Overview: San Diego International Auto Show
Those attending the four-day show have the opportunity to do some test drives, check out the latest in vehicles and auto products, and much more. Best of all, they can come and go without the pressure of buying a vehicle.
If you find yourself driven to check out some of the newest, most cutting-edge vehicles to hit the marketplace, look no further than the annual San Diego International Auto Show.
The event rolls into the San Diego Convention Center starting New Year’s Day and running through Sunday.
There, visitors can check out an array of cars and SUVs that are new for 2026.
Those attending the four-day show have the opportunity to do some test drives, check out the latest in vehicles and auto products, and much more.
Best of all, they can come and go without the pressure of buying a vehicle.
Times of San Diego recently caught up with Scott Webb, president of the San Diego International Auto Show and the New Car Dealers Association of San Diego County.
TOSD: Talk a little bit about what this year’s auto show has to offer the public.
Webb: The San Diego International Auto Show is a celebration of car culture and the future of transportation, and this year’s event will educate, inspire, and entertain. Attending the auto show is a journey of discovery — discovering new brands, new vehicles, and new technologies.
For in-market shoppers, it’s an unbeatable opportunity to compare models they’re already considering and add vehicles to their shopping lists that they discover for the first time at the show, whether they’re traditional gas-powered, hybrid or electric. This year’s show features more brands exhibiting on the show floor, brands participating for the first time, and more than a dozen debuts and new releases of vehicles not yet in showrooms.
Show-goers also have the opportunity to get behind the wheel for street test drives of gas, hybrid and electric vehicles, and experience the thrilling indoor EV test track.
TOSD: For the businesses taking part in the event, what do they look to get out of this event?
Webb: The San Diego Auto Show is the best place for automakers to market their products since it’s where thousands of in-market car buyers make purchase decisions.
Likewise, it’s the most important place for automakers to introduce new technologies to consumers where they can actually experience them firsthand via interactive displays, street test drives, indoor EV rides, or similar activations.
And, since the auto show is not a selling show, there’s no sales pressure. Show-goers are warmly welcomed and encouraged to visit all the exhibits, talk to the brand representatives, and ask lots of questions so they can comfortably review and compare models before deciding and, ultimately, purchasing a new vehicle at a San Diego County dealership.
TOSD: What is the prognosis for the auto industry heading into 2026 in terms of projected sales, etc.?
Webb: The prognosis is optimistic. Overall, the industry is in a better position than last year and continues to show encouraging signs. Consumers have never had a better selection of vehicle types and powertrain options from which to choose, at a variety of price points.
The San Diego International Auto Show hours are as follows:
Thursday, Jan 1: 10 a.m. – 9 p.m.
Friday, Jan 2: 10 a.m. – 9 p.m.
Saturday, Jan 3: 10 a.m. – 9 p.m.
Sunday, Jan 4: 10 a.m. – 6 p.m.
The show entrance closes one hour prior to show’s closing.
Tickets are still available online. The prices are:
Adult (ages 13-61): $18
Senior (ages 62+): $15
Military (Active Duty w/ ID): $15
Learn about the Toyota Military Appreciation Ticket Promotion
Child (ages 7-12): $12*
Child (ages 6-under): Free w/ adult.
*Sunday, Jan. 4 is Family Day and children 12 & under are free when accompanied by an adult.
There are no extra fees for purchasing e-tickets online.
