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Detroit Auto Show Adds "Outdoor Experience" Exhibit to Broaden Appeal

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  Published in Automotive and Transportation on Monday, January 5th 2026 at 15:20 GMT by CBS News
      Locale: Michigan, UNITED STATES

Detroit Auto Show Gears Up for Adventure with New "Outdoor Experience" Exhibit

The North American International Auto Show (NAIAS), now rebranded as the Detroit Auto Show, is undergoing a significant transformation beyond just showcasing new vehicles. This year's show, set to run from September 27th to October 2nd at Huntington Place in downtown Detroit, will feature a brand-new exhibit called "Outdoor Experience," designed to broaden the appeal of the event and cater to a growing interest in outdoor recreation and adventure. This shift reflects a broader trend within the automotive industry – moving beyond solely focusing on traditional car sales and embracing lifestyle integration.

For decades, the Detroit Auto Show was synonymous with unveiling new models from major automakers, a spectacle that drew crowds eager to glimpse the future of driving. However, attendance has waned in recent years, prompting organizers to rethink the show's format and appeal. The pandemic certainly accelerated this process, forcing cancellations and ultimately leading to a restructuring of the event. The move to a fall showcase, rather than its traditional January slot, is also part of this effort to revitalize the show and capitalize on more favorable weather conditions in Michigan.

Beyond Cars: Embracing the Outdoor Lifestyle

The "Outdoor Experience" exhibit represents a significant departure from the Auto Show's historical focus. It’s not just about cars anymore; it’s about the lifestyle that surrounds them. The exhibit will feature a sprawling 30,000-square-foot area dedicated to off-road vehicles, camping equipment, overlanding gear, and demonstrations of outdoor skills. Attendees can expect to see everything from rugged SUVs and trucks equipped for serious terrain challenges to high-end RVs, tents, portable cooking systems, and even climbing walls and archery ranges.

Several major automakers are participating in the "Outdoor Experience," including Jeep, Ford, Chevrolet, and Polaris. Jeep, a natural fit given its brand identity centered around off-road capability, will showcase customized vehicles designed for overlanding – self-reliant adventure travel to remote destinations. Ford is expected to highlight its Bronco and Ranger models, emphasizing their versatility and ability to handle challenging landscapes. Chevrolet will likely feature the Silverado and Colorado trucks, demonstrating their towing and hauling capabilities suitable for outdoor pursuits. Polaris, a leading manufacturer of ATVs and UTVs (Utility Terrain Vehicles), will provide demonstrations and allow attendees to experience these vehicles firsthand.

The exhibit isn't limited to just vehicle manufacturers. Numerous outdoor gear companies are also participating, including brands specializing in camping equipment, hiking apparel, and adventure accessories. This creates a holistic environment where visitors can explore the entire ecosystem of outdoor recreation. The inclusion of activities like archery and climbing walls adds an interactive element designed to engage families and create a more memorable experience.

A Response to Changing Consumer Preferences & Industry Trends

The decision to introduce "Outdoor Experience" is rooted in several key trends. Firstly, there's been a significant surge in outdoor recreation participation since the pandemic began. People are seeking escapes from urban environments and embracing activities like camping, hiking, and off-roading. Automakers recognize this shift in consumer behavior and want to position themselves as enablers of these experiences.

Secondly, the automotive industry is facing increasing pressure to electrify its vehicle lineups. While electric vehicles (EVs) are gaining traction, many consumers remain hesitant about their range and suitability for certain activities like off-roading or towing. The "Outdoor Experience" provides an opportunity for automakers to showcase how they're adapting EVs to meet the needs of outdoor enthusiasts – potentially demonstrating enhanced battery technology, improved all-wheel drive systems, and specialized features designed for challenging terrain.

Finally, the Detroit Auto Show itself is striving to remain relevant in a rapidly changing automotive landscape. The traditional model of unveiling new cars at auto shows has been disrupted by direct-to-consumer announcements and online reveals. By broadening its scope beyond just vehicles, the show aims to attract a wider audience and create a more engaging experience that justifies attendance.

More Than Just an Exhibit: A Sign of Things to Come?

The "Outdoor Experience" is being touted as a pilot program, and organizers are closely monitoring attendee feedback to gauge its success. If well-received, it could become a permanent fixture of the Detroit Auto Show and potentially inspire similar exhibits at other automotive events around the world. The move signals a broader trend within the industry – automakers increasingly viewing themselves not just as vehicle manufacturers but as providers of mobility solutions and lifestyle experiences.

The 2023 Detroit Auto Show promises to be more than just a showcase of new cars; it’s an attempt to redefine what an auto show can be, embracing adventure, community, and the evolving needs of consumers in a post-pandemic world. Whether this bold shift will revitalize the event remains to be seen, but the "Outdoor Experience" certainly represents a significant and intriguing step forward.

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