UPDATED (3) -- Daimler Trucks North America has signed a letter of intent to exhibit at the inaugural North American Commercial Vehicle (NACV) Show, a new biennial trucking show to be held September 2017 at the Georgia Congress Center in downtown Atlanta, Ga.

The company has agreed to exhibit at the Sept. 18-22, 2017, event, as well as at the 2019 and 2021 NACV Shows. DTNA also joins the NACV Show exhibitor advisory committee.

DTNA last year announced it would not exhibit at the Mid-America Trucking Show in 2016 because it preferred an every-other-year format running in odd years opposite the big IAA Commercial Vehicles show in Hannover, Germany, which is held each September in the even numbered years. The NACV Show, first announced in April, fits the bill, DTNA says.

“Daimler Trucks North America has diligently reviewed numerous concepts and proposals for the next evolution in shows and exhibitions in the North American commercial vehicle market, and we have chosen the North American Commercial Vehicle (NACV) Show as the one commercial vehicle event that can meet our business goals and needs,” said DTNA President & CEO Martin Daum. “The NACV Show is the perfect platform for Daimler Trucks North America to connect with our suppliers and fleet customers, launch new products and meet with industry press."

However, this does not mean that individual DTNA brands, such as Freightliner, Western Star or Detroit, may not still exhibit at MATS. “Our choice to sign a letter of intent for the NACV has no connection to other annual regional shows," noted David Giroux, director of corporate communications and corporate marketing for DTNA. "Attendance at regional shows – such as MATS or GATS – by local dealers or individual brands will be at their discretion. We will not be attending these shows on a collective corporate basis. The NACV will be a showcase for technologies and innovations across all Daimler Truck brands operating in North America."

The NACV Show is organized and managed jointly by Newcom Media USA and Hannover Fairs USA. Newcom, a major Canadian B2B publisher, puts on the Truck World and ExpoCam trade shows. Hannover Fairs USA develops and manages marketing programs at Deutsche Messe events in Hannover, Germany, and the United States, as well as in  emerging markets such as China, India and Turkey. IAA is hosted by Deutsche Messe and owned by VDA (Verband der Automobilindustrie e.V.). Deutsche Messe also organizes China Commercial Vehicle held in Wuhan, China.

Unclear at this point is the fate of a second effort to establish a new North American trucking show that will alternate years with IAA. In March, the American Trucking Associations, along with the Heavy Duty Manufacturers Association division of the Motor and Equipment Manufacturers Association, announced they were working with global event management and trade show firm Messe Frankfurt Inc. to develop a new, biennial North American-based truck and transportation event. However, no additional details, including specific dates or location, have been announced since that time.

“We will continue to work with the other truck manufacturers and strategic industry partners over the coming weeks to solidify their commitments with the goal of presenting the full event concept to the industry at large by July 1,” said Joe Glionna, vice president of Newcom, in a statement.

The new NACV Show targets North American-based commercial fleet owners, heavy-duty vocational applications, commercial and light commercial vehicle dealers, distributors, original equipment manufacturers, service suppliers, and the commercial vehicle trade media. The first three biennial NACV Shows will be held in Atlanta.

Atlanta "has done a good job of setting itself up to handle large trade shows," said Glionna.

UPDATE 2 p.m. EDT adds DTNA statement regarding regional shows and adds comment from ATA on ATA/HDMA's previous announcement regarding a separate show.

UPDATE 3:30 EDT adds convention center.

UPDATE 5:15 EDT corrects information on ATA.

Read more about the new NACV show in HDT's interview with Newcom's Joe Glionna, "New Truck Show to Focus on Technology, Fleet Buyers."

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