Automotive Testing Expo North America 2026 TL;DR
- Automotive Testing Expo North America 2026 runs October 27–29 in Novi, Michigan.
- The official site lists 3,000+ industry professionals, 250+ solution providers, and 35+ speakers.
- The expo is part of Vehicle Tech Week North America, broadening the audience across testing, intelligent vehicles, in-cabin design, chassis, and powertrain.
- Public pages do not currently publish official lead-retrieval provider or pricing details.
- Capture validation problem, platform, timeline, buying role, and next step.
- Book technical follow-ups before the floor closes at 16:00 on the final day.
Everything You Need to Know Before You Arrive in Novi
Dates and venue: Automotive Testing Expo North America 2026 runs October 27–29 at Vibe Credit Union Showplace in Novi, Michigan. The event is part of Vehicle Tech Week North America, alongside Intelligent Vehicle Expo, Automotive Design & In-Cabin Expo, and Advanced Chassis & Powertrain Showcase.
Opening times: The official site lists October 27 and 28 from 09:00–18:00, and October 29 from 09:00–16:00.
Scale: The event promotes 3,000+ industry professionals, 250+ solution providers, and 35+ industry speakers across the expanded vehicle-development ecosystem.
Field Marketing Tip
Qualify by validation problem, not product category. Visitors may arrive through testing, ADAS, powertrain, chassis, simulation, safety, emissions, or vehicle software paths. Ask what must be validated, what the current bottleneck is, and what launch or compliance deadline is forcing the discussion. Then record the context immediately.
Know the Buyer Before They Walk Up
Test, validation, and proving-ground leaders
These visitors are looking for reliability, repeatability, instrumentation, and throughput. Capture the test environment, current constraint, and implementation timeline.
ADAS, autonomous, and software-defined vehicle teams
They care about simulation, scenario coverage, data pipelines, cybersecurity, and safety cases. Capture the platform, validation stage, and cross-functional stakeholders.
Powertrain, chassis, and vehicle dynamics engineers
The co-located Advanced Chassis & Powertrain Showcase makes this audience more visible. Capture whether the project is electric, hybrid, ICE, or platform-level.
OEM, Tier 1, and procurement stakeholders
They may evaluate vendors as teams. Identify the economic buyer, technical evaluator, and procurement path before the person leaves the booth.
Day-by-Day Floor Strategy
Tuesday — Separate curiosity from projects
Opening-day traffic can feel broad. Use crisp discovery to separate attendees browsing new technology from accounts tied to active development programs.
Wednesday — Align to conference themes
The Future of Automotive Testing conference adds strategic context. Use its topics to refresh booth questions and route visitors to the right technical expert.
Thursday — Book engineering follow-ups before 16:00
Final-day visitors are often compressing their shortlist. Keep calendars open for post-show technical reviews and book them before teardown begins.
Zones and Themes to Track
Simulation, measurement, and lab automation
Ask where the buyer is trying to reduce physical test cycles or increase repeatability.
ADAS, autonomy, safety, and cybersecurity
Capture safety, software, and compliance context with enough detail for a specialist follow-up.
NVH, emissions, durability, and environmental testing
Record the failure mode or compliance requirement that prompted the conversation.
Lead Retrieval at Automotive Testing Expo North America 2026
Automotive Testing Expo North America’s public 2026 pages do not currently identify an official lead-retrieval provider, app/product name, license pricing, device pricing, CRM/API options, or order deadline. The site routes exhibitors toward booth inquiries and the wider event login/resource environment, so exhibitors should confirm the current scanner or app option directly with UKi Media & Events or inside the exhibitor portal before budgeting.
Whatever official capture option is offered, treat it as the contact-data layer. B2Brain adds value in the sales layer: it helps reps capture the validation problem, vehicle platform, buying role, test timeline, incumbent workflow, and next action while the conversation is fresh. That gives sales and engineering teams a CRM-ready record, contextual follow-up, and a clean way to see which booth conversations turned into meetings and pipeline—not just a list of scanned badges. Learn more about B2Brain's capabilities and how your workflow can be supported - book a demo today.
Build Your ROI and Pipeline Math
Illustrative assumption block: because current public booth and lead-retrieval pricing is not posted, assume a $28,000 total event investment for space, booth build, services, travel, and lead capture. Assume 3 booth reps, 3 show days, 7 meaningful conversations per rep per day, 45% qualified-account rate, 35% lead-to-meeting rate, 55% meeting-to-opportunity rate, and $100,000 average contract value. Replace every assumption with your actual numbers.
Formula: total event investment = booth + build + services + travel + sponsorship + lead capture. Meaningful conversations = booth-team capacity × show days × utilization. Qualified conversations = meaningful conversations × qualified-account rate. Meetings booked = qualified conversations × lead-to-meeting rate. Opportunities = meetings booked × meeting-to-opportunity rate. Expected pipeline = opportunities × average contract value. Pipeline multiple = expected pipeline ÷ total event investment.
Worked example: 3 reps × 3 days × 7 meaningful conversations = 63 conversations. 63 × 45% = 28 qualified conversations. 28 × 35% = 10 meetings. 10 × 55% = 5 opportunities. 5 × $100,000 assumed ACV = $500,000 modeled pipeline. Against $28,000 assumed spend, that is a 17.9× pipeline-to-spend multiple. This is a planning model, not a guarantee.
- Conservative: 45 conversations × 30% qualified × 20% meeting rate × 40% opportunity rate × $100,000 ACV = about $100,000 modeled pipeline.
- Target: 63 conversations × 45% qualified × 35% meeting rate × 55% opportunity rate × $100,000 ACV = about $500,000 modeled pipeline.
- Strong execution: 90 conversations × 55% qualified × 45% meeting rate × 60% opportunity rate × $100,000 ACV = about $1.3M modeled pipeline.
The difference between a weak and strong outcome is rarely booth traffic alone. It is whether the team captures technical context, qualifies fast, and books the next engineering conversation while the buyer is still in Novi. Calculate what your inputs need to be, in order to get your ROI, with our free Event ROI Calculator.
After the Show
Within 24 hours, segment follow-up by validation problem and project stage. Send technical prospects to the right expert, send economic buyers a business-case note, and send longer-term researchers a useful resource. Automotive testing buyers remember detail; vague follow-up gets filtered out.
Turn validation conversations into qualified pipeline
B2Brain helps reps capture the testing problem, platform, timeline, buying role, and promised next step immediately after each booth conversation, then turns that context into CRM-ready follow-up and event-pipeline reporting.