The 2019 North American International Auto Show press days are in the books. Some of my colleagues are calling it “The Last Detroit Auto Show,” because in 2020, NAIAS will move to June, avoiding the Michigan winter. The move promises to open up all kinds of new possibilities for ancillary events, like rides-and-drives, demos and other outdoor activities that are just not possible in January. Organizers claim Detroit’s downtown renaissance will support the timing, and it will be a big party. Or will it?
Rescheduling to June takes NAIAS out of the traditional auto show calendar, and indeed, out of the model year cadence. Will manufacturers see the show as a venue for early introductions of next year’s models? Or will they see the move as a return to the show’s roots as a regional event for the Detroit Auto Dealers Association to market cars to local consumers?
Looking at this year’s show, it was apparent that something had to be done. All of the European luxury brands, including Porsche, Mercedes-Benz, Audi, BMW, Land Rover, Jaguar, Aston Martin, Bentley, Rolls-Royce and others, were conspicuous in their absence. Only about a dozen new cars and concepts made their debuts at the show. As a journalist covering new cars, I only had to spend one day at NAIAS this year in order to catch all of the relevant press conferences and to see all of the unveilings. It wasn’t a dirge like 2009, but it was a definite down year.
Peering through the end-of-an-era cloud hanging over the Cobo Center, I saw signs of the future in the mist.
The final vehicle reveal press conference of the first media day was held by GAC Motor (Guangzhou Automobile Group Motor Co., LTD), a Chinese company that is a subsidiary of GAC Group. GAC debuted its Entranze EV concept vehicle. The concept was the first public display of a product designed in GAC’s California-based design studio, which was established in 2018. The concept itself is fine, a futuristic minivan with sliding glass doors and 3+2+2 seating. It’s the kind of thing that will never get built, but may serve as a design inspiration.
The memorable aspect of the GAC presentation was not the concept or the products on display; it was the culturally tone-deaf presentation by GAC. Once the assembled press — about 200 – 300 participants, I’d estimate – settled in, a GAC spokesperson introduced a lineup of company executives and VIP guests, one by one. Each person stood and acknowledged the crowd’s polite applause. Then, the spokesperson introduced an officer of the Detroit Auto Dealers Association (DADA), who read a brief message from a script with the enthusiasm of a war hostage. The spokesperson then introduced Mr. Yu Jun, President of GAC Motor, who gave a transliterated speech in English that was as stilted as it was incomprehensible and self-congratulatory. Time to unveil the concept car – cue the modern dancers! A troupe of eight (four men, four women) dressed in chiffon and spandex, performed a two-minute dance to modern classical music, then whisked the silk off of the concept car to muted applause. Another executive from GAC stumbled through a speech with the details, and the press conference was mercifully concluded.
Audience members walked away with a gift bag containing a scale model of the company’s flagship SUV, the GS8, a fancy USB drive loaded with vehicle information, photos and GAC info, and two glossy brochures: one with vehicle photos, descriptions and features; and one entitled “The Road to Greatness: GAC Motor,” which is a 32-page photo essay/manifesto/propaganda piece extolling the virtues of the company. It opens with this poem:
The Road to Greatness
This is GAC Motor.
I say no to mediocracy,
and stay committed to my own path.
I never compromise of give in.
With fearless resolution,
I endeavor to make breakthroughs and strive forward,
To develop a brand that I take pride in.
GAC Motor believes greatness does not belong to the few.
Everyone has the potential to be great.
As long as you dare to dream, have courage and keep striving,
You are already on the path of greatness.
The Road to Greatness, GAC Motor.
Now, this might have been a state-of-the-art presentation at the Shanghai Motor Show, but in Detroit in 2019, it was out of touch and a little sad. I have little doubt that Chinese vehicles will soon be sold in the United States under their own brand names, and the quality of the vehicles will rapidly improve to meet the marketplace standard. Look at how rapidly Hyundai and Kia vehicles have developed in the past decade as a model for assimilation.
Even better, look at Toyota Motor Company’s press conference this year as they revealed the 2020 Supra. No less an eminence than Akio Toyoda, TMC’s President, handled the presentation himself. In stark contrast to the GAC presentation, Toyoda was relaxed, joyous, poised and funny. His command of the English language isn’t a whole lot better than the Chinese executives, but it didn’t stand in the way of his passion and charm. Toyoda won the crowd over with his buoyant nature. It was a very American presentation, but still entirely appropriate to a Japanese product and executive.
GAC Motor can learn a lot from Toyota, Hyundai and other companies who have found the keys to conquering the United States. You don’t have to make the US bend to your will – you only have to slide into the openings that are always available, and make the most of the opportunities you find there.
Photos (c) Jason Fogelson, NAIAS, GAC Motor
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