Detroit - The organizers of the 2009 North American International Auto Show had announced through a press release that some 6,000 journalists were expected. However, on Monday, there couldn't have been more than half... and most of them were gone by early afternoon.
At 1:45 p.m., Henrik Fisker kicked off his presentation of his brand's very first premium plug-in hybrid production sedan -- that's right, another green car! Ten minutes later, the big boss turned the spotlight on a second model that will hit the market in 2011: the drop-dead gorgeous Karma S coupe-convertible. At 2 o'clock, the show was already over.
Then began a rush to the press kits (something that almost never happened during this year's press preview days!). After 15 minutes, though, the scene was totally silent. Most journalists headed back to the press room to finish their articles. Actually, many simply exited the Cobo Center.
By contrast, a few years ago, the second preview day lasted until 6:00 p.m. And all these folks would come back the next day for a third preview event.
Modesty reigns supreme
The 2009 edition of the NAIAS lacks the traditional Hollywood glitz and fanfare. There were no trucks falling from the roof, no Jeeps crashing through a fake window and no martial arts experts introducing a new sedan with a complex choreography. There was not even a rap artist or country singer performing the soundtrack for a major vehicle launch. It was all very modest.
In a time of budget compressions, massive layoffs and corporate restructuring at the Big Three, investing in spectacular displays was out of the question. That's what a Chrysler official discreetly told us. For some manufacturers, the Detroit event was about saving face. Others simply chose not to be flashy.
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| Fisker Karma S |
At 1:45 p.m., Henrik Fisker kicked off his presentation of his brand's very first premium plug-in hybrid production sedan -- that's right, another green car! Ten minutes later, the big boss turned the spotlight on a second model that will hit the market in 2011: the drop-dead gorgeous Karma S coupe-convertible. At 2 o'clock, the show was already over.
Then began a rush to the press kits (something that almost never happened during this year's press preview days!). After 15 minutes, though, the scene was totally silent. Most journalists headed back to the press room to finish their articles. Actually, many simply exited the Cobo Center.
By contrast, a few years ago, the second preview day lasted until 6:00 p.m. And all these folks would come back the next day for a third preview event.
Modesty reigns supreme
The 2009 edition of the NAIAS lacks the traditional Hollywood glitz and fanfare. There were no trucks falling from the roof, no Jeeps crashing through a fake window and no martial arts experts introducing a new sedan with a complex choreography. There was not even a rap artist or country singer performing the soundtrack for a major vehicle launch. It was all very modest.
In a time of budget compressions, massive layoffs and corporate restructuring at the Big Three, investing in spectacular displays was out of the question. That's what a Chrysler official discreetly told us. For some manufacturers, the Detroit event was about saving face. Others simply chose not to be flashy.
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| Brilliance M3 |