Chevron with Techron becomes the first energy company to serve as Presenting Sponsor in the show’s 119-year history. It joins brands across personal finance, clean energy, gaming, arts and culture, live music, cause and community impact as marketers seek to engage consumers during the critical Thanksgiving and Black Friday shopping period.
LOS ANGELES, Oct. 2, 2026 /PRNewswire/ — The Los Angeles Auto Show®, presented by Chevron with Techron®, has evolved beyond a traditional automotive exhibition into a lifestyle platform. Over a decade ago it was the tech industry that began to organically engage in the show which created a new category of participation. Today, diverse brands use it to connect with consumers through experiences, media, content, commerce and culture as the LA Auto Show increasingly becomes a Q4 consumer-marketing platform for companies across the retail landscape.
The Los Angeles Auto Show has reported a 130% year-over-year increase in combined media and sponsorship activity for 2026. The growth is driven by demand from lifestyle, technology, financial services, gaming, entertainment and consumer brands that want direct engagement with high-intent audiences during the holiday shopping season.
The event begins with AutoMobility LA®, the show’s global media and industry day, and continues through ten public days at the Los Angeles Convention Center. It brings together hundreds of thousands of consumers, families, holiday shoppers, enthusiasts, creators, media and industry leaders. Los Angeles is the largest vehicle market in the United States and one of the world’s most influential consumer, entertainment and technology markets.
For sponsors, the appeal extends well beyond automotive. Consumers spend hours, not minutes, exploring exhibits, taking part in experiences and engaging directly with brands. High consumer intent, extended dwell time, premium content opportunities and holiday shopping behavior have together made the Los Angeles Auto Show one of the most attractive Q4 engagement platforms for marketers.
MEDIA & SPONSORSHIP GROWTH DRIVERS
130% Year-Over-Year Increase in Combined Media and Sponsorship Commitments
Energy • Financial Services • Utilities & Clean Energy • Gaming & Interactive Entertainment • Arts & Culture • Live Music & Experiences • Cause Marketing & Community Impact
“This is a record year for sponsorship, both in the level of investment and the diversity of brands participating,” said Terri Toennies, president, Los Angeles Auto Show. “The Auto Show has evolved into a premium lifestyle platform where brands create experiences, tell stories, produce content and connect directly with consumers. Our partners are not simply sponsoring an event. They are building integrated campaigns across experiential, marketing, media, content and commerce. The combination of audience, timing and engagement creates value that extends far beyond the show floor.”
The expansion beyond automotive has been building for years. Brands spanning technology, financial services, travel and leisure, fashion, entertainment, retail and consumer products have taken part in previous Los Angeles Auto Shows, including Amazon, Visa, Hulu, Intel, Panasonic, SiriusXM, Mattel and Warner Bros. As category boundaries blur, marketers increasingly see the Auto Show as a place to engage consumers through shared interests in mobility, technology, entertainment and lifestyle.
CATEGORY-LEADING BRANDS EXPAND THEIR PRESENCE
This year, Chevron with Techron becomes the first energy company in the show’s 119-year history to serve as Presenting Sponsor. The sponsorship highlights the company’s commitment to engine protection, fuel technology and consumer engagement.
Capital One Auto Navigator has secured the Official Car Shopping and Financing category. It supports consumers throughout the vehicle purchase journey, from financing and credit preparation through vehicle discovery and purchase.
The Los Angeles Department of Water and Power (LADWP), the nation’s largest municipal utility, takes title sponsorship of the outdoor LADWP Test Track. There, consumers can experience electric and hybrid vehicles from multiple manufacturers side by side and on the road in an environment free of sales pressure.
ART, MUSIC AND ENTERTAINMENT EXPAND THE PLATFORM
The newly opened Lucas Museum of Narrative Art will introduce families and attendees to its mission, collections and membership opportunities while exploring the relationship between storytelling, imagination and mobility.
The Los Angeles Auto Show will introduce its first live music benefit experience, Road to Home — A Concert Benefiting PetSet, on Saturday, Nov. 21. The event will support Los Angeles-area animal welfare organizations and anchor PetSet Home for the Holidays, a cause marketing fundraising platform running from Nov. 1 through Giving Tuesday on Dec. 1. Artists and partners will be announced in November; sponsorship opportunities are available now.
BUSINESS OF MEDIA AND PARTNERSHIPS TAKES CENTER STAGE
New for 2026, Deals & Dealmakers at the LA Auto Show debuts during AutoMobility LA. The invitation-only executive forum, The Business of Modern Mobility, brings together leaders from industries such as automotive and media, sports, entertainment, technology, gaming, investment and marketing. They will explore how partnerships are creating growth across industries. The program will showcase case studies, strategic collaborations and emerging opportunities at the intersection of the auto industry, mobility, media, technology, commerce, content and culture. Presenting sponsorship opportunities are available.
TikTok also joins AutoMobility LA by hosting a thought-leadership session as well as an exclusive brand partner showcase, with partner details to be announced soon. Its presence highlights the reach of the LA Auto Show: attendees from across the industry, experiences that spark conversation, and audiences who engage with the stories shared beyond the show floor.
WHAT’S NEXT
The 2026 exhibitor lineup will be announced this month. The debut vehicle lineup follows in late October and the complete AutoMobility LA press conference and Main Stage schedule comes in early November. AutoMobility LA 2026 will focus on three key themes: Energy Autonomy, Entertainment.
Additional sponsors and partners will be announced ahead of the show.
The 2026 Los Angeles Auto Show runs Nov. 20–29 at the Los Angeles Convention Center, following AutoMobility LA on Nov. 19. Public tickets are available at LAAutoShow.com. Accredited media may register at no cost at AutoMobilityLA.com. Industry registration is $149 through Oct. 15 and $249 beginning Oct. 16.
ABOUT LOS ANGELES AUTO SHOW
Founded in 1907, Los Angeles Auto Show® is one of the world’s longest running and most influential automotive events and a leading consumer destination for car shoppers, enthusiasts, families, media and industry professionals. Held annually at the Los Angeles Convention Center, the show features global automakers, vehicle debuts, test drives, technology innovations, lifestyle programming and Southern California car culture in the nation’s largest vehicle market. The 2026 Los Angeles Auto Show runs Nov. 20–29, 2026. AutoMobility LA®, the show’s media and industry day, takes place Nov. 19, 2026. It brings together global debuts, industry announcements and thought leaders from across the automotive, technology, mobility and transportation sectors.
ABOUT CHEVRON
Chevron is one of the world’s leading integrated energy companies. We believe affordable, reliable and ever-cleaner energy is essential to enabling human progress. Chevron produces crude oil and natural gas; manufactures transportation fuels, lubricants, petrochemicals and additives; and develops technologies that enhance our business and the industry. We aim to grow our oil and gas business, lower the carbon intensity of operations, and grow new energies businesses.
ABOUT CAPITAL ONE
Capital One Financial Corporation is a leading technology-based financial services company with $484.3 billion in deposits and $673.8 billion in total assets as of June 30, 2026. Headquartered in McLean, Virginia, the company operates as a premier global payments provider and diversified financial institution, delivering a broad suite of products and consumer lifestyle and shopping experiences through its Credit Card, Consumer Banking including its Global Payment Network, and Commercial Banking lines of business. As the only major U.S. bank to migrate entirely to the public cloud, Capital One leverages proprietary data and advanced analytics to democratize financial tools across its primary markets in the United States, Canada, and the United Kingdom.
ABOUT LOS ANGELES DEPARTMENT OF WATER AND POWER
The Los Angeles Department of Water and Power (LADWP) is the nation’s largest municipal utility, with 8,007 megawatt (MW) electric capacity and serving an average of 435 million gallons of water per day to the 4 million residents of the City of Los Angeles, its businesses and visitors. For more than 100 years, LADWP has provided the city with reliable water and power service in a cost effective and environmentally responsible manner.
MEDIA CONTACT
Los Angeles Auto Show
[email protected]
PARTNERSHIP CONTACTS
Automotive Industry Exhibits, Advertising & Mobility Partnerships
Andy Steinhauser, LA Auto Show + AutoMobility LA
[email protected]
Lifestyle Brand Partnerships, Sponsorships, and Integrated Marketing
Deal & Deal Makers | Road to Home Concert
Representing LA Auto Show + AutoMobility LA
Jennifer Vernon, Founder, Emersa
[email protected]