80-Foot-Tall Symbol of Detroit Mobility Muscle Revs Up for Detroit Auto Show in January
DETROIT (JANUARY 3, 2025) – The Detroit Auto Show is thrilled to partner with Uniroyal and International Outdoor on the unveiling of stunning new art on the iconic Giant Uniroyal Tire on I-94 in Allen Park, Mich.
The debut of the larger-than-life canvas is geared at creating excitement in the Motor City for the show’s return Jan. 10-20 at Huntington Place in Detroit.
At 80 feet tall, the Giant Uniroyal Tire is a monument to the automotive prowess in the Motor City. Tapping into this rich legacy, and to reach the nearly one million people who traverse that stretch of freeway weekly, this activation dovetails with the Detroit Auto Show’s ongoing efforts to highlight Detroit’s love of all things automotive. Images available upon request.
“Throughout this year, our efforts have been purposefully drawing on the deep connections that the people and places of Detroit have to our rich automotive legacy and this effort is an extension of the creative approach that continues to engrain the show into the fabric of the Motor City,” said Sam Klemet, Detroit Auto Show Co-Executive Director.
“We’re so excited about the opportunity to dress up the Giant Uniroyal Tire, working alongside the Detroit Auto Show,” said Uniroyal brand director Michelle Grim. “As a Detroit native, I find the Giant Uniroyal Tire to be a comforting ‘welcome home’ as well as a symbol of the endurance, grit and automotive industry ingenuity that is rooted in the city of Detroit and also in Uniroyal tires.”
This year marks the 60th anniversary of the tire, originally built by the United States Rubber Company (later Uniroyal) as a Ferris Wheel to promote the company’s tires at the 1964 and 1965 World’s Fair in New York City. In 1966, it was disassembled and shipped to Detroit, without the Ferris Wheel passenger cars, to take its permanent place along I-94 at the company’s Midwest headquarters in Allen Park.
Michelin, owners of the Uniroyal brand since 1990, provided the Detroit Auto Show the unique space, and International Outdoor, the Official Outdoor Partner of The Detroit Auto Show, graciously donated the printing. International Outdoor is a family-owned business that is deeply rooted in the communities it serves and has been lighting up the roadsides of Metro Detroit with vibrant, eye-catching billboards for nearly 30 years.
Highlights of the 2025 Detroit Auto Show:
- Media Day, Friday, Jan. 10
- Charity Preview, Friday, Jan. 10
- Industry Days and AutoMobili-D, Wednesday, Jan. 15 and Thursday, Jan. 16 (Exclusive Industry Access 9 a.m. – 1 p.m.)
- Mobility Global Forum, Wednesday, Jan. 15 and Thursday, Jan. 16
- Future Leaders Forum, Wednesday, Jan. 15 and Thursday, Jan. 16
- Racing Day presented by the Detroit Grand Prix, Friday, January 17
- Public Show, Saturday, Jan. 11 through Monday, Jan. 20
For more details, visit detroitautoshow.com
ABOUT UNIROYAL
Uniroyal stands for value. For passenger cars, SUVs, light trucks and commercial vehicles, Uniroyal delivers reliable performance at an affordable price. With a 130-year heritage and popular tire lines including Tiger Paw and Laredo that have been relied on for generations, Uniroyal is among the most trusted names in tires.
ABOUT THE DETROIT AUTO SHOW
Recognized as one of the world’s most influential automotive events, the Detroit Auto Show offers a platform for cutting-edge automotive and mobility innovations. With immersive experiences, brand-defining vehicles, and hands-on activations, the show invites attendees to witness the future of mobility.
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Other recent news from the Detroit Auto Show
Showcasing Motor City’s Auto Enthusiast Community
- 150+ “modded” vehicles on display in partnership with Modded Detroit
- A collaboration that spotlights Metro Detroit auto enthusiasts
- Enthusiast collections featured in The Gallery and on the River Level
DETROIT (DEC. 20, 2024) – The Detroit Auto show today announced a curated showcase of 150+ vehicles — cars and trucks that push the limits of what’s possible on four wheels — will be on display in partnership with Modded Detroit, one of Michigan’s premier automotive enthusiast groups. The enthusiasts’ collections will be featured throughout the Jan. 10-20 Show at Detroit’s Huntington Place, including at The Gallery luxury and exotic vehicle showcase and as part of an exclusive Modded indoor exhibit on the River Level.
“Show visitors are going to see some high-octane creativity and will even have a chance to talk with owners of these fascinating rides,” 2025 Detroit Auto Show Chairman Karl Zimmermann said. “This collaboration really highlights the Motor City’s love affair with the vehicles we drive, and it gives us an opportunity to spotlight the immensely talented car enthusiasts within our community.”
“Modded” or modified vehicles have intrigued car enthusiasts for years with a blend of under-the-hood high-performance tweaks and exterior cosmetic enhancements. Modded Detroit vehicles on display will include everything from classic muscle cars and lift trucks to supercars and tuner cars. Vehicle owners, who will be onsite to discuss the evolution and transformation of their vehicles, are expected from throughout the Metro Detroit area.
“Detroit is undoubtedly one of the best communities of car enthusiasts in the world,” Modded Detroit President Mitchell McSweeney said. “It’s amazing to be on a world stage like the Detroit Auto Show, and we’re grateful to be able to share our vehicles with the community. Memories are made at great car events like this one.”
To learn more about the Detroit Auto Show Modded Detroit display, or to apply for consideration to participate, visit https://detroitautoshow.com/modded-detroit/
Public Show, Industry Days and Charity Preview tickets are on sale at detroitautoshow.com.
ABOUT THE DETROIT AUTO SHOW
Recognized as one of the world’s most influential automotive events, the Detroit Auto Show offers a platform for cutting-edge automotive and mobility innovations. With immersive experiences, brand-defining vehicles, and hands-on activations, the show invites attendees to witness the future of mobility.
Highlights of the 2025 Detroit Auto Show:
- Media Day, Friday, Jan. 10
- Charity Preview, Friday, Jan. 10
- Industry Days and AutoMobili-D, Wednesday, Jan. 15 and Thursday, Jan. 16 (Exclusive Industry Access 9 a.m. – 1 p.m.)
- Mobility Global Forum, Wednesday, Jan. 15 and Thursday, Jan. 16
- Future Leaders Forum, Wednesday, Jan. 15 and Thursday, Jan. 16
- Racing Day presented by the Detroit Grand Prix, Friday, January 17
- Driven by Service Day, Saturday, Jan. 18
- Public Show, Saturday, Jan. 11 through Monday, Jan. 20
For more details, visit detroitautoshow.com and follow the Detroit Auto Show on social media for the latest news.
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