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Detroit auto show will be lean and green

Posted Friday, Jan 9, 2009 at 3:00 pm in Company News

Beginning this Sunday, media from around the world will gather at Detroit’s Cobo Center for the annual North American International Auto Show.

“It’s safe to say that this will be a show like none before,” Rick Deneau,Director—Product, Brand and Sales Communications, said.

One thing that hasn’t changed, according to Deneau, is that the Detroit show is a key venue to share the company’s outlook for the future. At the noon Sunday press conference, Chrysler we will reveal several new vehicles that illustrate the company’s vision of providing fuel-efficient cars that consumers want to buy.

“For all those who braved the cold weather last year to see the new 2009 Dodge Ram lead more than 120 steer through the streets of Detroit, it might come as a relief to know that our reveal this year will be held inside at our show stand,” Deneau said. “And that’s where you’ll begin to see some differences.”

Over the years, Chrysler has earned a reputation for the most memorable and eye-catching product reveals, according to Deneau.

“We’re proud of that, but in the new reality our press event this year will be more straightforward, reflecting our need to run more efficiently during a tough environment,” Deneau said.

The company’s show stand will bring the Chrysler, Jeep® and Dodge brands together, reflecting the company’s Project Genesis initiative for a tri-branded dealer network, according to Deneau. Gone too are the Jeep brand waterfall, the Dodge Ram horns, the temporary offices and the rows of computers for complimentary Internet access, Deneau said.

The company also will not be serving complimentary luncheons at the stand for the media, nor will it host the media at the firehouse hall across the street from the auto show as they have done in years past.

“Less glitz and no giveaways,” Deneau said. “These are unfortunate, but necessary steps to help return Chrysler to a solid footing. And with the government loan to help Chrysler bridge the financial crisis, it’s the right thing to do.”
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