Attendance at this year's Detroit Auto Show was either excellent or very poor.

      Detroit Auto Show

      Depending on your viewpoint, the 2.0 version of the Detroit Auto Show is either thriving or struggling. Organizers have published attendance figures for what was once a premier event in the automotive world, marking the first release since the COVID-19 pandemic. However, these numbers present a dilemma: is the convention center bustling or lacking?

      Over 275,000 attendees participated in the 2025 iteration of the Detroit show, which took place from January 10 to 20. This year saw the show’s return to the winter period after a brief break. It was canceled in 2024 and shifted to late summer (officially fall) in 2022 and 2023 to revamp its format and attract more visitors.

      As reported by Automotive News, this attendance is the highest since before the onset of the COVID-19 pandemic. The publication notes that the organizers are “thrilled”—and rightfully so, given that many believed the event would not return. However, there’s less upbeat news: the attendance figure of over 275,000 indicates a decline of more than 60% compared to 2019, when 774,179 people attended.

      One issue was that manufacturers didn’t have much to showcase at the 2025 Detroit show. Ford made headlines with the announcements of the Mustang RTR and the Mustang GTD Spirit of America. Neither of these is genuinely new, as both are variations of the current-generation Mustang, and the RTR wasn't even fully revealed. Until the late 2010s, the Detroit show was filled with global premieres, including several genuinely thrilling reveals. There was so much happening that outlets like The Drive would send teams to cover the event (and enjoy the pleasant January weather).

      While it wouldn’t be correct to assert that CES has outshone Detroit once again, the automotive section of the tech show was surprisingly subdued this year. Honda presented a couple of electric concepts, BMW showcased its new iDrive system, and… that’s about it in terms of significant announcements from car manufacturers.

      It’s not only Detroit that has diminished from its previous stature. The organizers of the Geneva Auto Show were pleased to report that nearly 168,000 individuals attended last year’s event. For perspective, over 200,000 visitors came to the show in 1948 when affordable flights from virtually anywhere in Europe to Geneva didn’t exist. In 2011, approximately 735,000 visited Switzerland for the Geneva show.

      Can auto shows regain their relevance? It's conceivable, but it will require substantial effort. In adjusting to the limitations related to the COVID-19 pandemic, automakers recognized that they could reach a broader audience (including both consumers and media) and capture attention for a day or two by hosting their own unveilings. This approach is also more cost-effective than renting space at a major show, pleasing both marketing and finance teams.

      Another noteworthy point, although more pertinent in Europe than in the U.S., is that various efforts to portray cars negatively may have succeeded. In France, for instance, print car advertisements must legally include disclaimers like “use public transportation.” Imagine if your next burrito came with a tag saying, “Hey, choose a salad instead.” If cars are viewed as harmful, why would anyone attend a show to view thousands of them?

      The 2026 edition of the Detroit show, with its dates yet to be announced, will provide crucial context for the attendance figures of 2025.

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