The Supremes perform live for the media at NAIAS in Detroit adding to the upbeat atmosphere.
Monday January 9th marked the first media day in Detroit at the North American International Auto Show. Most brands have increased their exhibits from the past few years. The show is very upbeat, the brands have invested heavily in their exhibits and the messages are all very positive. Even the Supremes were on hand to add to the atmosphere!
Its great to witness such a positive environment but I wonder how realistic the brands are about their expectations. One can’t help but question how every single brand can predict an increase in market share for 2012.
The other disconnect for me is the balance between increased horsepower and fuel efficiency. Every brand was adding horsepower and at the same time indicating increased fuel economy.The only tangible fact was Hyundai’s claim that in 2011 their fleet showed a 36.7 average mpg.This exceeds to 2015 target of 35 mpg imposed by the Obama administration.
Recharging station on display at the NAIAS in Detroit
Much time was also spent by most brands highlighting their hybrid and electric vehicle initiatives. Given the tiny size of this segment and the vast contrast with horsepower, one has to think about how long it will take for this segment to grow so that a positive ROI can be realized.
The opening day saw Ford, Chrysler, Chevrolet, Mercedes-Benz and smart, Porsche, Volkswagen, BMW, Bentley, Audi, Lexus, MINI, Acura, Hyundai, Scion, and Volvo hold their press conferences. All were very upbeat and all see great things happening for their brand in 2012.
In my mind, the most energetic press conferences were presented by Dodge, Hyundai and Scion. Acura drew the loudest and longest media reaction. Lots of passion, lots of creativity and some strong new products to back up the excitement.
Most car-makers talked about the changing consumer and how they “reached out” to these new consumers through focus groups and monitoring online activity to determine the design and engineering directions. Chevrolet has the boldest move. They will allow online users and auto show visitors over the next few months to design the interiors of two new concept vehicles aimed squarely at the generation y market.
Its clear to me that brands have a strong respect for social media and the potential new prospects, influencers, advocates and conquests that a vibrant social media strategy brings with it.
Canada was mentioned in several presentations today. Canadian dealers have already been exposed to brand plans for 2012 and beyond at their model intro meetings held last fall. Based on what I saw today, for the brands presented, Canadian dealers should feel an uplift in their show rooms from “refreshed” and new product. Clearly some brands will be better that others, but if you drink the Kool-Aid that was being dished out at Cobo Hall, dealers should have the product in their show rooms the indicate a successful 2012.
Tuesday January 10th will see Lincoln, Toyota, Honda, Buick, Maserati, Nissan, Falcon and Via Motors deliver their press conferences. Tuesday afternoon also marks the opening of the Automotive News World Congress. A strong list of industry leaders are scheduled to present and be cross-examined by the audience. This always proves to be an informative, lively and in-debth review of the business plans for the companies participating.
After Day 1, I would have to say that my general impression is positive. If I am right, Canadian dealers should be in for a good year, assuming all else remains constant and world events do not derail any positive momentum.
Time will only tell which brands had the real Kool-Aid and which ones spiked the punch.
