After all, a vehicle launch at the NAIAS in front of thousands of journalists (with a stage, chairs, a proper sound system, etc.) costs about half a million US dollars. Add special effects and celebrities and the bill skyrockets.
In 1996, a "friend" of Chrysler confessed to us that the launch of the Grand Caravan in Detroit -- with Kermit the Frog announcing that Dodge would make a splash just before the vehicle burst from one end of the stage and landed in a makeshift pond at the other end -- had cost the company over one million dollars. Media coverage was fantastic, obviously. But that was 13 years ago, when auto sales were blooming.
This year, a number of automakers even showed restraint in their relations with the media. Honda, which introduced the all-important 2010 Insight, archrival of the Toyota Prius, decided not to make any press conference. Rather, two Insights took center stage amid a fairly unelaborate display on Sunday. The PR staff merely answered questions and handed journalists a single press sheet with a picture CD. That's it.
At Mercedes-Benz, the stand paled in comparison to last year's. The company actually unveiled the new E-Class sedan in a Detroit hotel (not in the Cobo Center)... on Saturday night, before the first Press Preview Day. Is that sneaky or what?
Interesting attractions for fans
As far as we're concerned, the public of the NAIAS won't notice many changes this year. There are a dozen interesting concepts and just as many world or North American premieres. What's more, visitors will be able to admire a couple of brands that used to be absent in Detroit, like Tesla and Lotus.
There are few exhibitors in the underground hall, so organizers hastily set up a test-drive area for hybrids and electric cars. The layout is impressive, with trees, grass, pools and fountains; you can enjoy all of it while driving one of these low-speed vehicles.
 |
In 1996, a "friend" of Chrysler confessed to us that the launch of the Grand Caravan in Detroit -- with Kermit the Frog announcing that Dodge would make a splash just before the vehicle burst from one end of the stage and landed in a makeshift pond at the other end -- had cost the company over one million dollars. Media coverage was fantastic, obviously. But that was 13 years ago, when auto sales were blooming.
This year, a number of automakers even showed restraint in their relations with the media. Honda, which introduced the all-important 2010 Insight, archrival of the Toyota Prius, decided not to make any press conference. Rather, two Insights took center stage amid a fairly unelaborate display on Sunday. The PR staff merely answered questions and handed journalists a single press sheet with a picture CD. That's it.
At Mercedes-Benz, the stand paled in comparison to last year's. The company actually unveiled the new E-Class sedan in a Detroit hotel (not in the Cobo Center)... on Saturday night, before the first Press Preview Day. Is that sneaky or what?
Interesting attractions for fans
As far as we're concerned, the public of the NAIAS won't notice many changes this year. There are a dozen interesting concepts and just as many world or North American premieres. What's more, visitors will be able to admire a couple of brands that used to be absent in Detroit, like Tesla and Lotus.
There are few exhibitors in the underground hall, so organizers hastily set up a test-drive area for hybrids and electric cars. The layout is impressive, with trees, grass, pools and fountains; you can enjoy all of it while driving one of these low-speed vehicles.
 |
| Mercedes-Benz stand |