Cars seemed to be the stars at the 2009 North
American International Auto Show (NAIAS), and isn’t that the way it should be?
Focusing on the cars is a welcome change of pace at
a show that increasingly seemed to focus more on theatrical gimmicks in recent
years, diverting attention from the real purpose of the show—showcasing the
creativity and ingenuity of car makers, while allowing potential car buyers the
chance to compare products and, yes, kick a few tires. Members of the press may
miss the elaborate buffets at press previews and product reveals that included gasp-inducing
displays like the bungee-jumping executive who dove from a balcony for an
announcement about his company’s products at one previous press preview. But
those of us interested to see the latest cars and learn what vehicle we may
purchase next can appreciate an approach with fewer frills.
While this year’s show admittedly included fewer
cars overall, car fans still found many new models and information about the
newest alternative technologies at the automotive companies and their drive to
survive and thrive in today’s challenging economy.
Show cars included plenty of flashy red sports cars
like Camaros, Mustangs and Challengers that all seemed to draw large enough
crowds around them that it made taking decent photos of the vehicles difficult.
While the enthusiasm generated by the sporty cars
makes me wonder if the car-buying public is really ready to go green with their
driving habits, those wanting a greener alternative find plenty of options on
display at the NAIAS, like battery-electric Global Electric Motorcars from
Chrysler, a variety of hybrids and the cute Chevrolet Beat concept car. The
mini size of some of these vehicles seemed to give some show-goers pause, like
the woman I overheard wondering how she could manage to get a few bags of
groceries home in one mini model that appeared to have no trunk or storage
space.
I’ve read reports of thinner crowds at the public
show days and at the Charity Preview, a formal pre-show event raising money for
local children’s charities. Couple the decreased attendance with the political
pressure to produce profits with increasingly green products, and it’s easy to
understand the anxiety within the automotive industry.
But there still seemed to be a bit of the old spark
of enthusiasm as car buffs checked out displays like cool cutaway versions of
vehicles and engines, Wii games and interactive computer consoles featuring programs
highlighting the new vehicles and innovations, and presenters extolling the
features of the new-model vehicles as the usual cadre of folks roamed the show
floor, continually dusting and wiping fingerprints off of the shiny new
vehicles.
The moment that spoke most about the true spirit of
the show (and the Detroit region in general) occurred for me, oddly enough, at
the Volkswagen exhibit, where a small black VW Beetle parked in front of a “Caraoke”
screen literally rocked as two young girls seated inside of the car sang along at the
top of their lungs with the old Gloria Gaynor tune “I Will Survive”.
And so, I think, we will.
© Dominique King 2009
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