Discover why the Detroit Auto Show 2026 features only one confirmed global debut, what brands are attending, and what to expect—read more now!
The Detroit Auto Show 2026, once the highlight of the U.S. automotive calendar, is returning with a more streamlined lineup. After a dip in exhibitor numbers post‑pandemic, only one global vehicle debut has been officially confirmed.
Who’s Showing Up?
The organizers have confirmed 27 manufacturers will take the floor from 14‑25 January, up from 22 in 2025. Major American and international brands include:
- Subaru
- General Motors (Chevrolet, GMC, Cadillac)
- Ford
- Stellantis (Chrysler, Dodge, Jeep, Ram, Peugeot, Citroën)
- Toyota
- Kia
Additional guests such as Honda, Hyundai, Audi, Ferrari, Ineos, Mercedes‑Benz, Aston Martin, Jaguar, Polestar, Land Rover and Mini will showcase a mix of current models and concept vehicles.
Confirmed New Launch – The Only Global Debut
Ford will host a private media event on 13 January for a refreshed or special‑edition Bronco. While the reveal will not be on the main showroom floor, the company will also celebrate the upcoming launch of Red Bull Racing’s 2027 F1 car at its Detroit headquarters on 15 January, potentially unveiling a new performance model alongside.
Ram’s Heavy‑Duty Highlights
Ram plans to display the brand‑new 1500 SRT TRX and a diesel‑powered Power Wagon. Both models will be positioned up close for visitors to experience the power and capability of Ram’s latest pickup range.
Hands‑On Experience: Test‑Drive Tracks
For the first time since the pandemic, the 2026 show will feature five compact test‑drive courses built directly on the exhibition floor, giving attendees the chance to get behind the wheel of selected models.
Award Night in Detroit
The ceremony for North America’s Truck, SUV and Crossover of the Year 2026 will also be hosted in Detroit, adding another reason for industry insiders to attend.
Attendance Outlook
Jake Mitchell, CEO of the Detroit Automobile Dealers Association, projects visitor numbers to exceed the 275,000 recorded in 2025, signalling renewed interest despite the slimmer debut lineup.
What’s Happening Elsewhere?
Detroit isn’t the only major auto event this month. The Brussels Motor Show, which opened earlier in January, is set to become Europe’s largest auto exhibition of the year. Highlights include the global debut of the Kia EV2 electric SUV, a new Hyundai Nexo hydrogen‑fuel cell model, and two Hyundai concepts – the Concept Three and Insteroid. Other notable showcases in Brussels are an upgraded Alfa Romeo Tonale, the Alpine A390, Leapmotor B03X, several Nio models (including the entry‑level Firefly), and a fresh Renault Twingo.
Bottom Line
While the Detroit Auto Show 2026 may have fewer headline‑grabbing launches, the event still offers a packed schedule of brand displays, interactive test‑drives, and industry awards. Auto enthusiasts and professionals alike will find plenty to explore, and the surrounding European show adds a broader context of what’s new on the global stage.