2010 Chicago Auto Show Preview

February 10-11, 2010

The 2010 Chicago Auto Show Media Preview kicked off with the CAS/MAMA Breakfast featuring keynote speaker Mark Reuss, President of General Motors North America. Credentialed media said “goodbye” to CATA President Jerry Cizek after 37 years of service to Chicagoland automobile dealers, and 'hello' to Dave Sloan, new CATA President. Jim Mateja, legendary automotive writer and Chicago Tribune columnist presented Cizek with an award and reminisced about receiving that fateful call from Cizek years ago asking him why Chicago did not have an automotive association. The CATA popped for lunch and Mateja pulled together a handful of journalists to form the new Midwest Automotive Media Association (MAMA), now 220 members strong.

Cizek, who joined the Chicago Automobile Trade Association as a field rep in 1973 and in 1977, was promoted to director of dealer relations. Cizek’s first auto show was March of 1974 and his first duty was to walk the auto show floor looking for leaks in the ceiling. He also sold floor space in the lower level of the building to vendors selling anything from vegetable slicers to mops. Remember those hucksters?

Experiencing all kinds of setbacks, from high fuel prices to fluctuations in the economy, Cizek was responsible for growing the Chicago Auto Show and expanding the exhibition hall. Moving from the original venue on the lake to across Lake Shore Drive in 1997, Cizek expanded the show into the North Hall in 2005, providing 1.3 million square feet of space (vs. 650,000 sq. ft.). In addition, the increase in exhibition hall size made it possible for Chrysler to set up the popular indoor track where visitors to the show can drive Jeeps and other Chrysler products."

Mark Reuss, G.M. President of the North Americas shared with the audience his own Illinois roots; the fact that his grandparents were coal miners and the strong Midwest values his parents instilled in him. An unassuming kind of guy, Reuss represents the 'new' GM, and the remaining brands Chevrolet, Cadillac, Buick and GMC, with Chevrolet positioned to be the Big brand. GM has returned to focusing on the fundamentals ('May the best car win'), with a vision of Design-Build-Sell the world’s best vehicles. GM has also become involved in social networking, searching Facebook and Twitter for complaints, comments and praise from customers. Reuss himself has personally answered emails from the public and aided in resolving problems. Employee involvement is growing at GM, too, and Reuss has implemented a new program called 'How to Help a Customer' Mobile Application. GM has also donated pickup trucks to Haiti, and in an effort to return to its grassroots, is encouraging dealer/customer interfacing.

Ford Ford Motor Company’s theme at this year's Chicago Auto Show was high-tech, green and global. Their display consisted of the Edge Studio as Mark Fields, President of the Americas for Ford introduced the 'redefined, mid-cycle' freshening of the 2011 Ford Edge SUV, with an Edge Sport edition. Next up, Jim Farley shared with the audience how the Edge SUV has experienced great success with its customers, 40 percent of whom came over from other brands. The 2011 Ford Edge will feature three engines, two transmissions, 18-inch and 20-inch wheels, accents on the grill, and polished aluminum wheels. The Edge Sport will have 22-inch wheels. An all-new interior is enhanced by the technology offered. The standard engine in the refreshed Edge is Ford’s 3.5-liter V-6, complemented by a 6-speed automatic transmission. Select-shift is standard on the high-end models,best-in-class horsepower and 30 percent better fuel economy than the 2007 Edge, Ford will also offer a 2.0-liter, 4-cylinder EcoBoost engine, as well as a 3.7-liter VCT engine with 350 horsepower and 280 lb. ft. torque. The new 2011 Edge will also feature improved NVH and 12 exclusive features, including MyFordTouch.

Toyota

Bob Carter, Vice President and general manager of Toyota USA spoke to Toyota’s recent recall dilemma, with a promise to fix what’s wrong, along with Toyota’s strong commitment to their customers. He also announced the most recent voluntary Toyota recall (February 9): Lexus HS 250 Hybrid and 2010 Prius, as letters are being mailed this week. Carter assured the media there is a solution in place to the sticking pedal; a solution that is simple, effective and only takes 30 minutes to implement. All dealers have the parts, tools and training to do what’s needed, he announced. As he spoke, he said, some 50,000 vehicles a day are being repaired.

Honda

Assistant Vice President for Product Planning, Vicki Poponi introduced the prototype for the top-to-bottom redesigned Odyssey minivan, along with a history lesson of the popular van. Honda’s flagship vehicle for families, the Odyssey has been America’s best-selling minivan since its introduction in 1995 when it started out with a 4-cylinder engine and four swinging doors, built on Honda’s mid-size sedan platform. Graduating in 1999, the Odyssey was the first minivan to receive a five-star crash safety rating and until 2004, was built on a light truck platform, a V-6 engine, third-row seating, and segment-leading Variable Cylinder Management (VCM) for improved fuel economy. The third generation Odyssey (2005-2010) continued to add new and innovative features and soon became the minivan of choice among young, affluent buyers.

Chevrolet

Offering an ode to the 75-year-old Suburban, Jim Campbell took the media down memory lane as we watched the Suburban evolve from 1935 to the present. The longest running nameplate in history, Suburban will celebrate its 75th with a Diamond Edition, with LTZ trim and 20-inch chrome wheels. For the diehard Suburban driver, this silver beauty will be an attractive addition to their stable of functional, yet comfortable and useful vehicles.

Bridgestone: One Team, One Planet

Bridgestone announced the intro of their new consumer Ecopia tires; the EP 422 in five sizes, and the Duela H/L 422, both for SUV and CUV vehicles. John Baratta, Consumer-Replacement Tires President, Bridgestone, U.S. and Canada, and Phil Pasci, V.P. Consumer Marketing touched on Bridgestone’s Buy-Try 30-day Warranty, and the 65,000-mile Ecopia tires, fitting the Escalade Hybrid, Lexus 400H, Ford 150 and Highlander Hybrid. So-named 422 for Earth Day (April 22), the Ecopia tires are a “greener” tire with low-rolling resistance. The first fuel-efficient tire, Ecopia EP422, recently tested, demonstrated a 36 percent improvement in rolling resistance when compared with a conventional Bridgestone tire, and the Dueler H/L 422 Ecopia showed a 42 percent improvement over a conventional Bridgestone tire. The lower rolling resistance for these Ecopia tires can result in roughly 4 percent better fuel economy when compared to a conventional Bridgestone tire. That can help get savings at the pump. For example, with gasoline averaging $2.70 per gallon and a vehicle with a 15 gallon tank, a driver who fills up once a week could save about $85 a year on fuel costs (using Bridgestone Ecopia tires versus conventional Bridgestone tires); over four years that’s $340. That's almost enough to cover the cost of the tires.

Suzuki

The Other Mid-year Models: 2010 Jeep Wrangler Islander: Back after a 20-year absence, available on Wrangler and Wrangler Unlimited 4x4 versions. Beach theme: Surf Blue Pearl color and Tiki Bob decal on hood, with latitude and longitude coordinates for actual island location! 2010 Jeep Liberty Renegade: One of three themed trim packages, positioned between Sport and Limited. Full-time, shift-on-the-fly 4WD and 4WD auto mode, 3.7-liter V-6 and open-air experience with full-length canvas roof. Special exterior colors, 16-inch wheels, white-letter radials, wheel flares, bodyside moldings, deep tinted glass, skid plates and tow hooks. 2010 Jeep Wrangler Mountain: Coming this spring with massive 31-inch tires, themed wheel, grille, bumper appliqués, on two-and-four-door 4x4; Mountain decal on hood, tubular side steps and black taillamp guards.

Hermance Vehicle Efficiency Award>

Internet Truck and Car of the Year Award

Bark Buckle UP: Be Smart-Ride Safe

A great way to end the first of two Media Preview days, this group demonstrated the importance of buckling up your pets when driving in the car. Bark Buckle UP presented the 2010 Top Ten Safety Awards, of which there were several. Christina Selter, 'Pet Safety Lady' and founder of Bark Buckle UP, Bark 10-4 and the Bark Buckle UP Charity works closely with fire, police, coast guard and EMT personnel to support the safety program. Each press kit contained a pet oxygen mask and journalists were encouraged to pass it along to local fire/police or a shelter.

Motor Week Awards

MotorWeek, although absent from this year’s CAS had press kits on hand to announce the 2010 winners of the Driver’s Choice Awards. Calling it 'superior to everything else out there,' Motor Week’s John Davis, creator, host and Executive Producer named the 2010 Toyota Prius 'Best of the Year' 2010 Drivers’ Choice Award winner. The third generation Prius, according to MotorWeek judges beat all the other competition by making improvements on everything, including fuel efficiency, power and driving dynamics. Other awards were as follows for 2010: