The 2026 Detroit Auto Show is being framed as a hometown homecoming for Ford, spotlighting the grit, innovation, and community that have long defined the Motor City and the brand’s own backyard. Ford is returning to Huntington Place with a renewed “Detroit Proud” spirit, positioning the show as a tribute to the city that moves the world and to the people who have kept the company’s legacy of toughness alive for generations.
An Auto Show That Feels Like a Trailhead
Rather than a conventional stand filled with static displays, Ford plans to transform its show footprint into something that feels more like a desert trailhead at sunset than a traditional auto show booth. The company hints that it is “heading off‑road” with this year’s presence, leaning into its heritage of capability and adventure to create an immersive environment that reflects the brand’s evolving identity.
Building Toward a Big January 13 Reveal
Ford is deliberately “keeping the hood closed” on specific product and program details, using anticipation as part of the narrative leading into the show. The countdown is now on for January 13, the date of Ford’s Detroit Auto Show press conference, and the company says excitement is building across its plants and in the surrounding community as that moment approaches.
Ford Racing Fuels the High‑Octane Side
Complementing the off‑road, trailhead‑inspired show floor will be the high‑energy presence of Ford Racing at its annual season launch event. The brand promises a “high‑octane pulse” around its motorsports programs, using the Detroit Auto Show week as a stage to kick off the new racing season and connect track performance with showroom excitement.
Ongoing Updates Throughout Show Week
Ford is positioning its online channels as an extension of the show, encouraging fans and industry followers to stay tuned for rolling announcements. Over the course of Detroit Auto Show week, the company will use its From the Road platform to share updates on its show activities and on the Ford Racing Season Launch, sustaining buzz beyond the press conference itself.