Auto Industry Sets Its Sights On The Big Apple
by Jeff Gilbert
WWJ AutoBeat Reporter
From an all new Chevy Malibu to a totally updated version of the new Volkswagen Beetle, car enthusiasts will be keeping a close eye on this week's New York Auto Show.
This follows a February show in Chicago that had relatively little in the way of new products.
"New York does seem to be a higher content show," says Aaron Bragman, an analyst with IHS Automotive. "We're hoping that's the start of a trend. Hopefully, the automakers have some money now to really start introducing new models, showing us some new concepts, and getting people back interested in going to the showroom and the shows."
With sales slowly recovering the past few months, auto companies are hoping that the variety of new products at the New York show will get people back into the mood to buy a vehicle.
"Well, that's really been the theme of every one of the shows in the last two years," says Bragman. "There hasn't been a 'green show' or a 'truck show' or a 'consumer show.' It's been basically a 'Let's get consumers back into the showrooms and start them buying cars again' show."
The New York Auto Show comes at the same time as the big show in Shanghai, China. Some companies are adjusting their new product unveilings so they can be featured at both shows.
Volkswagen has a Monday unveiling of the Beetle. That's two days before the press previews of the New York show…but just before the previews of the Shanghai show.
General Motors got around the problem by having a live webcast, aimed at the U.S. market, just as they are unveiling the new Malilbu in the flesh, or steel, in Shanghai.
"We want to make sure that we bring the Malibu to people where they are in the media they use most," says Malibu marketing manager Jon Han. "Be that in the web, their iPhones or iPads. It's all going to be available in high def."
You can see the high definition webcast of the Malibu unveiling online at www.watchthenewchevymalibuinhd.com. The program begins at 8:30 Monday evening.
GM promises to unveil a special variation of the Malibu in New York on Wednesday.
The global attention is needed because GM aims to make the Malibu a global vehicle, sold in more than 100 countries around the world.
Nissan, meanwhile, plans to use the New York Auto Show to tell the world how fast electric cars can be. We'll see a racing version of the Nissan Leaf electric car. This "NISMO" version will appear at races to show that green can be fun.
More details to come when Nissan North America Chief Carlos Taveres gives the keynote speech to open the press days on Wednesday.
Taveres will likely also be asked about the impact of the earthquake in Japan, with concern of parts shortages. On Tuesday, we'll hear an update from Toyota brand chief Bob Carter, as he appears at an annual conference sponsored by IHS Automotive and the National Automobile Dealers Association.
GM CEO Dan Akerson will keynote that conference, which will also feature forecasts from IHS Automotive's analysts and consultants.
WWJ AutoBeat Reporter Jeff Gilbert will be in New York most of the week, covering the show and related events. We'll have stories on the air, with online videos and photos, and a full wrap-up program Thursday evening at 7 PM.
Follow Jeff Gilbert on Twitter @jefferygilbert
