Welcome to the Daily 5 report for Friday, Jan. 9.
As we have documented over the last few years, the Detroit Auto Show is no longer the flashy extravaganza packed with global vehicle debuts and ornate displays that it once was.
But in the social media age, organizers are leaning on content creation to help recapture some of that old magic.
The show, which kicks off with a media preview next week, is embracing social media with new installations and celebrity appearances designed to generate shareable content and reach global audiences, organizers told Automotive News sibling publication Crain's Detroit Business.
Running Jan. 14–25 at Huntington Place in downtown Detroit, this year's show features 27 brands — five more than last year — and is designed to encourage attendees to share their experiences online using #DetroitAutoShow. The show will include a video wall where attendees can upload content and see it broadcast live, plus a jumbotron featuring video programming throughout the event.
"We can be a show for everyone," said Sam Klemet, executive director of the Detroit Auto Dealers Association and the Detroit Auto Show. "We can have the big Ford event on Tuesday night, then have newsmakers from all over the world coming to the show because they want to talk about the industry."
Ford is expected to unveil a Bronco variant or special edition Jan. 13. The automaker will also kick off its racing season Jan. 15 at Michigan Central with its "Detroit Proud: Off-Road Edition" event.
New features include the Michigan Overland Adventure exhibit, showcasing off-road vehicles from Ford, Chevrolet, GMC, Jeep, Ram, Toyota, Ineos, Subaru and American Expedition Vehicles, plus the family-friendly Visit Detroit Interactive Experience with a kid-focused Power Wheels track.
Former U.S. Transportation Secretary Pete Buttigieg will deliver the keynote for the Mobility Global Forum on Jan. 14. About 2,000 media members are registered to attend. Last year's show drew 275,000 attendees.
Check Automotive News next week for the news, sights and sounds from the show.
That's all for now. Have a great rest of your day.
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— Omari Gardner, managing editor, operations
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