The Detroit Auto Show welcomes 41 brands and adds overlanding while GM's leaders make news and Ford Racing shifts into high gear.

Car enthusiasts, start your engines. On Saturday, Jan. 17, the 2026 Detroit Auto Show is revving up in the Motor City. This year's setup is top-notch, starting with Ford's Bronco RTR revealed on Tuesday night. "This vehicle, as its name says, is truly ready to rock," said Ford marketing manager Jason Hyde.

Ford unveiled a new Bronco model, highlighted off-road successes and entered into a multiyear partnership with the Detroit-based workwear company.

Ford will launch a mid-tier off-road performance Bronco RTR early next year that will be priced below the Raptor.

The Detroit Auto Show returns this week. The annual show offers an opportunity to take a peek at the cars of today and tomorrow and also go for a spin.

The Detroit Auto Show opened to the public Saturday, Jan. 17, drawing crowds eager to see the latest vehicles and automotive technology.

Singer, songwriter and producer Robin Thicke will headline this year's Charity Preview, with Detroit rapper Trick Trick making a special appearance. The 2026 Detroit Auto Show runs Jan. 14-25. The show concluded its media and industry programming on Thursday, and the public is invited to attend the show Jan. 17-25.

Ford Motor Co. has partnered with Red Bull Racing to produce power units for Formula One, focusing on the electric power element of the new 2026 rules, while also competing in NASCAR, off-road rally and the World Endurance Championship.

The Detroit Auto Show is back for another year, as hundreds of thousands of people head to Huntington Place to see the latest innovations in the auto industry. The annual show highlights Michigan’s biggest industry and brings an economic boom to the city of Detroit.