Northwood University’s International Auto Show returns for its 62nd year, running September 19–21, continuing a six-decade tradition of showcasing automotive innovation. The fully student-run event draws a mix of car enthusiasts, alumni, industry professionals, and the local community, providing an immersive and educational experience for all. Joining us on today’s episode of CBT Now to further elaborate on what participants can expect are Katrina Ness, general chair, and Tommy Rutherford, marketing innovation chair.
“It’s a full-time job [I'm thinking about the show] all year long.” – Katrina Ness
Both students play pivotal roles in planning, promoting, and executing the event, balancing the responsibilities of the show with their academic schedules. According to Ness, “Even in class, I’m thinking about the auto show, planning, problem-solving, and coordinating with my team.”
This year’s theme, Elevate, reflects the students’ goal of taking the show to new heights. The event has expanded to include a motorsports division, a heavy-duty vehicle division, and a kids’ zone, designed to engage visitors of all ages. Marketing efforts, led by Rutherford, include app enhancements, website updates, and on-campus promotions, making information more accessible and increasing community awareness.
The show caters to both the public and the automotive industry. Local attendees enjoy free admission and a broad display of vehicles, while industry professionals and alumni have opportunities to network and identify future talent. “It’s a great way for industry leaders to meet students and see them in action,” Ness said.
Additionally, visitors can explore a wide variety of vehicles, from new OEM and pre-owned cars to classic, aftermarket, and specialty vehicles. This year also includes boats, RVs, and high-value motorsports entries. With two new divisions, the show expects to showcase over $150 million in assets, significantly higher than last year’s $50 million.
“Elevate has been a really good theme to work with as far as like ease of promoting stuff. So what we wanted to do as a marketing team was just do more.” – Tommy Rutherford
Sponsorships are critical to the event’s success, as no tickets are sold. Automotive companies, logistics providers, media firms, and other partners provide essential support. Sponsors can engage in events such as the CAMS Industry Summit, VIP panel, and Women’s Roundtable, reinforcing the show’s connection to the automotive sector.
Participation in the auto show provides invaluable hands-on experience for students. From leadership and project management to marketing and logistics, the event prepares them for careers in the automotive industry. Ness plans to continue in the sector post-graduation, while Rutherford aims for roles in sales or general management, with a strong interest in the aftermarket segment.
The Northwood University International Auto Show exemplifies the power of student leadership, innovation, and industry collaboration. Attendees can expect an elevated experience this September, with engaging displays, networking opportunities, and a celebration of automotive culture.
