The Ford Motor Company display at the 2003 North American International Auto Show will be bigger than ever. Check out the facts below – you may be surprised!
Ford Motor Company – which includes Ford, Lincoln, Mercury, Mazda, Volvo, Land Rover, Jaguar and Aston Martin brands – will occupy 111,891 square feet at Cobo Hall.
Ford Motor Company space at the North American International Auto Show has increased approximately 13 percent since 2002, with 29 percent more space dedicated to Ford Division.
The Ford Motor Company display is larger than two football fields and it will take more than 200 semi trucks to bring in the furnishings to fix up the digs.
Many of the structural elements – including structural steel, select flooring surfaces, turntables, staircases and elevators – are being repurposed from the previous Ford Motor Company display which was used from 1999 until 2002.
Visitors to the North American International Auto Show will have a chance to view 94 Ford Motor Company products – more than Ford has ever displayed at the NAIAS.
More than 15 vehicles will be introduced – more than Ford has debuted at an auto show.
The entrance to the Ford Motor Company stand is a 24-foot tall, 190-foot wide oval, mirroring the company's famous oval logo.
The Ford Motor Company display will use 165 tons of structural steel for construction, plus 220 semis loaded with display elements and plywood.
Construction on the Ford stand at Cobo Hall began in November and concludes in January – the longest construction time for any of the auto shows Ford participates in.
Ford will supply its own electrical sub-station to ensure there is enough power for the turntables, big screens, lighting, music and other needs. Although the show is in January, the display will feature air conditioning in order to ensure a pleasant display temperature under the hot lights.
Numerous big-screen video displays and interactive videos, ranging up to 14 feet high and more than 100 feet long will be constructed of 1,334 panels of light-emitting-diode walls.
Each brand will feature flooring, furniture, music and lighting keyed to each brand and its customers.
Ford is the biggest of the company’s brand displays at 38,303 square feet. The Ford display will use 24,000 square feet of European beech flooring and will feature 38 display vehicles.
Mercury will feature nine display vehicles in an 11,446 square-foot area. The 11,500 square feet of floor space will use silver plastic laminate flooring.
Mazda will be located in an 11,466 square foot area of the show stand and will feature 10 vehicles. The display will use 11,500 square feet of bamboo flooring that will be stained three different colors.
Lincoln will highlight 10 vehicles in an 11,466 square foot area. The display will use 8,000 square feet of wood flooring and an additional 3,500 square feet of limestone flooring.
Volvo will display nine vehicles in an 11,466 square-foot area that features 11,500 square feet of oak flooring.
Jaguar will display eight vehicles in its 8,216 square foot section of the display and panels and flooring will use 5,000 square feet of cherry.
Aston Martin will display four vehicles in the show. The stand will feature a reflection pond and wall panels and flooring in the 3,081 square-foot display area will use Italian travertine.
Land Rover will showcase six vehicles in a 7,979 square foot area.
Imagination Ltd. Of London designed the displays for Ford, Lincoln, Mercury, Mazda, Aston Martin, Jaguar and Land Rover. Volvo employed Zeilon & Partners of Stockholm for design.
Exhibit Works, Inc., a company based in Livonia, Mich., is constructing the Ford, Lincoln, Mercury and Mazda displays. Nth Degree, located in Stone Mountain, Ga., is constructing the remaining displays.
The 2003 North American International Auto Show opens to the public on Sat., Jan. 11. It will run through Mon., Jan. 20.
NEW AUTO SHOW STAND INVITES VISITORS TO GET INSIDE THE FORD OVAL
DEARBORN, Mich., Dec. 12, 2002 – It is not unusual for visitors to get inside products on display at auto shows. Ford Division, however, is taking the auto show experience to a new level by inviting North American International Auto Show visitors to “get inside” the Ford oval.
Visitors to the new Ford Division display will literally walk into the automaker’s famous logo through a 24-foot tall, 190-foot wide oval opening. Once inside, the display is designed to give guests an all-encompassing experience of the people and the products of Ford through the last 100 years and into the future.
“Our goal in designing this stand was to change the way people experience an auto show,” said Francisco Codina, Ford Division general marketing manager. “The physical environment, the audio program, and the visual experience combine to immerse visitors in the history, culture, people and products of the Ford oval.”
Entering the Oval
Not only does the entrance take the shape of the Ford logo, the entire 38,303-square foot display is housed in an actual oval with specially formed wood flooring that curves at the display’s outer edges, mirroring the curvature of the roof.
“Most auto show displays are set up so you simply walk past the vehicles in a large open air setting,” said Codina. “Usually, the only differentiating features between automaker displays are the color and quality of the carpet you’re walking on. We have designed a display that literally envelops the visitor in the Ford oval. It’s a more complete experience.”
Inside the oval, the stand is divided into four areas to reflect Ford’s four product groups: Friends and Family, Living Legends, Tough Trucks and Outfitters. Each area uses graphics and colors that reflect the culture and history of the vehicles associated with the product group.
For example, in the Living Legends area housing the Ford Mustang, Thunderbird, and Ford GT, the key color is Passion Red, and images of asphalt provide a backdrop for the vehicle displays. In addition, images of vehicles from the company’s racing history are featured on 4-foot high walls that stand behind the legendary concept vehicle debuting at the show.
Tying the four areas together are two 120-foot wide LED video screens placed along the outer edges of the oval and running the length of the display. These 10-foot high screens will be used to tell the stories – past, present and future – of the Ford brand through a 14-minute video.
“The video is designed to be like a symphony,” said Codina. “There are several movements which are complete stories of their own, but combined, they tell the story of the last 100 years and give a glimpse at the future of Ford.”
The video is divided into six sections:
Overture: The video begins with a look at Ford’s history, highlighting milestone vehicles and key personalities, including members of the Ford family, employees and dealers.
Product Groups: Each of the four product groups has a video chapter that features the group’s vehicle lineup. The chapters begin with the Ford oval opening onto relevant historical footage and move into a look at today’s products. They end with a look at the future by featuring one of this year’s concept vehicles on a ribbon of that product group’s unique color.
Reprise: Just as the Overture reviewed Ford’s past to the present, the Reprise showcases the present to the future using a video summation of the 2003 product lineup, along with images of concept vehicles from the 2003 show.
The video will play along both screens, sometimes as mirror images. At other times, vehicles will start on one screen and jump to the other, circling the entire display.
Building on the Past
2003 is Ford Motor Company’s centennial year, and Ford Division’s display celebrates that milestone throughout. The celebration begins as visitors enter the display, with a 20-foot wide, 8-foot tall freestanding centennial logo just to the right of the entrance. Within the display itself, the centennial will be highlighted with wall graphics presented in the unique colors of each product group.
The production of the stand itself is an ode to the company’s heritage. Henry Ford was known for his drive to reuse or recycle materials used in the products or processes of making a car, even going so far as to turn parts crates into vehicle floorboards. True to that philosophy, this year’s display reuses a number of elements from the previous Ford display, despite its dramatically different design. These reused elements include structural steel, aluminum flooring, staircases and elevators.
The 2003 North American International Auto Show opens to the public on Sat., Jan. 11 and runs through Mon., Jan. 20. Media will be able to preview the display during an opening ceremony on Sun., Jan. 5 at 11:35 a.m.
The AutoGuide.com network consists of the largest network of enthusiast-owned enthusiast-operated automotive communities.
AutoGuide.com provides the latest car reviews, auto show coverage, new car prices, and automotive news. The AutoGuide network operates more than 100 automotive forums where our users consult peers for shopping information and advice, and share opinions as a community.