The sub-headline in this article serves as the "lead" because it informs the reader of how many people died and what kind of event occurred. It does not reveal where the event took place or exactly what happened, but it hints at the fact that it was one "hellish" experience.
The actual lead in this particular story from the Los Angeles Times is not a straightforward hard-news lead because, in my eyes, the reporter wanted to capture the intensity of the scene at hand. There really is not any important information provided in the lead, yet the reader is drawn in by the description of the horror. The reporter used descriptions (a big crunch and burnt oil) to engage the reader's senses, thus allowing the reader to feel like they were apart of the event.