Once a cornerstone of the US automotive industry, the Detroit Auto Show has seen its prominence wane recently. Similar to many major global auto shows, organizers have reevaluated its identity in the post-Covid era. With the 2026 event set to open next week, only one global debut is officially confirmed.
Organizers announced that 27 brands will participate in the show from 14-25/1, an increase from 22 brands in 2025. Major automakers exhibiting in Detroit include: Subaru, General Motors, Ford, Stellantis, Toyota, and Kia.
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Visitors walk past various models at the Detroit Auto Show 2025. Photo: Detroit Free Press |
Visitors walk past various models at the Detroit Auto Show 2025. Photo: Detroit Free Press
These brands, alongside several dealerships, will display a range of vehicles from marques such as: Honda, Hyundai, Audi, Ferrari, Ineos, Mercedes, Aston Martin, Jaguar, Polestar, Land Rover, and Mini.
A new or special edition Ford Bronco is anticipated to debut, with Ford planning a private media event on 13/1. While this launch won't be inside the show, Ford will still draw attention: its Detroit headquarters will also host the unveiling of Red Bull Racing's 2027 F1 race car, potentially with a new sports car, on 15/1.
Ram is expected to showcase its new 1500 SRT TRX and the diesel-powered Power Wagon at the event, providing attendees a closer look at both pickup trucks.
Inside the exhibition, attendees can anticipate a more interactive experience. This year's event will feature 5 compact test tracks built directly on the show floor, offering visitors the chance to test drive select displayed models.
Detroit will also again host the 2026 North American Car, Truck, and Utility Vehicle of the Year awards.
The executive director of the Detroit Auto Dealers Association told Auto News that he anticipates 2026 attendance will exceed 275,000 visitors, surpassing 2025 figures.
Detroit is not the only city hosting a major automotive event this january. In Belgium, the Brussels Auto Show recently opened and is projected to be Europe's largest auto show this year.
The most significant highlight in Brussels may be the global debut of the Kia EV2 electric vehicle. The exhibition will also feature several European debuts, including: the latest generation Hyundai Nexo and two Hyundai concept vehicles: Concept Three and Insteroid.
Additional vehicles on display at the Brussels event include: the upgraded Alfa Romeo Tonale, the new Alpine A390, the Leapmotor B03X, and several Nio models, notably the entry-level Firefly. The newly launched Renault Twingo will also be showcased.
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