Japanese steel was a different story than its car manufacturers. Under the Marshall plan after the second world war, the allies (mainly the US) rebuilt Japan's steel plants with the result that our own aging mills couldn't compete.
In the auto industry on the other hand, Detroit started by ignoring Deming, then ignored Japan (and Korea), and now is looking for tax dollars to finance the effects. With their very existence in the balance, looking only slightly more viable than Joaquin Phoenix's rap music career, you might expect they would emphasize a good showing in the annual auto show circuit, like the one going on in Chicago right now. Not necessarily that they would make a record financial investment, but a smart one.
You might expect to see Saturn distance itself a bit from parent GM and its $30B request to the US taxpayer this month. You might expect to see some vision for hybrids or electrics that trumps the competition. Most importantly, you might expect a different presentation of new ideas and products than you could find on the internet ("this vehicle has six cylinders and has sunroof, leather and automatic transmission options"). No. None of the above.
An expo is not a giant television ad. TV is more or less a scripted visual storytelling for the masses, punctuated by zero-interaction advertising that is increasingly blaring and increasingly ignored - or tivoed out entirely. The internet makes a huge leap by providing more interaction, customization and selective content. If you enter the right keywords, you can find it. But a live event offers dialog and personal experience and should highlight the strongest presentation points you have to offer. A car I can see in the parking lot outside the show is not extraordinary enough to be in the auto show. Seeing a vehicle from behind a ropeline is not necessarily extraordinary either. A display of a vehicle where you can't sit behind the wheel, or where the sales reps can only repeat the factory specs might as well be online.
There were a couple automakers with impressive concept cars you won't see on the street and reps who could compare different vehicles and knew enough about cars in general enough to ask you questions back, but they weren't from Detroit. VW and Acura were the standouts in my book. Saab's replacement of the Aero-X with a beautiful concept convertible was a show-stopper, and the rep had a wonderful Scandanavian accent while most of the reps were clearly hired guns.
I still enjoyed the auto show of course. I'd just like to see the automakers, especially the ones in Detroit, make better use of our tax dollars with their marketing. Only two companies asked for my e-mail address. Auto marketers should be at least as good as the US Army's impressive display at the same show. They did an outstanding job by comparison.
note: If you plan to make it to this year's show in Chicago, be sure to stop by a Shell station to fill up on your way and get their half-price tickets for admission. If you have a couple people with you, it will pay for your parking.
