Zinger Key Points
- Electric vehicles will take center stage at the Detroit Auto Show later this month.
- Musk's 2015 visit emphasized sustainable transport; 2023 attendance remains uncertain.
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Detroit, dubbed the Motor City for its automotive heritage, annually hosts the Detroit Auto Show, showcasing the latest car innovations. In recent years, the event has seen a surge in electric vehicle representation.
What Happened: For the first time since 2015, EV leader Tesla Inc TSLA will attend the Detroit Auto Show. Tesla's participation in the event underscores its EV leadership in production and deliveries, even as traditional automakers intensify their competition.
The 2023 Detroit Auto Show will be hosted at Huntington Place (formerly Cobo Hall, Cobo Center, TCF Center) in downtown Detroit from Sept. 13 through Sept. 24.
According to the event website, 35 vehicle brands will be present at this year’s event. Among the brands that will be included are Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Kia, Lexus, Lincoln, Ram, Tesla, Toyota and Volkswagen. The event boasts a lineup covering everything from A to V.
Companies like General Motors Company GM, Ford Motor Company F, Stellantis NV STLA and Toyota Motor Corporation TM will be well represented alongside Tesla.
Local dealers will represent additional brands at the event.
“We’re thrilled to be able to bring auto show audiences a broad spectrum of brands and vehicles,” Detroit Auto Show Executive Director Rod Alberts said in a press release.
Tesla will not be the only company showing off electric vehicles at the show, and some companies will be participating in the Powering Michigan EV Experience indoor track ride-along activation. Participating companies include BMW, Cadillac, Chevrolet, Ford, GMC, Tesla and Volkswagen.
Tesla and Ford will also be offering ride-and-drives outside Huntington Place on a street course.
“Show visitors will get a chance to get behind the wheel and take products for a spin along the Detroit riverfront over portions of the Chevrolet Detroit Grand Prix downtown race circuit,” the event website says.
Related Link: Exclusive: Cathie Wood Breaks Down $2,000 Tesla Price Target With Benzinga
Why It’s Important: Tesla's return to the event after an eight-year hiatus underscores the show's significance and hints at the company's renewed interest in being more involved with automotive events.
The electric vehicle leader has often avoided attending auto shows, but recently revealed its Model 3 Highland refresh at the IAA Mobility show in Munich, Germany.
This could prompt rumors of a reveal of the new Model 3 vehicle in Detroit. Fans of Tesla and attendees of the event would also love to see the company's highly anticipated Cybertruck electric pickup truck make an appearance.
Tesla CEO Elon Musk attended the event during Tesla's last appearance in 2015.
“The main reason I’m here is to talk about electric vehicles and to do what I can to encourage other automakers to accelerate their electric-vehicle programs. The need for sustainable transport is incredibly high,” Musk said at that year’s show.
It is unknown if Musk will attend this year’s event.
Tesla was set to appear at the 2016 Detroit Auto Show, before pulling out at the last minute over a direct sales law of electric vehicles in the state of Michigan.
Read Next: Exclusive: Cathie Wood Tells Benzinga Why Tesla Should Trade As A Tech Stock
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