auto show, powersports, RV and marine · Detroit
Detroit Auto Show 2027The exhibitor guide: booth costs, dates and deadlines
Eleven January days downtown: Detroit Auto Show 2027 booths in Detroit
- Event dates
- January 14–24, 2027
- Exhibit hall
- January 14–24, 2027 (Media Day 9 a.m.–7 p.m.; public 10 a.m.–8 p.m., Jan 24 to 7 p.m.)
- Venue
- Huntington Place, Detroit
4.9 star rating from clients3,000+ exhibitorsIn business since 201510,000+ booths built
Quick answers
Detroit Auto Show 2027 in 30 seconds
The Detroit Auto Show is the consumer auto show held each January in Detroit, run by DADA Inc. The 2027 show runs January 14–24, 2027 at Huntington Place: Media and Industry Day on January 14, the Charity Preview on January 15, and public days January 16–24. The 2026 show had 40+ vehicle brands and 2,000+ credentialed media and influencers, per the show. Automakers build most displays; suppliers, technology and lifestyle brands take part through the show's exhibitor and sponsor programs. Huntington Place is union, and move-in starts December 21, 2026. Purple builds displays and lounges for brands there.
- When is Detroit Auto Show 2027?
- January 14–24, 2027, at Huntington Place, Detroit.
- When is the Detroit Auto Show exhibit hall open?
- January 14–24, 2027, Media Day 9 a.m.–7 p.m.; public 10 a.m.–8 p.m., Jan 24 to 7 p.m.
- How big is Detroit Auto Show?
- 40+ vehicle brands (2026 edition).
- What does a 10×20 Detroit Auto Show booth cost all-in?
- $7,500 – $15,000 for a Purple rental at Detroit Auto Show with design, graphics, lighting, install and dismantle. Space and show services are billed by Detroit Auto Show.
- For Detroit Auto Show, what is the next exhibitor deadline?
- Signed contracts, floor plans, agreements and payments due: November 30, 2026.
The lookDetroit, January 2027
Snow outside, reveals inside.
The Detroit Auto Show fills Huntington Place January 14–24, 2027: Media and Industry Day, the Charity Preview, then nine public days, after a December build on the riverfront.
Everything about Detroit Auto Show 2027 in one place
Detroit Auto Show 2027 fact sheet
| Official name | Detroit Auto Show 2027 |
|---|---|
| Event dates | January 14–24, 2027 |
| Exhibit hall dates | January 14–24, 2027 (Media Day 9 a.m.–7 p.m.; public 10 a.m.–8 p.m., Jan 24 to 7 p.m.) source |
| Venue | Huntington Place 1 Washington Blvd, Detroit, MI 48226 |
| Organizer | DADA Inc. |
| Size (2026) | 40+ vehicle brands source |
| Who attends | Automotive media and industry on day one, charity guests on day two, then car shoppers and families |
| Next deadline | Signed contracts, floor plans, agreements and payments due: November 30, 2026 source |
| Nearest airport | Detroit Metropolitan Wayne County Airport (DTW) The main airport for downtown Detroit and Huntington Place |
| Hotels | Downtown Detroit hotels near Huntington Place |
| Official website | detroitautoshow.com |
Official Detroit Auto Show resources
Detroit Auto Show 2027 calendar
Detroit Auto Show 2027 dates and deadlines
Published Detroit Auto Show dates in order, each one linked to the organizer page that states it. The next one is highlighted.
- Signed contracts, floor plans, agreements and payments due source
- Preliminary floor plan, Freeman Electrical requirements and CSS EAC form due source
- Structural drawings to the Review Engineer; advance rates end source
- Contracted move-in begins at Huntington Place source
- CSS press conference orders due source
- Installation complete and empties removed by 3 p.m. source
- Media and Industry Day opens the 2027 show source
01 Purple at Detroit Auto Show 2027
Eleven January days downtown: Detroit Auto Show 2027 booths in Detroit
Detroit's show opens with a Media and Industry Day, then the evening Charity Preview, then nine public days at Huntington Place. Automakers fill most of the floor; suppliers, tech and lifestyle brands that the show accepts build displays, lounges and drive experiences around them.
- Jan 14–24, 2027 · Huntington
- Media and Industry Day Jan 14
- Floor plans due Dec 1, 2026
What makes Detroit Auto Show different, and how we build for it
The Detroit Auto Show is run by DADA Inc.and opens the auto year in the industry's home town. It is a consumer show built mostly by automakers, but the format stacks three audiences: Media and Industry Day on January 14, the Charity Preview on January 15, and public days with Ride and Drive, Racing Day presented by the Detroit Grand Prix on January 19, The Garage, Modded Detroit and the Michigan Overland Adventure. Space beyond the automakers goes to the suppliers, technology and lifestyle brands the show accepts through its exhibitor program. For those brands, the booth has to work for a journalist at 9 a.m. and a family at 7 p.m.
A clear story on Media and Industry Day: a reveal, a spokesperson and a backdrop that photographs well for 2,000-plus credentialed media.
A three-hour evening on the floor, so lighting, a lounge and a moment worth sharing matter more than product sheets.
Something to sit in, try or ride, explained simply, with a reason to sign up before they leave.
Your team in Detroit
How Purple runs the Detroit Auto Show at Huntington Place
Detroit displays are built and printed in Purple's Fishkill, NY shop and trucked west for the December move-in, with empties hauled out by CSS because Huntington Place keeps no crate storage. A Purple project manager stays through the long build, directing the six-union labor the building requires and staying on call for the eleven show days.
Inside Detroit Auto Show 2027
Detroit Auto Show rules that shape your booth
Display vehicles must have batteries disconnected and gas caps locked, carry no more than two gallons of gasoline, and the gas-cap keys stay with named people in the exhibit until move-out. We prepare and log every vehicle before it rolls in.
Vehicles and non-public structures may take 40% or less of the display area, so at least 60% stays open for visitors. We calculate the open share on every drawing we submit.
Two-story or large solid structures stay out of the aisle easement, 25 feet or 25% of depth, and the border easement, at least 10 feet or 10%. Vehicles sit two feet from aisles and borders. We place towers and decks in the core.
Audio may not exceed 95 dB at the source or 80 dB at the stand's boundary, and show management measures levels. We aim speakers inward and use directional audio for reveals and videos.
Huntington Place has no storage for exhibitor crates, so empties must be freighted out and returned at close at the exhibitor's expense. We schedule crate pickup and return with CSS as part of the install plan.
Programs worth planning for
January 14, 2027, show floor 9 a.m. to 7 p.m. for credentialed media and industry; media and corporate registration opens December 1, 2026.
Friday, January 15, 2027, 6 to 9 p.m. on the show floor after a 5 p.m. ribbon cutting, with tickets sold through the show.
Presented by the Detroit Grand Prix, returning Tuesday, January 19, 2027, per the show's October 27, 2026 release.
Drive experiences included with the ticket, plus The Garage, Modded Detroit and the Michigan Overland Adventure on the 2027 program.
The Detroit Auto Show is the January consumer auto show in the industry's home city; choose it over the LA Auto Show when you need Detroit automaker and media attention at the start of the year rather than a West Coast November audience. Compare Detroit Auto Show with the other automotive and transportation shows we build for →
automotive and transportation at Detroit Auto Show
The industry behind Detroit Auto Show, in pictures
02 Booths & pricing for Detroit Auto Show 2027
What does a Detroit Auto Show 2027 display cost?
Most Detroit floor space goes to automakers, and the 2027 manual sets the rules for every display rather than fixed booth sizes. Supplier, tech and lifestyle brands accepted into the exhibitor program usually build a lounge or experience from about 20×20 up, with vehicles and structures held to 40% of the space.
A branded wall and counter for an accessory or tech brand, with one product display and a sign-up station for shoppers.
Above: Sedemac, a Purple inline booth
See 10×20 rental booths →
A product wall, a hands-on station and a small photo backdrop for Media and Industry Day interviews.
Shown: a Purple inline booth for Genetec
See 10×30 rental booths →
An open lounge with one vehicle or product hero, keeping 60% of the floor open to visitors as the manual requires.
Shown: SMOXH, a Purple island exhibit
See 20×20 rental booths →
A full experience: vehicle, demo area, interview set and a hospitality corner for the Charity Preview.
Shown: SHC Heavy Industry, a Purple island exhibit
See 20×30 rental booths →In Purple's Detroit Auto Show price
- Design work and a 3D rendering, with revisions until the Detroit Auto Show layout is right
- Structure, graphics printed for Detroit Auto Show, counters and storage as specified
- Lighting plus power distribution within the booth at Detroit Auto Show
- Installation and dismantle in Detroit, run by our project manager on the floor
- Each service order and deadline in the Detroit Auto Show exhibitor kit, tracked for you
Paid to Detroit Auto Show and its contractor
- Booth space, paid to DADA Inc.
- Material handling at Huntington Place, when the space rate does not include it
- Electrical service, internet and rigging at Huntington Place
- Cleaning, plus any union labor the venue requires
Rates to plan with for Detroit Auto Show:
- Drayage About $155 per cwt, Purple's 2026 Huntington Place planning figure source
- Booth build Custom 20×20 $50,000–$120,000; 20×40 $100,000–$250,000, Purple's 2026 bands source
Every one of these is estimated on your proposal, so you see the full Detroit Auto Show total on paper before you sign.
Ranges shown are all-in 2026 rental prices for design, structure, graphics, installation and dismantle at Detroit Auto Show; custom builds get their own quote. Want an exact number for Detroit? Use the booth cost calculator or the 2026 booth cost guide.
Send us your booth size for Detroit Auto Show and what the space needs to do. A reply within one business day, then a Detroit Auto Show rendering and fixed proposal, usually within a week. No charge.
The booth we would build for Detroit Auto Show 2027
The three-audience riverfront lounge
A supplier or lifestyle brand at Detroit plays to media on day one, charity guests on day two and families for nine days, with automaker displays all around it. This plan is an open lounge that changes with the audience, inside the rule that keeps 60% of the space open.
Hero piece
One vehicle fitted with your product, or the product itself on a plinth, set two feet off the aisle and lit from all sides.
Interview set
A backdrop and two stools for Media and Industry Day, later turned into a photo spot for the public.
Hands-on bar
Stations where a shopper can try the product, with staff who explain it in a sentence.
Sign-up lounge
Seats, charging and a sign-up screen, so families rest in your space and leave their contact.
The demo
Let visitors use the product the way a driver would: sit, touch, connect, adjust. Detroit crowds have nine days and many stands to see, so a 60-second hands-on moment beats a long presentation.
The meetings
Media and Industry Day is the meeting day, with press conference services ordered through CSS by January 3. Book interview slots before January 14 and keep the lounge for automaker and partner guests.
Try it before it ships in your next car.
03 Built by Purple
Detroit Auto Show displays that work for media and families
Case study · Amazon
Amazon at ESSENCE Festival of Culture, New Orleans
Purple built Amazon's first ESSENCE Festival space for a public crowd in the hundreds of thousands; nine public days in Detroit ask the same of a display: keep moving, keep working, every hour.
Read the Amazon case study All case studies →“If you’re looking for a trade show booth expert who shows up and gets the job done right, Purple Exhibits is the real deal.”
Magdalena Kulisz, Service Manager, Miss Immigrant USA · what other clients say
Trusted by exhibitors including
04 Designing for automakers, suppliers, technology and lifestyle brands at Detroit Auto Show
Designing a Detroit Auto Show lounge inside the 40% rule
1Keep 60% open
The manual limits vehicles and structures to 40% of the display area, leaving at least 60% for visitors. We lay out vehicles and walls first, measure the open share, and only then add counters and screens.
2Respect the easements
Detroit sets aside up to 25 feet from the aisle and at least 10 feet from a neighbor for open space, and large signs sit 15 feet back from the contiguous border. We draw tall elements into the core of the space from day one.
3Design for three audiences
Media at 9 a.m., charity guests for one evening, families for nine days. We give the booth a swappable layer: an interview set for day one, softer lighting and a lounge for the preview, and hands-on stations for the public.
4Build for a long run
Eleven show days follow a December build, so finishes have to survive crowds and coats. We spec hard-wearing flooring with ramps no steeper than 2 inches in 12, replaceable graphics and a cleaning plan with the show contractor.
Concept rendering
Every Detroit Auto Show proposal includes a rendering like this
Before we cut a single panel, you see the booth in 3D (layout, graphics, lighting and product positions) and we revise it until it is right. Above: a Purple concept for OFIL.
Start my Detroit Auto Show conceptFloor at a glance
Where you could be at Detroit Auto Show 2027
The 2027 floor plan is coming soon, per the show. These are the Huntington Place areas the 2027 manual names, and what each means for a display.
Halls A to D
The main show floor, rated 300 pounds per square foot, with some areas of Halls B and C at 220.
Our advice We check the lower-rated zones before placing heavy vehicles or stages.
Hall E
Rated 650 pounds per square foot; overhead lighting may reach no more than half the aisle width, minus six inches.
Our advice The heaviest displays go here when the layout allows.
Hall C entrance
The credential office for media, corporate and exhibitor staff throughout the show.
Our advice Staff collect credentials here before their first shift.
05 Huntington Place · Detroit
Detroit Auto Show 2027 move-in, unions and Huntington Place rules
Huntington Place is a union building: per the 2027 Detroit Auto Show manual, six unions do the exhibit work, and Convention & Show Services (CSS) is the general contractor and exclusive provider of teamster and iron worker labor, while Freeman Electrical handles all power. There is no crate storage on site, so empties leave the building and come back for move-out. Contracted move-in starts December 21, 2026, with early move-in from December 14, and every display must be finished by 3 p.m. on January 12. Purple's Huntington Place planning figure for material handling is about $155 per hundredweight. We file the December 1 floor plan and EAC form, and a Purple project manager directs the union labor through the build.
What Purple handles
- Floor plan drawn to the 40% vehicle-and-structure rule and easements
- December 1 preliminary plan, EAC form and Fire Marshal material samples
- Structural drawings for the Review Engineer by December 14
- Crates out and back with CSS, since Huntington Place stores none
- Fishkill, NY build, with a Purple project manager directing the Detroit install
Detroit Auto Show timeline, counted back from move-in
Preliminary floor plan, electrical requirements and EAC form due for the 2027 Detroit Auto Show: December 1, 2026. The Fire Marshal and show management approve from this plan, so we finish it in November.
For Detroit Auto Show, we need design sign-off by mid-November 2026.
- November 30, 2026Signed contracts, floor plans, agreements and payments due, per the 2027 manual timeline.
- December 1, 2026Preliminary floor plan to the Exhibit Compliance Department, Freeman Electrical requirements and the CSS EAC form due.
- December 14, 2026Drawings to the Review Engineer for structural review; advance rates for Huntington Place services end; early move-in opens.
- December 21, 2026Contracted move-in begins; halls dark December 24, 25 and January 1.
- January 12, 2027Installation complete, empties out and vehicles inside the perimeter by 3 p.m.
- January 14–24, 2027Detroit Auto Show 2027; move-out begins 7:01 p.m. January 24 and ends January 29.
Purple's planning timeline for Detroit Auto Show. The official Detroit Auto Show move-in, freight target and order dates come from your exhibitor kit and assigned schedule; when you book, we confirm them against your booth.
Print the Detroit Auto Show budget & deadline sheetBefore you book Detroit Auto Show 2027
Detroit Auto Show manual details that change a December build
Early move-in runs December 14–20, 2026 before contracted move-in on December 21, and the halls go dark December 24, 25 and January 1, so a large build should start early or lose holiday days. source
Paint is not allowed for marking your space at Huntington Place; use chalk or approved tape and remove it at move-out. source
Any display that covers a Huntington Place fire alarm, strobe or sensor needs work by Johnson Controls and Freeman Electrical at your cost, so check device locations before you draw walls. source
Electrical requirements go to Freeman Electrical 30 days before any installation, and only Freeman may hard-wire; monitors other than LED walls or press feeds are installed by electricians. source
Artificial smoke for a reveal needs Fire Marshal and Huntington Place approval with a dry run before January 9, 2027, and pyrotechnics are banned outright. source
Who you meet on the floor
More than 2,000 credentialed media and influencers came in 2026; they cover reveals and new technology on Media and Industry Day.
Media and Industry Day opens the floor to industry credential holders from 9 a.m. to 7 p.m. on January 14.
They come for nine public days of Ride and Drive, The Garage, Racing Day and new models.
Side by side
Detroit Auto Show vs Miami International Boat Show vs Chicago Auto Show: 2027 at a glance
| Detroit Auto Show | Miami International Boat Show | Chicago Auto Show | |
|---|---|---|---|
| Dates | January 14–24, 2027 | February 10–14, 2027 | February 13–21, 2027 |
| Where | Detroit, MI · Huntington Place | Miami Beach, FL · Miami Beach Convention Center and in-water venues | Chicago, IL · McCormick Place |
| Size | 40+ vehicle brands at the 2026 show | 100,000+ visitors at the 2026 Miami International Boat Show | Not published |
| Main buyers | Automotive journalists and creators | Boat buyers and owners | Chicago-area car shoppers |
| Booth space | Price not published | Price not published | Large vendor space (2027): 1,000 sq ft minimum; $9 per sq ft auto OEM, $12 per sq ft non-auto, with carpet |
Figures carry the year and source shown on each show's own page.
Travel to Detroit Auto Show 2027
Getting to Detroit Auto Show 2027: airport and hotels
Fly in
Detroit Metropolitan Wayne County Airport (DTW)
The main airport for downtown Detroit and Huntington Place
Stay
Downtown Detroit hotels near Huntington Place
Travel facts from detroitautoshow.com.
Detroit Auto Show by the numbers
Detroit Auto Show year by year
How Detroit Auto Show 2027 compares with other automotive and transportation shows
The automotive and transportation shows closest to Detroit Auto Show on the calendar, with the latest size each organizer has published. Each show name opens our automotive and transportation exhibitor guide for that show.
| Show | Dates | City | Latest published size |
|---|---|---|---|
| TRB Annual MeetingTransportation Research Board (TRB) | January 10–14, 2027 | Washington, DC | 10,500+ attendees (2026) |
| Detroit Auto ShowDADA Inc. | January 14–24, 2027 | Detroit, MI | 40+ vehicle brands (2026) |
| UMA Motorcoach EXPOUnited Motorcoach Association (UMA) | January 17–20, 2027 | San Antonio, TX | 1,200+ attendees, per UMA's 2027 prospectus |
| HDAWHDAW (Auto Care Association | January 18–21, 2027 | Grapevine, TX | Product Expo floor sold out, per HDAW exhibitors (2026) |
| Miami International Boat ShowNMMA | February 10–14, 2027 | Miami Beach, FL | 100,000+ attendees · 1,000+ brands (2026) |
| Chicago Auto ShowChicago Automobile Trade Association (CATA) | February 13–21, 2027 | Chicago, IL | Hundreds of thousands, per the show attendees · More than two dozen manufacturers exhibitors (2026) |
| AFSA Vehicle Finance Conference & ExpoAmerican Financial Services Association (AFSA) | February 14–17, 2027 | Orlando, FL | 650+, per AFSA attendees · Booths and kiosks exhibitors (2026) |
| NADA ShowNational Automobile Dealers Association (NADA) | February 17–20, 2027 | Orlando, FL | Tens of thousands of automotive retail professionals, per NADA · 628 exhibitors (2026) |
| Keystone BIG ShowKeystone Automotive Operations | February 19–20, 2027 | Aurora, CO | 4 hours for exhibitor setup, Friday 7–11 a.m., 2027 |
| SCWA Convention & EXPOSouthwest Car Wash Association (SCWA) | February 24–26, 2027 | Fort Worth, TX | – |
Detroit Auto Show exhibitor questions
Detroit Auto Show 2027 questions from exhibitors and sponsors
When is the Detroit Auto Show 2027?
January 14–24, 2027, at Huntington Place. Media and Industry Day is January 14, the Charity Preview January 15, and the public show January 16–24, per the show. Public hours in the 2027 manual are 10 a.m. to 8 p.m., closing at 7 p.m. on January 24.
Who can exhibit at the Detroit Auto Show?
Automakers build most of the floor, and other companies take part through the show's exhibitor program and sponsorships; the 2027 exhibitor terms for non-automakers are not confirmed yet. Delta is the 2027 Premier Sponsor.
When does move-in start for the 2027 Detroit Auto Show?
Contracted move-in begins December 21, 2026, with early move-in available December 14–20, per the 2027 exhibitor manual. Halls are dark December 24, December 25 and January 1, and installation must be complete by 3 p.m. on January 12, 2027.
What are the Detroit Auto Show's design deadlines?
December 1, 2026 for the preliminary floor plan, Freeman Electrical requirements, the CSS exhibitor appointed contractor form and Fire Marshal material samples, and December 14, 2026 for drawings to the Review Engineer.
What are the vehicle rules at Huntington Place?
Batteries disconnected, gas caps locked and no more than two gallons of gasoline in the tank, with the gas-cap keys kept by named people in each exhibit until move-out, per the 2027 manual. Vehicles sit at least two feet from aisles and neighboring spaces.
How much of a Detroit display can be vehicles?
40% or less. The manual requires at least 60% of the gross exhibit area to stay open to attendees, counting vehicles and non-public structures against the 40%.
Is Huntington Place a union venue?
Yes. All exhibit and display work there is done by union personnel from six unions: teamsters, iron workers, carpenters, stagehands, electricians and plumbers. CSS is the general contractor, and Freeman Electrical has all electrical work.
How loud can a Detroit Auto Show display be?
95 dB at the sound source and 80 dB at the edge of your space, per the 2027 manual. Show management measures levels during the show and can make exhibitors turn down.
What is the floor load at Huntington Place?
300 pounds per square foot in Halls A to D and 650 in Hall E, with some areas of Halls B and C rated 220, per the 2027 manual. Heavy vehicles and stages are placed with those numbers.
What happens on Media and Industry Day?
The show floor opens to credentialed media and industry from 9 a.m. to 7 p.m. on January 14, 2027, per the manual. Media and corporate registration opens December 1, 2026, and press conference orders go to CSS by January 3.
What is the difference between the Detroit Auto Show and the LA Auto Show?
Detroit opens the year in January at Huntington Place with a Media and Industry Day and a Charity Preview; the LA Auto Show runs in late November at the Los Angeles Convention Center, preceded by the AutoMobility LA industry day.
Is the Detroit Auto Show worth it for a supplier or tech brand?
It can be, when the goal is automaker and media attention in January plus nine days of consumer contact. A brand that sells to drivers gets hands-on time; a brand that sells only to automakers gets most of its value on Media and Industry Day.
Before you sign for Detroit Auto Show
Five questions to ask any exhibit builder for Detroit Auto Show:
- Can you lay out our Detroit display to the 40% vehicle-and-structure rule and the 25-foot aisle easement?
- Will you file the December 1 preliminary floor plan, the CSS EAC form and the Fire Marshal material samples?
- Who prepares drawings for the Review Engineer by December 14, and who orders Freeman Electrical?
- How will you staff the build around the December 24, 25 and January 1 dark days?
- Where do our crates go, since Huntington Place has no storage for them?
What Detroit Auto Show exhibitors ask us
Automakers own the floor. Can a supplier or tech brand stand out? Yes, with something visitors can use. Automaker stands show cars; a hands-on station, a comfortable lounge or a product people can try gives the public a reason to stop, and the interview set catches the media on day one.
The build starts in December. Does that cost more? It takes more planning, not magic. Contracted move-in starts December 21, the halls close for the holidays, and installation must be done by January 12; we schedule labor around those dark days and early move-in when the build is large.
We are not sure our brand qualifies to exhibit. The show's exhibitor program and sponsorships decide that, and the 2027 terms for non-automakers are not confirmed yet. Talk to the show office first; we start design the day your space is agreed.
Get a proposal
Tell us about your Detroit Auto Show booth
What happens next
- Within one business day we write back to ask about your products, your goals for Detroit Auto Show and your footprint.
- Your Detroit Auto Show concept rendering and fixed proposal usually arrive within a week. Each Detroit Auto Show fee listed upfront and in full, on paper.
- We build in 30 to 45 days, ship to the advance warehouse and have the booth installed before Detroit Auto Show opens.