L.A. Auto Show Kicks into High Gear for 2025

We believe the most powerful stories happen not just under the car hood — but on the corners of the trade‑show floor, behind the scenes of brand activations, and in the pulse of industry innovation. At the 2025 Los Angeles Auto Show, that belief really came to life: the event felt like a living, breathing ecosystem of mobility, design, and energy. From rugged, revived legacy brands to deeply interactive experiences, there was a lot more than mere vehicle displays. Here’s a look at what stood out to us at FGPG, especially through the lens of experiential infrastructure.

Ford Bronco “Built Wild” Test Ride

Ford leaned in hard on adventure and performance. The Mustang GTD made its presence known with a performance-first attitude,  but the real draw was the Bronco Mountain course — a 38-degree indoor off-road simulation that let attendees feel what rugged driving is like, first-hand. An added touch included viewfinders built with AR tech to use a housed screen that would show demo videos of various features of the Bronco – a great thematic nod to their wilderness design. 

From our perspective at FGPG, the ride wasn’t just a showpiece; it was a full-on experiential production. Building that terrain indoors demands exact engineering, reinforced staging, and power delivery for lighting, hydraulics, and safety systems. And Ford didn’t stop with the Bronco. Their booth also featured new Mustangs, rally-inspired trucks, and clever design touches (like using reusable water bottles to showcase paint finishes). These details don’t just look good — they communicate brand identity across every step of the experiential journey.

FGPG takeaway: The excitement visitors felt was clearly earned. It’s the kind of design where the guest experience is front-and-center, but the backbone is pure engineering magic.

Scout’s Outdoor Revival Activation — With Hands-On Connection

One of the most genuine, human-forward activations came from Scout Motors, re-emerging with its Traveler SUV and Terra pickup. While the soon-to-be-released cars were on display, Scout built an experience called “Field School” that invited people to roll up their sleeves, learn, and create.

Here’s what the guest interaction looks like:

• Emergency Glove-Box Kit Building: Attendees can assemble survival / trail kits using real gear. 
• Sun Printing (Cyanotype): Using natural objects, visitors create art with Sun and chemistry — a laid-back, analog activity that ties into Scout’s outdoor, exploratory spirit. 
• Customization Station: You can design your own Scout-branded hat or tote bag, then take it home as a souvenir of your visit. 

  

  

  

These aren’t just gimmicks — they’re deeply aligned with Scout’s identity of rugged, creative, and community-focused mobility. This sort of activation proved that branding and the experience can come not only from the product itself, but from the additional touches given along the way to reinforce who the company is at their core, and ensuring a seamless experience in their marketing efforts at LA Auto. 

FGPG takeaway: This is experiential design done right. To support these interactive stations, reliable power, proper staging, and operational flow — all without breaking the natural, relaxed vibe of outdoor space was necessary, and done exceptionally. We love how this isn’t about driving two cars; it’s about creating a brand moment where people do something, make something, and remember something. It’s a reminder that infrastructure doesn’t just deliver energy – it unlocks emotional engagement.

Brand Highlights & Community

Beyond the product reveals, many brands leaned fully into community and hospitality, creating activations that felt personal, thoughtful, and deeply connected to their identity. Volkswagen, for example, paired an array of new vehicles with the show-stopping “Hope on Four Wheels” — a 1977 VW Bus that survived recent wildfires. Positioned next to the newest I.D. Buzz and on loan from its owner (with a future display at The Petersen Automotive Museum), the display blended legacy, sustainability, and storytelling in a way that felt both timely and meaningful. Subaru took a similarly immersive approach with “Powered by Love. Long Live Our National Parks,” highlighting millions in conservation contributions while showcasing the enduring reliability of its vehicles. Walking through a meticulously crafted wooded display, we were instantly transported to the Sierra Nevadas — a vivid reminder of how well-designed activations can make attendees forget they’re in a convention center.

Kia, meanwhile, showcased the future of connected mobility with the EV9 Connected Home™ system, highlighting how the vehicle can power homes during outages, and demonstrated smart integration with home and lifestyle technology. Together, these activations emphasized that modern automotive experiences are as much about purpose, connection, and innovation as they are about the vehicles themselves, while utilizing one show to talk about two cohesive product lines.

At the end of the day, these aren’t just marketing booths — they’re purpose-built spaces for engagement. To bring them to life, infrastructure must deliver on-brand themes with logistics and design support – power, layout, and operational matters just as much as the visuals and brand messaging. When they work in harmony, visitors don’t just see a car — they feel the brand, and make a true, lasting impression with their experiential marketing. In the end, that’s what people leave with, long after the show floor closes.