• by Tanya Gazdik , August 17, 2017

PEBBLE BEACH, Calif. — Automakers and a slew of other brands are planning activations around the iconic Concours d’Elegance, an exhibition and competition of rare classic cars which attracts approximately 15,000 affluent customers. 

It's not just classic cars that are on display.

Infiniti is partnering with TEN: The Enthusiast Network for “Soul of the Machine,” an interactive activation. The narrated VR experience features the QX50 Concept. Guests trigger the experience with their actions and immediately begin seeing car parts drift toward them from the horizon to form a QX50 Concept around them. As participants visually explore the car, guided by narration, new experiences are activated to highlight its interior and exterior. 

The Infiniti Pavilion also will feature future vehicles, including the QX80 Monograph. The automaker’s full-line of luxury vehicles will be available for test drives, including the Q50, Q60 and QX80 Limited.

Leading up to the Concours on Sunday is Monterey Automotive Week where Acura plans to unveil a redesigned 2018 RLX. A new ARX-05 prototype race car will be featured on the Pebble Beach Concours d'Elegance concept lawn. In addition, Dave Marek, Acura global creative director, will serve as a guest judge at this year's program. 

"We chose Monterey Automotive Week to launch Acura's newest vehicles because the week's events epitomize the celebration of the automobile," said Jon Ikeda, vice president & general manager for the Acura Division, in a release.

Rolex continues as the sponsor of the Rolex Monterey Motorsports Reunion which takes place at the Mazda Raceway Laguna Seca. More than 550 historic cars are set to race over the four-day event. Rolex is also the official timepiece of both the Concours d’Elegance and The Quail, A Motorsports Gathering, a garden party on the greens of the Quail Lodge & Golf Club.

Cadillac will have displays at the main events and the marketing team is activating some programs at a pop-up Cadillac House, according to a spokesman.

Other brands sponsoring the event include Lexus, Porsche, Lincoln, BMW, Bentley, AIG, Gooding and Company, Ferrari, Mini, McLaren, Volkswagen, Heineken, Ketel One, Lalique, Christies Real Estate, Bugatti, Aston Martin, Snapchat, The Wall Street Journal and Merrill Lynch.