The 119-year-old event is leveraging its position in the nation’s largest vehicle market to capture high-intent holiday shoppers. Chevron with Techron has stepped in as the show's first energy-sector presenting sponsor, joining a diverse roster that includes Capital One Auto Navigator and the Los Angeles Department of Water and Power. Organizers attribute this growth to brands seeking extended consumer engagement during the critical Thanksgiving and Black Friday shopping window, where attendees spend hours interacting with exhibits rather than just viewing them.
Beyond traditional displays, the show is integrating cultural and entertainment programming to broaden its appeal. The Lucas Museum of Narrative Art will host activations, while a new charity concert, Road to Home, aims to support animal welfare. For industry professionals, the event is launching Deals & Dealmakers, an executive forum designed to explore the intersection of mobility, media, and commerce. This evolution reflects a wider trend where category boundaries are blurring, transforming the convention center into a hub for integrated marketing campaigns that merge storytelling with consumer experience.
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