Detroit Auto Show opens as industry pares back splashy debuts and leans on test tracks

Detroit Auto Show Returns With Interactive Experiences Amid Industry Changes

The Detroit Auto Show opens its doors this week, inviting car enthusiasts to not just view the latest vehicles but also experience them firsthand. The event features more than 40 vehicle brands at Detroit’s convention center, where visitors can engage directly with new models.

“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.”

Last year, attendees took more than 100,000 rides in vehicles on display, highlighting the show’s shift toward interactive experiences. This year continues that trend with two dedicated tracks offering ride-along experiences in traditional combustion engine vehicles, hybrids, and electric models. Special attractions like Camp Jeep and the Ford Bronco Built Wild Experience allow visitors to test vehicles on simulated rough terrain.

The event begins Tuesday evening with announcements from Ford Motor Co. during media and industry preview days, followed by Wednesday’s reveal of the North American Car, Truck and Utility Vehicle of the Year awards. The show opens to the public on Saturday and continues through January 25.

While still drawing impressive crowds – about 275,000 attendees last year – the Detroit Auto Show has evolved significantly from its heyday. Once the premier venue for global vehicle debuts and elaborate displays that attracted international media, the show has adapted to changing industry preferences. Automakers have increasingly opted to unveil new models through digital platforms, allowing them to control the narrative without competing for attention with rival brands at crowded events.

The transformation reflects broader changes in how automotive companies approach marketing and consumer engagement in the digital age. By emphasizing hands-on experiences over traditional static displays, organizers have repositioned the event to offer value that online reveals cannot match.

President Donald Trump visited the Detroit area on Tuesday ahead of the show, touring Ford’s Dearborn plant where the bestselling F-150 pickup truck is manufactured. During remarks to the Detroit Economic Club, Trump praised his tariff policies, claiming they have benefited American workers and contributed to the automotive industry’s domestic resurgence.

“Our workers are thriving,” Trump told business leaders. “And our auto industry is returning to the country where we all began, and where it all began.”

The show will feature displays from major manufacturers including Alfa Romeo, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Kia, Lincoln, Ram, Subaru, and Toyota. This diverse lineup gives consumers the opportunity to compare vehicles across multiple segments and price points in a single location.

The event also includes appearances by prominent political figures from both parties. Republican U.S. Senator Bernie Moreno from Ohio will speak, as will Democrats including Michigan Governor Gretchen Whitmer and U.S. Transportation Secretary Pete Buttigieg.

The continued presence of high-profile politicians underscores the auto industry’s economic and political significance, particularly in Michigan where automotive manufacturing remains a crucial part of the state’s economy despite decades of changes and challenges.

As the industry continues its transformation toward electrification and autonomous technology, the Detroit Auto Show provides a window into both current market offerings and future innovations. While no longer dominated by splashy reveals, the show maintains its relevance by offering consumers something increasingly valuable in a digital world – tangible, in-person experiences with the vehicles that might soon occupy their driveways.