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The Chicago Automobile Trade Association (CATA), producer of the Chicago Auto Show, said today that it is cutting media days in half. A media preview will now take place on Friday 6 February from 8 am to 2 pm. The 2 pm conclusion of media activities will allow for a “seamless transition as the show floor is dressed up that evening for the First Look for Charity black-tie gala.” As recently as the second week of November this year, two days were allocated for media day. However, in keeping with a general trend, auto shows are increasingly not viewed as cost effective ways to move vehicles from dealer showroom floors to customers’ driveways.*
“Consolidating the official Media Preview into one day allows manufacturers and media to maximize impact, streamline schedules and better align with current coverage needs. Throughout the Media Preview, the show floor will be fully accessible and activated, featuring indoor test tracks, content creation opportunities, programming and the chance to explore the new Chi-Town Alley exhibit,” CATA said. “The Chicago Auto Show remains committed to delivering a high-impact media experience while adapting to the changing dynamics of the automotive and media industries.”
“Every year, the Chicago Auto Show evolves, but 2026 will set a new standard for what an auto show experience can be,” said Chicago Auto Show Chairman Jason Roberts. “From cutting-edge vehicle technology to immersive test tracks and ride-alongs, we are giving attendees a multitude of interactive ways to explore the future of mobility, in a hands-on and fun manner.”
Attendees at this year’s show will have the chance to explore multiple indoor test tracks, providing more opportunities to ride along in some of the latest models. The Chicago Drives Electric “electrified” track returns, giving consumers the chance to experience the newest all-electric, hybrid and plug-in hybrid vehicles. Ford’s “Built Wild” track will showcase the capability of the Bronco family of vehicles, and Camp Jeep returns with its off-road course, offering an immersive, adventure-filled ride that highlights Jeep’s legendary 4×4 capability. The 2026 Chicago Auto Show will also offer attendees the opportunity to get behind the wheel for outdoor test drives.
Well, here’s a different spin behind the wheel from CATA: “Demonstrating the power and influence of an auto show, a post-show survey to 2025 Chicago Auto Show attendees found that more than one-third (35%) reported purchasing or leasing a vehicle in the months following the show. Among those who made a purchase, 84% indicated that the Chicago Auto Show was influential on their purchase decision.
“This strong post-show activity underscores the Chicago Auto Show’s ongoing role as a catalyst for consumer engagement,” claimed Chicago Auto Show General Manager Jennifer Morand. “It’s a testament to the power of hands-on experiences. When consumers can compare vehicles side-by-side, ask questions and truly immerse themselves, it drives confidence and ultimately decisions.”
The 2026 show will debut a new addition to the show floor – Chi-Town Alley. (marketing babble alert – AutoCrat> “This immersive exhibit celebrates the city’s vibrant car culture and invites attendees to experience and engage with Chicago’s diverse automotive communities. Designed to spotlight the pride and creativity of local enthusiasts, Chi-Town Alley will re-imagine the show’s former marketplace as a dynamic area showcasing everything from performance cars and custom builds to street-inspired rides and exotics.”
AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Chicago Auto Show Shrinks
Click for more.
The Chicago Automobile Trade Association (CATA), producer of the Chicago Auto Show, said today that it is cutting media days in half. A media preview will now take place on Friday 6 February from 8 am to 2 pm. The 2 pm conclusion of media activities will allow for a “seamless transition as the show floor is dressed up that evening for the First Look for Charity black-tie gala.” As recently as the second week of November this year, two days were allocated for media day. However, in keeping with a general trend, auto shows are increasingly not viewed as cost effective ways to move vehicles from dealer showroom floors to customers’ driveways.*
“Consolidating the official Media Preview into one day allows manufacturers and media to maximize impact, streamline schedules and better align with current coverage needs. Throughout the Media Preview, the show floor will be fully accessible and activated, featuring indoor test tracks, content creation opportunities, programming and the chance to explore the new Chi-Town Alley exhibit,” CATA said. “The Chicago Auto Show remains committed to delivering a high-impact media experience while adapting to the changing dynamics of the automotive and media industries.”
“Every year, the Chicago Auto Show evolves, but 2026 will set a new standard for what an auto show experience can be,” said Chicago Auto Show Chairman Jason Roberts. “From cutting-edge vehicle technology to immersive test tracks and ride-alongs, we are giving attendees a multitude of interactive ways to explore the future of mobility, in a hands-on and fun manner.”
Attendees at this year’s show will have the chance to explore multiple indoor test tracks, providing more opportunities to ride along in some of the latest models. The Chicago Drives Electric “electrified” track returns, giving consumers the chance to experience the newest all-electric, hybrid and plug-in hybrid vehicles. Ford’s “Built Wild” track will showcase the capability of the Bronco family of vehicles, and Camp Jeep returns with its off-road course, offering an immersive, adventure-filled ride that highlights Jeep’s legendary 4×4 capability. The 2026 Chicago Auto Show will also offer attendees the opportunity to get behind the wheel for outdoor test drives.
Well, here’s a different spin behind the wheel from CATA: “Demonstrating the power and influence of an auto show, a post-show survey to 2025 Chicago Auto Show attendees found that more than one-third (35%) reported purchasing or leasing a vehicle in the months following the show. Among those who made a purchase, 84% indicated that the Chicago Auto Show was influential on their purchase decision.
“This strong post-show activity underscores the Chicago Auto Show’s ongoing role as a catalyst for consumer engagement,” claimed Chicago Auto Show General Manager Jennifer Morand. “It’s a testament to the power of hands-on experiences. When consumers can compare vehicles side-by-side, ask questions and truly immerse themselves, it drives confidence and ultimately decisions.”
The 2026 show will debut a new addition to the show floor – Chi-Town Alley. (marketing babble alert – AutoCrat> “This immersive exhibit celebrates the city’s vibrant car culture and invites attendees to experience and engage with Chicago’s diverse automotive communities. Designed to spotlight the pride and creativity of local enthusiasts, Chi-Town Alley will re-imagine the show’s former marketplace as a dynamic area showcasing everything from performance cars and custom builds to street-inspired rides and exotics.”
AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.