2009 Detroit Auto Show: Detroit--In the eye of the storm

The snow whipped past the DC-9’s window. Lit by the landing lights, it looked like hypersonic TV static. As the plane descended into snowy Detroit, only to apply power and go around for a second attempt, I had to ask myself, “Is coming to Detroit for this show really such a good idea?”

I think a lot of people are asking the same question this week. Even in better times, debate swirled around the Detroit Show. In a typical year, Cobo Hall strains at the seams. (That’s less of a problem this year.) Wintertime in downtown Detroit is far from a Currier and Ives scene. Hotels price gouge like mad, figuring that in these few days Detroit is packed with journalists, which will give them a big up on breaking even for the year.

There are a lot of signs of the current austerity on the show floor. Last year, Jeep had giant walls of stone and waterfalls and lights. This year, the Chrysler stand is basically a bunch of cars parked on carpet and a bunch of extension cords hanging behind a stage, all the better to promote various electric drive concepts. (As one wag noted, the cords looked a bit like nooses.)

Chrysler wasn’t the only one. GM’s giant floor space is one open expanse with clusters of brands. Gone are most of the set-ups that delineated the brands more strongly in previous years.

Still, nothing is more austere than not being here. As my colleague, Mike Quincy, notes, Nissan, isn’t here at all. With lots of prime real estate cleared up, some brands expanded and moved to better positions, including Subaru and Hyundai. Boutique brands like Lamborghini, Bentley, and Fisker are now front and center in the hall. And most notable, two Chinese manufacturers--BYD (Build Your Dreams, not an underwear brand or BYOB) are showing in the main hall. Never mind that their products aren’t on sale yet.

As Jim Travers demonstrates above, space is still available.

In the end, yeah, it is a good idea for car companies to be here. As Toyota, who has also seen sharp sales drops, took pains to note, they are dedicated to this show and promoting the strength of the U.S. market. Companies like the Detroit Three, who have been prominent in the news for their finances, have to promote the prominence of their products. Loans aside, it’s only through product that they can survive. And product is what we test.

So I guess it’s a good idea to be here. Just hoping they plow the roads soon…

--Tom Mutchler

See Consumer Reports' coverage of the 2009 Detroit auto show.

Comments

[Cale]

I had to ask myself, “Is coming to Detroit for this show really such a good idea?”

I guess you and Nissan came up with the same question but different answers. Good luck and buckle up.