displays, technology showcases and brand experiences, benefiting the event, dealerships and consumers alike. However, when an automaker elects not to participate, an opportunity emerges for local dealerships and regional dealer groups to maintain their brand’s visibility in a highly competitive shopping environment. This is particularly relevant for premium brands such as Mercedes-Benz, BMW and Lexus. Los Angeles Auto Show attendee research confirms that existing owners of these brands attend in significant numbers, arrive expecting to see their brands represented, and actively cross-shop competing vehicles. When those brands are absent, competitors gain a valuable opportunity to engage consumers who already demonstrate an affinity for the premium automotive segment and may be considering their next purchase. For regional retailers, this creates both a competitive consideration and an opportunity to keep their brands in consumers’ consideration sets. With the growing popularity of on-site test drives, regional dealer groups can create compelling brand experiences without replicating the scale or investment of an OEM-led exhibit. A curated display featuring a selection of priority models could be complemented by those same vehicles available for test drives just steps away, allowing consumers to move seamlessly from product discovery to firsthand driving experience. Ultimately, consumers attend auto shows expecting choice. They want to explore vehicles across brands, compare options and experience models that interest them most. When a brand is absent, that expectation doesn’t disappear; consumers simply turn their attention to the competitors present. In the consumer’s eyes, that absence can reflect more on the brand than on the event itself. While regional participation may not replicate the impact of an OEM-led exhibit, it can preserve brand awareness, support existing customer relationships and engage prospective buyers who might otherwise gravitate toward competing vehicles. November 20-29, 2026 Los Angeles Convention Center 7
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