The Detroit Auto Show is set to open its doors this week, offering a glimpse into the present and future of motoring. The event, however, is framed by a significant political visit and continues to evolve from its traditional role as the global stage for car launches.
A Presidential Prelude to the Public Show
A day before the show's official commencement, President Donald Trump is scheduled to visit Detroit. His itinerary includes addressing the Detroit Economic Club on Tuesday, 13 January 2026, and touring a manufacturing facility that builds the iconic F-150 trucks. This high-profile visit underscores the enduring political and economic importance of the American automotive heartland.
The show itself begins on Wednesday, 14 January, with dedicated preview days for media and industry professionals. The public can attend from Saturday, 17 January, through to Sunday, 25 January.
From Global Debuts to Hands-On Experiences
The character of the Detroit Auto Show has transformed markedly. Once the premier venue for glitzy world premieres of new models, attracting journalists from every corner of the planet, it has been forced to adapt. Automakers now often prefer to unveil new vehicles directly to digital audiences, choosing their own moment rather than competing for attention amidst rivals on a crowded show floor.
Despite this shift, the event remains a major draw. Last year, it attracted 275,000 attendees, and organisers are leaning heavily into interactivity to maintain its relevance. Over 40 vehicle brands will be represented, including Alfa Romeo, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Kia, Lincoln, Ram, Subaru, and Toyota.
"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." This philosophy is put into practice with attendees taking more than 100,000 test rides and drives at the previous show.
Ride-Alongs and Award Announcements
The focus on direct engagement is clear from the planned activities. Two dedicated tracks will offer ride-along experiences in a range of vehicles, from traditional internal combustion engines to hybrids and electric vehicles. Iconic off-road brands will also be in the spotlight, with the Camp Jeep and Ford Bronco Built Wild Experience allowing visitors to tackle challenging obstacle courses.
The media preview kicks off on Tuesday evening with vehicle announcements from Ford Motor Co.. A key highlight follows on Wednesday with the revelation of the annual North American Car, Truck and Utility Vehicle of the Year awards.
The event will also feature a roster of speakers, including Republican U.S. Senator Bernie Moreno from Ohio, and two prominent Democrats: Michigan Governor Gretchen Whitmer and Transportation Secretary Pete Buttigieg.
While the Detroit Auto Show may no longer command the undisputed global spotlight of its heyday, its 2026 iteration demonstrates a strategic pivot towards tangible, consumer-focused experiences, set against the backdrop of ongoing political and industrial significance.
