The North American International Auto Show, better known as the Detroit Auto Show, is the latest automotive event to be canceled due to the COVID-19 pandemic. Event organizers announced the cancellation earlier today, adding that an alternative event would be held outside at the M1 Concourse race track in Pontiac, Michigan.
The Detroit Auto Show is considered one of the most important automotive events of the year, especially for domestic automakers like General Motors. However, given ongoing concerns related to indoor events and COVID-19, event organizers have opted to host an alternative event called Motor Bella, which is framed as a “bridge to the future” and will present “next-generation mobility and exciting vehicle debuts to media, show-goers and the automotive enthusiasts’ world in a never before experienced way,” according to a recent press release.
The new Motor Bella event will be held between September 21st and 26th, 2021, and will feature 1.6 million square feet of space for displays and debuts, not to mention the M1 Concourse 1.5-mile race track for demonstration purposes.
“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,” said executive director Rod Alberts. “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.”
The original Motor Bella was framed as a showcase of European supercars set to take place ahead of the Detroit Auto Show.
The Detroit Auto Show was last held in 2019, with the 2020 event also canceled in response to the COVID-19 pandemic. The event has since been rescheduled multiple times.
“With our new program for 2021, we will take the Motor Bella concept to the next level with multiple brands and mobilities represented, from hometown to international nameplates, autonomous vehicles to high-performance supercars and everything in between,” said event chairman Doug North. “It will be a mobility-filled event. One that will provide our show partners with a cost-efficient backdrop to share all of their brands, products and technologies in a fun and festival-like atmosphere that’s completely outdoors.”