After several years of uncertainty, the LA Auto Show made a comeback. The 2024 edition at the Los Angeles Convention Center showed several signs of revival with newfound efforts to generate enhanced public engagement and foster more enthusiastic media coverage.

The automotive industry, including the Los Angeles Auto Show, were fraught with setbacks over the past five years of post-pandemic recovery.

The industry was stress-tested on two fronts: a simultaneous downturn in sales and epic investments in electric vehicle research and development.

Cost-cutting resulted in a steep decline in carmaker auto show participation. Reduced public attendance prompted several automakers to withdraw.

The auto show circuit reflects the health of the industry whose V-shaped recovery is just now returning to pre-pandemic sales numbers.

Signs of Recovery

The show felt fresh. Many European automakers remained absent, but others returned with enthusiasm. Porsche reappeared, albeit with a dealer-sponsored display. Hyundai and Kia unveiled electric crossover utility vehicles, the IONIQ 9 and EV9 respectively. Hyundai also unveiled a crossover fuel-cell concept. Acura showed off a performance EV concept. Stellantis introduced the Chrysler “Halcyon” concept car. Fiat unveiled a Giorgio Armani special edition of the Fiat 500e.

There was a shift in focus toward public engagement this year. Several automakers invested in creating inviting spaces to sit, relax and charge your phone. Some Media Day amenities like barista stations remained for the public. Genesis created an inviting area for guests featuring comfortable leather furniture in a lounge-like space where Barista-made cappuccinos and lattes were offered to attendees.

Emphasis on Experience

Automakers engaged the public with several interactive experiences. Hyundai hosted a ride and drive event in the Convention Center’s South Hall. Jeep set up an off-road obstacle course for attendees to test vehicles like the Wrangler. Volkswagen gave showgoers a chance to ride in the new microbus, the ID. Buzz.

Tesla exhibited on the show floor for the first time, offering its vehicles, including the Cybertruck, for test drives on the streets of Los Angeles.

A test-drive circuit hosted by several automakers, including Lucid, gave showgoers a chance to drive EVs from rival brands. Collectively, these events gave attendees hands-on experiences car buyers can’t get online.

A New Vision

New auto show management demonstrated a fresh approach to appealing to savvier and better informed attendees. Management also improved efforts to foster enhanced media coverage with expanded services, and networking events throughout the day. There was even a camera loaner program whereby journalists could borrow an SLR or a video camera to elevate coverage of the event.

Judging by the positive vibe on the show floor, management’s fresh approach worked.

I attended the media day and first public day and talked with several auto show visitors. Public sentiment was enthusiastic. 

Changing Focus

At a time when many of the world’s auto makers are walking back plans for an all-electric lineup, auto show attendees gravitated toward both internal combustion engine and electric vehicles. Diverse public interests may be a peek into a more realistic automotive future where no one fuel will dominate the market.

The Future of the Auto Show

The 2024 LA Auto Show demonstrates auto shows may be on the rebound. Auto shows are important tools that give auto makers an opportunity to generate enthusiasm for their products. Giving consumers a tangible experience they can’t get online is an advantage of the auto show.

Creativity and showmanship are engaging; personal experiences translate into sales. The LA Auto Show served as a template.

The LA Auto Show began Nov. 22 and continues through Dec 1. Visit http://www.laautoshow.com for details.