Cadillac, Mercedes-Benz, Infiniti, Acura and BMW are among the automakers activating at the 2025 Pebble Beach Concours d’Elegance Automotive Week, an event that attracts the richest of the rich in northern California every mid-August. 

Cadillac is introducing Curated by Cadillac, an exclusive customization program available on a limited number of 2026 CT5-V Blackwings. Curated by Cadillac offers access to a sophisticated array of distinct vehicle colors, premium materials and refined finishes.

A Curated by Cadillac CT5-V Blackwing will be on display at Concours Village, in Pebble Beach Aug. 14-15.

“Curated by Cadillac embodies our commitment to delivering an elevated level of customization,” said John Roth, vice president, global Cadillac, in a release. “Drawing upon experience from the ultra-luxury, hand-built Celestiq, we are now offering a limited number of CT5-V Blackwing customers an opportunity to create a vehicle that is as unique as their own story.”

Mercedes-Benz' Stargaze Theatre, an immersive, drive-in-style showcase, highlights the brand's  presence on the silver screen. Select scenes from iconic films will be projected on an outdoor screen -- for example, "For Your Eyes Only," "Beverly Hills Cop" and "The Lost World: Jurassic Park" --  with examples of the Mercedes-Benz vehicles featured in those films on display.

The luxury brand will also display iconic heritage collection models along with the debut of the highly exclusive Mercedes-Maybach S 680 Edition Emerald Isle.

The experience aims to highlight the brand's influence on culture, not only through engineering and design, but also as a symbol of style, aspiration and storytelling, according to the automaker.

Infiniti returns to Monterey Car Week with a concept-vehicle debut that accelerates the Nissan luxury brand’s product renaissance. QX65 Monograph builds on the principles of Infiniti’s “Artistry in Motion” design language, blending precise craftsmanship with sleek and seamless body forms, according to the brand. 

The Acura NSX Roadster, famously driven in Marvel’s “The Avengers” -- the highest grossing movie of 2012 -- will make its first public appearance in more than a decade during Monterey Car Week. The one-off superhero car will appear at The Quail, A Motorsports Gathering on Aug. 15, as Acura celebrates the 35th anniversary of the first-generation NSX.

Honda’s luxury division plans to auction off the one-of-a-kind vehicle, with proceeds going to charity.  Acura will begin accepting hand raisers at Monterey Car Week for those interested in getting a chance to bid on the Acura NSX Roadster next year.

Finally, BMW will hold the world premiere of an exclusive limited-edition BMW 8 Series at a private event on Thursday. Vehicle details will be announced at 7:15 PM PT after the reveal.