Re-imagined Detroit Auto Show Offers Auto Suppliers Opportunities to Showcase Their Technologies

Automotive and vehicle technology suppliers: The Detroit auto show is back.

Now officially known as the North American International Detroit Auto Show (NAIDAS) – a recent change acknowledging the Motor City in this major show’s name – one of the auto industry’s premiere events for automakers and suppliers alike will end its almost four-year hiatus this fall.

The reconfigured and revitalized show will feature a blend of hands-on automotive activations, traditional vehicle exhibits and its expanded showcase of automotive innovation and technology, AutoMobili-D.

As of this writing, NAIDAS is on track to have more than 100 sponsors and partners from the global automaker, auto supplier and start-up ranks.

And the reimagined indoor-outdoor format, which combines activity in the show’s traditional venue, Huntington Place (the former Cobo Center), nearby Hart Plaza, the Spirit of Detroit Plaza and Campus Martius.

The much-awaited event will showcase mobility and electrification demonstrations and technologies, and will feature dynamic indoor and outdoor activations that enable automakers and auto suppliers to conduct ride and drives and vehicle demonstrations on the streets of Detroit.

At least five tracks for demonstrating the latest EVs will be operated inside Huntington Place, as automakers know that once consumers ride in an EV, they’ll add one to their consideration list.

Show management expects some 2,500 media representatives and 30,000 industry executives to attend during the first two days of the event – its Media and Technology Days, September 14 and 15 – which is prime time for auto tech suppliers to highlight their wares.

And for those suppliers interested in reaching consumer audiences, some 500,000 attendees are expected for the public days of the show, which run September 17 – 25. And this year, outdoor displays will be free to the general public.

Supplier Opportunities

Show organizers expect nearly 30 brands from local to exotic automakers to exhibit on the show’s main floor at Huntington Place, with most exhibits expected to focus on EVs and emerging technologies.

New sponsors for the 2022 version of the show include: Vitesco Technologies, the global EV-powertrain solutions supplier spun off last year from Continental; Plug Zen, LLC, a Detroit-based EV charging company; We Predict, a British predictive analytics software provider; and Mubea, Inc., a global supplier of lightweight components for body, chassis and other applications.

Automotive and mobility technology suppliers can participate in NAIDAS in a number of ways, starting with official sponsorships.

At the low end, start-ups can have a turnkey 10×10 booth in the AutoMobili-D section of Huntington Place’s main floor Exhibit Hall A for as little as $6,000, thanks to the efforts of the Michigan Economic Development Corporation.

Ride and drive demonstrations for existing show sponsors start at $12,500, with new show partner fees for the ride and drive set at $25,000.

And of course, a variety of other sponsorship packages – including optional exhibit spaces, onsite hospitality rooms, panel and press conference opportunities, corporate all-access credentials, onsite signage, and Industry Tech Day ticket packages – are also available, with top packages in the $110,000 price range.

For more information on specific sponsorship opportunities, interested parties should contact The Fulkerson Group at

Another part of the show that is popular with auto supplier executives, the Black Tie Charity Preview, which has raised more than $100 million for children’s charities in southeast Michigan over the past 25 years, is slated for Friday, Sept. 16.

Tickets for Detroit’s top charity event are priced at $400 each (or $700 per pair) and will go on sale July 11 via the NAIDAS website, with most of the ticket cost being tax deductible.

Why Participate?

So, why should a vehicle technology suppliers participate in the new, re-imagined Detroit auto show?

Show management ticks off a slew of convincing reasons:

  • Michigan and Detroit are still the heart and the pulse of the automotive industry.
  • 96 of the top 100 global auto suppliers are headquartered near Detroit, so you’re close to your prospects and customers.
  • Metro Detroit offers a technology-rich ecosystem with a growing number of start-ups and mobility companies.
  • 1 million automotive or mobility jobs make up 20% of Michigan employment
  • If you’re interested in EVs and autonomous vehicles, some $10.6 billion has been invested in electric and autonomous vehicle firms in Michigan in the past decade.
  • One-third of all battery production and development takes place in Michigan.
  • The auto show continues to serve as the industry’s focal point, as well as a source for inspiration.

If you’re interested in leveraging this event to generate greater awareness about your company’s products, services and capabilities, act now, while there’s still room available.

As the pandemic continues to wind down and suppliers jump on the NAIDAS bandwagon, you won’t want to be left behind.

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