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Marketing 101: Fear of 'Detroit'?

The North American International Auto Show, which ends Sunday, is Detroit's premier event. Despite being held in January, it draws thousands – CEOs, politicians, journalists – to the spread of flashy cars at Detroit's convention center.

This morning on Detroit radio station WJR, the anchor Paul W. Smith raised an interesting question: Should the North American International Auto Show become the “Detroit Auto Show,” as it's commonly known? Actually, in the interview with the NAIS' leaders, he suggested the official name be changed to the "Detroit North American International Auto Show.” But that's too wordy, and problematic for headline writers. “Detroit Auto Show” sounds about right, and would fall in line with comparable events: the LA Auto Show, the New York International Auto Show, and the Tokyo Motor Show. Could it be that even Detroit's biggest boosters fear the city's name, and image?

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