“When life gives you lemons, make lemonade” is a proverbial phrase used to encourage optimism.
Such is the case when organizers announced the cancellation of the 2021 North American International Auto Show in Detroit due to the ongoing coronavirus pandemic and revealed an exciting new event called Motor Bella.
Motor Bella will be held from Sept. 21-26 at the M1 Concourse in Pontiac.
The M1 Concourse, often referred to as an “87-acre playground for auto enthusiasts,” enables exhibitors to showcase key vehicles and technologies in an outdoor setting.
“Motor Bella is going to provide visitors with the opportunity to witness cutting-edge auto technology and new vehicles firsthand on the M1 Concourse track,” said Rod Alberts, executive director of the Detroit Auto Dealers Association. “M1 will provide a unique space for this event and bring the mobility of the future directly to visitors.”
Jordan Zlotoff, former CEO and co-owner of the M1 Concourse, said, “We are proud and honored to be hosting this world-class automotive event. Motor Bella will allow journalists, industry executives and the public to interact with vehicles in a fully dynamic and experiential format, well beyond the limitations of static displays.”
Alberts said attendees can expect a multisensory experience at the new event.
“This all-outdoor venue, with adrenaline-pumping track activities and a full complement of OEM and technology exhibits, is going to offer the sights, sounds and even the smell of all that the new world of mobility has to offer,” he said.