Posted By admin on January 4, 2010
The automotive business may be revved down but Detroit is charged up about the upcoming mega event, the Detroit auto show. So it’s show time again in Motown and it will have more horsepower and drive than the 2009 model. National and International reporters will flock to Detroit to attend the press days showing concept cars, new models, hybrids, new technology and sports cars. The show will be rational, showcasing the greatest efforts of automotive prowess. The “big guns” in the business will be there taking to the press and remarking on the state of the business. GM, Ford and Toyota executives and others will appear in photos and print all over the world. Detroit will be big news!
Preparing for the show is a massive effort. Cobo Hall has had some renovations and the politicians are planning on attending the charity black tie preview to work the crowd. Exhibit Houses such as George P. Johnson are constructing massive displays on which the cars will “perform”. Product Specialists who will talk about the cars are studying the latest technology to be prepared for consumer questions. Wardrobe managers are fussing over the right color out fits so they do not upstage the real stars – the cars.
So what is an auto motive press preview like? The entire press corps gets there early establishing their beachheads in the press room. Press conferences start early with time slot assignments arranged by the DADA, organizer of the show. Each conference is about 20 minutes long and begins with an introduction by an executive of the auto company followed by a speech by a top person in that company. The cars are unveiled or ushered in with dramatics like pyrotechnics, fog, lights or soaring music. Sometimes a celebrity is the presenter of the new car. Some press confences include company history to establish where the concept of the vehicle came from. The concept cars are the most interesting as creatively runs wild in the colors and technology possibilities.
Press conferences this year will run for two days. These are arguably the most important two days of the year in the auto PR cycle. Journalists will be entertained at downtown venues and if you can talk to them during these times they will really tell you what they think about the new cars and trends. Many journalists have been part of the scene for decades and know their stuff and ask tough questions. They have developed relationships with many of the top executives and know how to get a good story. The downtown area of Detroit will experience a supercharged week. If you are a news groupie – Greektown is the place to hangout if you want to spot international and national news people.
The people who will be talking about the cars at the auto show, which opens to the public on Saturday January 16th, are the “Sirens of Chrome” who speak for the magnificent, but mute artistic and techno wonders – the cars. These are the go to people to learn about the vehicles and what they do and how they work. Got questions! They have answers and enjoy being gear heads in the auto business. Want competitive information comparing one brand to another? They can give some credible information. Need a test drive? They can point you in the right direction. One of the best family experiences Detroit has to offer is the auto show as there is something for everyone. This is part of Americana. It began with the genius which is Detroit and has spread to auto shows all over the world.
Margery Krevsky is the author of “Sirens of Chrome” the enduring allure of auto show models, published by Momentum Publishing