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Auto Shows Are ‘So Over,’ Brands Want to Debut Luxury Cars at Pebble Beach

It’s not just antiques: High-profile new vehicles were all over the classic concours, which is now filling a role played by traditional auto shows. 

The Koenigsegg CC850 on display during the 2022 Pebble Beach Concours d'Elegance. 

The Koenigsegg CC850 on display during the 2022 Pebble Beach Concours d'Elegance. 

Photographer: David Paul Morris/Bloomberg

It’s fitting that organizers of the Geneva International Motor Show announced it would be canceled—for a fourth year—during Monterey car week, the annual gathering of motoring enthusiasts on the foggy peninsula region two hours south of San Francisco.

Each August, the coastal town hosts the world’s biggest live car auctions, most prestigious concours, and increasingly, its most important luxury auto debuts. This year, from Aug. 15-20, more than 20 new vehicles made their first global or North American appearance, while executives from Europe and Asia spent hours with journalists, car dealers, and VIP clients.