It’s always interesting to watch an industry reinvent itself. The recent North American International Auto Show in Detroit felt noticeably different from the grand spectacles of the past. The towering displays, extravagant budgets, and dramatic unveilings that once dominated the event were largely absent. In their place was something more grounded and accessible — an experience built around the consumer, complete with test drives and ride-alongs. It’s clear the automotive world is adjusting its strategy.
This transformation goes beyond the impact of the pandemic. It reflects a deeper shift in how carmakers connect with audiences. Many brands have realized that launching vehicles online can generate greater buzz without competing for attention on a crowded show floor. Digital reveals also come at a fraction of the cost compared to elaborate auto show productions. As Karl Zimmermann of the Detroit Auto Dealers Association noted, the landscape has changed — and so has the world around it. The sparkle and spectacle are giving way to practicality and direct engagement.
The unveiling of the new Ford Mustang highlights this transition. Revealed along the Detroit River, the seventh-generation model still celebrates performance and heritage. Yet it also signals a broader pivot, as Ford works toward making half of its global production electric by 2030. That ambition raises questions about the long-term future of traditional gasoline-powered icons. Even Mustang engineering manager Eddie Khan acknowledged the uncertainty ahead, reflecting a wider industry sentiment. Meanwhile, companies such as Stellantis are already preparing to phase out classic gas-powered muscle cars.
Detroit’s experience is not an isolated case. Around the world, auto shows are being reshaped by shifting consumer behavior and rising marketing costs. The traditional formula — industry insiders gathering for high-budget unveilings — is being replaced with something more personal and interactive. Today’s events are less about spectacle and more about meaningful connections with drivers.
The auto show isn’t disappearing — it’s simply transforming. And if current trends continue, the future of these events will likely focus even more on real-world experiences, digital innovation, and the evolving relationship between carmakers and consumers.