It's the place where manufacturers show-off what's new neat and next behind the wheel.
The show opens to the public next week, but the press will get a preview of several new models unveiled here today including a new take on what has been the most popular vehicle in America for more than 3 decades.
Most every make and model from two-seaters to sedans and SUV's luxury, high-tech or high-performance are on display.
"Detroit is the show in North America there's no question about that," said Bob Shuman the chairman of the North American International Auto Show.
It's a showcase for an industry that's made its way back from the bad times and bailouts of just five years ago.
"Three years of double digit growth, 10-13% range. 2013 we had 8% growth, for 2014 we're projecting 16.4 million in sales," Edmunds.com Chief Economist Lacey Plache said.
The success can be seen in the extravagant displays here with a focus on what's new and what's next.