1998 North American International Auto Show

Automotive Industries, Feb, 1998 by Ken Gross

It's all about banner headlines, memorable sound bites, innovative presentations and immediate results. Savvy auto company PR pros know a truly innovative press conference at the North American International Automobile Show will lure reporters like moths to a flame, and can translate into impressive news hits. The game is to put on a show that dominates the evening's news broadcasts and next day's headlines, upstages rivals and earns back high presentation costs with "free" coverage.

Achieving whining results is no accident. It takes creativity, usually lots of money and months of clever planning. In recent years, Detroit has been mainly Chrysler's show, the scrappy automaker unveiling a string of exciting new products with memorable theatrics, snappy dialogue and artful use of its top brass to grab headlines. By comparison, Ford and GM's show efforts in that same period range from effective at best, to just plain embarrassing at worst.

Chrysler has owned the show because it's used a very well-defined strategy -- one that every company can copy. Dominate the day's headlines with a memorable blend of showmanship and style. Make your point in 12 minutes or less. Feature top execs in an approachable, believable and fun way to nail copy points. Don't ever let anyone "read the press kit;" don't waste valuable time introducing senior management present (no one cares). Don't bore reporters with mindless stats and sales figures. And don't hold a traditional, predictable conference unless your new product is so hot it sizzles.

Fast forward to 1998. Has anyone learned anything? Not GM; they're still basically doing textbook presentations. Anyone could write the script: a division general manager mouths a few platitudes, then introduces the Vehicle Line Exec who babbles a few marketing truisms. He's followed by a brand manager, maybe even a designer. They all carry on about how they listen to the voice of the customer. You're better off having a cappuccino in the press room and reading a summary on the Carpoint website. Are you listening, Olds, Pontiac, and Buick?

Spending huge dollars doesn't guarantee success. This year, Chevy's mismatched trio of NASCAR ace Dale Earnhardt, deadpan general manager John Middlebrook and the Tasmanian Devil cartoon character was demeaning to man, beast and reporter. If you're going to pay for special effects, make 'em special.

To GM's credit, its Tuesday night extravaganza at the Renaissance Center pulled in the crowds (although most were GM "internals"), but at what cost and for what point? Is there anyone who doesn't already know that the world's largest automaker has vast global capabilities? Despite such strange bedfellows as fashion magnate Tommy Hilfiger, a supermodel or two and GM president Rick Waggoner, that show was as much an employee morale-booster as anything else.

Chrysler simply wasn't as sharp at Detroit '98 as in years past. Its new technology demo, modeled after a TV game show, was much too condescending. It took forever to make its point and mostly didn't really relate to the new cars. Chrysler's challenge is that its recent presentations have been so good, most companies can't (and won't) compete. The downside is that Chrysler has created an expectation that forces its PR group to compete against itself upping the ante annually Its an expensive proposition that leads to shows for their own sake.

Ford had a late start and probably spent less than any of the U.S. Big Three on presentations. Its strategy was simple: Use President Jac Nasser as spokesman on virtually every announcement, keep hills to a minimum, and succinctly stress the basics. Ford's big coup was announcing four 1999 low-emission SUVs and a new "clean" Windstar -- a timely strategy that helps neutralize the raging trucks vs. cars fuel economy debate. Predictably, most rivals showed future LEV/ZEVs; typically, GM showed one of everything. That's what happens when you cant focus as a company, Ford one-upped them all with plans for today's vehicles. It wasn't flashy, but it worked. Besides front-page newspaper coverage, the Ford gambit was the subject of a New York Times editorial.

Chrysler's concept cars have always been a highlight of NAIAS, and this year's were no exception. How about a half-price Porsche Boxster from Plymouth? If you doubt they could do it, you must have forgotten Prowler and Viper Concept cars say a lot about your company's intentions and capabilities. Last year's ugly Pontiac Rageous was topped this year by Buick's unforturiate Signia. Be careful here; if you can't manage an attractive concept car, better follow the lead of Toyota, Acura, and Honda -- show something that's very close to production.

My vote for Best New Vehicle Intro goes to VW's 1999 New Beetle. The long-awaited Bug bowed with great use of '60s-ish music, evocative old visuals and ads for a terrific show that reminded everyone why the lovable Beetle was and again will be a hit. But then VW blew it. That cute but clumsy press kit is hard to access and use. VW also didn't anticipate demand for the kit; people were rudely shoved and pushed as they waited to get one.