Unlike last year, the 2023 Detroit auto show has no giant rubber duck or monster trucks.
The show, which runs through Sunday, Sept. 24, features 35 brands. Organizers said 16 of the brands have corporate-sponsored displays; the rest were put together by dealers.
“The thing we learned last year is we had a whole bunch of cool displays and, I don’t want to say gimmicky, but [we had] non-automobile-related activities going on, and we learned that the cars are really the stars,” said Thad Szott, chairman of the show, which is owned and produced by the Detroit Auto Dealers Association.
Rod Alberts, executive director of the association, said he was hoping to attract 250,000 to 300,000 visitors this year. Organizers did not disclose attendance figures from 2022, though Alberts said the latest iteration will be far superior.
“This show is, by far, 100-fold better than last year,” Alberts told Crain’s Detroit Business, an affiliate of Automotive News. “We were just finding direction last year. Now we have the foundation.”
Ride-alongs are a focal point again this year with a new electric vehicle track featuring 300 feet of accelerating space in the corner of the convention center. Cadillac, BMW, Ford, Chevrolet, GMC, Tesla and Volkswagen will offer rides to showgoers on the track. The vehicles are driven by product specialists to help answer questions and educate consumers on EVs.
As for the Jeep-affiliated giant rubber duck that towered over the entrance to the 2022 show, it was booked for another event by the brand in New Jersey. Other automakers probably won’t be shedding tears over its absence.
“The giant rubber duck is still one of my favorites — I’m a Jeep guy through and through,” Szott said. “I worked really hard in making sure that was here last year, but I think it stole a little too much thunder.”