DETROIT AUTOSHOW 2001

What uses enough theatrical lighting and sound equipment that the electricity used would power a 360 home subdivision for six months! What takes over 1,000 semi-trucks, 14 million pounds of freight, 75 forklifts, 18 45-foot booms, 20 scissors lifts and 12 miles of electrical wire to set up?  No – not the musical version of Lion King – but the Detroit autoshow.  Boasting more than 40 manufacturers with more than 750 cars and trucks this show is North America’s best, and racerchicks.com was there.

Being to both Detroit and Los Angeles’s auto show in the past, I can’t say I was expecting anything but the best in automotive marketing when I stepped inside Cobo Hall.  Knowing that more than $200 million dollars was spent on the displays – not including the price of the vehicles – I looked forward to seeing what the car companies had to offer especially during these so-called hard automotive times.

Each of the big three had an impressive display. Ford with its’ two level showcase brought the new Thunderbird closer to the public then ever before – the crowds were there to show their approval and although the car brings memories of the Alfa Spider it will be a hit in the showrooms.  Only about 25,000 will be made at a price of about $35,00US.--- this classic car re-introduced will boast a 3.9 litre V-8.  DaimlerChrysler’s NASCAR set up was eye catching.  An improvement since SEMA – where the George P Johnson Event Management lacked creativity and their representatives were useless.  The new Liberty SUV which is replacing the Cherokee had its’ worldwide introduction this year.  Looking like a cross between the Wrangler and the Cherokee this smaller sized truck will be available in 2002.   GM had the worldwide introduction to their Cadillac Escalade EXT – call it a luxury pick-up truck it will boast a 345 horsepower V-8.  This is one vehicle you won’t be using on the farm.  The new Mini Cooper unveiled in North America looks so similar to it’s ancestor that everything old does seem new again!  It is a cool car and I look forward to driving one when they become available.  So many cars – so little time!

But why do I go to the show?   To see the concept cars silly!!!   Here we have the best in innovative thinkers that come up with radical new designs – and sure enough some of the cars go into production but most are just circuited around to auto shows for years until they become too boring – rest in peace “Venom” for example.  The GM Bengal, a 2 seater roadster that converts to a four seater was relatively calm compared to others such as the Chrysler Crossfire or the Chevy Truck Borego. I now know there is hope for the future in car design and no longer will the earth have to settle for the Pinto or K car.  Concept cars are incredible marketing tools and the public response is noted by all car companies.  We’ll cover concept cars in detail in an upcoming story.

This year the focus seemed to be on technology with Volkswagen having an interactive display putting you in the drivers seat.  Neat – but will it make me buy a Passat? No. But a refreshing change to roped off cars spinning at mach1.  Now the give away of choice has become CD ROMs – but the famous sales brochure is still available for those stone aged buyers.  Noticeably lacking was aftermarket vendors.  Just a few scattered about – do companies not realize this is the premier place to display their wares?   A car is a canvas for our personal expression – this is from a racerchick who had her own truck painted Ferrari Yellow! 

Coming home with my bag filled with paper goodies – I am refreshed – not only by the sight of the new Ferrari Barchetta (pictures don’t do it justice) but by the innovative designs and displays that make me itch to go shopping for my next vehicle.  They say the industry on a whole is suffering – I think it’s just evolving from stuffy old corporations intent on telling the public what we need to energetic firms delivering what we want.