Automotive Industry Shows Muscle at 2004 NAIAS, the World's Largest Trade Show in Detroit

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Produced by Industrialinfo.com (Industrial Information Resources, Incorporated; Houston, Texas). On the surface, the 2004 North American International Auto Show (NAIAS) looks like just another pretty face - with the emphasis on fast and shiny. Don't be deceived. Corporate fortunes are held in a balance that affects virtually every aspect of America's single largest manufacturing sector. The competition is intense. Consider that in the 1960's the American consumer had approximately 140 automotive choices - today that number is closer to 1,400.

What separates the Detroit venture from any other ho-hum trade show? Simply stated, NAIAS is an industry pilgrimage. Big or small, new or established - a company is conspicuous in its absence. Corporate fortunes are won and lost in Detroit.

For example, one such startling turn of events on the opening media day found Toyota eclipsing the Big Three as the passenger car sales leader for 2003. Adding insult to injury, Toyota continues by introducing a full size pickup truck expected to compete with the popular Ford F-150, Chevrolet Silverado, and Dodge Ram. In Detroit, any team can beat any other team, on any given day!

Click on the image to the right to view a photo of the new Toyota FTX Truck.

This truck will most likely be assembled at Toyota's new U.S. assembly plant, currently under development in San Antonio, Texas (PEC 01009223). For more information on Toyota's new assembly plant, see archived IIR Industry Alert: Toyota Chooses A&E Firm for San Antonio Assembly Plant Schedules Five Design Build Bids

On the other side of the sprawling Cobo Convention Center, DaimlerChrysler (DC) (NYSE: DCX) (Auburn Hills, Michigan) and Mitsubishi were showing a concept prototype destined to be manufactured by DC in Warren, Michigan for a 2005 introduction. While Mitsubishi manufactures at least two domestic vehicles in the U.S. for DC, they have never before used another manufacturer for their nameplate.

In its sixteenth year as an international event, NAIAS has gained the reputation as the leading worldwide auto conference and, with Geneva, is the only site to host annual events. Frankfurt, Tokyo, and Paris schedule their events every other year. Exhibitor investment is estimated to be $300 million, with almost a half billion dollar impact on Detroit and southeastern Michigan.

What's Detroit's secret of success? NAIAS co-chairman, Bill Cook says, "It's media driven. This year we have credentialed 6,400 journalists from 65 countries. We have yet to find any North American event - with the possible exception of the Olympics - that draws more press."

While, the future of the show at the Cobo site has been a subject of recent speculation, Cook is adamant about keeping it in Detroit, regardless of a major expansion or building a completely new facility. That speculation may end on Friday (January 9) when Detroit's Mayor Kwame Kilpatrick is scheduled to disclose his convention center plans before the Economic Club of Detroit.

And, despite any space, parking or cosmetic limitations, they still flock to Detroit in early January - manufacturers, vendors, and suppliers - virtually every major automotive executive in the world. However, Cook is quick to note, "With more space available to us we would be able to accommodate more exhibitors from the supply side. But, who's complaining?NAIAS is hosting 67 worldwide and concept product introductions in 2004 alone. Couple that with 700 vehicles on display, 44 automotive manufacturers, and 15 ancillary exhibitors, and it's easy to understand how the NAIAS attracts 27,000 automotive professionals for the January 7-8 Industry Days. Bill Cook wryly adds, "We just may break the million mark when we open for the public for our ten day run (January 10 - 19). We had an attendance record of 810,000 last year!"

All of this -- an international media army, the Who's Who of manufacturers, dozens of worldwide product introductions, and legions of suppliers and vendors -- what more could NAIAS do?

Sixteen years ago, the show began hosting a black tie Charity Preview that benefits eleven children's charities. This year's take? Another sellout (17,500 tickets) netting a cool $7 million, and bringing the grand total to $50 million since they started the fund-raiser.

Invaluable and breaking automotive news is only just starting with exclusive Industrialinfo.com coverage from the floor of NAIAS in Detroit, Michigan. Look for future articles on auto manufacturing; Ford news; exclusive German interviews that impact US industry; telematics as an emerging technology; the state of U.S. steel production; OEM & tier supplier perspectives; industry energy alternatives; automotive alliance and joint venture opportunities; automotive plant construction and expansions; and the color of automotive coatings!

Check out Industrialinfo.com's new Automotive Database, including the most recent automotive manufacturing and tier supplier plant and capital project spending data and news coverage.