New format to be more immersive, more pandemic-appropriate
Was originally planned as an add-on to 2020 NAIAS
The North American International Auto Show, normally held yearly in Detroit, will be taking a pause for the second year. Instead, show officials will be holding a new event called Motor Bella that will be an all-outdoors event that will give attendees the chance to get more time in and around vehicles they’re there to see.
Instead of the usual downtown Detroit auto show venue, Motor Bella will be held at the M1 Concourse in Pontiac, MI. The event facility is a private motorsports venue that includes plenty of garages and a 1.5-mile (2.4 km) road course. The plan will have 1.6 million square feet of space for dynamic vehicle and tech displays, meaning driving, including an off-road course, as well as the track that can be used for more 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.”
All outdoors, and running a much shorter event length from Sept 23-26 with a media day on the 21st, this will be a massive change for the show. It’s not yet clear if automakers will use the opportunity to reveal their latest and greatest as they would at the usual Detroit show, but for consumers interested in experiencing a wide range of new vehicles, this could be a much greater opportunity than the traditional walkaround show.
The Motor Bella name and concept was originally set to be a celebration of Italian and British classics and modern supercars to be held with the 2020 NAIAS which was cancelled due to the pandemic.