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GM Power Lineup Electrifies NAIAS
General Motors Corp. is set to invade the 2007 North American International Auto Show with a distinctively new approach. This time around, GM will not only showcase new production models and concept cars but it would also premiere a whole new exhibit.
According to Mark LeNeve, GM North America’s vice president of Vehicle Sales, Service and Marketing, the 121,000 square feet legroom given to the company will be transformed into the auto show equivalent of an art gallery. He added that parts of the auto exhibit will travel to other domestic and international shows and that this new exhibit is making its debut in Detroit because NAIAS is “a critically important show for General Motors and our industry.”
The auto exhibit is aimed at showcasing GM’s global brands, particularly Cadillac, Chevrolet, Hummer and Saab, distinguishing all of GM’s brands both global and domestic, stressing technology and positioning GM as a design leader. “Indeed, design and technology will take center stage at the GM exhibit. Debuts will take place within their brand’s setting, while corporate announcements will occur on a center stage within the exhibit,” said LeNeve.
That stage will be utilized to exhibit GM technology, such as OnStar communications and alternative fuel technologies. The layout is enhanced by technologically advanced overhead and vehicle lighting, open spaces and clean lines, minimalist architecture and finest materials to make visitors experience GM’s eight distinctive brands in unique, gallery-type settings within a unified, GM-themed environment.
“While the stars of the show are the vehicles, we wanted the exhibit space to reflect the corporation’s design-driven direction in a way that complements the brand essence of each vehicle and the overall GM brand,” said Ed Welburn, GM vice president, Global Design. “The finest work deserves to be displayed in the best galleries, and I believe we’ve accomplished that with this exhibit.”
Throughout the exhibit, 615 linear feet of LED lighting will be suspended above visitors’ heads. The lights are mated to additional lighting in the brand displays to shower the vehicles in luminosity. Each of the brand areas will have back wall video projection for product messages, as well as synchronized corporate messages.
Cadillac, the luxury marquee of GM, showcased the sharp lines and faceted architecture of its lineup. It used an angular ceiling canopy, sophisticated materials such as frosted glass and stainless steel surfaces, and modern lighting. The brand will be unveiling the 2008 Cadillac CTS.
For the Chevrolet brand, GM made a concept called “Chevy Moments.” The display includes a series of graphic towers, feature vehicle displays and LED screens, along with unique flooring that defines specific vehicle areas. GM will be unveiling the 2008 Chevrolet Malibu in the auto show.
Hummer showcases capability. The go-anywhere, do-anything lineup of the brand showed off textured elegance using deep orange backdrop blended to architectural cues like ID plinths, concrete and glass floor panels.
Saab featured unique LED technology and LED screens that create a special product environment. The display radiates spotlessness and freshness.
Other GM brands are also made strikingly fabulous to draw more visitors. Saturn is set to unfold its 2007 Aura Green Line hybrid. Buick is absorbed in promoting Lucerne. The vehicle will showcase OnStar’s Turn-by-Turn Navigation technology on a windshield-projected account.
The individual brand displays of GM featured LED screens and projected laser images on glass that demonstrate GM’s vision for reinventing the automobile.
The industry is showering the auto market with lots of surprises. GM’s closest rivals like Ford and Toyota are also concentrating on making their lineup more astounding than before. Automakers like Mercedes-Benz, Nissan and Honda are also focused on auto innovations. In fact, upgraded auto parts Mercedes boost the potentials of the upcoming GL 420 BLUETEC concept.
About the Author: Corey Putton is a 28-year old bachelor from Pittsburgh, PA who has been around cars for the better part of his life. He now works online and writes all about his passion: cars. He is also a certified mechanic.