The North American International Auto Show (NAIAS) announced it will not hold its 2021 auto show as planned.
Instead, show officials revealed a “bridge to the future” with an auto-centric event called Motor Bella. The new event will bring next-generation mobility and exciting vehicle debuts to media, show-goers and the automotive enthusiasts’ world in a never before experienced way while also addressing continued COVID-19 concerns about indoor events.
Motor Bella will be held from Sept. 21-26, 2021, at the M1 Concourse in Pontiac, Mich. Centrally located in the metro Detroit area, M1 Concourse, often referred to as an “87- acre playground for auto enthusiasts,” enables exhibitors to showcase key vehicles and technologies in an outdoor setting. Plans call for 1.6 million square feet of dynamic vehicle and technology display space including terrain ideal for showcasing off-roading capabilities. M1 Concourse also offers a 1.5-mile hot track on the grounds for technology and vehicle demonstrations.
“The pandemic has caused changes in our society and world in ways not previously imagined, and we all should be looking for new and highly creative ways of doing business,” said executive director Rod Alberts. “This new event captures that creative spirit. It will provide new mobility experiences and increasingly innovative approaches to tapping into the industry and its products.”
Alberts said attendees can expect a multi-sensory experience at the new event. “This all-outdoor venue, with adrenaline-pumping track activities and a full complement of OEM and technology exhibits, is going to offer the sights, sounds and even the smell of all that the new world of mobility has to offer.”
As auto shows around the world are being reimagined and will continue to do so in the wake of the pandemic, NAIAS had been reimagining its position for some time.
“While auto shows remain an important platform to promote new mobility innovations and to help people make major vehicle purchase decisions, the traditional auto show model is changing,” Alberts said. “We cannot ignore the major disruptions caused by the pandemic and the impact it has had on budgets. As such, we will be providing an amazing experience to the media, the auto industry and the public in a cost-effective way.”