The Detroit Auto Dealers Association (DADA) today announced highlights of its upcoming outdoor automotive event at M1 Concourse in Pontiac, called Motor Bella, which is powered by the North American International Auto Show.
Motor Bella will feature hundreds of vehicles, immersive ride-and-drive activations, and next-generation mobility during the six-day show Sept. 21-26. The event replaces the traditional North American International Auto Show in Detroit, which was cancelled last year due to COVID-19 and reimagined this year as Motor Bella.
One of the main goals of the M1 Concourse event is putting people in vehicles, including EVs, SUVs, trucks, and more from Ford Motor Co. in Dearborn, Jeep, Ram, and Dodge of Stellantis in Auburn Hills, and Audi. The experiences include hot lap rides with professional drivers on the KeyBank Track and street course test drives down Woodward Avenue.
More than 400 cars, trucks, and utility vehicles across 39 auto brands will be displayed at M1 Concourse, which spans 87 acres at the northwest corner of Woodward Avenue and South Boulevard.
Ford and Toyota are expected to reveal new products. Along with its reveal, Toyota will conduct on-track demonstrations featuring several classic, modified, and track-proven vehicles. General Motors Co. in Detroit will showcase the company’s motorsports legacy along with its future electrified products, including the Hummer EV.
In addition, more than 25 luxury, performance, and exotic vehicles, including Lamborghini, Ferrari, Maserati, Rolls-Royce, Aston Martin and McLaren, will be on display at The Gallery, presented by Delta Air Lines and PNC Bank. This will be the first time vehicles The Gallery event will be available to the general public (it was previously a ticketed event).
The future of mobility will be on display at the AutoMobili-D technology showcase presented by the Michigan Economic Development Corp. Set in a 25,000-square-foot pavilion, AutoMobili-D will offer 80 displays, including 36 emerging startup exhibits. Speakers will participate in panel discussions and symposiums, as well.
What’s more, the MEDC is hosting match meetings on Tuesday, Sept. 21, that will provide startups with new opportunities for business development. A startup pitch competition will take place on Wednesday, Sept. 22, presented by the Global Automotive and Mobility Innovation Challenge.
Many private, industry, and school events will take place at Motor Bella, including the North American Car, Truck, and Utility Vehicle of the Year announcement of its 2022 award semifinalists on Tuesday, Sept. 21.
To encourage youth engagement, Motor Bella K-12 Field Trip Days will offer chaperoned students the chance to visit the event on Thursday, Sept. 23 and Friday, Sept. 25 from 9 a.m. to 3 p.m.
Other events include charitable vehicle giveaways, including a collection of 12 refurbished classic Corvette’s originally from what is known as the Peter Ma collection, a 2019 Saleen Mustang S302 Black Label given away by America’s Automotive Trust, and a 1997 Ferrari F355 Spider to benefit the Dynami Foundation’s breast cancer research.
A Motor Bella phone app will be launched soon and will serve as a go-to resource with maps, exhibitor information, schedules, and more.