The events are not merely about auto reviewers walking the aisles to see what's new nor consumers kicking tires and peering through windows. Shows are also populated with financial players looking for investment opportunities; industry executives scouting their next career moves; and automaker decision- makers and engineers seeking out new parts and technologies.
But there's been a problem lately.
COVID-19 has shut down many major international events since spring 2020. And even before the pandemic, some organizers and supporters were losing their zeal to continue orchestrating the big shows. Motor Bella will take place al fresco at the M1 Concourse in Pontiac, Mich., offering the Detroit industry an event while the long-standing North American International Auto Show is in limbo.
Cook said the opportunity is perfect timing for Lyten. One month ago, the company participated in an aerospace trade show in Colorado Springs, Colo. But Lyten is now actively addressing automakers, he said.
The company will be in validation trials with one automaker during the fourth quarter and in talks with other vehicle producers in North America and Europe.
"Motor Bella provides that nexus point in between where we are in our product development progression, in our customer progression and in our investor progression," he said. "The timing of this event is fortuitous for us."