Monterey Car Week Has Transformed into a Spectator Event

Monterey Car Week Has Transformed into a Spectator Event

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      There’s a singular destination on the planet where you can see, hear, and, if fortune smiles upon you, even touch some of the rarest, fastest, most exclusive, and priciest vehicles in existence: Monterey Car Week.

      The sheer wealth and disposable income in the area—amounting to tens or possibly hundreds of billions—could easily incite envy in Elon Musk.

      Monterey Car Week encapsulates the world of automotive enthusiasts and symbolizes a shifting culture that, like many other aspects of life, has been irreversibly influenced by social media and influencers.

      In this region, Thursday afternoons in mid-August become a spectacle featuring street-parked Bugatti Chirons, parades of invaluable classic cars, and exotics meandering along the coast, along with historic racecars that once raced under the guidance of champions like Andretti, Unser, and Lauda, all navigating the iconic Laguna Seca Raceway.

      The air is filled with the sound of numerous straight-piped McLarens, Paganis, and Koenigseggs thrilling crowds of eager young fans, all anxious to document the moment with their iPhones.

      However, Monterey Car Week has not always been as it is today, and its transformation and diversification illustrate that car culture is vibrantly alive.

      Russell Datz

      The transformation of Pebble Beach into Monterey Car Week

      In 1950, it all commenced with the Pebble Beach Concours d’Elegance, a refined, one-day lawn showcase of classic and collectible cars arranged on the 18th hole of the Pebble Beach Golf Links, overlooking the Pacific Ocean.

      “Pebble” progressed into the most prestigious event of its category. With its rise in popularity and expansion, it prompted the emergence of related events sprouting up around it like springtime flowers in a billionaire’s meticulously maintained garden.

      These include notable events such as The Monterey Historics, now known as the Rolex Monterey Motorsports Reunion; McCall’s Motorworks Revival, now referred to as Motorlux; and the latest major event, The Quail, A Motorsports Gathering, often just called The Quail.

      These cornerstone events blend together to showcase a range of historical classics and collectibles owned, restored, and cherished by the affluent, while also attracting those with slightly lesser means.

      Tickets can exceed $1,000 per person, which may contribute to some claims that car culture, and Car Week, has hit a peak. In 2025, around sixty events unfolded during what is now a ten-day schedule, which included 27 shows and expos, eight drives and rallies, four auctions, and several forums.

      Guntherwerks Project F-26 (left), Ringbrothers’ Octavia (right) Russell Datz

      Monterey Car Week has evolved into a major auto show

      The Quail, which debuted in 2003, has become the go-to auto show for luxury, exotic car, hypercar, and bespoke auto brands, several of which presented new models this year.

      Notables include the Guntherwerks Project F-26, a 1,000-hp coupe inspired by the Porsche 935 Slantnose; Ringbrothers’ Octavia, a unique $2.5-million Aston Martin DBS; and the RUF CTR3 EVO, the most potent car to emerge from the creator of the Yellowbird.

      “I feel a responsibility as a car enthusiast to teach the younger generation about the passion and love of driving cars,” noted Peter Nam, president and CEO of Guntherwerks, whose custom-built, limited-production vehicles are designed to remain as analog as possible.

      Before The Quail, Ringbrothers co-founder Mike Ring had never attended a concours, let alone Monterey Car Week.

      “I was just amazed by the number of expensive cars cruising the streets,” Ring remarked. “It opened my eyes to the vastness of the world with different approaches, contrasting with the traditional muscle car scene; it’s truly a world of one-offs.”

      Jaguar Type 00

      Stuart Schorr, head of marketing and communications for Jaguar USA, showcased the contentious Type 00 at its Monterey Car Week debut.

      “It’s gratifying to witness the enthusiasm from such diverse perspectives at Monterey Car Week. All these brands aim to generate excitement and offer uniqueness to attract affluent customers, but it’s also crucial to foster car culture among the youth so they can work with used cars and modify them. It trickles down. We believe people will adapt to our new design language and realize that Jaguar is again a cool, modern brand,” Schorr stated.

      Beyond the large public gatherings, luxury brands such as McLaren and Maserati invest six, often seven figures, to create private branded spaces where owners, potential buyers, and media can familiarize themselves with their latest offerings.

      With all of this wealth and exclusivity, what should a budget-conscious car enthusiast do

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Monterey Car Week Has Transformed into a Spectator Event

Monterey Car Week, along with the car culture it embodies, is undeniably wild, yet it is changing.