Faces and Markets of PRGN is a series of blog posts in 2024 that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
In this week’s blog post, Jim Bianchi, President & Founder of Bianchi Public Relations, describes the business and communications environment in Detroit and the North American automotive business community and offers advice to businesses navigating this special market of the U.S.
Business environment in the Detroit/North American automotive community
Detroit, Michigan, is considered the intellectual center of the North American auto industry, as it is the place where most major decision-makers – and the media who cover them – are based.
Twenty-six vehicle manufacturers and 98 of the 100 top automotive suppliers to North America have a presence in Michigan, with 65 of those top suppliers headquartered here. So even those local businesses not directly involved in the highly competitive auto industry are affected by the dynamic U.S. automotive sector, which is valued at $100+ billion.
In recent years, Detroit has also become a hotbed of mobility technology start-ups and investors, who are driving innovations in electric vehicles, autonomous driving, connected cars and shared mobility, thanks to the area’s technical talent, top universities and public-private partnerships.
Communications, media and PR market in the North American automotive community
Detroiters and Michiganians get their news from a broad array of local newspapers, radio and TV stations, business publications and digital platforms. And with the auto industry being one of the Detroit market’s economic engines, automotive news tends to be important to consumer and business media, as well as trade media outlets.
With thousands of automotive suppliers who provide components, technologies and services to the North American vehicle manufacturers, there are a number of media outlets PR professionals target for both advertising and editorial opportunities to promote their companies.
On the traditional business-to-business media side, there are general automotive industry trade publications like Automotive News and WardsAuto, specialized outlets such as SAE Media Group’s Automotive Engineering magazine, Autoline (online automotive video news program) and more specialized outlets, such as the electric-vehicle-focused magazine ChargedEVs.
Beyond trade media, automotive and vehicle technology suppliers target reporters who cover the automotive beats (and are often based in Detroit to do so) for a wide range of business and trade publications, from IndustryWeek to Rubber News, from Bloomberg Business to The Wall Street Journal, and from DesignNews to Manufacturing Engineering.
Top Advice for Newcomers to the Detroit Automotive Market
Be patient – The auto industry moves at a slower clock speed than the technology sector. It’s difficult for a new supplier to break into the automotive OEM space because of stringent development and testing that has to be conducted to assure vehicles are safe and defect-free. Even for established suppliers, sales cycles often run from 18 to 36 months, so be prepared to invest time, effort and budget to educate the market.
Build trust – The automotive industry sees itself as being different than other industries. It has its own language, idiosyncrasies and timeline. And because there are new promising technology start-ups emerging (and failing) every day, there is a lot of skepticism toward newcomers. So, it’s important to build relationships and trust with prospects by attending events, joining industry associations such as MEMA, participating in industry business forums and demonstrating good corporate responsibility through civic and charitable efforts.
Choose established partners – Newcomers to this market can enhance their position by teaming up with established players in the industry who have a proven track record and existing relationships with automakers. Software developers, for example, can partner with a major auto hardware manufacturer to move their software through the traps more quickly into commercialization. From the PR and marketing perspective, selecting an agency that is experienced and dedicated to this market can supercharge your brand awareness efforts as well.
Key Expertise Offered by Bianchi Public Relations
As a PR firm that is based in Detroit and focused intently on the automotive and mobility technology supplier community for 32 years, Bianchi Public Relations serves a select group of business-to-business clients who provide components, technologies and/or services to vehicle manufacturers.
This includes manufacturers of traditional automotive OEM parts and systems – for powertrains, vehicle interiors, electronic comfort and convenience, and safety categories, as well as new software and hardware for emerging EV, automated driving and autonomous driving, V2X and shared mobility providers.
With 32 years of experience in this specialized sector, Bianchi PR offers unsurpassed expertise – knows the reporters who cover the industry, the trends and issues shaping the future, the industry’s key events and venues that provide a platform, and the industry’s influencers who help shape the industry’s vision.
Having worked with more than a dozen of the world’s top automotive OEM suppliers, Bianchi PR also deeply understands auto suppliers’ challenges and how to address them through traditional and digital public relations, executive visibility, thought leadership, and content development.
Influential trade/industry media for automotive supplier communication
Automotive News – 62,282 paid subscribers, considered the weekly newspaper of record, publishing news for automakers, suppliers, dealers and related businesses. Bolstered by daily newsletters, podcasts, and video news reports
Automotive Engineering – published 10X per year by SAE Media Group for engineering decision-makers, paid circulation of 65,000+, covers the tools and technologies used in and for next-generation vehicles
WardsAuto – online resource for continuously updated information and insight on the global auto industry, with 155,000+ paid subscribers to it newsletter, has been covering the auto industry since 1924
Autoline – Online video news programming dedicated to reporting on, discussing and dissecting the inner workings of the auto industry and the products that it makes. Hosted by veteran auto journalist John McElroy, Autoline is often the first stop for auto executives looking for the latest news about cars and the industry.
Crain’s Detroit Business – weekly newspaper of the Detroit business community, reaches some 450,000 business readers, carries selected stories about locally based automotive suppliers.
Events Important to the Automotive Industry
Industry events are also important venues for automotive and mobility suppliers to build awareness; to meet customers, prospects, investors and influencers; and to differentiate their companies and demonstrate thought leadership in the industry.
In recent years, CES (Las Vegas), formerly known as the Consumer Electronics Show, has become what many journalists consider the best automotive show in the world. In 2024, there were more than 700 vehicle technology exhibiting their wares, and more of the show’s 138,000+ attendees were there to see automotive technology than any other category except artificial intelligence.
Detroit/Michigan Automotive Community By The Numbers*
$300+ billion
The amount the mobility industry contributes to Michigan's economy annually.
Michigan is the #1 state in the USA for auto production
With approximately 21% of all U.S. auto production and 15% of all North American auto production occurring here.
$28 billion
The amount of new investments announced since 2018 for Michigan, making it the #1 state for vehicle manufacturer (OEM) and supplier-announced investments – 21% of the US total.
Michigan is the #1 state
As exporter of transportation equipment, with $61 billion in automotive exports.
Michigan is the #1 state
For auto manufacturing jobs and highest concentration of engineering talent.
Michigan is the #1 state
In EV- and battery-related investments announced by automakers and suppliers in recent years.
*Source: MICHauto's Michigan is Automobility Report 2023
A public relations expert in the automotive OEM sector with more than 40 years of experience, Jim is passionate about helping innovators to make mobility, and thereby the world, better.
He and his seasoned professionals have worked with many of the world’s largest automotive suppliers, key automotive organizations, and mobility technology startups, including those in the emerging EV and autonomous space.
