The grueling two days making up the New York Auto Show press preview have finally come to a close (so many free cappuccinos…), so it’s time to reflect on just what happened. Overall, it was a pretty average show, but my gut seems to indicate the overall event was actually one of the more exciting, involving shows of late. Maybe it’s because of the infinitesimal indications that the economy is starting to climb out of the pit so large, Gerard Butler uses it for overly dramatic drop-kickings. Or maybe it was just the free beer.
Let’s talk press conferences. There were a few notable stunts and oddities this year. Mercedes-Benz chose the American 2010 Olympic gold medalist bobsled team to drive out their new, mildly updated R-class. Sadly, this was the first I’d heard of the U.S. victory. I just assumed the Jamaicans always won.
Infiniti put on a brief Cirque du Soleil show before yanking the sheet off their new truck-based QX56 sport-ute. At first, I thought it was just some CDS-style dancers, but, nope, turns out Infiniti actually pulled some real performers from the famed Canadian dance-circus. All they had to do was pay a shitton of money and become the official vehicle of Cirque du Soleil, as both the dancers and the car company represent “inspired performance.” (I couldn’t make that up.) I don’t know about anyone else, but the whole thing gave me a wicked acid flashback.
Scion unveiled their new iQ and tC coupes in what can best be described as a rave setting, if most raves featured a thirty-foot tall mesh projection screen with a car behind it and house music imploring the listener to “jam it in your hole” over and over again. (Then again, maybe raves do these days. I haven’t been in a while.)
Unsurprisingly for anyone who’s seen one of their “cheeky” ads, Mini took full advantage of the date of their press conference to play an April Fools Day prank on the audience; touting their square, cloaked concept as a concept called the “Mini Excel,” the sheet was ripped off to reveal a large SUV-shaped plywood box with “April Fools” written on the sides. Then several roadies (Minies?) converged on the stage, each grabbing a piece of the box and removing it to reveal the Mini Countryman underneath. Incidentally, Mini’s spokesperson was the only one of the days not wearing a collared shirt; beneath his suit coat was a black T-shirt with MINI written in white print. However, his closed jacket concealed about half the word, so I spent most of the show thinking he was just a big Nine Inch Nails fan.
Of course, at any event involving a large group of competitors, there will be winners and losers. In many cases, determining which is which is pretty easy; in the event of an auto show, it’s entirely subjective. Which means it’s perfect for this site. Presenting the 2010 New York Auto Show Winners and Losers!
Winner: Hyundai. Five years ago, the idea of a Hyundai competing against Mercedes-Benz would have been much, much funnier than anything Dane Cook had ever performed. But unlike Cook, Hyundai has spent the last few years improving themselves. The Genesis sedan introduced the world to the concept of a luxury Hyundai – and the new Equus sedan sets that idea in stone.
Offering quality nearly even with Mercedes, BMW and Lexus, the Equus sets out to fight the luxury brands’ top-level sedans at a much lower price point. Fun-to-drive isn’t really the game here – leave that to the Panamera – but for those looking for a relaxed, brisk full-sized luxury sedan with oodles of comfort (and yes, an oodle is the basic unit of comfort), this Hyundai will probably be a perfect fit. It’ll probably poach Lexus LS sales like an ivory hunter with a Holland & Holland .600. Starting between $50,ooo and $60,000, and with features its competitors either charge heavily for (reclining rear right-side seat, rear fridge) or don’t offer at all (nose-mounted camera for seeing around corners, standard iPad in lie of a paper owner’s manual), the Equus will almost certainly clean up the lower end of this market.
You know how Hyundai is serious about this car? Their traditional “H” doesn’t appear on it. Instead, buyers get an abstract Y-shaped logo that looks like a weird-but-I’ve-seen-weirder sex toy.
Loser: Dodge/Chrysler. Unable to muster up the energy for a press conference, the closest thing the company managed to excitement were a pair of tiny Fiat 500s from their new parent company, along with a duo of identical twins to show them off.
Otherwise, the whole display was pretty flaccid. (Yes, folks, that’s a dick joke.) Chrysler’s business plan these days seems to consist of trying to sell two-tone special editions of the 300, while Dodge is relegated to selling musclecars to the Provincetown set.
Come on, Chrysler! You used to make such great concept cars. Even had a good stretch of production models there, with the PT Cruiser and the 300. This is just sad. If Hyundai can throw two separate press conferences, you can summon up five minutes to show off something. Subaru threw a new wing on the STI and called it a day – can’t you do that to the Viper?
Winner: BMW. Pulling the sheets off five models at the show is a pretty good way to get on this list. (Not four, Kia. Five.) Consistently building some of the most fun-to-drive cars on the road helps, too. Granted, three of the reveals were just tweaks, but if loading a 3-series with 20 extra horses and a seven-speed DSG is what ladies call “freshening up,” I understand why they do it so often and it takes so long. Same goes for the mods to the Z4 and X5. Improvements on the 7-series – like the road-going ICE train called the B7 Alpina, now brilliantly available with xDrive AWD, and the ActiveHybrid 7 capable of going 0-60 in 4.7 seconds while still allowing you to be incredibly smug – are more than appreciated as well.
But the new 5-series could be my new “realistic” dream car. Especially in 550i form, equipped with the company’s magical 4.4 liter twin turbo V8 cranking out 400 horses – an engine capable of moving the 5200-lb X6 from 0 to 60 in 5 seconds flat – and the available six-speed manual! (Though living in the city, I might just test-drive that eight-speed automatic. Though I’d feel like a poseur every day if I bought one.) The new 5 is handsome (much more so in person than in pictures), exceedingly comfortable, and quite big inside – big enough I could fit quite comfortably in the back seat, even with my 36″ inseam. (And I’ll just say it – comfier back seat than the new Bentley Mulsanne. No one else will say it, ’cause they don’t want to get booted off the Bentley gravy train, but I speak the truth!) Hell, the trunk is huge, too. I’ll take mine in Deep Sea Blue, please.
Winner: Cadillac. They surprised all of us with a CTS-V Sport Wagon, going on sale this fall by order only. I just need a nice juicy raise by Christmas.
Loser: Toyota/Lexus. Apparently shamed by the whole “AAAAAAUUUUUUGGGGHHHH!!!” problem (also known as JESUSFUCKINGCHRISTTHECARWON’TSTOP-gate), Toyota and its luxury brand were silent for the whole show. No apologies, no on-stage seppuku, no carefully choreographed bawling. Which was unfortunate, because at the very least, Lexus had a couple models worth mentioning. The LFA supercar made its New York debut in a matte-black shade that suggests Lexus is courting Bruce Wayne and the rest of the billionaire vigilante market. The CT 200h hybrid compact showed up for the first time too, complete with an ad for an interactive BMWFilm-like promo featuring a “Driver” played by the Boondock Saint Who Isn’t Young Indiana Jones. But no one told us anything about it.
Winner: The Lotus Elise. Because I discovered, while it takes about 30 seconds of gymnastics, I can actually fit inside it. Even with the hard top on.
Loser: The Subaru WRX STI. First, Subaru bumped up the power of the regular, cheaper WRX so it actually became quicker than the big-ticket STI. Now, the company has outfitted the WRX with a new, tough-guy look rendering it all but identical to the STI. Granted, four-door STIs (a new model, by the way) receive an Airbus-grade wing on the rear spoiler, but how long ’til some dude in an Ed Hardy T-shirt sticks one on his WRX?
Winner: The backseat of the Rolls-Royce Ghost. It’s like sitting on a cloud made of dead cattle. (Wait, that came out wrong.)
Loser: the asshole cameraman who spent a good five solid minutes filming the back seat of the Hyundai Equus through its open door, preventing the rest of us from sitting in it. Then, when I asked him if he was going to be much longer, simply snarked, “Yes.” By far, biggest loser of the show.
We’ll have more photos – and probably some snarky remarks of our own to go with them – coming soon! So stay tuned.