The latest auto news, reviews, prices, product and vehicle releases. Jan
28th
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I love that my city loves cars. We are an auto-driven bunch and we like our vehicles to be fast, loud and in-your-face. We're not just about practicality, and we have a flare for the fancy (and that's clear when the snow vacates and the summer months are upon us). Because of this automotive fascination, we have a fairly decent auto show that happens in the month of January every year.
Granted, it's no Detroit Auto Show, but it's big enough and often showcases a few North American, sometimes world, premiers. And Montrealers everywhere know it's a sign of the spring/summer to come, so we all look forward to the Montreal International Auto Show (MIAS).
This year, the MIAS was something to write home about. Since 2009, the industry has been clawing its way back to normal, and so by association have the automotive shows that go along with it. What was once a dismal, sad display of cars parked on carpets in a banquet hall has since returned to its glory of interactive booths, bright lights, props and spectacular set-ups.
I've been attending the MIAS press day for about seven years now, so I've seen my fair share of unveilings and reveals. I've come to expect certain things: silken-sheet-covered car sits behind podium flanked by gorgeous, Amazonian-like models in stilettos while president of said manufacturer gives his speech. At exactly the right moment, adject the relevant-and-somehow-connected-to-the-vehicle-in-a-random-one-off-kind-of-way music plays for 15-25 seconds as the sheet is pulled back by the previously mentioned car girl's perfectly manicured hands, journalists are given a few seconds to soak in the glory of the vehicle, and then it's all over.
Well, not this year.
This year, the MIAS was all about a flare for the theatrical. From gymnasts wearing head-to-toe coloured body suits to talking robots, CEOs sleeping in vehicle trunks, fixie bike riders circling concept cars, law enforcements storming in to arrest PR reps, and show-and-tell, this year's media day kept me on my toes -- and I thoroughly enjoyed it.
I've become rather jaded when it comes to unveilings and reveals at shows and events. Most of the time it's a bit of a “been there, done that” kinda deal, but I was pleasantly surprised that the manufacturers took the time to organize their elaborate “shows” for the media on press day. We're generally a pretty cynical bunch overall, so kudos to the carmakers for making an effort and putting a smile on at least a few journo's faces.
And for making their cars more memorable. While I had a hard time wrenching my eyes away from the checkered-body-suit wearing man hovering above the MINI Paceman JCW in various odd positions and poses, I most definitely remembered the reveal and was sure to Tweet about it and get the word out as soon as the acrobats appeared.
Some might see theatrical shows as a diversion tactic: distract them from the vehicle and they won't see the flaws. I think it's the opposite. These tactics were put in place to get us excited, to grab our attention. And while I know they are nothing compared to what was seen in Detroit this year (and in years past) and what will surely be seen in Geneva, Frankfurt, Paris and Tokyo; I still want to say a big bravo to the automakers who put in a good show at this year's Montreal International Auto Show. The bar has officially been set for next year.
Granted, it's no Detroit Auto Show, but it's big enough and often showcases a few North American, sometimes world, premiers. And Montrealers everywhere know it's a sign of the spring/summer to come, so we all look forward to the Montreal International Auto Show (MIAS).
This year, the MIAS was something to write home about. Since 2009, the industry has been clawing its way back to normal, and so by association have the automotive shows that go along with it. What was once a dismal, sad display of cars parked on carpets in a banquet hall has since returned to its glory of interactive booths, bright lights, props and spectacular set-ups.
I've been attending the MIAS press day for about seven years now, so I've seen my fair share of unveilings and reveals. I've come to expect certain things: silken-sheet-covered car sits behind podium flanked by gorgeous, Amazonian-like models in stilettos while president of said manufacturer gives his speech. At exactly the right moment, adject the relevant-and-somehow-connected-to-the-vehicle-in-a-random-one-off-kind-of-way music plays for 15-25 seconds as the sheet is pulled back by the previously mentioned car girl's perfectly manicured hands, journalists are given a few seconds to soak in the glory of the vehicle, and then it's all over.
Well, not this year.
This year, the MIAS was all about a flare for the theatrical. From gymnasts wearing head-to-toe coloured body suits to talking robots, CEOs sleeping in vehicle trunks, fixie bike riders circling concept cars, law enforcements storming in to arrest PR reps, and show-and-tell, this year's media day kept me on my toes -- and I thoroughly enjoyed it.
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| Photo: Colin Styker |
I've become rather jaded when it comes to unveilings and reveals at shows and events. Most of the time it's a bit of a “been there, done that” kinda deal, but I was pleasantly surprised that the manufacturers took the time to organize their elaborate “shows” for the media on press day. We're generally a pretty cynical bunch overall, so kudos to the carmakers for making an effort and putting a smile on at least a few journo's faces.
And for making their cars more memorable. While I had a hard time wrenching my eyes away from the checkered-body-suit wearing man hovering above the MINI Paceman JCW in various odd positions and poses, I most definitely remembered the reveal and was sure to Tweet about it and get the word out as soon as the acrobats appeared.
Some might see theatrical shows as a diversion tactic: distract them from the vehicle and they won't see the flaws. I think it's the opposite. These tactics were put in place to get us excited, to grab our attention. And while I know they are nothing compared to what was seen in Detroit this year (and in years past) and what will surely be seen in Geneva, Frankfurt, Paris and Tokyo; I still want to say a big bravo to the automakers who put in a good show at this year's Montreal International Auto Show. The bar has officially been set for next year.