You won't find Porsche at the 2017 Detroit auto show

July 26, 2016

 One of the biggest brands in the automotive world says that it will sit out next year's North American International Auto Show in Detroit.

Porsche executives confirmed to Automotive News that the sports car builder will instead expand its presence at the nearby Chicago Auto Show, a much larger venue for consumers. 

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Detroit might be synonymous with the car industry, but its show has long been a tough draw for foreign automakers. While it serves as a major event for members of the media, once press days have concluded, it is not a particularly big draw for consumers. Chicago's show comes about a month later and is billed as the country's largest new car exhibition. Moreover, Detroit has not traditionally been a large market for import car brands—even those aimed at a limited enthusiast market like Porsche. 

Porsche cited both the limited audience in Detroit as well as costs involved in setting up its display at the show. Instead, Porsche will funnel its auto show money into Chicago's exhibition at the massive McCormick Place convention center, where the German sports car manufacturer will double the size of its display.  

In recent years, even mainstream import brands like Nissan have occasionally skipped the Detroit show in favor of other venues.

It's still too early to speculate just what, if anything, Porsche will unveil in Chicago. Right now, the spotlight is on the redesigned 2017 Porsche Panamera

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