Ford Motor Company To Set Vehicle Debut And Product Display Records At Detroit Show
DEARBORN, Mich., Dec. 12, 2002 – Ford Motor Company will use its 111,891 square feet and new display stand at the 2003 North American International Auto Show (NAIAS) to debut an unprecedented number of vehicles – a showcase befitting the start of the company’s centennial year.
Ford will have more than 15 global vehicle introductions at the NAIAS – more than ever before at any show in Ford's history. The 15 vehicles making their debuts are among 94 cars and trucks that Ford Motor Company will display at the NAIAS, more vehicles than Ford has ever displayed at the show.
“These records affirm that the company’s hard work on the business basics is paying off,” said Jan Valentic, Ford Motor Company Global Marketing vice president. “We’re back with a bang, which is impossible to miss by looking at our products – and we’re giving them a display that celebrates not only our centennial year, but our confidence in solid product growth for the next 100 years.”
Visitors to the new Ford Motor Company display can literally walk into the automaker’s famous logo through a 24-foot tall, 190-foot wide oval opening. The oval structure incorporates the all-new Ford brand stand, designed to give guests an all-encompassing experience of the people and products of the Ford brand through the last 100 years and into the future.
Beyond the Ford stand are the company’s seven other brand displays – with 1,334 light-emitting-diode video wall panels to tell each brand’s story.
The Ford, Jaguar, Mazda and Mercury displays are all-new for the 2003 show. Of the 94 products on display during press days, 38 will be Ford vehicles. Among the company’s other brands, Mazda will show off 10 products; Lincoln, 10; Mercury and Volvo, nine each; Jaguar, eight; Land Rover, six; and Aston Martin, four.
“No other automaker can match the strength and spectrum of our global brand lineup,” said Valentic. “We refer to our NAIAS stand as auto alley with tongue in cheek, as it is much like an automotive shopping mall where people can go to pick from a full-range of world-class brands – from the luxurious to the rugged, from sexy to sporty. Only Ford can deliver that range.”
The entire 38,303-square foot Ford brand 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.
Inside the oval, the Ford stand is divided into four areas to reflect Ford’s four product groups: Friends and Family, Living Legends, Tough Trucks and Outfitters. Tying the four product 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.
“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.”
Solid cherry wood and an upward-curving wall integrating a video screen mirror the sleek, flowing lines of Jaguar cars, and mark the overall sensual nature of the brand. Cues of green, including Britain’s legendary racing green, and gray glass accents are built in to help demonstrate Jaguar’s signature elegant, contemporary British styling. Jaguar has been known for its tactile materials and visual craftsmanship, and the display is no exception. The strategic placement of metal inlays suggest Jaguar’s use of intelligent technology, and the cars' renowned technical prowess.
The stand features an all-new design, with a contemporary look often referred to as “Japanese global.” The stand mirrors the exact styling cues of Mazda vehicles themselves, demonstrating intelligent use of space and functional efficiency with a high quality fit and finish. The display’s glowing walls bathe the space in warm light, and uses 11,500 square feet of bamboo flooring in distinctive and tasteful colors and stains to exemplify Mazda’s statement as a global, stylish brand that invites drivers to have their own “zoom, zoom” experience.
Mercury has an all-new stand for an all-new brand. The strength and future of Mercury are highlighted both through products and video presentations on LED screens that touch on Mercury’s history, and provide markers for where the brand is headed. The stand is done one in jazzy shades of ice-blue grey and landscaped with contemporary furnishings on silver-grey laminate flooring with metal inlays. Simply put, Mercury’s future products will put it back on the map of cool, and the show stand nods to it with a juice bar, DJ jams and really cool videos.
The elegance of the Lincoln display lies in its simplicity, which is the true beauty of the Lincoln brand itself. Lincoln customers especially will feel right at home in this display, with its comfortable, luxurious, but unpretentious design and ambience. Live jazz music keyed on the stylish tunes in Lincoln advertisements will provide an inviting and relaxing backdrop during press days, as well as a refined hospitality lounge offering food and beverage chosen in the Lincoln vein of sophistication. There is no material more American than limestone, which makes up the Lincoln platforms designed in relaxed American style – upon 8,000 square feet of exotic wood flooring.
Using a design that’s considered an industry benchmark, Volvo’s look is contemporary and Scandinavian – integrating glass, blond wood, and light and white colors around its products and within three video walls.
Aston Martin is every bit as understated, intriguing and wickedly attractive as James Bond himself, the brand’s most famous driver. Symbolizing the classic design and timeless elegance for which the brand is renowned, the Aston Martin display of travertine marble, glass and water provides the visitor with a gallery environment of calm and tranquility. Aston Martin cars are carefully selected, positioned and presented in the same way, and with the same care and attention as the finest works of art. Combining the materials of English craftsmanship with British style, visitors will leave the display with no mistake that this is a brand of uncompromising quality and performance.
The Land Rover stand is about hyper-functionality and luxury. Think: mud and caviar, enabling drivers to stretch their imaginations by knowing they have a vehicle that can take them anywhere they dream to go. The show stand reflects the brand’s British roots and authentic sense of adventure. A stylized forest and tree house are a fittingly rugged, yet refined environment for Land Rover. The display’s hospitality area is a raised “tree house” overlooking Land Rover’s lineup of sport utility and 4x4 vehicles. Subtle greens are used both as a heritage color and to impart the “British” DNA of the brand.
“The NAIAS is an unsurpassed venue to spearhead positioning for our brands,” said Valentic. “It’s a unique opportunity to strengthen the perceptions the world already has, and to bring new enthusiasts over to Ford Motor Company and its products.”
The 2003 NAIAS 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.