DETROIT – Revving up excitement once again, the Detroit Auto Show makes its much-anticipated return this week, inviting enthusiasts to explore the latest in automotive innovation and take thrilling test drives.

This annual showcase, held in the heart of Detroit, boasts an impressive array of over 40 vehicle brands. Last year, attendees enjoyed the unique experience of taking more than 100,000 test drives, according to the event’s organizers.

“What sets the Detroit Auto Show apart is the immersive experience,” shared Todd Szott, the show’s chairman. “Visitors can engage directly with brand experts and truly get a feel for the cars.”

Traditionally, the Detroit Auto Show was a grand stage for unveiling new models, dazzling displays, and attracting a global media presence.

However, automakers have discovered that launching new models digitally on their own terms allows for greater impact, free from the competition for attention at physical events.

While it has scaled back dramatically from its heyday, it still drew 275,000 attendees a year ago. And it is leaning into interactivity.

Two tracks offer attendees ride-along experiences in internal combustion engine, hybrid and electric vehicles, while the Camp Jeep and Ford Bronco Built Wild Experience give visitors a chance to climb into the vehicles and tackle some makeshift “mountains.”

The show gets underway Tuesday evening with vehicle announcements from Ford Motor Co. as part of the media and industry preview days. On Wednesday, the annual North American Car, Truck and Utility Vehicle of the Year will be revealed. The show opens to the public Saturday and runs through Jan. 25.

Visitors can check out displays under the Alfa Romeo, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Kia, Lincoln, Ram, Subaru and Toyota nameplates.

Speakers include Republican U.S. Sen. Bernie Moreno from Ohio, and a pair of Democrats — Michigan Gov. Gretchen Whitmer and Pete Buttigieg, the Transportation Secretary under President Joe Biden.