Cars on fairway: Pebble Beach Concours culminates auto-mania week.

MONTEREY, Calif. (Reuters) - When it began 65 years ago, the Pebble Beach Concours d'Elegance was just a one-day affair. Car enthusiasts raced around Pebble Beach's famed 17-Mile Drive and hung around afterwards to admire each other's hardware.

Now the day has become a week. It includes road rallies, races, auctions, displays, seminars, exhibitions, parties and, underpinning it all, marketing. Lamborghini unveiled its newest model - the 700-horsepower, $400,000 Aventador - here Friday. Lalique, the crystal maker, Wednesday released a book about its history of "car mascots," aka hood ornaments.

Tesla has a display tent. Rolex, Credit Suisse and others sponsor events. Korea's Kia hopes to creep into the luxury market by offering test drives of its K900 sedan, which is priced at $54,000 and up.

By Paul Ingrassia.
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