Detroit Auto Show gains speed in 2025, but road to past glory remains rocky

Although it didn’t reach pre-pandemic levels, the Detroit Auto Show is broadcasting a higher attendance rate at this year’s event.

After a tumultuous few years of shifting schedules and declining turnout, the 2025 Detroit Auto Show returned to its traditional January slot, drawing 275,000 attendees over its 11-day run.

Organizers are calling it “one of the largest auto shows in the U.S.,” a title it continues to hold despite fluctuating attendance numbers.

While the scaled-back show saw an increase in attendance compared to recent years, it still falls significantly short of its pre-pandemic heyday.

The 2019 Detroit Auto Show drew 774,179 attendees, nearly three times this year’s turnout.

The show was canceled in 2020 and 2021 due to the COVID-19 pandemic, and while it returned in 2022, lingering uncertainty and logistical challenges resulted in attendance estimates between 300,000 and 500,000 people.

The decision to return the show to January was a deliberate move to restore its traditional timing and recapture industry relevance.

“Bringing the Detroit Auto Show back to January felt like coming home; there was a sense of familiarity and community, of being right where we belong,” said Detroit Auto Show Executive Director Sam Klemet.

This year’s event showcased 34 brands and nearly 500 vehicles, including a revival of The Gallery, which featured over 50 ultra-luxury cars.

Automakers also leaned into interactive elements, with four indoor test tracks offering over 100,000 rides to attendees.

Ford headlined the show’s major reveals with a pair of special-edition Mustangs.

“It was great to usher in the return of the January show with such a robust lineup of vehicles and experiences for families to see and enjoy,” said 2025 Detroit Auto Show Chairman Karl Zimmermann.

The event’s Charity Preview also remained a bright spot, raising $1.7 million for six Southeastern Michigan children’s charities, bringing the total to over $125 million since 1976.

Economic impact projections suggest the show could generate up to $370 million for the region, but as the event continues to shrink, its long-term role remains uncertain.

Still, organizers remain optimistic, focusing on consumer engagement and digital outreach.

“Connecting deeper with our audience – whether new or existing followers – is important,” Klemet said.