The Detroit Auto Show has officially opened its doors for 2026, marking a significant evolution for the historic event. The industry's premier showcase is now leaning heavily into interactive, hands-on experiences for attendees, moving away from its traditional role as a stage for glitzy new model reveals.
From Global Reveals to Hands-On Experiences
The show, which launched its media preview on Tuesday the 13th of January, once commanded the global automotive stage. It was the undisputed venue for major debuts, attracting scores of international journalists. Today, automakers prefer to unveil new models directly to digital audiences on their own schedules, avoiding the clutter of a shared event.
Despite this shift, the show remains a major draw. Last year, it attracted 275,000 visitors, and organisers are building on its new identity. "That's what makes the Detroit Auto Show different," explained show chairman Todd Szott. "You can get up close, talk to the people behind the brands and actually experience the vehicles."
Test Tracks and 'Mountain' Climbs Take Centre Stage
The core of the new strategy is interactivity. The event features two dedicated test tracks where the public can take ride-alongs in a variety of vehicles, including internal combustion engine models, hybrids, and electric vehicles. This follows the success of last year's event, where attendees took more than 100,000 rides.
Iconic off-road experiences are also a major highlight. The Camp Jeep and Ford Bronco Built Wild Experience allow visitors to climb into these rugged vehicles and tackle specially constructed obstacle courses, simulating challenging off-road conditions.
Show Schedule and Highlights
The action began on Tuesday evening with vehicle announcements from Ford Motor Co. during the industry preview. A key moment follows on Wednesday, with the revelation of the annual North American Car, Truck and Utility Vehicle of the Year awards.
The show opens to the general public on Saturday and runs through January 25th. Visitors can explore displays from a wide range of brands, including Alfa Romeo, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Kia, Lincoln, Ram, Subaru, and Toyota.
The event will also host notable speakers, including Republican U.S. Senator Bernie Moreno from Ohio, and two leading Democrats: Michigan Governor Gretchen Whitmer and Transportation Secretary Pete Buttigieg.
