The Growth and Rebirth of the American Auto Show

December 24, 2020 Archive Insight

The annual North American International Auto Show, a longtime January fixture in Detroit, made headlines this year by announcing a move to late September/early October. The shift promises warmer weather and less overlap with other events. It also offers an opportunity to reinvigorate a tradition that now competes against new marketing methods and sales opportunities driven by new technologies. With this big news in mind, we take a brief look at the history of auto shows through the collections of The Henry Ford.


“Kansas & Colorado State Building Interior,” Centennial Exhibition, 1876. Auto shows have roots in industrial expositions and world’s fairs held in the 19^th century. Few were as impressive as Philadelphia’s 1876 Centennial Exposition celebrating the 100^th anniversary of the Declaration of Independence. / THF99942


Official Program, “Fifth National Exhibition of Cycles, Automobiles and Accessories,” 1900. Bicycle manufacturers staged trade shows in the late 19^th century to showcase their latest models and attract new customers. Auto shows evolved naturally out of these events. This January 1900 New York show featured bikes and cars. / THF124095


Second Annual Show of Automobiles, Madison Square Garden, New York, November 1901. The November 1900 New York Auto Show was America’s first all-automobile show. Manufacturers displayed more than 30 different models in Madison Square Garden. This program is from the next year’s event. / THF288260_detail


Program, “6^th Annual Boston Automobile Show,” March 7-14, 1908. Soon, every major American city staged its own annual show. For would-be car buyers, these events provided a chance to research new models, and compare features and prices across different manufacturers. / THF108049


Program, “Duquesne Garden 5^th Annual Automobile Show,” Pittsburgh, Pennsylvania, March 25-April 8, 1911. This program from Pittsburgh’s auto show reveals that, in 1911, cars were still thought of largely as playthings. Non-commercial automobiles were classed as “Pleasure Vehicles” at the event. / THF108051


Detroit Auto Dealers Association Eighteenth Annual Automotive Show Program, March 1919. Detroit’s auto show is among America’s oldest. World War I impacted the 1919 event. The show was delayed from January to March—giving time for automakers to shift back from war work to civilian production. / THF288268


Chrysler Thunderbolt, “It’s the ‘hit’ of the New York Show,” 1940-1941. Starting in the late 1930s, “concept cars” became star attractions at auto shows. These futuristic vehicles, like the Chrysler Thunderbolt, featured cutting-edge technologies and advanced designs. They remain mainstays today. / THF223319


Program, “The Automobile Salon,” New York City, 1920. After cars went mainstream, some shows continued to cater exclusively to wealthy buyers. New York’s 1920 Auto Salon featured posh marques like Cadillac, Lincoln, Packard, Benz, Hispano Suiza, and Rolls-Royce. / THF207760


General Motors Motorama of 1955. GM took auto shows to new heights with its traveling Motorama expos of 1949–61. The events spotlighted futuristic concept cars and aspirational production cars. Crowds lined up to see the dream cars on display. / THF288302


Electric Corvair at Detroit Automobile Show, 1967. New technologies are featured prominently. In 1967, Chevrolet showcased this fuel cell–powered electric Corvair. Some 50 years later, fuel cell cars still appear at shows—a futuristic technology whose time has yet to arrive. / THF103714


Program, “70^th Annual Chicago Auto Show,” February 25 through March 5, 1978. Big auto shows benefit more than carmakers. Successful shows attract thousands of visitors, who spend money in restaurants, shops, and hotels. No wonder Chicago boasted its show as the “world’s greatest” in this 1978 program. / THF108058


Advertising Poster, “1990 North American International Auto Show.” For manufacturers, auto shows provide a chance celebrate both heritage and innovation. This 1990 Oldsmobile poster features past models as well as the then-new convertible Cutlass Supreme. / THF111496


Muppet Traffic Safety Show Sponsored by Plymouth, North American International Auto Show, 1990. Auto shows became family affairs with kids joining the fun. In 1990, Plymouth partnered with puppeteer Jim Henson on a traffic safety ride, featuring animatronic Muppet characters, at the North American International Auto Show. / THF256326


Automobiles and the Environment Conference at the 1998 Greater Los Angeles Auto Show. In the late 20^th century, environmental concerns grew increasingly prominent at auto shows. This program is for a special environment-focused conference held in conjunction with the 1998 Los Angeles Auto Show. / THF288272


Auto Show Poster, “Detroit 2006: North American International Auto Show.” In the 21^st century, traditional auto shows compete with flashy online presentations and press events. But NAIAS’s shift to fall promises new excitement for one of the automotive industry’s signature in-person events. / THF111553


Matt Anderson is Curator of Transportation at The Henry Ford.

by Matt Anderson, NAIAS, car shows, cars