North American International Auto Show 2018: U.S. OEMs

Automakers focus on pickup truck and SUV segments due to regional demand



 The 2018 North American International Auto Show (NAIAS) was held from January 14 through January 28, 2018, with the show opening to the public on January 20. In 2018, the show hosted a total of 809,161 attendees, representing both a slight increase over attendance in 2017 and the fifth consecutive year in which it surpassed the 800,000 visitor milestone.

 Continuing the regional growth in demand for larger vehicles over sedans and hatchbacks, U.S. automakers focused on pickup trucks and utility vehicles. Having announced the return of the Ford Ranger at the 2017 NAIAS, Ford unveiled the highly anticipated mid-size pickup truck at its press conference. In turn, the other two Big Three automakers also debuted pickup trucks. Alan Batey, President of GM North America, described the debuting 2019 Chevrolet Silverado as the, "arguably most important product in the Chevrolet portfolio". FCA US showcased the new 2019 Ram 1500, highlighting improvements in the chassis and interior.

Ford's exhibition hall Ford Ranger


 This report is the first of three reports which focuses on the vehicles displayed at the 2018 North American International Auto Show. This report will focus on vehicles showcased by U.S. OEMs, specifically Ford, GM, and FCA. Reports featuring models from European and Asian automakers will be released at a later date.

Related Reports:
CES 2018: Growing prevalence of electric vehicles (Jan. 2018)
CES 2018: Autonomous and HMI technology applications and examples (Jan. 2018)
North American International Auto Show 2017
U.S. automakers conservative in reveals, focus on popular segments
European OEMs: Diverse offerings highlight blend of traditional strengths with focus on U.S. market
Asian OEMs: Situational considerations a driving force behind changes in new models and concepts

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