With Traditional Auto Shows Passé, Automakers Muscle Into Pebble Beach Instead

. Its adjustable polycarbonate windscreens, inspired by superbikes and vintage fighter planes, rise into position on exposed aluminum supports. You wouldn't want a dragonfly to dent your forehead at 186 mph, after all.A placard at the stand proclaims the Rimac-powered, 1877-horse electric hypercar as "one of 10" to be built, the kind of exclusivity that's become another key to unlocking the egos and wallets of potential buyers.

"Obviously, we're talking to a different audience here, of collectors, racers, and brand fans," Loire says. "The car is completely artisanal. It's not about the price or speculation but an object you want to keep, or maybe pass on to your children.", a street-legal take on the Mustang GT3 that aims to be Ford's latest underdog at the 24 Hours of Le Mans.

As for Pebble Beach displacing the Detroits, L.A.s, and Genevas as the place for automakers to see and be seen and flash their latest wares, Reichmann says there's no going back. "What an incredible package that is," Reichmann enthuses, "with four seats and two articulating doors. It's part of a revolution in packaging, with more features, more shapes, more technology."

"We enjoy seeing the whole cachet of coachbuilders coming back to life," says Torsten Müller-Ötvös, CEO of Rolls-Royce Motor Cars. "It's the pinnacle of automotive luxury and creation."Rolls-Royce won't officially reveal the price, but insiders suggest something in the $20 million–$25 million range. That's at least double the $9.

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