Most Reveals take place during a major auto show like the NAIAS (North American International Auto Show) in Detroit. There is no other show as powerful with press attending from all over the world. Automotive PR departments provide press kits containing photo beauty shots of the new cars and information stats soon to be seen in magazines, newspapers and on websites all over the world.
1998 Chicago auto show press conference reveal for Mitsubishi SST. Attractive models wear mini dresses matching the color of the car. Photo: Chicago Automobile Trade Association
The current lineup of 2010 car models is rolling up the introduction ramps, set to meet the automotive press at auto shows. Many of these models new to the public have been introduced months ago to the press. Now it is time for the dealerships to get into the act with parties, incentives and special “Ride and Drive” events.
We will soon see how GM introduces its’ all new Chevrolet Camaro, Kia brings forth its Forte and Subaru ushers in an all new Legacy and Outback. Drum rolls, lights, camera; get set for some super action. Automotive writers scribble copy and flash their cameras. Reveals are what gives momentum to the surging crowds who attend auto shows. They want to see the newest versions. It is the lure that magnetizes people to visit auto dealerships.
Creating a memorable auto show press conference or Reveal is a challenge for the press who “has seen it all”. One of the companies that created one of the zaniest of automotive press introductions plunked a herd of cattle outside Cobo Hall during the NAIAS in Detroit two years ago to herd reporters to the new Dodge Ram truck. They gave away teriyaki jerky and executives wore cowboy boots.
In other recent reveals the company offloaded tons of dirt while Chrysler showed the off-road capabilities of a new Jeep at the New York Auto Show. Also, BMW sent a James Bond look alike down a high tower zip line and into a sporty Z3 while the 007 theme blasted in the background.
Jack Harned, a longtime publicist for General Motors Corporation, recalls “car reveals” in the 1960’s and 70’s at local dealerships were as eagerly anticipated as Christmas, the Fourth of July and Easter. The showroom windows were painted opaque with proclamations of the big day coming. Announcement day often came with free hot dogs, soda pop and even high school marching bands.
“There was probably no greater new model public curiosity in history than that preceding Ford Motor Company’s Model A in 1927,” recalls history book writer Michael W. R. Davis. “Old Henry, whose company held something like 60 percent of the market, had shut down his entire nationwide assembly operation May 26 with the last Model T, announcing it would commence again with a forthcoming new model in Fall. Interest in the new model naturally was insatiable. The A was unveiled to the press on November 30 and went on sale two days later, December 2, when showrooms were swamped.”
1931 Model A Deluxe Tudor Sedan. The Model A was available in four standard colors, but not black.
Davis recalls that suspense was an integral technique in the Barnum and Bailey circus of car introductions. New cars on haulaway trucks enroute to dealerships from factories were shrouded to frustrate the curious and build interest.
“A wire service photographer in Florida supposedly got the first photo of an Edsel in 1957 when, tipped by someone (a publicistω), he lifted the covering on a haulaway, snapped the Edsel’s soon-to-be-notorious snout and – Voila! – papers all over the country revealed the secret,” Davis recalled.
In the 1940’s when all night marathon dances were popular, where one couple had to dance longer than any other couple an Illinois dealer held a contest where wishful car owners would affix an arm or leg to the new model on display and hold closely until a car on a giant hoist outside the dealership ran out of gas, which could be almost a full day on low idle. The person who held fast was eligible to win the keys to that coveted new car.
I recall watching General Motors introduce its concept Buick Enclave to the media in January 2006. It was the veritable Sirens in diaphanous dresses who fanned out across a stage swirling yards upon yards of bronze silk over and around their four-wheeled object. The cloth dropped. The Couture “Sirens” with deliberate steps danced in ecstasy to the birthing of a new vehicle.
2006 Sirens cast their spell over the automotive press while introducing the Buick Enclave at the North American Auto Show in Detroit. Photo: GM Media Archives
Let the fun begin anew, for each year the enchantment beckons us to believe in the power of the motors to improve our lives and fulfill our dreams.
Margery Krevsky is the author of Sirens of Chrome www.sirensofchrome.com , Momentum Books Publisher Maureen McDonald contributed research to this article
For more information on other auto heritage sites, visit www.motorcities.org.
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