Looking Ahead to the Detroit Auto Show (NAIAS)

North American International Auto Show : January 13–24

With the Detroit Auto Show coming up, we’ve been thinking less about launches and headlines—and more about why we keep coming back in the first place.

For us, the show is a chance to slow down and take things in. To walk the floor, see what’s being built, listen to how people are thinking, and notice where enthusiasm still feels genuine. We’re looking forward to the full mix: the refined, the rugged, the experimental, and the slightly impractical. That contrast is part of what makes this show feel so uniquely Detroit.

That tone is set early through The Gallery, where luxury is paired with purpose. By supporting Forgotten Harvest, presence turns into action, helping provide thousands of meals to families across Southeast Michigan. It’s a reminder that influence carries obligation, and that responsible luxury is measured by impact, not visibility.

We’re especially excited for experiences like the Michigan Overland Adventure and Modded Detroit. Not because we’re shopping for parts—but because these spaces show how people actually use their machines. They tell stories about intent, compromise, creativity, and problem-solving. You can learn a lot just by listening to builders explain why they made certain choices.

Attending with our son adds another layer. Watching him react to lifted trucks, off-road setups, and unconventional builds reminds us that appreciation doesn’t start with specs—it starts with exposure. Those moments matter more than we probably realize.

All of that feeds directly into where we’re headed with the 924S Safari build.

The Safari transition isn’t about making the car louder or more extreme. It’s about rethinking how it’s used—taking a platform that was never meant to leave pavement and asking better questions of it. What happens when you prioritize curiosity over correctness? Use over polish? Experience over expectation?

The Detroit Auto Show feels like the right place to gather that energy. To observe how others solve problems, push boundaries, and build machines meant to be lived with—not just admired.

We’re heading into the show with open eyes, a notebook full of ideas, and a car back home waiting for its next chapter.