<span>STORY: :: Detroit Auto Show looks to shift gears as tariffs and affordability loom over the industry</span><span>:: Detroit, Michigan</span><span>:: January 14, 2026</span><span>TOM LIBBY – S&P GLOBAL MOBILITY/AUTO ANALYST SAYING: “It’s a terrific opportunity to come kick the tires, open the doors and see what makes sense for you. // And frankly, this auto show is one of the best in the United States for doing that.”</span><span>:: Jimmy Thomas, Auto enthusiast</span><span>“I’ve seen a lot of things that caught my attention, especially with the Cadillac brand. // They got my attention enough to make me make a phone call home to my wife about it. But not only the Cadillac brand, but also the Chevrolet brand and some of the Rams I saw that were really interesting.”</span><span>:: Tom Libby, S&P Global Mobility</span><span>“Tariffs definitely are affecting the business. So far, we’ve seen the manufacturers be able to absorb most of the tariffs without passing them on to the consumer. However, our forecast is in 26, the manufacturers will increasingly be forced to pass that on to consumers or else the manufacturers lose money. But also, frankly, it’s a very complicated situation.” // “Affordability has become a major issue in the industry, so we’re going to see the manufacturers offering lower-priced vehicles when they can. // Right now, the average price for new vehicles is approaching right around $50,000, and that’s a lot for some households. So, again, we’re seeing some manufacturers come out with something on the low end, maybe 25,000 to 35,000.”</span><span>Automakers are highlighting interactive experiences behind the wheel of their new cars fleets as well as opportunities to ride in vehicles on indoor test tracks.</span><span>Jeep is featuring an interactive experience that simulates rugged off-road challenges with vehicles driving up steep incline ramps and stairs to showcase its capabilities. </span><span>Hybrid vehicles are making a resurgence as a middle ground for consumers looking to straddle the line between EVs and gasoline-powered vehicles. </span><span>Libby cautioned that tariffs are posing a “sense of uncertainty” in the industry and says consumers may see increased prices as companies look to offset rising costs. </span>
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