As a lifelong enthusiast of automobiles, I must say that this year’s Monterey Car Week was nothing short of breathtaking. Having attended numerous concours events throughout my years, I can confidently say that the Pebble Beach Concours d’Elegance has truly evolved and adapted to cater to a younger, more diverse audience.
“Everywhere you look, there’s a buzz about Shmee. At the Inn at Spanish Bay following dinner, our media team couldn’t help but observe a surge of young content creators and car enthusiasts surrounding the Koenigsegg Gemera outside, their phones capturing every angle of the vehicle with its unique Dihedral synchro-helix doors open. Initially, some of us chuckled and sighed, but we soon recognized that this change in audience demographic is a positive development.”
During our stay at Monterey for the yearly Monterey Car Week, it was clear to us how young people were engaged in the events, reminding us of the car culture we frequently encounter. It seems that the ordinary Cars & Coffee gatherings in your local Starbucks parking lot have grown – essentially – into The Quail. Racing enthusiasts who prepare their cars for track days at Buttonwillow are not unlike those participating in the Rolex Motorsports Reunion. Intriguingly, you might find similarities between Bring A Trailer’s online platform, complete with commentary and community insights, and the atmosphere during RM Sotheby’s auctions and even the Concours d’Elegance.
As a devoted car enthusiast, I’ve noticed that Monterey Car Week, which was once the epitome of luxury, exclusivity, and rich automotive heritage, has transformed into something much more vibrant and welcoming. It still maintains its air of prestige, but it has also grown to encompass a younger, more inclusive crowd. One might even say it’s become a bit more laid-back and casual.
The Quail, a Motorsports Gathering – See the New New
Due to the decline of car shows and the emergence of “showrooms” that sell vehicles directly to consumers, there has been a significant change in how people explore new cars and ideas. The Quail, A Motorsports Gathering might become the benchmark for such experiences.
In 2021, we went to The Quail event, and since then, we’ve observed some significant changes among the attendees. Of course, the number of people increased that year as it was the first one after COVID-19 – but this year, the age range of the guests was remarkably broader. A consistent trend at all the new car unveilings was the presence of “social media influencers” and content creators eager to capture the sound of a starting engine, the removal of covers from new concepts, and the entrances and exits of vehicles, among other things. Despite their ubiquity and large numbers, most were considerate at the end of the day, not causing too much disruption at The Quail event.
Fervent supporters may continue to have differing opinions… however, it’s clear that the future is moving towards greater environmental awareness, and it appears that the newer generations are increasingly recognizing and adopting this shift.
To sum up, it was fascinating to observe a growing number of young individuals taking a keen interest in cutting-edge automobiles. The unveiling of Lamborghini’s new model, the Huracán Tremorario, sparked a range of reactions from those fortunate enough to witness it. We overheard comments like “that’s a hard pass for me” and “a shame it’s not a V12”, but these were countered by remarks such as “who needs (an internal combustion engine), 1,000 hp is 1,000 hp” and “they just keep getting quicker and quicker.” Similar sentiments were echoed at the unveiling of Rimac’s Nevera R. Car enthusiasts will always have differing opinions when it comes to the debate between hybrid, electric, and traditional internal combustion engines (ICE). However, it appears that the younger generation is slowly but surely adapting to and welcoming a more eco-friendly future.
At The Quail event this year, a surge of younger guests was accompanied by an increased buzz, making it the most coveted ticket for car manufacturers to unveil their latest innovations, often referred to as their “new new.” Established brands like Porsche, Lamborghini, Acura, and Rolls-Royce, along with up-and-coming companies such as Rimac and Marc Philipp Gemballa, and numerous restomod brands including Tuthill, Gunther Werks, and Kalmar Automotive, seized the opportunity to showcase their newest creations. The atmosphere was reminiscent of auto shows from the early 2000s, while The Quail may be more exclusive – with a general admission price of $1295 USD and expensive hotel rooms – car manufacturers are now fully leveraging the event’s prestige to enhance their product images. Additionally, the attendees’ own digital marketing and social media sharing, as they hunt for content by “car spotting” around the streets and parking lots, serves as all the advertising these companies could ever need, thanks to just one day in Monterey.
Rolex Monterey Motorsports Reunion – Connecting Drivers Past and Present
Car culture naturally transcends simply walking around and “meet”ing them – cars are meant to be driven. Rolex Monterey Motorsports Reunion serves that purpose as an exhibition of race cars and racers, belting around Laguna Seca as they were meant to be.
Since the inception of Gran Turismo, Laguna Seca has become hallowed turf for any car aficionado, its ambiance being nothing less than enchanting. As we meandered through the paddock area, we were once more astounded by the surge of a younger demographic, who were surprisingly interacting closely with racers, inquiring about their vehicles and gathering autographs. Spectators swarmed the grandstands and marveled as both vintage racers from the 1930s like Alfas and Jaguars tackled the corkscrew, alongside contemporary Porsches and BMWs racing on the track. Remarkably, the younger generation appeared to appreciate the entire spectrum of cars, rather than just favoring their own era.
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While one single event may not carve out one’s entire future, it’s believable that a major event like the Rolex Reunion could spark the racer in a budding car enthusiast. The goal therefore would be to ultimately transform them from a casual “cars & coffee” goer into an HPDE (High Performance Driving Experience) attendee or even competitive track day driver. Car culture embraces all levels of enthusiasm, so it’s enlightening to have the Rolex Reunion nestled between two highly exclusive “meets” and expand the horizons for those who crave more than seeing hypercars they may or may not ever own or static trillion-dollar Rolls-Royces.
Pebble Beach Concours d’Elegance – (Future) Classics
The iconic Pebble Beach Concours d’Elegance, arguably the most prestigious event of the week, has taken on a more youthful and relaxed vibe, while preserving its air of exclusivity. This shift isn’t so much about the attendees, but rather about the selection process and classifications.
Historically, Concours d’Elegance has showcased some of the most extraordinary automobiles from this century – think Ford Model T, Bentleys from the 1920s, pre-war Rolls-Royces and more. However, in recent times, the event has expanded to include categories closer to the 21st century. This year, for instance, it featured GT race cars as late as the 1990s. The McLaren F1 GTR Le Mans was a standout for many, not just because of its stunning looks and pristine condition, but also because its road-going version was displayed nearby. Another spectacle was the Mercedes-Benz CLK GTR, with no less than three examples placed close together.
The historic significance and worth of the LM and GT racing vehicles drew a crowd, but it was the Wedge-Shaped Concept Cars and Prototypes class that truly captured the public’s interest. This category showcased futuristic vehicles with a triangular design, reminiscent of iconic cars like the Lancia Stratos and Lotus Esprit. Notable attractions in this year’s event were the Honda HP-X by Pininfarina, the Stratos HF Zero Bertone, and the seemingly out-of-place “Lo-Res” black slab polygon car from United Nude, famously seen in Kendrick Lamar’s “New Freezer” music video. This allowed for increased interaction from guests who are more accustomed to these popular designs.
Expanding categories to include vehicles from the 80s/90s and displaying concept cars from the recent past, the event attracted a wider, younger audience that will help keep the Concours d’Elegance and Monterey Car Week thriving for generations to come.
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2024-08-26 18:56