This year’s Detroit Auto Show marks the second time the event has been held since returning to its traditional winter date. While it isn’t as large as it once was, there are still plenty of new vehicles to kick the tires on.

One way the show has changed is that there aren’t the same level of high-profile vehicle launches as there once were. In fact, Ford opted to hold some of its major unveils at an alternate event across town.

Ford Racing’s season preview saw the company take the covers off two new F1 cars. The Dearborn automaker also used the occasion to debut its latest version of Ford Mustang, the Dark Horse SC.

Mark Rushbrook is global director of Ford Racing. He says taking the festivities to Michigan Central, a place Ford is heavily invested in, was a logical move.

“I mean, I think this is a symbol of the City of Detroit,” says Rushbrook. “To be able to come here, with racing as we have it, with Formula 1 at the top…it made sense.”

Despite being unveiled somewhere else, the Mustang Dark Horse SC has made its way over to the Detroit Auto Show. Attendees can find it on display in the Ford exhibit throughout the week.

Chevrolet’s Chad Lyons says the way car companies unveil products is evolving.

“I think it’s trying to find out the strategy that helps us reach the most number of people that we can,” says Lyons.

And that can mean finding new methods for utilizing big events.

“Certainly, auto shows [are] still a place where we try to make news,” says Lyons. “So for instance, earlier this week we talked about Hudson’s, which is our new global headquarters. We also unveiled our test livery for F1 — Cadillac team did.”

In that way, manufacturers say they still find value in auto shows, even if they aren’t quite the spectacle they once were. This year’s Detroit Auto Show is open to the public through Jan. 25.

Detroit’s automakers have scaled back electric vehicle production due to sluggish sales and other factors.

Benchmark Mineral Intelligence says overall EV sales in the U.S. grew by 1% in 2025. That includes plug-in hybrids.

Political pressure hasn’t helped. President Donald Trump favors internal combustion engines and rolled back his predecessor’s push to build more EVs. He rescinded higher fuel economy standards and tried to block federal funding for EV charging stations.

Congress eliminated the $7,500 tax credit for EV buyers, giving consumers less incentive to purchase one.

Despite that, EV advocates see better days ahead.

EVs enjoy high customer satisfaction

Jennifer Mefford is the director of business development for Powering Michigan’s Future. It’s a partnership between the National Electrical Contractors Association and International Brotherhood of Electrical Workers Local 58.

Mefford says customer satisfaction gives her hope.

“EV owners love their EVs,” she says. “And the technology is very sound and developed.”

Mefford notes that the market has already survived some ups and downs.

“We had a big resurgence when GM launched the Volt, and then the market kind of went flat,” she says.  “I think we’re poised very well because the technology is there, the battery development is there, and the charging infrastructure is there.”

EVs are still visible

Powering Michigan’s Future has a display at the 2026 Detroit Auto Show. Mefford says it’s there to answer people’s questions about electric vehicles. She says the questions most people have are about charging them.

“80% of your charging is going to be done at home,” she says. “What are the cost considerations for that? Do they want to hook into DTE Energy’s charging rates? How does it work when they’re out in public spaces?”

Mefford says Michigan has done a good job building out its EV charging infrastructure.

“It’s all new equipment,” she says. “It’s very reliable and it’s really quite user-friendly.”

In the early days, EVs suffered from limited range. Mefford says that, too, has gotten better.

“You have a group of vehicles in the 240 to 320-mile range,” she says. “I think ranges are always going to get better, batteries are much more efficient, and costs are coming down.”

But Mefford admits Michigan and the U.S. have a long way to go to catch China, where EV sales grew 17% in 2025.

The Detroit Auto Show roars into Huntington Place this week for media previews and other events before opening to the public this weekend.

Organizers say this year’s car extravaganza differs from the others in its more-than-a-century history.

Executive Director Sam Klemet says the auto show is filled with the kinds of hands-on activities customers simply cannot duplicate using the internet.

The following interview has been edited for clarity.

Sam Klemet: It’s something for everyone. We’ve talked about the various iterations of what the show has been over the last number of years. And I think it was originally considered more of a media show and then it’s been identified as a consumer show. And I’m really looking at it now as more of a content show.

We’re still going to have some special reveals from some of our OEM partners and some other specialty vehicles. We’re going to have some great news conferences as part of our Mobility Global Forum with newsmakers from all over the world. Of course, we have the charity preview where we’ll raise millions of dollars for local children’s charities. And then we open to the public.

It’s a chance for everyone to come under one roof and see kind of what the auto industry is about, where it’s going, and also what the city of Detroit is about.

Quinn Klinefelter, WDET News: You have a section this year that deals with off-road vehicles and experiences connected with them. What is that all about?

SK: It’s called our Michigan Overland Adventure. Obviously in the state of Michigan there’s a great culture, particularly in the northern part of the state, where people want to do off-roading. There’s a lot of camping. There’s a lot of trails. And we want to tap into that heritage and show off the modern vehicles that really are tapping into that type of lifestyle.

The Michigan Overland adventure has all kinds of support from OEMs like Ford, General Motors and Toyota, among others. We also have a group called the AEV, which has these incredible modified vehicles that go off-road. It’s a really exciting space. It’ll be a cool setup in terms of the display. It really showcases that outdoor culture.

QK: Back in the day people would come to the auto show, look at the vehicles and see if maybe there was one they wanted to buy. Is there more of a thrust now to give people these “experiences” as opposed to them just looking and going, “Man, that’s a cool car?”

SK: Absolutely. I think that’s how people’s relationships with cars are now. They want to see every intricacy of it. They want to see the technology and the dashboard. They want to get under the hood, they wanna see the tires, they wanna see every bit of the vehicle. And our show offers them that access. Not only to see the ones that are being displayed on the floor, but to get into them on our test tracks and feel what they’re like to a degree. The show is very much more hands-on than think what it’s traditionally been, a lot more activations and engagement.

QK: You yourself were a bit hands-on recently, riding along with a caravan of custom cars coming to the Detroit Auto Show from California.

SK: This is the centennial of Route 66 and we kicked off the auto show in Santa Monica. We have nine historic vehicles, Detroit-based vehicles, that made the drive all the way along Route 66. They’re ending the trip in Detroit, which isn’t a part of Route 66. But we’re the Motor City and we’ve got a great partnership with the group that’s doing the drive, America’s Automotive Trust.

Those vehicles that are coming across country will be on display in our concourse at the auto show. We’ll have videos from the entire ride. If you follow us on social media, you can see the day-to-day recaps of what that experience has been like.

And I think that’s been great because it connects our auto show across the country. And along the way, we’re telling these incredible stories of people’s relationships with vehicles, their relationship with driving and how it all connects back to Detroit. It’s been an exciting way to kick off the auto show this year.

QK: It’s no secret that the automotive industry has faced some uncertainty over the past year with President Trump’s use of tariffs and rolling back some regulations. Some consumers used to say that they thought of the auto show as kind of a one-stop gigantic dealer showroom. They would actually buy vehicles after they saw them there. In this current climate, do you see those kinds of sales continuing now at the auto show? Or is there a different purpose for such an event?

SK: I think this is a place first and foremost where people can come and see the cars that are on the market and see what’s coming in 2026 and beyond. Having an event like our Mobility Global Forum is a perfect stage to get a pulse on the industry, where people from all over the world come and talk about the direction automakers are going. And consumers get to interact with these vehicles, whether they’re in the market to buy one or they just want to see how the technology is evolving. I think that’s what an auto show is all about.

But as we evolve, we also want to be a place where people can come down even if they’re not in a market for a car, to learn about the vehicles and also have some fun. That’s why we added so much more entertainment, so much more arts and culture to the show, just kind of on the periphery of what we have on the main floor with our vehicles.

One of the new elements we have this year is our Visit Detroit interactive experience. That’s intended to engage young people with the auto industry. We’ve had people like Ford’s CEO talk about the need to have more auto technicians across the country. And we see this as an opportunity to engage young people in the science, technology, engineering, and math skills that are needed for those careers. So we serve a multipurpose, not only to showcase vehicles, but hopefully to uplift the industry at large through workforce development and other things.

QK: Some people I’ve spoken with say the auto show sounds nice, but they can look up all the details about the vehicles on the internet. So, they say, why even have an auto show? What’s your response to that?

SK: You can get all the information in the world online, there’s no doubt about that. But to actually interact and see the vehicles in person, I think, really does change a perspective. So I think the more that people can engage with these vehicles, the better. And actually I would encourage people to do some research about them before they come down to the auto show. It’ll give them a fuller picture and then they can most closely identify the vehicles that they want to key-in on when they get there. So I think that you can blend all of those things.

I know there’s a big push for nostalgia nowadays. But I would tell people that the 2026 auto show is not a show like we’ve had before. It’ll be very unique, a very different positive engagement experience that we haven’t had in a number of years. I think it’ll be a show that really resets the tone of what a Detroit Auto Show is all about.

We’ve paid attention to every single detail. From the minute people walk into the concourse to the minute they get to the back of the hall, everything is much more immersive. We have more brands on the floor. We have more vehicles. We have more opportunities for people to engage with content. I just think it’s bigger. It’s more robust. There’s more to do. There’s more to see. And there’s more information to be gathered.