Annual Gathering of Automotive Enthusiasts Turns into a Public Showcase in Monterey
Monterey Car Week, an annual event held in Monterey, California, is a gathering of rare, fast, expensive, and exclusive cars that showcases the best of the automotive world. Originally known as "Pebble" or "Pebble Beach" among those in the know, the event has grown significantly over the years, with events sprouting up around the Concours d'Elegance like spring flowers in a billionaire's professionally maintained garden.
The Evolution of Car Culture
The car enthusiast culture has evolved over the years, influenced by social media and influencers. Monterey Car Week is a representation of this change, with a diverse range of events catering to different tastes and interests. From the prestigious Pebble Beach Concours d'Elegance, which has evolved into the most prestigious event of its kind, to the more accessible Concours d'Lemons, which showcases misfit, oddball, and commercial failure cars, there is something for everyone.
The Pebble Beach Concours d'Elegance
The Pebble Beach Concours d'Elegance, which started in 1950, has become a symbol of luxury and exclusivity. Luxury brands like McLaren and Maserati spend six to seven figures to create private branded spaces for owners, prospects, and media during Monterey Car Week. In 2025, the Worst of Show at the Concours d'Elegance went to a rolling flying saucer called The Galaxy Glider.
Monterey Car Week Events
Monterey Car Week includes a variety of events such as The Quail, A Motorsports Gathering, The Monterey Historics, and McCall's Motorworks Revival. The Exotics on Broadway event is the single largest concentration of exotic and hypercars anywhere, attracting hundreds of car spotters. Overcrest Productions challenges itself to keep things fresh and presented something new for attendees at every turn, such as an art show and Sportscar Vacationland.
Camp Overcrest and Sportscar Vacationland
Camp Overcrest and Sportscar Vacationland, set up by experiential driving outfit Overcrest Productions, offer a more accessible and affordable alternative to staying at a luxury hotel. John King, president of an industrial automation technology company, chose Camp Overcrest for his first Car Week, valuing the connections between people and the experiences of places he's never been before. Overcrest Productions prides itself on being accessible, offering a place to sleep near Car Week for just about the entire time for $695.
Tickets and Wealth Concentration
Tickets for Monterey Car Week events can cost more than $1,000 per person, reflecting the significant concentration of wealth at the event. The concentration of wealth is not limited to the attendees, as luxury brands and event organizers also spend large sums of money to create unforgettable experiences for their guests.
The 24 Hours of Lemons
The 24 Hours of Lemons, an affordable race series that gives everyday enthusiasts access to motorsports, provides a contrast to the luxury and exclusivity of Monterey Car Week. The series requires cars to be worth $500 or less and teams to abide by the series' arcane and snarky rules. Jay Lamm founded the 24 Hours of Lemons, with the Concours d'Lemons, the first Car Week event to offer something to the masses (i.e. free), becoming a must-do event.
The Role of Influencers
Influencers like Doug DeMuro, an online automotive influencer and creator of the Cars & Bids car auction site, play a significant role in Monterey Car Week. DeMuro returned to Monterey Car Week in 2025 after a six-year hiatus, driving his own Lamborghini Countach. Stuart Schorr, who leads marketing and communications for Jaguar USA, also attended Monterey Car Week, bringing the controversial Type 00 for its debut.
Conclusion
Reports of car culture's demise are greatly exaggerated, as it seems to be changing and diversifying. Monterey Car Week is a testament to this change, with a diverse range of events catering to different tastes and interests. Whether you're a car enthusiast or just looking for a unique experience, Monterey Car Week is an event not to be missed. Kris Clewell, co-founder of Overcrest Productions, sums it up best when he says, "I want to know why driving matters to applicants. It's about the experience and discovery."
