Established in 1907, the Los Angeles Auto Show stands as one of the key events in the calendars of carmakers and industry professionals, having built a reputation for its focus on sustainability and as a hotbed for new vehicle launches.
After spending a day at the show, it was no surprise to see that presentations were largely focused on electric vehicles and the latest technologies like connectivity and autonomous features. Today, these are common across all major motor shows, but perhaps more interesting is how we can use these shows as a channel to assess the mood among individual OEMs and the industry at large.
Changing strategies
It’s no secret that the attendance at the world’s major auto shows has fallen in recent years. Rising costs, the shift to online reveals, and increasing competition are just as few of the factors that have led carmakers to question whether these events offer an adequate return on investment.
The fact that major European players like BMW and Audi were absent from this year’s event is evidence of the trend. For some, less intent to engage ‘on the ground’ constitutes a shift in strategy. BMW, for example, stated ambitions to pursue a “social first” approach and its NextGen future technologies platform as rationale for its decision to withdraw from the 2024 Geneva Motor Show.
Among those that did attend, there was clear evidence that brands have taken steps to scale back or find creative ways to cut costs. Even major players like VW and Nissan shared the same floor space and alternated use of visual effects.
Korea takes centre stage
By some margin, the standout performers from this year’s show were Hyundai and Kia. Both brands have become known for their ability to capture an audience, and their presentations this year did not disappoint.
These events continue to stand as a key celebration exciting moments for some brands, and major debuts at the show included the 2025 Acura ADX, the 2026 Genesis GV70, and the 2026 Honda Passport.
For Hyundai, the show gave Jose Munoz the opportunity to announce a change of role from CEO of Hyundai North America to CEO of Hyundai Global, making him the brand’s first non-Korean global leader. He has big ambitions for Hyundai, presenting the exciting fuel cell concept vehicle, Initium, alongside new partnerships with GM and Waymo – reinforcing the brand’s position as a key player in mobility and electrification.
While Kia did not have a change in leadership to announce, there was no shortage of high-impact product announcements. The brand unveiled a new version of its award-winning EV9 GT SUV and announced that the latest version of the popular Sportage will be available in ICE, HEV, and PHEV iterations. Both brands were keen to reassert their ambitions to develop their presence in the US.
Stellantis makes a show of strength
Stellantis drew a large crowd at its CEO Antonio Filosa’s presentation, where he spoke about the manufacturer’s plans to go into 2025 with momentum after a period of falling sales. Although Stellantis has had strong months in 2024, data from JATO Dynamics revealed that the brand experienced a 17% decrease in registrations in October 2024 across 28 European markets. And with recent news that its Vauxhall plant in the UK is closing as well as the halted production of the Fiat 500 EV in Italy, it is looking to change the narrative in 2025.
Motor shows: the road ahead
While declining attendance reflects an evolving landscape for auto shows, the 2024 Los Angeles Auto Show demonstrated that the event remains a critical stage for automakers to showcase innovation and announce bold strategies. Whether through leadership milestones, cutting-edge product launches, or renewed commitments to key markets, brands like Hyundai, Kia, and Stellantis proved that the show continues to deliver excitement and insight into the industry’s future.