The Man Behind The Rebirth of the Detroit Auto Show
Sam Klemet is the new Co-Executive Director of the Detroit Auto Show and the energy from his entire team is showing in the vibe and excitement for this years show – January 11th to 20th at Huntington Place (tickets available at www.DetroitAutoShow.com).
Sam stopped by the studio to talk about the show and the evolution of it in 2025. Great conversation with a truly motivating man:
Jim O’Brien: Ladies and gentlemen, the Co-Executive Director of the Detroit Auto Show—he makes me call him that every time we meet—Sam Klemet! How are you?
Sam Klemet: Good, Jim. How are you?
Jim: You ready?
Sam: I am ready. Yeah, I’m excited.
Jim: City’s ready?
Sam: I think so, yeah. There’s definitely a buzz around the auto show this year.
Jim: Which was the first thing for you—that was the goal, right?
Sam: That was the step. That’s where it has to start. You have to have that energy and awareness. We’re moving back to January, and the show hasn’t been there in six years. So even just reminding people when and where it’s happening was a big piece of it. But yeah, it’s been good. The city’s buying in. You can see the excitement with the consumers and manufacturers. I think it’s going to be very good for the city.
Taking on the Role
Jim: Who were the first people you talked to when you took over this role? Because we talked about this a while ago, Sam. This is a big position, especially in Detroit.
Sam: Well, Rod Alberts, obviously. He’s been running the show for 34 years, and we had several conversations even before I was hired. The way he described it and how we’ve worked together over these past eight months has been incredible. He’s been a great mentor—his historical knowledge combined with my fresh ideas has been a good blend for the show overall.
Balancing Tradition and Innovation
Jim: I’ve always thought it’s interesting what you’re doing, balancing history and moving forward. The auto industry is evolving exponentially, and the show has to do the same. What features are we going to see this year?
Sam: The focus is on experiential features. We have four ride-and-drive tracks, including four Bronco Mountains and Camp Jeep. We’re also debuting the Powering Michigan EV experience, showcasing all-electric vehicles. But we haven’t forgotten about internal combustion and hybrid vehicles—they’re on the Grand Prix track, where people can actually ride in the cars. It’s one thing to look at a car, but getting in and experiencing the technology changes the game.
The Gallery and Exotic Cars
Jim: And you brought back the Gallery. Thank you for that!
Sam: Absolutely. We’re excited—over 50 ultra-luxury vehicles, including Maseratis, Ferraris, Lamborghinis, and Rolls-Royces. These are cars you don’t see every day, and it’s incredible to get up close to them. We’ve also included modded vehicles—personalized and modified cars from all eras. In total, there will be about 500 cars at Huntington Place over the next 20 days.
First Cars
Jim: What was your first car?
Sam: A 1992 blue Pontiac Le Mans, held together by duct tape on the sunroof. The window didn’t roll down either. It was humbling but unforgettable.
Jim: And your first new car?
Sam: A Lincoln Corsair.
Jim: Fancy! Mine was a Chevy Spectrum, but let’s not talk about that at the Chevy display!
The Auto Show Experience
Jim: The auto show is more than cars—it’s about the memories, right?
Sam: Absolutely. People bring their kids, take photos, and create memories. You might look back years later and see a car that never made it to market or became iconic. It’s about the experience with family and friends. It’s also a great opportunity for the city to shine on a world stage.
Economic Impact
Jim: The economic impact is huge—$8 billion historically, right?
Sam: Yes. To give context, the NFL Draft brought $215 million in economic impact over four days. At its lowest, the auto show has a $100 million impact. Every other year, the auto show equals the impact of a once-in-a-generation NFL Draft. That’s critical for our community, especially in January when local businesses could use a boost.
Partnerships and Innovations
Jim: Your partnership with the Detroit Grand Prix is incredible.
Sam: Yes, Bud Denker, Michael Montree, and their team have been amazing. It’s a partnership we’re building for the future. We’re promoting their June race during our show, and they’ll promote us in June—it’s a win-win.
Jim: Does the evolution of media push you to step up the show?
Sam: 100%. Online unveils are great, but seeing the cars in person is entirely different. We want to give consumers a hands-on experience. Ford, for instance, has something special planned for us on Thursday night. It challenges us to innovate, but that’s what makes it fun.
Looking Ahead
Jim: Anything else we should address or anyone you’d like to thank?
Sam: The entire Detroit community. The support has been inspiring. We’re working to bring new partners and fresh ideas while maintaining the show’s importance on a global stage.
Jim: You’ve done an amazing job, Sam. Take a break after this and enjoy the Lions winning the Super Bowl!
Sam: Thanks, Jim. I appreciate it—and I’ll be ready for that parade up Woodward!
