, the Twin Cities Auto Show is mainly for you – the consumer. Not for people like me.
It took the last Chicago Auto Show to finally settle into that train of thought. I’m not sure what I will do for future auto shows. I’m not sure if there will be any media opportunities in the future at any auto show across the country for George and I. That is regardless of an auto show’s tier or location.
Then again, I could be wrong. Maybe there will be a media opportunity at some auto show in North America for a media person like me to cover some news or experience worth writing about.
Right now, I have settled into a routine for both this outlet and my day job. Part of that routine is to attend the media preview at the Twin Cities Auto Show at the end of this month, then come back with one of my car clubs the following weekend just to simply enjoy the auto show.
The New York International Auto Show and Twin Cities Auto Show will open later this week. When the doors open, just come on in – ticket in hand and open to the experience.
All photos by Victory & Reseda