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GM offers sneak peek of Detroit auto show display

December 14, 2006

By JASON ROBERSON

FREE PRESS BUSINESS WRITER

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GM gives a media sneak preview of its new display for this year's North American International Auto Show today at Cobo Hall in Detroit. This circular lighted turntable awaits a Pontiac for display. (MANDI WRIGHT/Detroit Free Press)

General Motors Corp. has retooled its display of vehicles at the North American International Auto Show, opening Jan. 7 for journalists and Jan. 13 for the public.

Visitors coming to GM’s display at Cobo Center will immediately see a stainless steel ribbon 261 feet wide and 26 feet high, with a jeweled GM corporate logo. Throughout the exhibit, 615 feet of LED lighting will be suspended above visitors’ head, GM officials pointed out during a tour of the exhibit for reporters Thursday.

Each of the brand areas will have back wall video projection for product messages, as well as synchronized corporate messages.

Some of the display details of GM’s brands include:

• Chevrolet — GM’s largest brand builds on a global auto show concept called “Chevy Moments.” The display has a series of graphic towers, featuring vehicle displays and LED screens. Chevrolet is unveiling the new 2008 Malibu at the Detroit show.

• Cadillac — GM said the display for its luxury brand is inspired by the sharp lines and faceted architecture of its vehicles. It will feature an angular ceiling canopy, unique materials such as frosted glass and stainless steel surfaces, and high-tech lighting. Cadillac is revealing the new 2008 CTS at the Detroit show.

• GMC — Timothy Peters, GM’s assistant director of auto shows and operations said the truck display reflects the message perspective truck buyers should walk away with.

“A professional-grade truck deserves a professional grade display,” Peters said.
With that in mind, GM uses textured blue steel, precast concrete and chrome, perforated metal that evokes the grille design of GMC’s premier Denali lineup.

• Saturn — This display will feature the “Aura Box,” which uses bright Obscura projection technology focusing on the 2007 Aura Green Line hybrid.

The individual brand displays surround GM’s corporate exhibit, featuring LED screens and projected laser images on glass. During the media preview, the space will be used for major vehicle launches. For the public showing, the space will be transformed into a vehicle design and technology display.

Contact JASON ROBERSON at 313-222-8763 or jroberson@freepress.com.