Auto shows have been in a transition in recent years; over the last decade auto makers have refocused their marketing and experience budgets to maximize effect with more exclusive, less cluttered environments.
It cost auto shows greatly; many have seen halo brands like Mercedes-Benz and BMW pull back or decline to participate altogether. Others have seen local dealership groups step up but without the fanfare and fancy digs that the car makers bring to a show.
All this has left the industry asking: are auto shows dead?
Millions Of Consumers Rely On Auto Shows For Car Shopping
An auto show is where the rubber meets cushy carpet with a fun and efficient way to shop for a new car. Consumers are greeted by product specialists, not car sales people, delivering a lot of information but not a lot of pressure.
This means that car show goers can cross shop by category and compare brands nearly side by side, climb inside and poke around, get to know the tech and features and as with the Los Angeles Auto Show, which runs through November 30, 2025, head outside afterward and take a test drive.
Typically more than 60% of show attendees are shopping for a new car and plan to buy within the next 12 months, making the auto show a must-attend to focus the journey and narrow down the choices. It’s not uncommon that shoppers at the show come to look at one car and walk away targeting another said David Fortin, vice president of marketing for the show. It’s how they can discover which car is the best fit for their needs.
A Modern-Day Automotive Amusement Park
“Experience” is the key word of the day and auto shows are no exception. Car makers exhibiting at the Los Angeles Auto Show take this to heart, delivering as much experience as possible, from 50+ modest to test drive just outside the convention center to race simulators and adventure and EV rides designed to deliver adrenaline-inducing thrills. The show also offers games and contests that share the excitement of car brands, exhibits featuring campaign, overlanding, home charging and more, all to inspire these lifestyle opportunities.
The Los Angeles Auto Show Showcases The Modern Car Market
The automakers displaying at the 2025 Los Angeles Auto Show are not the usual suspects; in fact, many of the brands on the floor at the Lost Angeles Convention Center are rather new to the industry or showcase their transcendence from fringe to mainstream.
Among the newer brands on display are Scout Motors, the revival brand that is embracing the modern off-road lifestyle; California-based luxury EV maker Lucid Motors; and EV off-roader Rivian, which features its newest model, the smaller and more affordable and R2 SUV.
Returning to the show are Volvo, which features a learning-focused lifestyle exhibit that highlights Volvo’s sustainable and safety-focused approach to car design and building; and Maserati, showcasing its new engine tech that powers its super cars and racing heritage.
Car Brands Transitioning Into The Future: Kia, Hyundai, Genesis
Over the last decade as some established car brands have eschewed auto shows, brands like Hyundai, Kia and Genesis have become staples, filling the floor with lights, music and excitement.
This is part of their transition onto the global stage; a mere decade ago both Hyundai and Kia were seen as bargain-basement brands and Genesis was still a concept on the drawing board.
With the 2025 Los Angeles Auto Show, however, Kia revealed it’s next big thing, the modern and Range Rover-esque Kia Telluride; Hyundai introduced it’s newest concept, the Crater, an off-roader that shows where the company is going with its XRT adventure line. The Crater concept is just that, a car designed to evoke discussion and measure consumer desire for rugged go-everywhere capability.
The Stalwarts Continue To Entertain
Exhibit s from Toyota, Subaru, Ford and Stellantis brands—Jeep, Dodge, Ram, Alfa Romeo, Chrysler, Fiat—also deliver lots of lights, action and squealing wheels, especially in the case of Jeep and Ford which both have off-road courses on the show floor for attendees to ride along on. Jeep’s “Holiday sweater” themed Wranglers add a bit of panache to the ride-along while the Bronco Off-Roadeo attraction shows just how capable these four-wheelers really are.
Visitors to the Jeep exhibit will also be able get a look at the newest Jeep offering, the Recon, which made its debut at the show. The Recon is a four door four-wheel drive SUV open air concept designed to deliver all that Wrangler can but with more luxury and all-electric performance.
Subaru continues to build on its National Park-themed exhibit, offering a respite of live trees and fresh foliage among the sounds of birds, wind and nature. The exhibit showcases its newest model, the Subaru Outback, as well as its newest EVs, the Trailseeker and the Uncharted.
The Auto Show Is Where Car Culture Comes To Celebrate
The Los Angeles Auto Show calls itself a festival of cars, a fitting theme for this show. In addition to the new cars and experiences, there are vintage and collectible cars, specialty cars, modified and creative cars—all the elements of the car culture of Southern California.
And then, there are special celebrations, such as the one that VW showcased in its exhibit, not of a new car but of a rescued one. After learning that a 1977 VW Bus survived the January wildfires but was in need of repair, the company stepped in and helped its owner to repair and restore it. Brought back to its original health, it’s on display for show goers to gaggle over, sititng alongside its newer sibling the VW ID. Buzz.
Which not only makes this show a fun outing for a day, but casts the entire market in a special light, one that points the way to the future and how our cars will enable our lives, on the road and off.