<span>STORY: :: Detroit Auto Show looks to shift gears as tariffs and affordability begin to loom over the industry</span><span>:: Detroit, Michigan</span><span>:: January 14, 2026</span><span>TOM LIBBY – S&P GLOBAL MOBILITY/AUTOMOBILE ANALYST says: “It’s a great 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 shows in the United States to do that.”</span><span>:: Jimmy Thomas, Automobile enthusiast</span><span>“I saw a lot of things that caught my attention, especially with the Cadillac brand. // They caught my attention enough to call my wife home about it. But not only the Cadillac brand, but also the Chevrolet brand and some of the Rams I saw were really interesting.”</span><span>:: Tom Libby, S&P Global Mobility</span><span>“Tariffs are definitely impacting business. So far we’ve seen that manufacturers have been able to absorb most of the tariffs without passing them on to the consumer. But our prediction is that in ’26, manufacturers will increasingly have to pass this on to consumers, otherwise producers will lose money. But at the same time, frankly, it’s a very complicated situation.” // “Affordability has become a major issue in the industry, so we’ll see manufacturers offering lower-priced vehicles wherever they can. // Right now, the average price of new vehicles is approaching around $50,000, which is too much for some households. So again we’re seeing some manufacturers coming out with something on the lower end, maybe 25,000 to 35,000.”</span><span>Automakers are highlighting interactive experiences behind the wheel of their new fleets of cars, as well as opportunities to ride the vehicles on closed test tracks.</span><span>Jeep offers an interactive experience that simulates tough off-road challenges, with vehicles driving up steep ramps and stairs to showcase their abilities. </span><span>Hybrid vehicles are experiencing a resurgence as the middle ground for consumers looking to straddle the line between electric vehicles and gasoline-powered vehicles. </span><span>Libby warned that the tariffs were creating a “sense of uncertainty” in the industry and said consumers could see prices rise as companies try to offset rising costs. </span>
