This raises a question: Why do Western automakers continue to pour millions into trade shows? Besides a few large events in China, exhibitions in cities like Paris, Munich, Tokyo, or Los Angeles no longer captivate much interest. For years, Monterey Car Week has demonstrated an alternate approach with its diverse and colorful array of elite gatherings, lavish parties, informal fan meet-ups, unique events, auctions, and a continuously expanding lineup of world premieres. It has established itself as the premier automotive event of the year, and missing it means being sidelined from the global spotlight.
While many aspects do echo from year to year—even on the Pacific coast—there are some declines. Events like the Concorso Italiano and the Legends of Autobahn have dimmed slightly over time, and the quirky Concours de Lemons in Seaside, which provides a contrasting experience to the luxurious Pebble Beach and Carmel Valley events, has lost some of its earlier eccentricity. Still, car enthusiasts from across the globe converge to admire this gathering of peculiar rusted vehicles in front of City Hall, showcasing everything from worn-out Daf delivery vans to faded Cadillac Eldorados and rusting Fiat 124 Special TCs, with one aptly named “Superleggera,” typically a designation reserved for million-dollar vehicles featured at top-tier exhibitions or auctions by Gooding or RM Sotheby’s.
To make a statement in Monterey, attendees flock to the prestigious event, The Quail, where emerging small-series manufacturers and luxury brands present their offerings to an exclusive audience willing to pay over $1,100 for access—plus parking costs. Where else could Lamborghini distinctly introduce its powerful 920 PS Huracan successor, the Temerario, or where can Mate Rimac unveil the Nevera R, while Maserati showcases its GT2 Stradale to initial buyers? Among chic umbrellas, guests sip champagne while engaging in pleasant conversations, representing a future of automotive exhibitions—the pinnacle of exclusivity. In contrast, the Concours Village at Pebble Beach presents a more grounded experience. More manufacturers have chosen to display their illustrious models here in mid-August, moving away from the dreariness of traditional exhibition halls.
However, the appeal extends beyond the spectacle and the growing list of world debut vehicles—from the BMW M5 Touring to the Maybach SL and the latest Lincoln Navigator. It’s about the overall experience: relaxed attendees, an enchanting backdrop of gentle dunes alongside luxury villas, golf balls sailing by just meters away, and friendly interactions that start as early as six in the morning. The soft-spoken atmosphere and robust organization—unmatched in Europe—combined with a stunning view of the Pacific Ocean, have fueled the rise of Pebble Beach and Monterey Car Week over the last 15 years. Larger brands allow smaller manufacturers to shine, granting names like Everrati, RWB, Nilu, Ruf, Czinger, Singer, or Rezvani their moment in the limelight, while even the prestigious Brabus showcases its luxury models and boats in proximity to the exclusive Pebble Beach Lodge, setting it apart from any other automotive event.
During this sunlit August week, negativity is nowhere to be found. Affordably modified Mazda MX-5s and lowriders from Salinas coexist seamlessly with Bugatti Chirons and Hennessey Venom F5s. Everyone who attends Monterey shares a fervent passion for automobiles, creating an environment free from the discontent that often permeates European events. Throughout the day and into the night, enthusiasts gather on Cannery Row, where sardines were once canned and shipped worldwide, now transformed into a gathering place for car lovers from every corner of the globe. This might explain the enthusiasm of collectors eager to showcase their stunning machines at Pebble Beach, emphasizing both their automotive treasures and personal style. The grand finale, the Concours d’Elegance, presents a breathtaking and surreal scene on the final hole of the Pebble Beach golf course. It’s never been clearer: if you aspire to make an impression in the automotive world today, this is the venue. No place else can compare.
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