Sponsor Support Drives 63rd Northwood University International Auto Show

The highest sponsor participation since the event’s 50th anniversary and a new main stage featuring live entertainment and interviews will help make the 63rd Northwood University International Auto Show the most ambitious yet when the student-led tradition returns Sept. 18-20, event organizers stated in a press release.

The main stage will serve as a central hub for the show, featuring live entertainment and conversations with Northwood students, faculty members and automotive industry professionals. The stage enhances the visitor experience while creating new ways for students to gain practical experience in programming, production, interviewing, hospitality, marketing and event operations.

“This year’s Auto Show reflects what becomes possible when students are trusted to lead and industry partners believe in their potential,” said general chair Chase Southwick, a senior from Livonia, Michigan. “This exceptional level of sponsor support and the addition of our new main stage will allow us to deliver a more engaging experience for guests while giving students even more opportunities to develop the skills and relationships that will shape our careers.”

This year’s theme, “Northwood Drives America,” celebrates the 250th anniversary of the U.S. Declaration of Independence and the role the automotive industry has played in shaping American enterprise, innovation and culture, the release noted.

Each fall, hundreds of Northwood students plan and execute the Northwood University International Auto Show, North America’s largest student-led outdoor new-car show. Students oversee nearly every element of the event, including sponsorships, manufacturer and dealer relationships, marketing, logistics, hospitality, finance, public relations and guest experiences.

“The Auto Show is one of the clearest examples of Northwood’s educational philosophy in action,” said NUIAS advisor Elgie Bright, an associate professor and chair of automotive marketing and management. “Students are responsible for delivering a major public event involving automotive brands, sponsors, industry leaders and thousands of visitors. The new main stage expands that learning experience by introducing additional responsibilities that mirror what students will encounter at major automotive events and conferences throughout their careers.”

Industry Support Fuels Student Opportunities

An influx of new sponsorships is helping students expand the show’s programming, attract a broader range of exhibitors and connect with more professionals across the automotive, mobility, motorsports and aftermarket sectors, organizers said.

Automotive Warranty Network returns for the second consecutive year as the show’s highest-level sponsor. The company’s Diamond sponsorship will include engagement with students, faculty members and industry leaders throughout Auto Show week.

Other sponsors supporting specific elements of this year’s show include Amazon Autos, which is supporting the NUIAS app and student transportation; Hennessey Performance, which is supporting the Thursday Night Preview and Enthusiast Alley; CDK Global, sponsor of the Women in Automotive program; CARS Capital Automotive, sponsor of the alumni panel; Assurant Dealer Services, a supporter of the CAMS Industry Summit and guest transportation; RockED, a media partner; Automotive News, an advertising partner; and Fox Powersports and STAHL’s, divisional sponsors.

Additional show sponsors include Penske Automotive Group, Fox Motors, Tekion, AAA, PHINIA, Auto Value, Old World Industries, Action Truck Parts, VIPAR, LIQUI MOLY and MEMA.

Other show support comes in the form of funds to help students participate in major industry events around the country. Those sponsors include Cauley Ferrari of Detroit, the Neighborhood Michigan Ford Dealers, MotoRad, Walker Products, Dana, Epicor and DRiV Inc.

“These partnerships go far beyond placing a company name at an event,” Southwick said. “Sponsors make it possible for students to attend major industry gatherings, build professional relationships and bring new ideas back to campus. Their support gives us the resources and confidence to keep growing the show while preparing for careers in the industries represented here.”

New & Expanded Experiences Await Visitors

Highlights planned for the 2026 show include:

• A new main stage: Live entertainment and interviews with students, faculty members and automotive industry professionals will take place throughout the three-day show.
• Enthusiast Alley: The experience formerly known as Cars and Coffee will return in an expanded format from 9 a.m. to noon Sunday, Sept. 20, in the Hach Student Life Center parking lot. The event will include a Modded Detroit showcase.
• Expanded motorsports displays: The number of participating motorsports companies is expected to double from the division’s inaugural year in 2025, reflecting growing industry interest in Northwood’s motorsports management programming.
• Heavy-duty and powersports divisions: New and expanded heavy-duty, heavy-duty aftermarket and powersports displays will broaden the range of vehicles, products and career fields represented on campus.
• Pit Stop Play Zone: Family-friendly activities will be available from 9 a.m. to 6 p.m. Saturday on the Jordan Hall lawn.
• Women in Automotive Panel: Rita Case, president and CEO of Rick Case Automotive Group, will be among the automotive professionals participating in a special program from 10 a.m. to noon Saturday, Sept. 19, in Griswold Lecture Hall.
• Food trucks: Big Pete’s Tacos, JLC and Bad Wolf BBQ will serve guests throughout the weekend, with Sugar High and Snowball Shaved Ice joining the lineup Saturday.
• Cars to watch: Koenigsegg Agera RS “Phoenix,” Bugatti Mistral, Hennessey Venom F5, and a Pininfarina Battista
• The show will open following a student-led ribbon-cutting ceremony at 11:30 a.m. Friday, Sept. 18. Earlier that morning, Northwood’s Center for Automotive & Mobility Studies will host the 2026 CAMS Industry Summit, bringing students, faculty, alumni and automotive professionals together for conversations about the future of motorsports, the customer experience and other developments shaping the industry.

A special summit keynote will feature prominent automotive entrepreneur and Northwood alumnus Jim Koons. Northwood University will also hold a sod-turning dedication associated with its new academic and conference facilities before the Auto Show ribbon-cutting ceremony.

“The concentration of student leaders, alumni, industry professionals and corporate partners on our campus during Auto Show week gives prospective students and families a vivid look at what distinguishes a Northwood education,” said Matthew Bennett, vice president of strategic alliances and corporate partnerships. “Our students are not watching from the sidelines. They are building relationships, solving problems and leading one of Northwood’s most visible traditions.”

Southwick, an automotive marketing and management major, has participated in NUIAS since his freshman year. He began as a BMW team captain before serving as European divisional chair and chief operations officer. His progression to general chair reflects the opportunities students have to assume increasing levels of responsibility throughout their Northwood experience.

“Northwood students have spent nearly a year building this show, and we cannot wait to welcome automotive enthusiasts, families, alumni, prospective students and industry leaders to campus,” Southwick said. “Whether someone comes to see the vehicles, enjoy the entertainment or learn more about Northwood, we want every guest to experience the energy and entrepreneurial spirit behind ‘Northwood Drives America.’”

There is no cost to attend the show, which runs from noon to 6 p.m. Friday, Sept. 18; 9 a.m. to 8 p.m. Saturday, Sept. 19; and 9 a.m. to 3 p.m. Sunday, Sept. 20. Service animals are welcome.