• The annual auto show opens in the San Diego Convention Center on Wednesday, Jan. 1, and runs through 6 p.m. Jan. 4, 2026.
• Ticket prices remain the same as last year, $18 for adults.
• Technology, design, and an expanded, multi-brand indoor EV Test Track.
The cars are the stars at the San Diego International Auto Show. (Mark Maynard image from 2025)
The annual San Diego International Auto Show opens in the San Diego Convention Center on Wednesday, Jan. 1, 2026, and runs through 6 p.m. Jan. 4. The convention center is at 111 W. Harbor Drive, San Diego, 92101.
I got the low-down on the highlights of the 2026 show from Scott Webb, president of the New Car Dealers Association San Diego County, which owns and operates the auto show.
“We partner strategically with vehicle manufacturers so they bring their best to San Diego. We’re excited that show visitors will have the opportunity to get to know several new brands, which, previously, haven’t exhibited in San Diego.”
Webb shared these show insights:
Stellantis
“Stellantis is bringing the heat this year with a 15,000 square foot exhibit, and there will be a Ram world debut unveiled on Jan. 1,” Webb said in an email. A sampling of all Stellantis brands will be on display: Alfa Romeo, Chrysler, Dodge, Fiat, Jeep, and Ram. And he said they are even bringing several of their recent debut vehicles to the show, including:
- The 2026 Dodge Charger Scat Pack
- 2026 Jeep Cherokee and 2026 Jeep Grand Cherokee;
- 2026 Jeep Recon, an all-new, fully electric SUV that serves as Jeep’s first “Trail Rated” EV. The Jeep Recon draws heavily on the Wrangler’s design — including removable doors and windows. It is a unibody vehicle built on the STLA Large platform, intended to balance off-road capability with daily on-road comfort.
- 2026 Jeep Grand Wagoneer
- 2026 Ram 1500 HEMI.
Stellantis is providing show-goers with the opportunity to test-drive 10 vehicles: Alfa Romeo Giulia, Alfa Romeo Tonale PHEV, Chrysler Pacifica PHEV, Dodge Durango SRT, Fiat 500e, Jeep Gladiator, Jeep Grand Cherokee L, Jeep Wrangler, Ram 1500, and Ram 2500.
The electric 2026 Jeep Recon. (Stellantis)
Toyota
I am especially interested in the redesigned and re-engineered 2026 Toyota RAV4. The entire lineup is either gasoline-electric or PHEV, plug-in hybrid.
Webb gave these updates on the Toyota display (and Toyota always packs one of the large auto-show displays.
“As for Toyota, they will have the all-new 2026 RAV4 on display in two trim levels, Woodland and Limited. They’ll also have the new 2026 C-HR and 2026 bZ EVs in the exhibit, the latter of which will be available for test drives, along with the Grand Highlander Hybrid XLE, Toyota Prius PHEV XSE Premium, Toyota RAV4 Hybrid Woodland (2025), and Toyota Tacoma TRD Pro.
2026 Toyota RAV4 Woodland all-wheel drive. (Toyota)
Debuts & New Releases
Webb also teased cool vehicles on the show’s Debuts & New Releases list. Among those, he said, include: the 2027 Chevrolet Bolt, 2026 Honda Prelude, 2026 Kia K4 Hatchback, 2027 Kia Telluride (now with an available 329-hp turbo-hybrid), 2026 Nissan Leaf, 2026 Nissan Rogue Plug-in Hybrid, and 2026 Nissan Sentra.
Other updates, he said, include: “Cadillac and Ford are back on the EV Test Track. Cadillac will offer thrill rides in the Escalade IQ, VISTIQ, OPTIQ, and LYRIQ. Ford will provide rides in the F-150 Lightning and Mustang Mach-E.”
The 2026 Cadillac VISTIQ electric SUV, in Argent Silver. (Cadillac)
VinFast and Lucid have just confirmed to bring their latest EVs for Street Test Drives. The VinFast VF8 and VF9 (two- and three-row SUVs), the Lucid Air (four-door sedan), and the Gravity (an 800 hp family three-row SUV) will be available for test drives.
2026 Lucid Gravity SUV and the Air sedan. (Lucid)
Enduring Showgoer Favorites
Toyota Military Appreciation: The auto show has partnered with the San Diego County Toyota Dealers to offer free show tickets to honor active and retired military personnel. Tickets will be available (while supplies last) at San Diego County Toyota Dealers. Toyota is also providing $500 rebates to eligible U.S. military personnel, including their household members (and Gold Star families), U.S. military retirees, and U.S. military veterans (within 2 years of discharge). Learn more here.
Mobility Zone: Golden Boy Mobility in Poway will again provide accessibility-modified vehicles and expert information on special features to promote and provide accessibility.
Family Day: On Sunday, Jan. 4, children are admitted free with an accompanying paid adult admission. Family Day has become a great tradition to spend a few hours of the holiday season at the auto show. Typically, multiple generations enjoy the auto show, Webb said.
A Golden Boy modified four-door Chevrolet Silverado. (Mark Maynard)
IF YOU GO
Ticket Prices:
Auto show tickets are on sale now and are only available online at www.sdautoshow.com/. Purchased tickets may be printed at home or shown and scanned on smartphones at the show entrance.
- Adult, ages 13-61, $18;
- Military (active-duty w/ID) $15 (one ticket per ID);
- Seniors, 62 and older, $15
- Child, ages 7-12, $12;
- Children 6 and younger are admitted free with a paying adult.
- Children 12 and younger will be admitted free on Family Day, Sunday, Dec. 29, when accompanied by a paid adult.
Show Hours:
- 10 a.m. to 9 p.m., Thursday, Jan. 1, 2026, through Saturday, Jan. 4;
- 10 a.m. to 6 p.m. Sunday, Jan. 4
About the San Diego International Auto Show
Owned, produced, and presented by the New Car Dealers Association San Diego County, the San Diego International Auto Show remains the second-largest auto show in California and one of the best-attended public events at the San Diego Convention Center.
The dealership association provides critical community support. Among its efforts is a dealership sales training course. Participants are taught professionalism through education with an emphasis on product knowledge, ethical behavior, and customer service.
The Auto Outlook Report is also of interest to consumers. The quarterly report provides an expanded look at new-vehicle registrations, sales trends and projections, and pre-owned-vehicle sales throughout the county.
Learn more online at NCDA.com.
