Jeep
The most eyebrow-raising of the reveals is the new, 707 horsepower Wrangler Trailcat, which borrows its monstrous V8 engine from the Dodge Charger and Challenger Hellcat.
Other concepts are based on either today's Jeep lineup or modern salutes to classic vehicles from the brand's history.
Add them to the already long list of reasons to make it out to Moab, Utah for eight days of dusty, off-road fun.
Here are all of the new Jeeps.