Detroit Auto Show opens as industry pares back splashy debuts and leans on test tracks
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The Detroit Auto Show returns this week, offering an opportunity to take a peek at the cars of today and tomorrow and also go for a spin.
The annual car-fest at a Detroit convention hall features a lineup of 40-plus vehicle brands. At last year’s show, organizers say attendees took more than 100,000 rides in them.
“That’s what makes the Detroit Auto Show different,” show chairman Todd Szott said. “You can get up close, talk to the people behind the brands, and actually experience the vehicles.”
The Detroit Auto Show once was the place for new model debuts, glitzy displays, and scores of journalists from across the globe. Automakers havesince determined that new models can make a bigger splash when they are unveiled to a digital audience on a day when they don’t have to share the spotlight with rivals.
President Donald Trump visited the Detroit area Tuesday afternoon, touring a Ford plant in Dearborn that makes the ultra-popular F-150 pickup truck before delivering remarks during a meeting of the Detroit Economic Club.
The president touted his tariff policy, telling business leaders at a casino-hotel that “our workers are thriving.”
“And our auto industry is returning to the country where we all began, and where it all began,” Trump said.
While the Detroit Auto Show has scaled back dramatically from its heyday, it still drew 275,000 attendees a year ago. And it is leaning into interactivity.
Two tracks offer attendees ride-along experiences in internal combustion engine, hybrid, and electric vehicles, while the Camp Jeep and Ford Bronco Built Wild Experience give visitors a chance to climb into the vehicles and tackle some makeshift “mountains.”
The show gets Tuesday evening underway with vehicle announcements from Ford Motor Co. as part of the media and industry preview days. On Wednesday, the annual North American Car, Truck, and Utility Vehicle of the Year will be revealed. The show opens to the public on Saturday and runs through Jan. 25.
Visitors can check out displays under the Alfa Romeo, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Kia, Lincoln, Ram, Subaru, and Toyota nameplates.
Speakers include Republican U.S. Sen. Bernie Moreno from Ohio, and a pair of Democrats — Michigan Gov. Gretchen Whitmer and Pete Buttigieg, the Transportation Secretary under President Joe Biden.
The 2026 Detroit Auto Show (North American International Auto Show) is currently underway at Huntington Place.
This year’s show is being described as a "pivot year," with a noticeable shift in focus toward hybrids and gas-powered performance as the industry balances its previous aggressive push into EVs.
Major Reveals & Vehicle Highlights
While many manufacturers now favor private events, several heavy hitters have brought major debuts and displays to the floor:
Stellantis Highlights: * Jeep: Debuted the all-electric Jeep Recon (their first fully electric Trail Rated SUV) and the new 2026 Jeep Cherokee turbo hybrid.
4 Ram: Surprised fans with the return of the 5.7L HEMI V-8 in the 2026 Ram 1500 and the public debut of the 2027 Ram 1500 SRT TRX.
5 Dodge: Showcased the multi-energy Charger lineup, including the 670-hp electric Daytona and the 550-hp gas-powered SIXPACK Scat Pack.
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Ford: Hosted a "Detroit Proud: Off-Road Edition" event focusing on the Bronco, Raptor, and Tremor lineups.
7 Ford is also utilizing the show to celebrate its Formula 1 return with a livery reveal at Michigan Central.8 Toyota: Headlined their exhibit with the refreshed 2026 RAV4, alongside a massive display of Corollas, including the GR Corolla.
9 Cadillac: Unveiled a special Formula 1 testing livery for the Cadillac F1 Team, which will be on display throughout the public show.
2026 NACTOY Award Winners
The prestigious North American Car, Truck, and Utility of the Year winners were announced on January 14. This year's finalists included the Dodge Charger (multi-energy), the Lucid Gravity, and the Ram 1500.
New Experiences for 2026
The show has expanded its "active" footprint significantly:
Michigan Overland Adventure: A brand-new immersive area dedicated to the overlanding lifestyle, featuring rugged rigs from Ford, Chevy, Jeep, and Toyota.
10 Indoor Tracks: The "Powering Michigan" and "Detroit Grand Prix" tracks return, allowing visitors to ride along in ICE, hybrid, and electric vehicles.
11 Modded Detroit: A massive exhibit in Hall E featuring over 150 custom-built and enthusiast vehicles from the local community.
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Key Dates for Your Visit
| Event | Date(s) |
| Media & Industry Days | Jan 14 – 15 |
| Charity Preview (Robin Thicke headlining) | Jan 16 |
| Public Show | Jan 17 – 25 |
| MLK Jr. "Driven by Service" Day | Jan 19 |
| Racing Day (IndyCar/IMSA focus) | Jan 20 |