The Detroit Auto Show is adapting to a new reality. In 1989, the show drew nearly all of the world’s automakers and was rechristened “The North American International Auto Show.”

The show hosted dozens of world debuts through the years and attracted thousands of people eager to see the newest cars, trucks and sport utility vehicles. The show’s attendance translated into sales.

But nowadays, many automakers prefer to debut vehicles either virtually or in a private venue. Increasingly, car sales are done online. As a result, auto show attendance is down, and almost all luxury brands and many import brands have withdrawn, giving increased presence to metropolitan Detroit locals, GM, Ford and Stellantis.

In contrast to years past, the 2025 Detroit Auto Show, held Jan. 10-20 and organized by the Detroit Auto Dealers Association, there were no automaker hosted events. The only noteworthy announcement came from Ford, which unveiled two special-edition Mustangs.

Some journalists who attended the event felt unsatisfied. There was little exciting, high-profile news to report from Huntington Place in Detroit.

Rebranding and Refocus

The return to the “Detroit Auto Show” moniker coincides with a new focus on sales and entertainment. It’s a show to check out cars, displays, maybe go for a ride or two, and head home with a Motor City-inspired souvenir.

General Motors, Ford and Stellantis (except Maserati) all had a corporate presence as did VW, Kia, Toyota, and Rivian. Dealers supported displays from BMW, Honda, Hyundai, Ineos, Mazda and Mercedes. If you were playing the lottery, The Gallery featured an array of six-figure luxury and performance machines from Aston Martin, Bentley, Lotus and others.

Attendees could “go for a ride” at the Jeep and Ford exhibits. Both experiences were fun but different. Camp Jeep gave a ride in a Jeep Wrangler on one of six different courses, including the Off-Camber Bridge and Jeep Crevasse. Ford’s “Built Wild Track Experience” stepped up the adventure, putting a consumer in a Bronco — doors off. But Ford offered fewer course options. The Bronco driver was also a product specialist and focused on explaining the technology that enables the Bronco’s off-road capabilities.

New Vehicles

Ford revealed the Spirit of America Mustang GTD with a camouflaged version of the new Mustang RTR. But the actual unveiling was held the previous night at a private event.
The Spirit of America Mustang GTD features styling and aerodynamic enhancements but no mechanical upgrades. The Mustang RTR is a track-focused model powered by Ford’s EcoBoost L4, sharing some components with the Mustang Dark Horse.

Stellantis unveiled the 2025 Ram Heavy Duty. The mid-cycle update includes a new front-end design, split headlamps and an updated interior. Ram 1500s are available with a 14.5-inch central touch screen and a 10.25-inch passenger-side display. The Ram Heavy Duty is still available with a Hemi under the hood — unlike the Ram 1500. A new 6.7-liter turbodiesel puts out more power and torque than last year’s base diesel.

First Time on Exhibit

While there weren’t many significant vehicle debuts in Detroit, several vehicles were exhibited for the first time.

Electric vehicle startup Rivian showcased one vehicle essential to the company’s future: the compact R2 SUV. The R2 is set to go on sale in a little over a year, with a starting price of approximately $45,000. It will be available with one, two, or three motors and features design elements similar to the current R1S, but on a smaller, more affordable platform.

The Cadillac Opulent Velocity concept debuted last summer at Pebble Beach and is intended to represent a vision for a V Series-inspired 2+2 electric coupé. Cadillac says it features Level 4 autonomous capability, an augmented reality head-up display and 3D-printed interior components. Alas, it remains only a concept.

A few Jeep Wagoneer S vehicles have been spotted driving around the metropolitan Detroit area, but the Detroit Auto Show offered a detailed view, up close and personal.
The Wagoneer S electric SUV is about the same size as the Grand Cherokee, but shares its platform and hardware with the new Dodge Charger Daytona. It has a sleek, five-passenger SUV silhouette. As with other recent Jeeps, the interior is attractive with a large center touch screen and a passenger-side display.

Stellantis also presented the Halcyon concept, which was unveiled virtually earlier this year. This sleek sedan aims to inspire a new large electric sedan for Chrysler, as well as an electric SUV that will take the place of the reportedly canceled Airflow.

Several companies are exploring zero-emissions camping, and Michigan startup “Grounded” has introduced the G2 in Detroit. Built on the Chevrolet Brightdrop Zevo 400 van platform and showcased within the Chevrolet exhibit, the G2 is priced at $195,000. It features 1 kilowatt of solar power, a range of 270 miles on electric power and a fully customizable interior.

The Future of the Detroit Auto Show

According to the Detroit Free Press, attendance at the 2025 Detroit Auto dropped by two-thirds in comparison to pre-pandemic levels. After a six-year hiatus, 2025 also marked the show’s return to January. While this year’s Detroit Auto Show was not as grandiose and impressive as past events in the Motor City, there were still plenty of interesting things to see and do. Let’s hope this reboot leads to even better things.