Covid-19 postpones LA Auto Show until May 2021

James Raia

Manufacturer specialists, once know as Sirens are an enduring tradition of the LA Auto Show.

The LA Auto Show is annually held in November, but it’s the first major national showcase for new models of cars, trucks and sometimes campers and motorhomes. The show must go on, but it won’t be as planned because of Covid-19.

Like of auctions, motorsports events and various regional auto shows, L.A. Auto organizers have rescheduled the event until next May. The show’s original dates were Nov. 20-29.

Product specialists are an auto show tradition.
Product specialists are an LA Auto Show custom dating to the 1930s.

And like other events, the event was rescheduled event because of the coronavirus pandemic.

“Memorial Day weekend is a fantastic time for enhanced outdoor activations and product debuts. The LA weather creates exciting new opportunities for a spring show,” said Lisa Kaz, LA Auto Show CEO.

LA Auto Show part of tight 2021 schedule

With its rescheduling, the industry’s public showcase of new vehicles will be condensed but in different parts of the country.

The New York Auto Show is scheduled for early next April, the LA Auto Show will have its new dates and the Detroit Auto Show is scheduled June.

Two product specialists showcasing the Dodge Challenger at the LA Auto Show.
Two product specialists showcasing the Dodge Challenger at the LA Auto Show.

The LA Auto, held at the Los Angeles Convention, has had an increased presence in recent years. It’s all about entry-level cars, top-end luxury vehicles, trucks, the ever-expanding alternative fuel industry, custom made machines and unique concepts. But unlike visiting a car dealership where the goal of salespeople to sell, auto shows are public question and answer sessions.

Attendees are encouraged to ask manufacturers’ representatives, sometimes called ambassadors or product specialists, about the new vehicles. The consultants aren’t salespeople but have a singular goal to talk about new vehicles.

The practice of hiring attractive women as manufacturers’ representatives at auto show dates to the 1930s. Books have been written about the subject and the tradition has been criticized as outdated. In recent years, young men have also been hired as manufacturer ambassadors.

But it’s the vehicles in the biggest spotlight. Some manufacturers keep what’s new until models are unveiled. Other carmakers get a jump start and promote pending new offerings months in advance.

How manufacturers will alter plans for May for new models is pending.


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Article Last Updated: September 6, 2020.

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