The Chicago Auto Show returns this week, but many industry insiders are questioning whether traditional car shows will ever fully recover — not only from the pandemic, but from other changes sweeping through the automotive industry.
Joel Lerner / Xinhua News Agency/Getty Images fileThe Chicago Auto Show returns to the Windy City’s McCormick Place convention center this week, becoming the first major car show outside of China since global Covid-19 lockdowns began last year. But many industry insiders are questioning whether traditional car shows will ever fully recover — not only from the pandemic, but from other changes sweeping through the automotive industry.
Even after the pace of national vaccination efforts began to pick up early this year, there were questions as to whether any auto show would be held in 2021. Organizers have announced plans for relaunching shows in New York, Detroit and Los Angeles this year, though all have also been downsized to varying degrees. The Motor City event, temporarily renamed Motor Bella, will be held at a small race track 25 miles north of its normal home at the TCF convention center in Detroit.
Looking beyond 2021, and an auto show circuit still struggling with Covid restrictions, there are plenty of questions about what these once-popular events will look like going forward. On the other hand, digital previews do have their limitations, especially if a company wants to give potential buyers a chance to kick the tires. According to Foresight Research, nearly 70 percent of adults who visit the Chicago Auto Show are in the market to purchase a vehicle within 12 months.
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