From Signal to Substance

As CES comes to a close, the focus of the automotive industry shifts - once again - to Detroit. Every January, this transition matters.

CES sets the tone: technology, software, AI, partnerships, future intent. It’s where direction is signaled.

Then comes the North American International Auto Show. Detroit is where narratives are anchored - in products, leadership presence and market relevance. It's less about concepts, more about credibility.

Despite frequent debates about the relevance of trade shows, these platforms continue to play a critical role - when used strategically.

For German companies in North America, this is also a communication challenge: translating engineering strength into market-facing relevance:

 • CES to frame vision and innovation.

 • Detroit to translate that vision into trust, proximity and execution.

I was reminded of this while supporting a client with a trade booth and press event at NAIAS 2023. What made the difference wasn’t the size of the stand or the visuals - it was clarity: a sharp narrative, the right media conversations and leadership visible at the right moment.

That remains true today.

Trade shows are no longer about presence alone. Impact isn’t about how many shows you attend. It’s about how intentionally each moment is used.

#CES #NAIAS #GermanAmericanBusiness #BrandPositioning

#AutomotiveIndustry #LeadershipVisibility #CommunicationsStrategy #TradeShowStrategy #PilonPR