Detroit Auto Show highlights EVs with indoor test track runs
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The Detroit Auto Show is underway again this January, bringing with it a mix of modern vehicles, interactive exhibits and test-track experiences for the public. The show, held at Huntington Place in downtown Detroit, runs from Jan. 14 through Jan. 25.
Once famous for major global debuts, the event has shifted focus as automakers increasingly choose to unveil vehicles digitally. These private launches allow brands to avoid sharing the spotlight with competitors and control their messaging to wider online audiences.
Despite fewer reveals, organizers say the event still holds value. More than 40 brands are participating this year. Last year’s show drew 275,000 visitors, many of whom came for a chance to test new cars in person.
“That’s what makes the Detroit Auto Show different,” said show chairman Todd Szott. “You can get up close, talk to the people behind the brands and actually experience the vehicles.”
Ride experiences take the wheel
Interactivity is at the center of the 2026 event. Two indoor test tracks allow attendees to take ride-along trips in vehicles powered by gasoline, hybrid systems or electric batteries. These curated rides offer insight into acceleration, braking and vehicle comfort.
Ford and Jeep are also offering dedicated adventure zones. Camp Jeep allows riders to experience off-road features on simulated hills and trails. Ford’s Bronco Built Wild Experience offers similar rugged terrain in one of the automaker’s signature SUVs.
These hands-on displays are designed to go beyond static exhibits and give attendees a better feel for the cars. Organizers said the interactive features are now a core attraction, especially for families and car shoppers curious about electric vehicles.
A different kind of launch
While the number of splashy new vehicle debuts has fallen, the show’s media and industry preview days still carry some significance. Ford Motor Co. was expected to make announcements on Jan. 14, while the winners of the North American Car, Truck and Utility Vehicle of the Year awards were set to be revealed at the same time.
Brands with displays this year include Alfa Romeo, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Kia, Lincoln, Ram, Subaru and Toyota. Visitors will find a wide range of vehicles from concept cars to current showroom models.
Public days begin Jan. 17 and run through Jan. 25. Organizers are also hosting panel discussions, tech spotlights and mobility forums to explore broader issues in transportation and electrification.
A show in transition
The Detroit Auto Show was once the must-see event for vehicle premieres. Over time, that spotlight has dimmed as manufacturers choose standalone global launches or digital events to create more controlled hype.
Still, the show remains a significant platform for connecting consumers with brands. Attendees can compare vehicles side by side and speak with company reps or engineers who are present at the displays.
Automakers are using the event to promote their latest electric and hybrid models, supported by indoor EV test tracks. These tracks provide a chance to feel how EVs perform in acceleration and handling, something not possible from spec sheets alone.
A cultural and community hub
Beyond the cars, the show plays an important role in Detroit’s civic and cultural life. It brings economic activity to the region, supports charities through preview galas, and creates a gathering place for automotive professionals and enthusiasts.
Speakers this year include Michigan Gov. Gretchen Whitmer, U.S. Transportation Secretary Pete Buttigieg and Ohio Sen. Bernie Moreno. Their appearances highlight how the auto industry continues to intersect with politics, infrastructure and economic development.
For Detroit, the auto show remains a symbol of the city’s industrial heritage and ongoing transformation. The 2026 edition may not be filled with surprises, but it offers an increasingly personal and hands-on way for the public to connect with the cars of today and tomorrow.
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