Detroit Auto Show: The Tough Got Going

Detroit Auto Show: The Tough Got Going
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Dave Pinter, PSFK
  • 29 january 2009

We mentioned earlier about the toned down atmosphere of the show this year. Everything from the design of the display stands to the number of cars exhibited was clearly cut back. Hyundai, riding a strong PR wavy from having won North American Car of the Year honors for its Genesis sedan, really let loose with communications we’ve never seen at the show but reflect the times. Surrounding their display area, large panels were suspended from the ceiling containing messaging appealing to prudent decision making. One panel in particular which says ‘Assurance: Certainty in Uncertain Times’ really seemed to sum up what probably a lot of show-goers were looking for.

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