The Detroit Auto Show will return to the traditional January date it has held in past years from late September, organizers from the Detroit Auto Dealers Association confirmed Thursday.
The next North American International Auto Show will take place Friday, January 10 through Monday, January 20, 2025 at Huntington Place in downtown Detroit. The show's preview charity gala will take place on Friday, January 10th. The show's public days are January 11-20, ending with Martin Luther King Jr. Day. The Media, Industry and Technology Days are expected to follow the pattern of previous years, i.e. on January 8th and 9th.
“The Detroit Auto Show is pleased to announce that the iconic show will return to its roots with its debut in January 2025,” Rod Alberts, executive director of the Detroit Auto Show and the Detroit Auto Dealers Association, said in a statement. “Our primary goal is to create an impactful automotive show and showcase our great city and industry. After discussions with numerous partners, we believe that a date in January makes perfect sense. In an ever-changing global automotive landscape, this update reflects our efforts as we continue to reimagine the Detroit Auto Show while keeping in mind what matters most: getting people excited about cars.”
The Detroit News was first to report that the auto show would be postponed until January 2025. The last North American International Auto Show in January was in 2019, before the COVID-19 pandemic. Organizers had suggested moving the show to the summer to showcase Detroit in the warmer months, allow for outdoor activities and provide a more festival-like approach as auto shows in general have faced challenges.
The Internet has made it easier for customers to search for products. Automakers have increasingly opted for experiential events and vehicle unveilings through their own platforms or in commercials at televised sporting events rather than competing for the spotlight at auto shows with expensive stages.
Although the show, hosted by the Detroit Automobile Dealers Association, has been able to take greater advantage of outdoor activities over the past two years, the September dates took place just after the busy back-to-school season and right in the middle of the start of football season. In January, the fair had fewer events to compete with over the winter and could help boost sales in quieter months.
Claude Molinari, CEO of Visit Detroit and chairman of the Detroit Regional Convention Facility Authority, which oversees Huntington Place, said winter is a slower season in the convention business with more local recreational vehicle, boat and car shows.
“Honestly, we have no problem filling the days in September or June,” he said, adding of the move for Detroit hotels and restaurants: “It's just fantastic for us.” No industry has in recent years experienced more upheavals than the automotive industry. We welcome the opportunity and hope that car manufacturers will recognize the great value of participating and joining in the future.”
After originally deciding to deviate from January, DADA scheduled a show for June 2020, but it was canceled due to the COVID-19 pandemic. Show organizers decided to host an outdoor event in 2021 at the M1 Concourse in Pontiac called Motor Bella.
The Detroit show returned in 2022 in mid-September with several reveals, an indoor electric vehicle track, a visit from President Joe Biden and outdoor activities and attractions including a giant inflatable duck.
The 2023 show focused on extensive presentations by the Detroit Three and competed for press attention with the United Auto Workers' contract negotiations with automakers. Ford unveiled the 2024 F-150 truck the evening before the show's official start at Hart Plaza, where Jeep introduced the refreshed 2024 Gladiator midsize truck and Cadillac introduced the redesigned 2025 CT5 sedan. Toyota Motor Corp. was present, but other major automakers skipped the event and dealers stepped in.
Other trade fairs also faced the challenge of attracting car manufacturers. Stellantis NV said last week that it would not appear at the Chicago Auto Show next month, citing difficult market conditions. Looking ahead to a January show in Detroit, Stellantis spokesman Rick Deneau pointed to the company's statement last week that it wants to be as efficient as possible with its media spending and “evaluates auto show participation on a case-by-case basis and sets priorities along the way.” “. We offer consumers the opportunity to experience our vehicles first hand.”
In a GM statement from spokesman Sabin Blake, the Detroit automaker said: “The Detroit Auto Show is our hometown show and we look forward to supporting our dealers and exciting customers with our latest portfolio of award-winning products in January 2025.”
Ford spokesman Deep said: “Regardless of the time of year, auto shows continue to be a good place for us to engage with potential future and current customers and help them learn about our new technologies and vehicles.”
According to Automotive News Europe, German automakers are skipping the Geneva International Motor Show this year as it returns after a four-year absence in honor of its 100th anniversary. The International Motor Show Germany renamed itself IAA Mobility in 2021 and expanded its range of attractions. The Tokyo Motor Show was also renewed last year as the Japan Mobility Show.
In 2003, the Detroit Auto Show attracted more than 838,000 visitors. In 2019, more than 774,000 people visited, creating an economic impact comparable to hosting two Super Bowls. The dealer association has not disclosed visitor numbers in recent years. In 2022, organizers were confident of exceeding their projections of 300,000 to 500,000 participants. The show's charity preview gala had 6,500 attendees this year.
Jim Schebil, owner and president of Fox Hills Chrysler Jeep in Plymouth, said January proved to be a good time to hold the show.
“I think it’s better because there’s not much going on at this point,” he said. “It’s a great time for a party and a car show. When we had them in September, it seemed like there was a lot going on with a lot of people.”
He added that automakers traditionally introduce incentives at this time to clear inventory from the previous model year: “It's a slower (sales) time. It seems it also increases our sales in January and February.”
Michelle Krebs, senior analyst at Cox Automotive, an auto services company, said the decision to go back to January was a good move on DADA's part because auto shows have changed so much.
“They’ve kind of gone back to the future,” she said. “When I got into this business, car shows were primarily for consumers to purchase new vehicles. And then they became media spectacles, but the days of being a media show are pretty much over. So it makes sense…almost everyone.” Northern City has its auto show in the winter months when they have an enthusiastic audience.”
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Editor Daniel Howes contributed.