NY Auto Show Media Day 2

PSFK is back at Javits today for another slightly brief visit to the New York Auto Show. The rest of the press pool was looking a little more sluggish after yesterday’s nonstop launch schedule. Today we stopped by Audi for the S5/A5 launch, Subaru to see the new Impreza WRX, and Kia to have a look at their Soul concept car.

The Audi S5 looks good. I was initially skeptical of the direction towards more rounded sculpted surfaces on the exterior, but it really is well done. The front end continues the brand direction of the large grill with the center black bar. The real character comes in the headlights and the lower fascia where the shapes are directionally oriented to the front. This gives it that ‘get out of my way’ tone. Audi also handed out probably the most expensive media kit I’ve ever got. It’s a hard bound case containing a recess for the CD and a pocket for the beautifully produced large size photo and text books. The flap magnetically seals which is a nice touch.

Subaru has fiddled with the Impreza a lot over the last ten years. Some successful, other attempts were quickly swept away. The rounded headlights of a few years ago come to mind as a sore spot amongst aficionados. I have to say that the newest iteration is pretty forgettable. You can compare the replacement to the new via the WRC rally car vs the new production one. I’m now longing for the days of the big winged squared off WRX, oh well. Also unveiled was updates to their Tribeca crossover.

Lastly we headed over to Kia, why? Well both Kia and Hyundai have been doing a lot of interesting design exploration lately. There was the Kue in Detroit and the Soul makes the rounds to NYC this year. While it’s not new, it’s worth showing again especially in contrast to yesterdays concepts from GM. They all try to hit the same youth market and I don’t know if any do it quite like Scion.

Again, we’ve got a gallery from todays tour up on flickr. We’ll have a jumbo gallery posted at some point this weekend with a full trend review.