Why Isn’t BMW at the 2023 LA Auto Show?
The 2023 LA Auto Show opened its doors recently to much fanfare and a wide range of vehicles on display from mainstream and luxury automakers alike. But one prominent brand was noticeably absent – BMW.
For over 20 years, the luxury German automaker has had a significant presence at the Los Angeles Convention Center, showcasing its latest models and technology. However, BMW was not listed among the exhibitors for the 2023 show, leaving many attendees disappointed.
So why did BMW opt out of one of the world’s most prominent auto shows this year? As it turns out, there are several factors at play.
BMW Focused on Other Events in 2023
One of the primary reasons BMW skipped the 2023 LA Auto Show was because it had devoted its efforts to other major events earlier in the year.
Rennsport Reunion in Monterey
In the fall of 2023, BMW held its prestigious Rennsport Reunion in Monterey, California – an event celebrating BMW’s motorsport heritage. The exclusive, invitation-only gathering occurred in September and required significant investment from the brand.
With resources already allocated to Rennsport, BMW may have decided it was not feasible to also have a full-scale presence at the LA Auto Show just a couple months later. The Rennsport Reunion served as BMW’s major automotive happening for 2023.
Reveals Planned for Detroit Auto Show
Additionally, BMW historically opts to showcase its most important model debuts at the Detroit Auto Show each January. In 2023, exciting new vehicles like the BMW M5 and the BMW X5 were revealed to the public for the first time in Detroit.
With these new models taking center stage earlier in the year, BMW may have felt it had already shown off its latest and greatest offerings. The company chose to allocate its auto show resources to the Detroit event where it could maximize the impact of its unveilings.
Auto Shows No Longer a Priority for Luxury Brands
On a broader scale, auto shows no longer seem to be a high priority for elite luxury automotive brands. BMW is not the only premium nameplate that sat out the 2023 LA show.
Other Luxury Brands Absent from LA
Longtime German rivals Mercedes-Benz and Audi were also no-shows in Los Angeles this year. Fellow European luxury marques like Alfa Romeo and Land Rover were absent as well. BMW is clearly not alone in distancing itself from major auto shows.
BMW’s Exhibit Overshadowed by Mass Market Brands
In recent years, BMW’s floor space and exhibits at auto shows have been shrinking considerably. At the 2023 Orlando Auto Show, for example, BMW’s presence was reportedly smaller than mainstream brands like Hyundai and Chevrolet.
Luxury automakers seem to be investing less in flashy auto show displays and more in other avenues to reach buyers. As the shows become overrun with high-volume mainstream models, premium brands may feel overshadowed.
Private Reveal Events Gaining Traction
Rather than relying on traditional auto shows, many automakers are now opting for private, standalone reveal events to debut new models. These exclusive unveilings allow brands to fully control the narrative and put their cars center stage.
BMW has held its own private events for launches of vehicles like the X7 and 7 Series, taking the spotlight away from crowded shows. Other luxury carmakers are pursuing similar strategies. Auto shows must now share the stage.
The Decline of Auto Shows in General
On top of luxury brands scaling back, there are also wider signs that old-school auto shows are losing their luster and no longer offer the ROI they once did.
Porsche’s LA Auto Show Absence
The 2023 LA Auto Show marked the first time in over 20 years that Porsche was absent from its usual prime floor space. If an aspirational brand like Porsche has chosen to withdrawal from major shows, it may signal a larger shift away from these events by the automotive industry.
Lower Return on Investment
General attendance and media coverage for some auto shows has declined over the past decade. In a digital age, brands have access to more tailored platforms to reach their target demographics. Luxury automakers especially seem reluctant to continue making hefty investments into massive floor exhibits when the payoff is diminishing.
Competing with Digital Events
Auto shows now have to compete with digital reveal events, experiential marketing campaigns, and even virtual reality technology for consumer attention. With so many alternative channels to explore, companies are diversifying how and where new models are launched. Auto shows no longer dominate the conversation.
How the LA Show Has Changed
Beyond the German luxury brands skipping 2023, there were other signs that the LA Auto Show is evolving and no longer the prestigious event it once was.
Porsche Lounge Converted to Sponsor Space
In past years, the LA Auto Show featured a luxurious Porsche lounge where attendees could relax and admire Porsche memorabilia. With Porsche absent this year, their lounge space was converted into a display for one of the show’s sponsors. The lack of premium experiences points to a more mainstream focus.
More Mass Market Focus
The prominent displays from brands like Chevrolet, Nissan, Toyota, and Ford shows how the LA Auto Show has transitioned to highlight volume sellers that appeal to the general public. The mix of vehicles focuses less on luxury and exclusivity than in the past.
Flashy Displays from Mainstream Brands
Similarly, the flashy concepts and tech-forward displays were primarily from mass market automakers hoping to generate buzz. Brands like Hyundai, VinFast, and Fisker helped inject excitement through unique exhibits. High-end brands took a backseat.
What Models BMW Revealed Elsewhere in 2023
BMW likely skipped the LA Auto Show because it had already showcased its latest models at other events earlier in the year.
New BMW M5 Unveiled in Detroit
As noted above, the new high-performance BMW M5 luxury sedan made its global debut at the Detroit Auto Show in January. This next-generation sport sedan generated substantial buzz.
BMW X5 M Sport in January
Likewise, the 2024 BMW X5 with M Sport trim was first shown to the public in Detroit this year. BMW chose the Motor City rather than LA to showcase updates to its popular luxury SUV.
BMW M6 Saved for Future Event
Other upcoming models like the BMW M6 are likely being saved for standalone reveal events in 2024 and beyond. BMW has many all-new models in the pipeline and seems to be strategizing the launches carefully.
What Does This Mean for the Future of Auto Shows?
The absence of not just BMW but most luxury imports from the 2023 LA Auto Show points to a larger shift in how automakers debut new vehicles.
LA Show Still Relevant for Mass Market
The LA Auto Show will remain a marquee event for high-volume mainstream brands to unveil concepts and connect with local crowds. For the everyday consumer, the show still offers excitement and access.
More Empty Space as Luxury Brands Exit
However, the prominent empty floor spaces left by BMW, Mercedes, and other prestige brands are a sign that these automakers no longer see the return on investment. Expect more barren areas once occupied by luxury marques.
Shift to Standalone Events Accelerating
Auto shows must compete harder than ever for new model debuts. With automakers producing fewer cars but more distinct variants, strategic standalone unveilings will continue accelerating.
Could BMW Return to Future LA Shows?
There is still a chance BMW and other luxury marques could make their way back to the LA Auto Show in future years under certain circumstances.
Detroit/LA Show Timing
If the Detroit show transitions permanently to summer or spring dates, that would resolve the conflict with LA’s November/December timing. Detroit would no longer cannibalize all the major debuts.
Continue Drawing Large Crowds
With over 1 million attendees annually, the LA Auto Show remains the best-attended event in North America. The sheer size of the consumer market cannot be ignored if attendances stay strong.
Private Events Still Costly
Standalone reveal events have high costs too in terms of logistics, marketing, and overall effort. Auto shows offer turnkey access to huge crowds already gathered.
But Own Events Have More Control
At the end of the day, luxury brands often prioritize exclusivity and having 100% control over every aspect of a vehicle launch. Generic auto shows offer less of that.
Conclusion
The 2023 LA Auto Show highlighted a pivotal shift in the auto industry away from traditional shows and towards more tailored standalone events – especially among elite luxury automakers like BMW.
While large shows will always appeal to mainstream brands and local attendees, expect premium players to be increasingly selective regarding how and where new models debut. For luxury buyers, the era of checking out the latest offerings all under one roof appears to be coming to a close.
Auto shows must adapt and compete harder to attract premier automakers back to their spaces. Otherwise, the vacuum left by BMW and other import brands will remain on full display at LA and beyond. Traditional shows may no longer be the showplaces they once were unless their formula evolves.
