The 118th anniversary of the LA Auto Show, from the epicenter of North American car culture, marks a critical strategic pivot for the global automotive industry. While previous years focused on the frantic race for electrification, 2025 reveals a transition toward “choice”—a marketplace where gas-powered, heritage engineering meets silent, zero-emission EV capability.
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?
This year’s standouts represent a new era of radically affordable innovation and iconic revivals. Scout Motors makes its historic return under the Volkswagen Group umbrella, unveiling the Traveler SUV and Terra pickup truck for the modern adventurer’s needs. Simultaneously, the Rivian R2 and the “Trail Rated” Jeep Recon are ready to bring instant torque and high-end design to a broader, global audience. The 2025 show proves that the future of mobility belongs to those who can balance cutting-edge tech with the soul of classic car culture, while providing customers the opportunity to choose the exact experience that fits their automotive needs.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.
Read more on Forbes:
https://www.forbes.com/sites/scottyreiss/2025/11/22/2025-los-angeles-auto-show-showcases-future-evs-adventure-and-tech/
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