NAIAS 2023: Expanded EV and light truck offerings for the U.S.

Detroit Three showcase pickup trucks, SUVs, and premium models



Indoor EV test track
Indoor EV test track staging area organized by vehicle brand

  The 2023 North American International Auto Show (NAIAS) was held from September 13 through September 24, 2023 in Detroit, Michigan, U.S. at the Huntington Place convention center. While the exhibition started before the UAW strikes, demonstrations were held away from Huntington Place and had little impact on the show. Compared to 2022, the 2023 NAIAS placed a higher emphasis on vehicles, eschewing family-focused entertainment exhibits while maintaining a higher engagement level by adding an indoor EV test track to the existing indoor off-road tracks. The public days expanded activities with outdoor test drives of various Ford models, including several electric vehicles.

  OEM exhibitors focused their displays on the expansion of electric vehicles across new segments and the continuing strength of light trucks in the U.S. GM showed the Cadillac Escalade IQ full-size premium battery electric SUV, the all-new GMC Acadia mid-size SUV and the Sierra EV full-size pickup truck. Ford emphasized hybrid powertrains for the new Lincoln Nautilus mid-size SUV and the refreshed Ford F-150. Stellantis displayed the upcoming Ram 1500 REV full-size battery electric pickup truck and the refreshed Jeep Wrangler and Gladiator. Outside the Detroit Three, Toyota showcased the Grand Highlander mid-size crossover and the Lexus RZ battery electric compact crossover, while Volkswagen displayed the ID. Buzz battery electric minivan.

  This report focuses on automotive content shown at NAIAS 2023, highlighting notable vehicles exhibited by the Detroit Three, Toyota and Volkswagen.


Related reports:
GM (1): Aiming for annual production of 1 million EVs in North America by 2025 (Sep. 2023)
Toyota’s Electrification Strategy: Cutting next-generation BEV production processes in half (Jul. 2023)
Ford (1): Accelerating electrification to achieve the “Ford+” business strategy goals (Apr. 2023)
NAIAS 2022 (1): U.S. OEMs increase emphasis on battery electric vehicles (Oct. 2022)
NAIAS 2022 (2): Hybrid models express brand legacies and transitions (Oct. 2022)
Stellantis (1): 75 BEV models by 2030, aiming for 5 million annual BEV sales (Jul. 2022)


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