LA Auto Show 2021 Preview - Presented by Los Angeles magazine

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THE 2021 LA AUTO SHOW CHARGES BACK AT ONE OF THE MOST TRANFORMATIVE MOMENTS IN AUTOMOTIVE HISTORY. COME SEE WHAT’S DRIVING THE FUTURE.

L.A. CONVENTION CENTER

NOV. 19-28 LAAUTOSHOW.COM

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Q&A

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LISA KAZ OWNER AND CEO, ANSA PRODUCTIONS

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7KH ð UVW /RV $QJHOHV $XWR 6KRZ ZDV KHOG LQ :KDW ZDV WKH LPSHWXV IRU WKH VKRZ DQG WKH RWKHUV WKDW IROORZHG" The reason for it coming into existence was to stimulate car sales. It was the place car makers could market to consumers all under one roof and see everything at the same time. And today— after a hundred-something years—the show still brings value to automakers and to consumers because there’s no other place you can do that.

7KRVH YHU\ HDUO\ DXWR VKRZV ZHUH DOVR KHOG WR JHW SHRSOH FRPIRUWDEOH ZLWK WKH LGHD RI DXWRPRELOHV *LYHQ WKH VWDWH DQG IHGHUDO ODZV PDQGDWLQJ LQFUHDVLQJ TXRWDV IRU ]HUR HPLVVLRQV YHKLFOHV LQ WKH QH[W GHFDGH GR \RX VHH WRGD\âV DXWR VKRZ IXOð OOLQJ D VLPLODU IXQFWLRQ DV WKH LQGXVWU\ VKLIWV IURP LQWHUQDO FRPEXVWLRQ HQJLQHV WR HOHFWULF SRZHU" The vast majority of people are still in the market for gas-powered cars. But the transition to electric is mandated— Mayor Garretti came up with the goal of 25 percent by 2025—and L.A. really is the epicenter for this change. The majority of vehicles that are electric are in California and so L.A. is really the hub for that transition, at least in the U.S. But it’s one thing to mandate electric vehicles; it’s altogether different for the consumer to embrace it. So there’s a big education process now, and I think it will be a slow process. But it’s accelerating.

I mean, automakers are pumping billions of dollars into R&D so that they can make this transition and create fantastic products. I think we’re going to see a ton this year, and I’ve read that 100 new electric vehicles will debut before 2024.

That is a lot.

:LOO WKHUH EH UHVRXUFHV DW WKH /$ $XWR 6KRZ ZKHUH SHRSOH FDQ OHDUQ PRUH" We did a survey a couple months ago, and 79 percent of people responded that they are interested in learning more about electric vehicles. So the public’s interest is certainly there. This year, the LA Auto Show will have exhibit areas where the consumer can get educated and test drive these vehicles. Most people have never driven one or even been in one. And I think it is fair to say that once people get in, they are impressed. At the show, we have an indoor, 55,000-square-foot test track sponsored by Electrify America, one of the big charging station companies, where people can experience the vehicles, ask questions—cost, range and infrastructure are the big ones—and learn what’s available. Because it is all new.

,Q DGGLWLRQ WR WKH WR VKLIW WR (9V WKH RWKHU PDMRU LQGXVWU\ WUHQGċDQG RQH WKDW LV D ORW PRUH DPELJXRXV DQG FRQWURYHUVLDOċLV DXWRQRPRXV YHKLFOHV -XPS DKHDG WR WKH /$ $XWR 6KRZ :LOO WKH &RQYHQWLRQ &HQWHU EH ð OOHG ZLWK VHOI GULYLQJ FDUV" Will we have fully autonomous vehicles en masse by 2031? I would think so, given that some of the automakers are saying we’ll have autonomy by 2020-something.

So the ambitions are there, the R&D is there, the intention is there. And I think P[»SS NL[ [OLYL 0[»SS IL H ]LY` KPќ LYLU[ ^VYSK obviously, than today in terms of what the use case is for the autonomous vehicle.

We will see that expand in ways that we can’t even contemplate now. It’s sort of like when the iPhone came out in 2007, you couldn’t imagine that an app store would provide you with so many new ways to make your life easier. So, I do think the

use cases for autonomous vehicles will explode. We know some of the obvious ones: that the elderly or children will be able to use [autonomous vehicles] without a driver’s license. There will be less need for so much parking infrastructure, so it will change the infrastructure of the city.

And, of course, the safety component will be a game changer. I don’t know how fast that will happen because it’s one thing to have autonomous vehicles available, it’s H KPќ LYLU[ X\LZ[PVU NL[[PUN O\THU KYP]LYZ Vќ [OL YVHK ;OH[»Z UV[ NVPUN [V OHWWLU by 2031. So if people are still driving their vehicles there will be a need for parking and advanced safety features for sure.

'HVSLWH FRQVXPHU DPELYDOHQFH DERXW VHOI GULYLQJ FDUV DXWRPDNHUV KDYH EHHQ LQFUHPHQWDOO\ PRYLQJ WRZDUG DXWRQRP\ IRU GHFDGHV IURP FUXLVH FRQWURO WR PRUH UHFHQWO\ VHOI SDUNLQJ ODQH NHHSLQJ DQG FROOLVLRQ DYRLGDQFH RIWHQ LQ WKH LQWHUHVW RI VDIHW\ I think it will continue to be incremental.

These things start out on the fringe—I remember when anti-lock brakes were like an extra, and now I imagine they’re standard on every car. One of the other things that we are seeing now and will see more of is the ability for automakers to do over-the-air updates and to continually improve on some of these safety features.

2QH WKLQJ WKDW GRHVQâW VHHP WR FKDQJH LQ FXVWRPHU VDWLVIDFWLRQ VXUYH\V LV WKH H[SHULHQFH RI EX\LQJ D FDU LQ D WUDGLWLRQDO VKRZURRP VHWWLQJ 0DQ\ SHRSOH VWLOO ð QG LW LQFUHGLEO\ VWUHVVIXO I think that is changing; I think that it has to change. There are so many more resources for the consumer today. And VUL [OPUN [OH[ PZ YLHSS` ZPNUPÄ JHU[ HUK

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speaks to the car buying process—both in terms of where you’re going to buy a vehicle and which vehicle, that today’s generation is so used to—is referrals and recommendations, the Yelps and social media. You’re seeing more and more vehicles you can pre-order online, so that’s a new trend; there are hundreds of thousands of pre-orders now. Automakers are getting psychological commitments from people, whether it’s putting $100 on a pre-order or zero. It has created far better customer service and a better user experience. So, by 2031, I think it will be a very different buying experience.

Automakers are beginning to directly target women in advertising and marketing.

Apparently with good reason.

Cars.com did a study that said 85 percent of women influence the new car purchase and 62 percent of them actually purchased the car. That was shocking to me.

I don’t think automakers are really embracing the relevance of those numbers yet—they aren’t putting 85 percent or 62 percent of their marketing budgets toward women, I can tell you that. But they are increasing them.

How will this year’s LA Auto Show address the needs of that demographic?

If you look historically at auto shows, the exhibits were mostly static. The biggest thing was the turntable—a car spinning around. Well fast forward to today and it’s all about engagement with the consumer. It’s activation, it’s the experiences that the manufacturers are creating, the outdoor test drives but also special indoor tracks. They are almost like rides. Last year Subaru—and they are doing it again even more at this year’s show—have dog adoptions promoting their love of animals and nature. And Ford has had a climbing wall at their exhibit.

So it’s a far more festival-like experience than in the past.

And that is because that’s what young people want, they want engagement. They don’t want to go to a static display.

The 2020 LA Auto Show was postponed twice because of concerns about Covid-19. +RZ GLG WKH KLDWXV Dσ HFW the show in the industry and among consumers?

The LA Auto Show, because it’s held in the number-one car market in the U.S., has always been a place where new brands are launched because What about Millennials they need to be in this market. and Gen Z? Their diffident If they want to sell new cars relationship with driving Today’s LA Auto Show gives attendees hands-on experience with rugged vehicles (top) in this country, then it makes and demonstrations of emerging technologies, like fully electric vehicles. and car-ownership—at sense for them to be in the least for now—isn’t exactly LA Auto Show or to launch at reassuring automakers [OL 3( (\[V :OV^ ;OL ZOV^ ^PSS IL KPќ LYLU[ [OPZ `LHY PU [OL ZLUZL trying to parse the future. that Covid has changed a lot of things, but I think it will be special because we didn’t have a show last year because people were not When I was growing up, you got your license on your 16th able to go to live events. Most of the people who attend our show birthday. It was a big deal. Kids today do not do that. They attend at least every other year. It really is a tradition. I meet people just don’t care and it’s not their identity. They have so many all the time who went to the show as a kid every year with their more options to project their identify. They’re taking selfies family. So I think it will be a meaningful year and there will be a ton constantly; my generation didn’t have selfies to post. But for kids today, that is them projecting themselves out into world. of fun things happening and a very exciting show. Q

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INTRODUCING

THE ZEVAS Acknowledging the central role electric vehicles will play in future of mobility, the LA Auto Show is proud to premiere the Zero-Emission Vehicle Awards, or THE ZEVAS, a new, signature awards program, at this November’s auto show.

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Throughout the one million square feet that makes up the LA Auto Show, automakers showcase the latest and greatest models, often within jaw-dropping exhibition spaces that include VR simulators, celebrity signings, interactive touch screens and immersive experiences the whole family can enjoy. 2021’s event includes a diverse mix of legacy exhibitors and some very exciting newcomers to the show.

PARTICIPATING AUTOMAKERS*

Alfa Romeo, Audi, Chevrolet, Chrysler, Cobera, Dodge, EdisonFuture, Electra Meccanica, Fiat, Fisker, Ford, Honda, Hyundai, Imperium, Jaguar, Jeep, Kia, Land Rover, Lexus, Lincoln, Mazda, Mullen, Nissan, Porsche, RAM, Sonders, Subaru, Toyota, VinFast, Volvo, VW Reflecting the LA Auto Show’s commitment to bring the most dynamic interactive experiences to consumers, an array of special activities sponsored by automakers are available inside and outside the Convention Center.

OUTDOORS CAMP JEEP

A 25,000-square-foot interactive adventure zone, Camp Jeep will allow attendees [V L_WLYPLUJL [OL SLNLUKHY` VU HUK Vќ road capabilities of Jeep-brand vehicles.

Professional 4X4 drivers will drive participants in the 2021 Wrangler Rubicon, Wrangler 4xe, Grand Cherokee, Gladiator Rubicon, Grand Cherokee Trailhawk and Cherokee Trailhawk.

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FUN, FUN, FUN FORD BRONCO BUILT WILD

At Built Wild guests will experience the Bronco family full throttle on a specially KLZPNULK Vќ YVHK JV\YZL HUK W\[ [OLPY courage to the test with a ride over Bronco Mountain, a 38 degree hill. Guests will be able to learn about the Bronco brand’s beloved legacy, get acquainted with the all-new Bronco family—from Bronco Sport to the 2-door and 4-door Broncos—and learn about modularity and accessories to suit their lifestyles.

VW ROADSHOW

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You can experience these SUVs for yourself on a closed course test track showcasing the latest vehicle capabilities. Stop by the VW Roadshow and reserve your personal spot for an experience like no other.

WEEKENDS-ONLY Stop by the Food Truck Breezeway and enjoy items from some of LA’s best food

trucks on Saturdays and Sundays. After, head over to DoVE Project Dog Adoptions and fall in love with your next best friend while supporting a great cause.

OUTDOOR TEST DRIVES

Get behind the wheel with Subaru, Toyota, Nissan, Electra Mecchanica, Stellantis, Grand Wagoneer, Audi e-tron, Ford and Honda for city test-driving experiences.

INDOORS

EV TEST TRACK PRESENTED BY ELECTRIFY AMERICA Drivers wishing to test out their EV driving skills will enjoy over 55,000 square feet on the new indoor EV test track, featuring EVs from various automakers. As part of [OL L_WLYPLUJL Vѝ JPHS JOHYNPUN ZWVUZVY Electrify America will educate consumers and showcase its range of charging solutions including DC Fast chargers for test track vehicles.

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RAM TRUCK TERRITORY RAM Truck Territory is the ultimate in-truck adventure demonstrating the power and capabilities of the Ram Truck vehicle lineup. Professional drivers will navigate attendees through the interactive course in the 2021 Ram 1500, the Most Awarded Light Duty Truck in America. Ram Rebel, Limited, Laramie and Longhorn models will also be available for consumers to enjoy a ride. RAM Heavy Duty trucks will include RAM Power Wagon, RAM 2500 and 3500 Limited Models.

SUBARU NATIONAL PARKS EXPERIENCE An all-new auto show experience showcasing core Subaru models and the brand’s dedication to preserving our National Parks, with immersive 180-degree LED wall HUK 3,+ Å VVY ^PSKLYULZZ PUZWPYLK ZPNO[Z ZV\UKZ ZTLSSZ and two levels of viewing. Explore the interactive cave experience spotlighting “no-touch” technology and visit the Subaru Loves Pets daily adoption event. The all new performance area will feature the 2022 WRX and more.

FORD BUILT TO ELECTRIFY At Ford’s Built to Electrify experience inside the LA Auto :OV^ N\LZ[Z ^PSS SLHYU [OL ILULÄ [Z VM LSLJ[YPJ ]LOPJSL ownership and see Ford’s full lineup of electric vehicles.

Guests will get an exclusive look at the all-electric Ford F-150 Lightning and take an adrenaline-pumping Mustang Mach-E ride that will get their hearts racing.

PORSCHE HALL Porsche Hall (aka Petree Hall) is a dedicated space exclusively showcasing an amazing array of models stocked with the latest functionality and signature Porsche innovation for performance. Southern California is the hot bed for Porsche owners and enthusiasts eager to discover how Porsche continues to shape the future of the sports car.

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GALPIN HALL OF CUSTOMS

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Galpin’s Hall of Customs is home to breathtaking customized rides, classics and exotic vehicles presented by one of the largest dealership groups in America. From speciality customizing, mind-blowing gadgets and dazzling color creations, Galpin is the place to go to turn your car dreams into reality.

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THE AFTERMARKET GARAGE

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Always a crowd favorite “The Garage” is the LA Auto Show aftermarket showcase where car culture lives. The Garage curates one of the world’s largest and most eclectic collections of aftermarket goods and services, customizers, and renowned tuners. Situated beneath the South Hall, The Garage takes over Kentia Hall annually to provide a home for culturally in tune exhibitors. Q

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*attractions and exhibitors subject to change

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