Global brands choose The Aurora as a key platform in Scandinavia
The Scandinavian automotive and lifestyle event The Aurora has quickly established itself as a key meeting place for international brands. When the global event returns to Norrviken Gardens in Båstad, 26-28 June, Ferrari will make its largest investment in Scandinavia to date, while several leading hypercar and supercar manufacturers will also be in attendance.
– We have created a truly unique event in our part of the world, with a strong appeal for both brands and visitors. The Aurora is about bringing together some of the world’s most interesting cars in an environment where both history and the future are given space. As always, this year’s edition will feature several new highlights and surprises that will make the weekend unforgettable. With this year’s concours field, partners and international exhibitors, we continue to strengthen the event’s position as an international meeting place for the automotive world, says Filip Larsson, CEO of The Aurora.
Ferrari joins The Aurora 2026 – Casa Ferrari makes its Scandinavian debut
Ferrari is making a significant investment in its presence at The Aurora 2026, presenting an extensive programme together with its Scandinavian dealers, Autoropa AB and Formula Automobile Denmark and Norway.
The highlight is the premiere of Casa Ferrari, a concept that allows visitors to experience the Ferrari universe – from current model ranges to classic and unique cars. Casa Ferrari has previously been presented at some of the world’s most prestigious events, including Le Mans, Monte Carlo, St. Moritz and Pebble Beach Concours d’Elegance. In addition, a new Ferrari model will be unveiled, and selected models will be available for test drives.
Dual concours format: from timeless elegance to modern icons
The Aurora 2026 further cements its position as a world-class event, celebrating automotive culture, design, elegance and innovation. The event has gained international recognition and has been nominated at the International Historic Motoring Awards, in the categories Breakthrough Event of the Year 2024 and Motoring Event of the Year 2025. At the heart of the event is The Aurora Concours, a curated competition where 68 of the world’s most exceptional classics and hypercars are judged by a renowned international jury.
The unique dual concours, where classic cars meet modern hypercars, form the core of The Aurora Concours and creates a dynamic meeting place for automotive enthusiasts.
The Classic Car Concours includes four classes: Pre-War Coach built, Post-War Open Elegance,
Post-War Closed Elegance, and Competition Cars.
The Hypercar Concours includes the classes Supercars of All Eras, Wolf in Sheep’s Clothing, Hyper & Megacars and Koenigsegg. There is also a class for restomods as part of the concours programme –
a category that The Aurora was among the first to introduce and which is now being adopted by automotive events worldwide.
BMW Group and J.P. Morgan Private Bank return as main partners
BMW Group continues as main partner and will present a motorsport-inspired programme throughout the weekend. The 2026 edition also marks several important anniversaries for the BMW Group Classic: 40 years of the BMW M3, 50 years of the BMW 6 Series, and 60 years of the BMW 02 Series.
In addition, MINI, BMW Motorrad and Rolls-Royce Motor Cars will be present with a range of models.
– The Aurora has quickly established itself as the most exciting and leading automotive event in Northern Europe. For us, it is a natural platform where we can meet both enthusiasts and customers in a unique environment, says Carl Aspenberg, Managing Director, BMW Sweden.
J.P. Morgan Private Bank will host one of its largest activations in Europe at The Aurora.
Koenigsegg continues as Hypercar Partner and MOTIKON as Classic and Sports Car Partner.
Additional highlights during the weekend
In addition to the concours programme and partner activities, several exhibitors and partners contribute to the overall weekend experience. Vogue Scandinavia will host a lounge on site, inviting international brands and leading figures within fashion, sport and lifestyle.
The Aurora Talks is an interview concept, which has previously featured speakers such as Mondo Duplantis, Princess Sofia and Björn Frantzén, and will expand to three stages in 2026. New for 2026 is also The Aurora Luminaries, a jury of three digital creators who, alongside the traditional concours jury, will select their favourite cars based on their own perspectives and criteria.
The programme is complemented by The Aurora Symphony, where the sound of ten supercars and hypercars creates a unique audio experience.
– Using the engine sounds of these extraordinary machines to create a powerful sound experience is something that has never been done before. It will be a striking fusion of technology and passion that will truly elevate the event in Båstad, says Ronnie Gustafsson, the automotive enthusiast behind The Aurora Symphony 2026.
International specialist car manufacturers
The Aurora 2026 will also feature several niche sports car manufacturers focused on low-volume production and advanced engineering. Confirmed exhibitors include Nardone, McMurtry, Dallara, Praga, RML, Encore and Brabus. Together, they represent some of the most innovative names in the specialist car segment and add a further dimension to the event’s automotive offer.
The Aurora 2026 takes place on 26–28 June at Norrviken Gardens in Båstad. For more information and tickets, visit www.theaurora.se. High-resolution press images are available here
Press contacts
Trendgruppen PR
Maria Hartog-Holm, CEO & Senior PR Consultant
Tel: +46 72 924 22 10
E-mail: maria.hartog-holm@trendgruppen.se
The Aurora
Maria Giertz, Head of Marketing & Communications
Tel: +46-70 999 80 38
E-mail: maria.giertz@theaurora.com
The Aurora
Marcus Berggren
Car Curator & Head of Automotive PR
Tel: +46 707 81 40 53
E-mail: marcus.berggren@theaurora.com
About The Aurora
The Aurora is an international event where automotive culture and lifestyle meet, bringing together classic collector cars and modern hypercars in a curated concours setting. Through collaborations with international brands and profiles, a holistic experience is created that redefines what a modern concours can be.
With a unique format where heritage and innovation are presented side by side, The Aurora has become one of Europe’s most recognised reference points for automotive culture and design.