Part Three of our four-part series recapping the summit’s four days of exhibits, announcements and interactivity
Beginning in the early morning with a walk down vehicle memory lane, AutoMobility LA’s third day focused on auto reveals, announcements and interactivity. Car exhibits opened and the experience provided by each automaker was meant to engage you in the automobiles they were touting as intensely and immersive as possible. Several unique partnerships were unveiled, and gamification and VR played heavily throughout.
Nissan offered a VR simulator in which summit goers could “repair” a Bb-8 unit from Star Wars. Chevrolet had a stand where you could choose one of its models to design your own car.
How each new announcement was made at each of the car exhibits reflected the brand — Lincoln presented its new Nautilus crossover after treating all those who attended to a live set of a piano accompanied torch singer, champagne, imported cheeses and personalized chocolate truffles with the Lincoln logo emblazoned on them. Lexus projected a sleek trailer featuring actress Minnie Driver — the voice of Lexus. Nissan’s brief but energetic reveal of the new Kicks, a $19,000 two-tone Rogue-like five-seater, was preceded by the electronic musical stylings of singer Robert Delong performing live. And Hyundai had a DJ mixing and spinning in the minutes leading up to its media event.
The key to everything on this third day was customer service. Concierge and personal service played huge roles with many of the car exhibits and brand goals, as did alternative fuels and more connectivity as ways to engage consumers. In some cases, returning to the roots that built a brand to ensure fans knew they were not forgotten was important and as Day 3 began, it was clear the auto industry was preparing for and proactively addressing the future.
Intel entertains autonomy
AutoMobility LA began the morning with a talk by Intel CEO, Brian Krzanich. Autonomous is a huge investment for intel and they have set up a variety of partnerships as they look at the future of autonomy and how this not only affects how people drive, but cities themselves. To that end, they will be rolling out 100 driverless cars as a test, partnering with Waymo to target Level 4 & 5 driving. In this new normal for Intel, the company has also partnered with Warner Bros. (WB) Entertainment to bring an even more immersive experience to autonomous vehicles. Riders will be able to have their windshields and surrounding windows filled with trailers, movies, animations, and basically be surrounded by WB content. One of the 100 cars being tested is earmarked as a pilot for this new partnership.
Mercedes brings Formula One to the streets
Mercedes’ announcement included a big move forward in its goal to develop for alternative fuels and staying true to its automotive legacy. First, the establishment of EQ, the new brand that stands for intelligent electric mobility — a comprehensive electric eco-system that focuses as much on personal service as it does technology, innovations and products. The goal is to produce electric cars by 2022 and EQ SUVs will be made in the company’s Tuscaloosa, Alabama, plant, creating over 600 new jobs in the area.
Tobias Moers, Chief Executive of Mercedes-AMG, announced the first street legal Formula One car in history with the AMG Project One.
Porsche returns to high-performance basics
Perhaps one of the most alluring car exhibits exuding an air of immense anticipation was that of iconic carmaker, Porsche, set up in its own limited access showroom. In addition to a new 718 GTS, Panamera hybrid and Cayenne, Porsche presented its new 911 T Carrera. It is a return to its down and dirty high-performance, powerful roots.
Mazda goes upscale
Mazda has long been perceived as an economical brand that offers good rebates. At AutoMobility LA, the carmaker announced both its Vision Coupe — a sleeker version of its iconic RX7 — and the Mazda6, two upscale models meant to move the company into the luxury market. It is an attempt to change perception and allow them to compete with the higher end brands.
Nissan: May the Force awaken the Last Jedi
As car exhibits go, Nissan’s was among the most interactive. The two-tone Kicks wasn’t the only big announcement from the Japanese carmaker. Not only did Nissan offer VR droid repair simulations, but announced its partnership with Star Wars: The Last Jedi by presenting various refurbished car models in the Star Wars vein.
A promise of even more information on this new partnership at the fourth and final day of AutoMobility LA was made by Nissan.
Car exhibits reflect entertainment partnerships
Lexus also discussed its much touted partnership with Marvel’s Black Panther franchise, sharing its limited edition LC featuring the Black Panther logo on the hood. Film, television, and gaming intersected loudly at the summit — another feature employed by just about every one of the car exhibits in some form or another — and were clear indications of how instrumental and fertile these partnerships are to the continued success and appeal of the auto industry.