Chicago Auto Show
McCormick Place Convention Center, Chicago, IL
February 7-16, 2026 (Media Preview held on February 6)
Approximately 217,000 (pre-show figures)
Chicago Auto Show returned for its 118th edition this month. First staged in 1901, this year, the largest event of its kind in North America showcased around 1,000 vehicles from global and domestic manufacturers. However, as more original equipment manufacturers (OEMs) shun large events like this and shift to online marketing, what does that mean for the traditional auto show?
Connected technology is already a vital component within new vehicles, with the global automotive AI market projected to reach $14.92 billion by 2030, growing from $4.29 billion in 2025. The Chicago Auto Show, however, has traditionally been a place where consumers could get behind the wheel of production-ready vehicles and experience the feel of driving rather than the software underpinning them. So, as we review the news from McCormick Place Convention Center, what potential is there for the show to pivot and benefit non-traditional brands?
Last month, at CES, we saw the connected technologies now powering our automotive brands in action. Qualcomm’s Snapdragon Ride Flex Platform, which maintains mission-critical safety while combining infotainment and advanced driver assistance systems (ADAS) onto a single chip, was demonstrated in a modified Lincoln Aviator. BMW announced a partnership with Amazon, under which it will bring a customized version of Alexa+ to its Neue Klasse EVs, starting this year, allowing natural conversations with the vehicles. Autonomous driving tech was everywhere as Lucid Group, Nuro, and Uber unveiled a Gravity robotaxi, Tensor and Lyft displayed a robocar and Waymo showed its new Ojay robotaxi.
Fewer OEMs, but the potential for a more open stage?
The last few years have seen a gradual shift toward electric vehicles (EVs) and sustainability, with some autonomous tech also being showcased. However, the Chicago Auto Show, like many other events of its type, has scaled back, with reports saying it’s now roughly half the size it was less than a decade ago. OEMs are taking their offerings online, where they can control the messaging, and they are relying on local dealers as physical outlets.
Still, there were many highlights, including:
- Tesla, which is expanding its presence at traditional auto shows with experimental and consumer-ready electric vehicles. This included:
- The Tesla Model Y, which was shown with upgrades, including a 400-mile range and advanced autopilot features.
- The Cybertruck, Robotaxi and Cybercab, with the Cybercab being the scene stealer at the media preview. Designed for urban mobility, it features butterfly doors and wireless inductive charging, allowing it to be recharged without being plugged in. Two Cybercabs were being tested (without passengers) in downtown Chicago.
- Electric vehicles (EVs) from automakers such as BMW, Cadillac, Chevrolet, Ford, Kia, Lucid, Nissan, and Volkswagen. Four immersive indoor and outdoor experiences were possible at Chicago Drives Electric.
- Hyundai, which received three Favorite Vehicle Awards from the Midwest Automobile Media Association, including for the IONIC 9 all-electric three-row SUV.
- The new Chi-Town Alley, which celebrated the city’s rich vehicle culture, including submissions from local enthusiasts.
The potential for a wider connected car presence?
As traditional OEMs move to online events, is there a chance to expand the connected car offering at Chicago and other trade shows? Industry experts predict 2026 will be about integrating autonomous tech seamlessly into the consumer experience. This was backed up in a recent Morgan Stanley podcast which focused on the connected car landscape this year and the ways that brands such as Waymo, Tesla and Zouks will expand use cases to more US cities.
While CES excels at announcing consumer innovations, traditional auto shows could also appeal to newer connected car brands. Events such as this build consumer confidence, allowing attendees to sit in, touch, and experience vehicles and associated tech first-hand. Showgoers can better understand the technology behind new brands, explore new features and speak directly with product specialists, engineers and fellow enthusiasts.
Building consumer trust
Right now, trust in autonomous vehicles is low, with a 2025 AAA survey finding only 13% of U.S. drivers would trust riding in self-driving vehicles (albeit an increase from 9% the previous year) Additionally, 6 in 10 U.S. drivers are afraid to ride in a self-driving vehicle as enhancing safety remains a priority. Events like the Chicago Auto Show could allow consumers to talk to vehicle and sensor manufacturers as well as connectivity and software platform providers, all under one roof.
Organizers are, of course, aware of the shifting landscape. In a recent podcast, Jennifer Morand from the Automotive Experience Alliance and the General Manager of the Chicago Auto Show explained how she is sharing data-driven insights with manufacturers to demonstrate return on investment (ROI). Morand recognizes that while in the past manufacturers could spend millions of dollars at these events, those days are gone. Her focus is now on creating new, flexible ways for both large and emerging players to participate.
In data gathered from past show attendees, 78% said an auto show will influence their purchase decision, while 50% will stop considering brands that don’t attend. Morand says this shows how valuable trade shows of this type are, and she believes that while attendance has been declining, the pendulum is slowly swinging back as customers look to educate themselves on new types of vehicles.
Challenges ahead for the Connected Car industry
We know that the connected car space has hurdles up ahead. March will see new regulations around software certification, proving that connected systems are free of Chinese software. They must also overcome concerns about safety and cost as well as comply with state regulations. But shows like the Chicago Auto Show offer an opportunity to educate and reassure a large base of currently wary consumers.
So, does a quieter OEM space make room for newer connected brands? That remains to be seen. With auto shows taking place across the country throughout 2026, we will be watching closely and can help identify which of them offer the strongest platform to amplify your message and reach the right audiences.
Resources:
Why Auto Shows Still Matter in a Digital-First Industry LinkedIn In Motion Partners
Chicago Auto Show returns with a resurgence of gas-powered muscle The Detroit News
2026 Chicago Auto Show: The Future of Electric Vehicles and Autonomous Tessevo
America’s Largest Auto Show Has Become Half Its Former Size, Here’s Why You Should Still Go To It The Autopian
Feature: The 118th Edition of the Chicago Auto Show Is a Blast From the Past | Third Coast Review 3CR