ATE Trade Show: The Complete Guide

Automotive trade shows are an incredible way for automotive companies to exhibit their goods and services and network with old and new customers.

These shows also offer attendees an opportunity to discover the latest trends and technologies in the automotive industry.

The Automotive Training Expo (ATE) is one of the top trade shows for the automotive industry worldwide.

It offers participants an excellent platform to showcase and learn about the latest testing, development, and validation techniques in the automobile industry.

Want to learn more about the ATE Trade Show and how it can help you expand your business and network? Read on!

What Is the Ate Trade Show?

What Is the Ate Trade Show?

The ATE Trade Show is one of the biggest and most popular trade shows for automotive businesses across the world. This three-day automotive expo and training event is held annually in different cities worldwide.

It provides exhibitors with a reputed platform to present their newest products and services.

These include the latest automotive technologies, auto shop solutions, engines, transmissions, auto parts, auto service equipment, industrial equipment, automotive research and design, and automotive management systems.

Attendees can get their hands on cutting-edge technologies and services in Advanced Driver-Assistance Systems (ADAS) and autonomous vehicle testing.

They can also check out the noise, vibration, and harshness (NVH) measurement tools, emission measurement systems, durability testing technologies, crash testing know-how, and dynamometers.

This expo includes test rigs, simulation programs, dynamic assessment tools, battery and range testing, electric and hybrid powertrain testing, and other products and services.

The ATE Trade Show features a complete range of technology for testing and validation used in developing vehicles, parts, and systems.

History of Ate

History Of ATE

The Northwest Auto Care Alliance (NWACA) initiated the ATE Trade Show. Previously known as the Automotive Service Association (ASA) Northwest, NWACA is an association of automotive service businesses.

It is committed to promoting and furthering the automotive service industry and the success of its members. 

NWACA mainly represents the independent auto repair industry in Washington, Idaho, and Oregon. Nonetheless, it organizes the ATE Trade Show in different cities across the world.

Over the years, the ATE Trade Show has expanded from a regular expo for exhibiting products and services to one with management and technical training seminars.

NWACA presents or sponsors various training seminars designed to provide mechanical, transmission, and collision business owners and technicians with helpful, practical information.

Who Is ATE For?

The ATE Trade Show is a B2B event that caters to professionals and business owners from the automotive mechanical and collision repair industry. 

It allows them to showcase their products and services, check out those of others, and access excellent training opportunities. As a result, they can expand their business and improve their technical knowledge.

Why Should I Attend the Ate Trade Show?

Why Should I Attend The ATE Trade Show?

More than 370 exhibitors showcase their newest, in-demand goods and services under one roof at the ATE Trade Show.

So, if you’re a technical or marketing professional from the automotive industry, this expo will help you learn about current technologies, equipment, products, and services.

You will be able to explore offerings engineered to deliver the highest standards of product quality, durability, safety, and reliability.

You can explore different in-line and end-of-line testing technologies and find solutions to decrease development time, improve quality and efficiency, and reduce product failures. 

This will enable you to grow your business and benefit from reduced product development cycles, higher efficiency, and increased durability.

Some other benefits the ATE Trade Show offer include:

Networking Opportunities

The ATE Trade Show allows attendees to connect with hundreds of exhibitors and learn about their various offerings.

They can discover new trends and technologies and stay abreast of the latest developments in the industry.

The expo also enables attendees to network with a wide range of automotive shop owners and vendors. They can collaborate with companies that cater to their unique needs.

They can evaluate businesses and choose those that provide the most benefits at a reasonable price. They can also find new business prospects or partner with organizations that share their beliefs and objectives.

Attendees can also enlist the support of business coaches, who can help them grow their businesses or skills.

Training Seminars

The ATE Trade Show empowers you and your automotive business with the tools you need to keep expanding. It allows you to learn new things relevant to your industry.

Technical training is available for automotive professionals to hone their diagnostic abilities.

Service advisors might check out the numerous management training classes in the interim to help them develop into professional, efficient salespeople.

Such high-level training sessions can help attendees improve their skills and knowledge to serve their customers better and increase the profitability of their businesses.

It can also help them and their teams to stay updated about the latest industry trends and developments and incorporate these learnings to serve their clients better.

This can help them stay ahead of their competitors and improve the odds of their firm being successful. 

Why Should I Exhibit at the Ate Trade Show?

Why Should I Exhibit At The ATE Trade Show?

Exhibitors can take advantage of several significant benefits at the ATE Trade Show. They include:

New Launches

If you have a new product or service that you’re raring to launch in the market, you can do it at the ATE Trade Show.

It offers an extensive global platform where customers and other potential stakeholders, such as investors and suppliers, attend in hordes. This allows you to introduce your new products with great fanfare at a lower cost.

Also, since this show is all about new technologies and trends, it gives you the perfect opportunity to showcase your latest innovative products and services and impress your customers.

Lead Generation

The ATE Trade Show is one of the most comprehensive trade exhibitions for vehicle and component testing, validation technologies, and services. It attracts over 6,000 attendees from different countries.

So, shop owners can place their business and products directly before their customers and prospective clients and connect with them.

The show offers business owners a platform to inform customers about their brand and offerings and generate valuable leads.

Moreover, attendees at the show are generally automotive professionals and entrepreneurs looking to partner with suppliers.

So, exhibitors can rest assured that they can also convert the leads they get from this show into high-value customers.

Reconnecting With Old Customers

The ATE Trade Show helps you find new business prospects and allows you to rebuild connections with your old customers.

You can present your new product launches and technologies to them and encourage them to strike new, lucrative deals with you on the spot.

This will help you increase your sales and bottom line while offering your customers innovative offerings they will love.

The show also helps you interact with your customers directly and learn about their concerns. Using this crucial information, you may design goods and services that satisfy customers’ demands and tackle their issues.

Business Networking

The ATE Trade Show attracts a large number of leading independent shops in the automotive industry.

So, exhibitors at the show get a chance to network with other shop owners and suppliers and partner with them for their business needs.

Exhibitors can also meet and learn from industry leaders and business coaches. This will help them pick up fresh perspectives and ideas that can help them advance their business faster. 

Additionally, they can make new connections and develop deeper, more meaningful relationships with their professional counterparts.

The expo offers shop owners an organic business community that understands their struggles and celebrates their victories with them.

It allows them to connect with like-minded shop owners and gives them a sense of being heard, supported, and validated.

Business Education

The ATE Trade Show regularly organizes technical and management training seminars for businesses. Independent automotive shop owners can take advantage of these seminars and enroll their teams in these educational seminars.

Classes for technicians, management executives, and service advisors provide hands-on training, demonstrations, and feature discussions.

These classes help company teams become more confident and successful in their work, provide better customer service, and improve their bottom line.

Business owners can also enlist the help of a business coach at the show to identify and work on the flaws in their business models or structures.

Additionally, you might be able to locate a vendor at the event who can provide the ideal solution to your concern.

Industry Research

The ATE Trade Show is an excellent place to learn about the latest industry trends and developments. Exhibitors can examine the latest goods and services in the market and pick up new concepts for product development.

They can directly observe what appeals to clients and create offerings that meet their requirements.

They can also discover cutting-edge technologies they can develop or use in their manufacturing or operational processes.

This can help them boost their product development and production capacities, increasing their profitability.

Exhibitors might gain insight into competing companies’ marketing and sales strategies. They can then modify their marketing plans according to what works and abandon concepts and tactics that don’t.

When and Where Is the Ate Trade Show?

When And Where Is The ATE Trade Show?

The ATE Trade Show is generally held in the following cities:

  • Novi, Michigan, USA
  • Stuttgart, Germany
  • Chennai, India
  • Shanghai, China
  • Seoul, South Korea

The next edition of the expo will be held in Novi from October 25, 2022, to October 27, 2022. The venue is Suburban Collection Showplace, 46100 Grand River Ave, Novi, Michigan 48374.

Accommodation Guide

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If you’re looking for accommodation options for the upcoming ATE Trade Show 2022 which will be held in Novi, Michigan, your search just got easier!

NWACA has partnered with the accommodation agency Global Congress Accommodations (GCA) as the official accommodation partner of the show.

GCA has negotiated affordable rates with local hotels to offer exhibitors and attendees the best accommodation options for their stay during the expo.

You can easily book your hotel for the show by clicking on the “Reserve Your Hotels” tab of the booking page. This will show you the available hotel options and help you book your room quickly.

You can also contact GCA if you have any doubts or questions about the hotel rooms or need to reserve a group block.

Here are the hotels you can book with GCA:

  • Hyatt Place Detroit/Novi
  • Sheraton Detroit Novi Hotel
  • Embassy Suites by Hilton Detroit Livonia Novi Hotel
  • DoubleTree by Hilton Hotel Detroit – Novi
  • SpringHill Suites Detroit Wixom
  • The Baronette Renaissance Detroit-Novi Hotel

Booking your hotel room with GCA is much easier, cost-effective, and safer. But if you want more options for your stay in Novi, here are some top candidates you can check out:

  • Delta Hotels by Marriott Detroit Novi
  • Hampton Inn and Suites by Hilton Detroit Wixom
  • Homewood Suites by Hilton Novi Detroit Hotel
  • Staybridge Suites Detroit – Novi
  • Holiday Inn Express & Suites Detroit-Novi
  • Holiday Inn Express Wixom Hotel
  • Country Inn & Suites by Radisson, Novi, MI
  • Residence Inn by Marriott Detroit Novi
  • TownePlace Suites Detroit Commerce
  • Sonesta Simply Suites Detroit Novi


The ATE Trade Show is an excellent platform for independent automotive shop owners and professionals who want to level up their businesses or skills.

It offers a wide range of opportunities for product promotion, lead generation, business networking, and learning.

This makes it a fantastic tool for growth for businesses and executives in the automotive industry. It helps them stay updated with the latest trends and technologies and progress faster.

If you wish to participate in this show and need show supplies, look no further. We at American Image offer exhibitors attractive deals on trade show booths, graphics, and supplies.

Check out our wide range of products and services on our website or contact our team of experts to know more.