Concours of America Reimagined as Detroit Concours d’Elegance
Hagerty will debut the inaugural Detroit Concours d’Elegance on its new dates, Sept. 16-18, the company announced. Building upon the Concours d’Elegance of America’s four decades, the reimagined event will find its new home at the Detroit Institute of Arts in the Motor City.
The Detroit Concours d’Elegance is an all-new, weekend-long event held at venues throughout the city, organizers said. Complimentary and ticketed activities include new vehicle showcases, ride and drive opportunities, seminars as well as Saturday’s Cars & Community and Sunday’s Concours d’Elegance.
“We’re incredibly excited about the event’s new home in downtown Detroit. Being there puts car lovers right in the middle of the thriving design, music and sporting culture of the Motor City,” said McKeel Hagerty, CEO of Hagerty. “Concours weekends are about championing the fact that all cars are cool and some of them are just jewels that need to be celebrated. This event will honor the tradition of the concours, but also bring in new elements to provide on-ramps for future car lovers and families.”
Sept. 17, will serve as the debut for the city’s first Cars and Community event. The family-friendly automotive festival features Cars & Caffeine, RADwood and Concours d’Lemons displays as well as a Kids Zone, with activities for enthusiasts of all ages. A portion of every ticket sold supports local charities.
On Sunday, Hagerty will transform the Detroit Institute of Arts grounds into the site for the Concours d’Elegance.
In addition to the name change, Hagerty has also revealed a new Detroit Concours d’Elegance logo and a refreshed website in addition to the schedule of events.
“Detroit is the epicenter of car culture and the new event identity celebrates that,” said Tarra Warnes, Hagerty’s vice president of creative strategy. “The look and feel is industrial yet sophisticated to reflect the energy of automotive design. The new logo is a badge of honor, as proud as the city of Detroit.”
