By Jil McIntosh
Detroit, Michigan - Frankfurt, Geneva, Los Angeles, Chicago, Montreal, Toronto: cities on a map to some, but to automotive enthusiasts, they're short forms for the all-important unveiling of new models to the press and public. Still, even as these and other shows grow in importance, the world flocks to the North American International Auto Show in Detroit, the spiritual heart of the continent's auto industry.
As happens every year, three days are set aside as "press days", prior to the show opening to the public. Providing it has a new concept or production vehicle to introduce, each automaker is assigned a block of time - to which it must strictly adhere - for its presentation. A full day at the show is tiring, and the coveted spots are early in the day, when journalists and photographers are out in full force and still wide awake. The first two days are the busiest, when the automakers show their products; the third day is much quieter, when suppliers and technology companies have their presentations.
The presentations, known as "reveals", are generally held at the automaker's booth, on a stage that's dismantled and removed before the public days. (The exceptions are Ford, which holds its reveals in the adjacent Joe Louis Arena, and Toyota, which uses an enormous on-site ballroom; these reveals are simultaneously broadcast on huge screens in their respective booths.)
Dodge's reveal for the 2009 Ram involved steer and cowboys in downtown Detroit. Click image to enlarge |
A reveal can be as simple as pulling the cloth off a car, but most are accompanied by all manner of extras, including films, live bands, celebrities, acrobats and light shows. It's all for the cameras, since the livelier the reveal, the more likely it'll make a newspaper's front page or be the top story on the television news. Chrysler is famous for its all-out productions, and this year journalists braved the cold to line Washington Avenue outside the show, where cowboys drove a herd of longhorns up the street to introduce the new Dodge Ram. They were a "movie herd" trained for film work, imported from Oklahoma, and while their sedate pace wasn't quite as thrilling as a Hollywood stampede (or perhaps a Pamplona-style "running of the writers"), the company achieved its goal of making everyone take notice.
Once the reveal is finished, most journalists and photographers hurry to the next one, but each booth is still busy. Television crews stay on to film longer segments or to interview designers, auto execs tour to see what the competition has to offer, and company representatives greet journalists and answer questions. While most of the company reps are American, you can find public relations staff from the Canadian headquarters in almost every booth, where they watch for familiar faces (and they're very good at it - they generally find you long before you spot them).
Kia's press conference for its new Borrego SUV. Click image to enlarge |
So in this age of the Internet and instant communication, is it still necessary for journalists to drive and ride and fly from across the continent, and sometimes from around the globe, just to see a new car? Indeed, such shows are still an important part of marketing. A photo on a Web site can't do justice to the car's size and proportions, to the feel of its seats or the texture of its dash. That becomes even more important on the public days, when potential customers and tire-kickers alike can compare numerous models from various automakers in a single location. There's also much that goes on in boardrooms around the shows, such as one-on-one or group interviews with auto executives or internal group meetings.
The auto show also provides the opportunity to look beyond the cars themselves. More than ever before, automakers are driven by technology, by consumer input, and by a global vision, rather than just an appeal to the local market.
As a result, a seemingly minor item on a concept car could one day turn out to be an industry standard. At GM, the Hummer HX concept vehicle, conceived by three young designers, has a full speaker system, but no stereo: instead, the driver plugs in an iPod or similar device. Given that many buyers use the stereo solely for its auxiliary jack, it makes perfect sense to offer the jack as less-expensive standard equipment, with the stereo as an extra-charge option. I think it's very likely that, thanks in part to these designers, we will probably return to the days when radios were an add-on.
Toyota's A-BAT concept. Click image to enlarge |
Green technology has also become a major theme at the show, and there are concept cars like the Toyota A-BAT with dash-mounted solar panels, and the Saturn Flextreme plug-in hybrid, that stores and simultaneously charges Segway personal transporters. Those might be further off than a car without a radio, but then again, hybrids are a reality on our roads, and they started as concept cars unveiled at shows such as this.
Whether it's journalists spreading the word, buyers looking for their next purchases, or just enthusiasts getting a shot of automotive entertainment, auto shows are still an essential part of the transportation scene.
