In the latest round of pandemic-related changes to normalcy, The North American International Auto Show (NAIAS) announced that they will not be holding the auto show as planned in 2021. Instead, show officials announced an all-outdoor event called the Motor Bella.
Taking place September 21-26 2021, at the M1 Concourse in Pontiac, the Motor Bella will showcase key vehicles and new technologies in what has been described as a “playground for auto enthusiasts.” Originally established as a celebration of Italian and British supercars and classic vehicles, the Motor Bella was meant to debut at the June 2020 auto show in Detroit.
The plan for the Motor Bella includes devoting 1.6 million square feet of “dynamic vehicle and technology display space” that will include terrain meant to showcase offroad vehicle capabilities, as well as a 1.5-mile hot track for new vehicle 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,” shared Executive Director Rod Alberts in a press release put out by the NAIAS. “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.”
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, Alberts added. 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.
Working to reimagine the auto show amid COVID-19, the fans attending the Motor Bella can expect a “multi-sensory experience” that will feature multiple exhibits, vehicle testing and demonstrations.
Sharing his enthusiasm for the upcoming event, Jordan Zlotoff, CEO of M1 Concourse, stated, “We are proud and honored to be hosting this world-class automotive event. Motor Bella will allow journalists, industry executives and the public to interact with vehicles in a fully dynamic and experiential format, well beyond the limitations of static displays. As the largest Private Garage community in the world, we at M1 Concourse share the enthusiasm for creating a unique automotive environment built specifically for car enthusiasts.”
Dates for the 2021 Motor Bella shared in the press release include:
• Press Preview, Tuesday, Sept. 21
• AutoMobili-D, Tuesday, Sept. 21 through a half-day Thursday, Sept. 23
• Industry Preview, Wednesday, Sept. 22 and a half-day Thursday, Sept. 23
• Public Show, Thursday, Sept. 23 through Sunday, Sept. 26
The NAIAS also noted that the Detroit Auto Dealers Association’s charity initiative will also be part of the Motor Bella, continuing a longstanding auto show tradition. Subscribe to our newsletter for more, as well as regular updates on all things Detroit.