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At Auto Shows, a New Sobriety Reigns

Wall Street Journal - Apr 9, 2009

As the New York International Auto Show opens this week in Manhattan, car makers face a tough task: How to generate enthusiasm about their vehicles at a time when the industry is consumed with talk about bailouts and bankruptcy, and the makers' budgets are strained.

General Motors Corp. is still showing a full complement of models but has cut its budget for the show in half. (It declines to disclose the figure.) At its booth, the company is forgoing the thick, raised glass flooring it usually uses for its Cadillac display and instead has parked the cars on cheaper aluminum frames.

Honda Motor Co. is using graphic panels made of fabric in place of most of the high-tech LED screens it used in the past as backdrops. It also installed cheaper lighting and carpet. Honda's approach this time "is to let the vehicle technology speak for itself," said Charles Schnieber, manager of auto shows and exhibits for Honda's U.S. unit.

Read Full Article from Wall Street Journal

- Posted: 2009-04-09 08:33:14

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