Organizers are promising that the 2023 North American International Detroit Auto Show will feature more brand participation and vehicle reveals than last year, although it’s unclear which companies plan to return to the mid-September event.
The Detroit Auto Dealers Association, which runs the show, said the 2023 version will include a new indoor track for electric vehicles, more outdoor ride-and-drives and a new mobility forum featuring executives and politicians such as Michigan Gov. Gretchen Whitmer. They vowed “multiple vehicle debuts” and “double” the brands that participated last year, which was the first Detroit show to attempt an indoor-outdoor format.
Brand representatives for VW, Audi, Mazda, Jaguar, Land Rover, Kia, Hyundai, Genesis, BMW, Mercedes-Benz, Nissan, Porsche, Volvo, Subaru, Lexus, Polestar and Lucid told Automotive News they would not have a stand at this year’s show, while Honda has previously said it would delegate future show duties to local dealers. The loss of Subaru is notable, as it was among the few non-Detroit automakers to attend last year.
The dealers association said last week that hometown companies General Motors, Stellantis and Ford Motor Co. will participate with their full brand portfolios, which each of the automakers confirmed. A Stellantis spokesperson said the automaker will hold two press conferences, while GM and Ford did not specify.
A Toyota brand spokesperson also confirmed it would have a presence at the show, as it did last year, but does not plan a press conference.
The media preview will take place Sept. 13-14, with the annual charity preview happening Sept. 15. The show will be open to the public Sept. 16-24.
“This year’s show represents the next step in its evolution and in the evolution of the industry itself,” auto show Chairman Thad Szott said in a statement. “Automotive technology is changing so rapidly; how do we make people comfortable with it? We’re planning for a show that not only embraces and educates about this new technology but offers an immersion into it. And with twice the number of brands participating, there’ll be no shortage of engaging with it.”
