With a market-ready portfolio of electric propulsion systems positioned for a rapidly transitioning industry, American Axle & Manufacturing (AAM) had the ideal story to tell at its very first CES in Las Vegas. Seeking meaningful interaction with visitors from both the investor and OEM sectors, AAM offered both a ride and drive experience and a show exhibit. With the help of longtime partner EEI Global, AAM made a dynamic debut at the world’s most influential tech show, firmly establishing AAM as a global leader in advanced, sustainable mobility.


  • Brand Strategy | Planning | Identity
  • Exhibit Fabrication | Engineering | Rental
  • Event Marketing | Tours & Road Shows | Trade Shows
  • Immersive Digital | Content Development | Film & Motion
  • Business Theatre | Meetings | Media Launches
  • Graphic Production | Tension Fabric | Digital Printing


For this project, the team at EEI Global was able to combine our expertise in mobile events with our extensive know-how in the design, engineering, and building of exhibits for CES. A day ahead of the official opening of the show, AAM invited investors to the Las Vegas Motor Speedway for the ride and drive. There, participants heard a short talk delivered by AAM’s top executives in a media center space with product displays built by EEI. Guests could examine and ask questions about the animated cut-a-ways of AAM properties such as electric drive units, high-speed motors, and gearboxes.

Once outside the media center, guests were off to three exciting, hands-on activations on the racetrack. Passengers hung on as a professional driver took a Mercedes AMG over 190 mph in a demonstration of the performance and handling enabled by AAM’s electric drive unit. Next was a ride in an electric Hummer over dirt moguls, steep hills and rough terrain to experience how AAM’s TracRite® differentials deliver power and performance. Finally, guests drove the all-electric Baojun E300 Plus from China’s SAIC-GM-Wulin. On a city-like course, drivers experienced how the AAM electric drive in this 4-seat minicar enhances nimbleness.

Inside the CES West Hall on show days, visitors had plenty to keep them engaged on the topic of sustainable, advanced mobility inside the AAM display. Forty different cut-a-ways designed and built by the EEI team displayed AAM products used in vehicles around the world. Featuring animated components and high-gloss polishing, these properties attracted attention and spurred discussion. Activations provided by another partner – including a vehicle configurator, a dynamic interactive touch-table display, and a driving simulator — were seamlessly integrated into the display by EEI designers. AAM staff used all these tools as catalysts for meaningful conversations with potential OEM partners.

Though first timers at CES, the AAM team distinguished themselves with a sophisticated and effective presence, aided by the full support of partner EEI Global. The ride and drive experience enthralled the investor audience while reinforcing all the message points. The show display gave potential partners captivating hands-on engagements to get familiar with AAM products. The AAM team left their first CES with a sense of accomplishment, riding a crest of well-earned momentum.