Discover why the Detroit Auto Show 2026 features just one global debut amid a record lineup of 27 brands. Read the full rundown now!
Event Overview
The 2026 Detroit Auto Show returns from January 14‑25 at Huntington Place, marking its 119th edition. After a post‑COVID dip in prominence, organizers are betting on a broader brand roster to rekindle interest. A total of 27 manufacturers will be on the floor – up from 22 last year – promising a diverse glimpse of the industry’s next wave.
Who’s Exhibiting
Big‑name American and global players will showcase their latest line‑ups, including Subaru, General Motors, Ford, Stellantis, Toyota and Kia. European and Asian marques such as Honda, Hyundai, Audi, Ferrari, Mercedes‑Benz, Aston Martin, Jaguar, Polestar, Land Rover and Mini will also be present, creating a truly multinational showcase.
Only Confirmed New Launch
Despite the extensive presence, just one global debut has been officially confirmed. Ford plans a dedicated media reveal for a refreshed Bronco on January 13 – a stand‑alone event held at its Detroit headquarters rather than on the show floor. The company will simultaneously celebrate the launch of Red Bull Racing’s 2027 F1 car, hinting at a possible new performance model.
Ram will use the platform to exhibit the newly‑styled 1500 SRT TRX and a diesel‑powered Power Wagon, giving visitors an up‑close look at the rugged truck range.
Hands‑On Experiences
For the first time since the pandemic, the exhibition floor will host five compact test‑drive courses. Attendees can get behind the wheel of select models, turning the show into an interactive playground rather than a static display.
Awards & Attendance
Detroit will again host the North American Car, Truck and SUV of the Year awards for 2026, adding an extra layer of prestige. Auto News estimates the 2026 edition could attract more than 275,000 visitors, surpassing the 2025 tally.
Global Context: Brussels Motor Show
While Detroit gears up, Europe’s premier January event – the Brussels Motor Show – has just opened. The highlight is the worldwide debut of Kia’s EV2 electric SUV. The show will also unveil the latest Hyundai Nexo fuel‑cell model and two concept cars, the Hyundai Concept Three and Insteroid.
Other notable appearances in Brussels include an upgraded Alfa Romeo Tonale, a fresh Alpine A390, Leapmotor’s B03X, several Nio models (including the entry‑level Firefly), and a brand‑new Renault Twingo.