History of the Michigan International Auto Show

Michigan Auto Show: History

Early History

The history of the Michigan Auto Show (now re-named as the North American International Auto Show) dates back to 1899 when it was held for the first time as the Detroit Auto Show in Detroit. The credit for organizing the earliest Detroit Auto Shows goes to William E. Metzeger who dealt in bicycles before becoming associated with the auto industry. ("Zacharias"). Metzeger had traveled to England in 1895 to attend the world's first auto exhibition and returned to Detroit to become its first auto dealer. (Ibid.)

In 1899 Metzeger and an associate formed the Tri State Sportsman's and Automobile Association and leased the Light Guard Armory in Detroit to organize a hybrid exhibition of sporting equipment and automobiles. At the first show, the major attractions were big-game trophies from Africa, fishing tackle and assorted sporting equipment, rather than automobiles. Metzeger was the only auto dealer in Detroit at the time and he placed two steam mobiles and two electric cars in the exhibition as an advertising gimmick. (Ibid.) In order to demonstrate the power and speed of his cars, Metzeger ran them on specially developed sets of rollers that were equipped with dials. The Detroit public was fascinated by the demonstration, besides 200 sportsmen who attended the exhibit. The show was a resounding success and took off. It was repeated in the next two years with a dog-show thrown in for added appeal.

The First Exclusive Auto Show (1902)

By 1902, the auto dealerships in Detroit had grown to five and the Tri state group decided to hold an exclusive auto exhibition. This also marked the informal beginnings of the Detroit Auto Dealers Association (DADA). Metzeger was still the dominant exhibitor at the show and displayed his electric and steam vehicles including electric cars like Waverly and Columbia and steam cars named Mobile and Toledo.

The year 1902 also saw the start of an automobile club in Detroit with a membership of 30. This was the time when Henry Ford formed the Ford Motor Co. And the Detroit Motor Co. was reorganized as Cadillac Motor Car Co. with Metzeger as its first Sales Manager. ("Zacharias")

Tri- State Shows (1903-1906) & the First Auto Dealers' Show (1907)

The Tri State group auto shows continued to be held every year from 1903 to 1906. In the meantime the auto dealership had grown in Detroit to 16 and in 1907 the dealers decided to hold their own auto show. Since the Tri State group still held the exclusive leasing rights to the Light Guard Armory in Detroit, the first Detroit dealers' auto show was held at Bellers' Beer Garden near Belle Isle Bridge. At the 1907 show 17 exhibitors participated displaying a total of 33 vehicles. ("2002 NAIAS: History"). The success of the show proved to be a catalyst in the formation of the Detroit Auto Dealers' Association (DADA) and the Detroit Auto show has been held every year since then (except for an interruption of 4 years during World War II) under the auspices of DADA.

The North American International Auto Show

The Detroit auto show is now called the North American International Auto Show where more than 40 major manufacturers of vehicles from all over the world exhibit over 700 cars and trucks each year. It is one of the most famous auto shows in the country and internationally and the only auto show in the country that has the sanction of the Organisation Internationale des Constructeurs d'Automobiles (OICA), a Paris-based alliance of automotive trade associations and manufacturers from around the world. ("Auto Show Historical Overview"-NAIAS web site).

Changing Locations

Since the first Detroit auto show held in 1899, the exhibition has been held in changing locations -- ranging from dance halls to beer gardens, church yards to convention centers. The location of the first shows (1899-1906) was the Light Guard Armory. In 1907, it was shifted to Beller's Beer Garden near the Belle Isle Bridge. With growing demand and interest in cars, the Detroit Auto Show became increasingly popular and bigger, and was shifted to Wayne Gardens in 1910, which at the time was largest space in the city. ("Ibid."). The show's location has been changed several times since then, including Grinley Field (1917), Cross Town Garage (1919), the Ford Building (1920), Morgan and Wright's Building (1921-22), Grindley Convention Hall (1924-40), Michigan State Fairgrounds (1954-56) and Detroit Artillery Armory (1957-60). (Ibid.) The Detroit Auto show's location was shifted in 1965 to its present location -- the Cobo Hall and Arena, which is one of the largest convention halls in the country and boasts of a 600,000 sq. ft. open-view hall. (Ibid.)

Milestones in the History of the Detroit Auto Show

The very first Detroit auto cum sporting equipment show organized by William E. Metzeger.

The first exclusive auto show organized by Metzeger's Tri-State group.

The first Detroit Auto Show sponsored by the Detroit Auto Dealers Association (DADA), held at the Beller's Beer Garden. Seventeen exhibitors participated and 33 vehicles were displayed.

1940-44

The Detroit Auto Show not held during the war years -- the only years during which the show has not been held since 1907.

The Detroit Auto Show shifted to its new location at the Detroit Artillery Armory in 1957: the first year when foreign auto manufacturers were allowed to display their vehicles. Some big foreign names that participated in the 1957 Detroit Auto Show were Mercedes Benz, Volvo, Porsche, Jaguar and German Isetta.

The show moved to its present location at the Cobo Conference / Exhibition center that offers one of the largest facilities of its kind in the country.

The Detroit Auto Show was renamed the North American International Auto Show. Worldwide recognition of the show as the big Japanese companies, Toyota and Nissan unveil their luxury divisions -- Lexus and Infiniti.

The 86th year overall and the 14th year of the North American Auto Show as an international event was celebrated at the 2002 NAIAS in January this year. Fifty-three (53) exhibitors participated; more than 700 vehicles on display. ("Interesting Facts"- NAIAS 2002 Web site).

Economic Impact

The economic impact of the North American International Auto Show can be judged from the projections of the latest show held in the Cobo Conference Center in January 2002. According to Comerica Bank Chief Economist David Littman, the show was estimated to bring in $509.1 million to the Detroit area. ("Economic Impact": 2002 NAIAS Website). This calculation is based on all activities associated with the show like construction, public attendance days, advertising and charity preview.