One problem all automotive journalists encounter when on the job is a sense of ennui, or a feeling of blasé, boredom, and weariness of their job.
Is that possible? Remember that we’re usually aware of new makes and models months in advance of the public or even the Internet. Thus we’re not surprised when we see the latest vehicles announced in the news. And auto shows tend to be the same with the manufacturers vehicles splayed out like display pieces in a museum with the latest “halo” vehicle on center stage, forbidden except for the knowledge brand pitch man/woman.
That’s why I found the 2008 Inland Empire Auto Show a breath of fresh air. Promoting, again, an auto “lifestyle” than just another indoor lot of shiny new vehicles, I immediately noticed the display of houses and their parked cars. As my guide Michael Caudill, President & CEO of DRIVEN Media Communications, explained, “Green Street” represented the environmental consciousness dominating American society, including the auto industry. The houses, for example, utilized fewer materials than their predecessors, a trend in the industry. And all the parked vehicles were Toyota hybrids: I noted several Priuses, a Highlander, and the Lexus LS 600h L. The two disparate industries showcased nicely that being green was just not what motor was running under hood.
 But don’t think for a minute that the show didn’t showcase the auto-industry’s wild side. The aftermarket was in full-display at the IEAS. After walking Green Street, I was greeted by Shaq’s monstrous truck and a lineup of tricked-up Dodge Chargers, one of the most commanding vehicles on the streets today. You don’t know what fear is until you’ve seen a Dodge Charger police car behind you.
 Another way the IEAS contrasted with larger, more established auto shows was how the cars were displayed. Because of the smaller venue, there was less space between the models. I liked such a layout; as I told one of the Chevrolet floor personnel, I felt I was walking in a hands-on museum and the world’s best dealership, i.e., none of those pesky sales personnel bothering you. In such a manner, I viewed the all-new 2009 Chevrolet Traverse and Nissan Maxima, both making their West Coast debut. And speaking of debuts, the 2008 Zero X Lithium-Ion motorcycle was unveiled to the public at the show. The electric-only bike, with a range of 40 miles, can go from zero to 60 under 2 seconds, be used off-road, and emits no harmful pollutants, not even noise.
Also displayed with the manufacturers’ vehicle were customized versions, showcasing what could be done with aftermarket designs and parts without having to trudge down to either a different floor or section like other show.
 Ford Motor Co. returned to the IEAS after last year’s absence. One of my favorite automakers, the company prominently displayed a custom version of its newest crossover, the Ford Edge. And Jaguar, now owned by Tata Motors of India, made an appearance with the all-new Jaguar XF. Ford cohorts Mazda and Volvo also were no-shows. Same with Subaru and Suzuki, which is puzzling to me since the Inland Empire is ripe with fans of inexpensive, sporty vehicles. Maybe we’ll see Suzuki return when it introduces its Equator pickup in model year 2009.
Other displays and sections included the Work Truck Expo; Extreme Auto Fest where over a 100 customized vehicles would roar in, SUV rock climbing, and the Ball of Steel. Unfortunately for me, they were either only available during the weekend or at later hours.
 I realized I was grinning ear to ear as I left the Inland Empire Auto Show. It renewed the excitement that I thought was nearly lost after seeing the same shows and vehicles for several years now. I not only look forward to the 2009 show, but this year’s remaining shows in Orange County and Los Angeles as well.
|