#TradeShow

The Keystone BIG Show, an automotive aftermarket trade show arguably second only to the SEMA Show in importance, will be held Friday, March 5th, and Saturday, March 6th, at the Gaylord Texan Resort and Convention Center in Grapevine, Texas. The in-person show will be followed March 15-19 by a virtual event.

Spending the last three months chronicling every every single cancellation related to the coronavirus hasn’t been any more enjoyable than reading about it. And, while we apologize for putting you though that, there honestly isn’t much else to report on when every manufacturer on the planet suddenly enters into a panicked lockdown. Thankfully, we seem to be nearing the end of being forced to issue updates on the latest cancelled soirée you had your hopes set on attending.

Despite automotive trade shows being canceled in Detroit, Geneva, and Paris this year, the Specialty Equipment Market Association (SEMA) show scheduled for November is still on. We may also see the New York Auto Show, which was rescheduled, take place in August — assuming the Javits Center remains underutilized for COVID patients through the summer and NYC doesn’t see a sudden spike in infection rates. However, SEMA is the first major event that seems like a sure thing in the automotive realm and, boy, are we glad to hear it.

Automakers are reassessing the number of employees they’re willing to send to next week’s Geneva International Motor Show. While plenty are simply exercising their right to snub the show, with over a dozen giving advance notice that they will not be in attendance, others are reconsidering what’s prudent as a viral outbreak grows in Europe. Overall, the industry is scaling back on the number of people it feels comfortable sending to the show.

New coronavirus cases in Switzerland have left some worried that the trade event will be cancelled at the last minute.

“The coronavirus public health crisis alone puts a big question-mark next to this year’s show,” David Leggett, automotive editor at data and analytics specialists GlobalData, told The Telegraph this week.

On Thursday, Toyota said it plans to send only business-critical staff to Geneva, specifically those responsible for operations in Europe and nobody else. Volkswagen Group also plans to send only those deemed mission critical, according to Automotive News — and that’s just for starters.

Porsche unveiled its most powerful production 911 in history and not exactly where you’d expect. Dodge saved the unveiling of its much-teased Challenger SRT Demon for the New York International Auto Show, so where did Porsche choose to present the new GT2 RS? The Electronic Entertainment Expo — the world’s premiere video game convention.

There are two ways to look at this sacrilege. You can either take offense, accusing the brand of betraying its fervent automotive base, or you can see this as one of the smartest marketing choices it could have made. E3 has a lot of eyes on it and video games are a booming industry. For a long time Porsche cars weren’t even in most video games, thanks to an exclusive deal made with Electronic Arts. When that ended, the brand slipped its cars into Forza Motorsport 6 through downloadable content, and the GT2 RS is on the cover of Forza Motorsport 7.

Some trade shows embrace the purist of missions, refraining from creating pointless content in hopes of mindless media coverage. The Car Wash Show caters to professionals in the car-care business with nary a sensationalist notion and not an autoblogger in sight on the show floor. This show isn’t about clicks, reach or engagement.

Which was precisely why I attended, embedded with my Mumbai-based cousin in the trade to learn more.

That’s right, there’s an annual Car Wash Show.

And, of course, it’s in Vegas.

Next week, I’ll be knee-deep in cleaning supplies, equipment and professional services offered to the car wash industry. And I need your assistance to get the most from this opportunity.