SHOW REVIEW: Automotive Testing Expo North America 2024

Automotive Testing Expo North America 2024, held at the Suburban Collection Showplace in Novi, Michigan, drew over 250 international exhibitors from Europe, the Middle East, North America, Asia and other parts of the world to showcase their latest innovations, product launches, service enhancements and customer case studies. Running from October 22-24, with over 40 new exhibitors this year, the show was a resounding success, offering attendees three full days of intense networking, solution sourcing and intelligence, all in one place.

Meanwhile, speakers shared critical intel in the brand-new two-day Future of Automotive Testing Conference. Partha Goswami, a former GM expert who is now an independent consultant at PG Mobility Analysis, delivered a keynote on the shift toward software-defined vehicles (SDVs) and the importance of rigorous testing. Later, he joined Mark Klavon, technical program manager for global vehicle standards at SAE International, in an on-stage interview to discuss EV and SDV development.

Klavon enjoyed the interactive format: “It was great to share real-world examples of how testing aligns with what we’re doing at SAE. We want to show engineers how they can get involved and streamline their work.”

The show also hosted the newly launched Innovation Showcase, which featured short sessions discussing innovative concepts and future paradigms in automotive testing. Additionally, a free workshop on October 22, hosted by Schwalb Consulting, covered the implementation of the ODD for autonomous vehicle development and validation.

A showcase highlight was the presentation from Mensor USA. The company’s product manager, Derek Zarate, its director of marketing, Aaron Rayner, and its sales application specialist, Marshall Andrews, presented their session in an engaging new format – as a live podcast. Together, they fielded questions on the latest challenges in pressure sensing. Mensor is researching and developing its pressure sensor technology for hydrogen applications, which is a rapidly growing field. “There are various parameters we need to consider, such as hydrogen embrittlement,” explained Zarate. “One way to prevent that is to use a gold plate. However, we want to ensure we meet all the requirements and develop a hydrogen-proof product.”

According to Zarate, the response to the presentation was very positive, and exhibiting near the stage was especially helpful, as two attendees approached him afterward. These individuals are from a company also entering the hydrogen market with hydrogen storage tanks and are seeking a partner.

Among the most well-attended presentations over the two days were those by Matthew Van Gennip, research engineer at the Global Center for Automotive Performance Simulation, who discussed scenario recreation and simulation for ADAS testing; Tom Achatz, product development and validation consultant at Vibration Research, who covered vibration data analysis from electric and hybrid vehicle powertrain components; Lance Keen, CEO of Influx Technology, who presented on data management and cloud connectivity for vehicles; and Nils Röttger, CTO of openDAQ, who spoke on the future of data acquisition systems.

News from the show floor
Exhibition highlights included Mantracourt Electronics’ new wireless telemetry display, ETS Solutions’ advanced silicon carbide (SiC) amplifier, and Impedyme’s combined HIL-PHIL solution.

Automotive Testing Expo provided an invaluable platform for Impedyme to introduce its CHP technology to the market, and the company was thrilled with the positive feedback it received at the event. “We’ve gained good traction from those who understand the challenges of combining conventional equipment. They’re excited about this solution and see its potential for further development,” said Arash Nazari, Impedyme’s co-founder and CTO.

Meanwhile, Drive System Design (DSD) shared details of its new propulsion testing facility in Farmington Hills, Michigan, featuring high-speed motor dynos and high-power drive unit test rigs. Industrial Inspection & Analysis showcased its expertise in electromagnetic compatibility (EMC) analysis for wi-fi and Bluetooth products. Eden Engineering introduced its new hub in Brighton, Michigan, where it now offers dyno services for transmissions, axles and complete powertrains for conventional and electrified vehicles.

Both DSD and Eden Engineering reported having several meaningful discussions about their new resources at the show, which solidified the exhibition’s success.

Testimonials 
“Many of the technologies typically shown at Automotive Testing Expo are critical to my work. New technologies and developments are constantly emerging, and staying updated is essential to ensure we use the best tools available at Ford. After a decade of attending, I feel I have something valuable to share with the industry; it was truly an honor to speak in the new Future of Automotive Testing Conference in a place where I’ve gained so much knowledge,” Vincent Sabatini, high-voltage systems test engineer, Ford Motor Company

“Participating in this show has been incredibly beneficial. Approximately 65-70% of our client base is in Michigan, and many of them are here walking the aisles. It’s a fantastic opportunity to connect face-to-face with both current and prospective clients. This year, we’ve had many interesting conversations, and we’re already looking forward to coming back next year,” Heather Nelson, ACE events and communications coordinator, Ontario Tech University

“Attending this show is really valuable – with the numerous exhibitors, attendees gain insight into what’s currently happening in the industry. There are also a plethora of speakers covering topics that are useful for understanding how to enter the industry and stay relevant. Attendees have the opportunity to speak one-on-one with exhibitors and have more personal conversations,” Alison Trumble, director membership, marketing at MEMA

“We attend the Automotive Testing Expo because we can connect with all our customers involved in testing and measurement. It’s a very important event for us, in fact it’s the only event in North America where we can introduce our technologies to an audience actively seeking these kinds of solutions. There’s been strong attendance, and the first day has been very promising — we’re pleased to be part of Automotive Testing Expo North America,” Laurent Chalard, procurator, Genesys Elektronik

“The expo is a fantastic opportunity to connect with both existing and new customers. As a proving ground, this is the place to be. Each year, we gain at least one or two new customers here, and for us, that’s all it takes to make the show a success,” Brett Castagnari, section manager external, Continental Automotive

“Mantracourt has been attending the Automotive Testing Expo in Detroit for about 10 years. It’s a great way for us to connect with new OEMs and stay in touch with US-based OEM customers. It’s also valuable to see their products firsthand and observe how our products integrate with theirs. We plan to keep coming to Novi, and we’re likely to attend the show in Korea as well,” Rebecca Bentley, senior technical sales executive, Mantracourt Electronics

“It’s a great opportunity to gauge the industry’s status and reconnect with contacts. It’s also interesting to see what other suppliers have to offer, which could enhance our own solutions. We’ve had some promising conversations with potential customers, which are equally valuable,” Robert Hoffman, head of business development at DSD

Next year’s show
Automotive Testing Expo North America 2025 is set for October 21-23 at the Suburban Collection Showplace in Novi, Michigan. Keep an eye on the website for more details.

Earlier in the year, Automotive Testing Expo Europe 2025 will take place May 20-22 at Messe Stuttgart, Germany, where the second live Automotive Testing Technology International Awards ceremony will be held. To submit a nomination, contact the awards chair, Rachel Evans, at [email protected].