2011 Los Angeles Auto Show - Henny's Thoughts and Opinion +VIDEO

By Henny Hemmes
The Auto Channel
Amsterdam Bureau

LOS ANGELES - November 18, 2011: Until a few years ago, the LA Auto Show had to accept that Detroit was getting the important premieres. But after the show moved from January, right before the one in Motown, to November, Los Angeles has gotten more and more debuts. In part, it is due to the fact that manufacturers such as Porsche and Mercedes are combining the show with driving events of upcoming new models, which becomes more cost efficient to sponsor international media to travel to California.

   • SEE: Complete Press Pass Coverage of the Auto Show

The organizers of the LA Show promised us 50 debuts, among which were 17 world premieres, but during the media days I did not have the feeling that LA made up for those numbers.

Going over the list of debuts, though, I proved to be wrong. Indeed Porsche and the other divisions of the VW Group, Mercedes, BMW, the Detroit Three - GM Ford and Chrysler, Honda (CR-V), Mazda CX-5, Subaru, Kia and Hyundai were presenting new or renewed models. Why did I think otherwise? Maybe, because most unveilings were dull, there was not much pizzazz; not much exitement.

Sure, the presentation of the Fiat Abarth by Olivier Francois, global head of the Fiat brand, was inspiring. The Frenchman who has lived in Italy for more than ten years had an interesting speech and stepped aside a few times to show some videos of upcoming television advertisements for the 500 Abarth.

   • SEE: Fiat Abarth introduced at LA Auto Show

The Chrysler team took care of event and the unveiling of the sportiest 500 model which had to suggest some magic: a standard 500 rolled into a wooden box and the 500 Abarh popped up through the roof within seconds.

Of course, the Cadillac XTS drew a crowd, as did the unveilings of the other manufacturers. But the presentations were all low key.

   • SEE: Cadillac Wants to be the Best...Again

Interesting was Hyundai's unveiling of the new 2012 Azera. Even though I had already seen the big luxury sedan in Europe where it is called Grandeur, it was not a waste of time to watch the Azera's debut. Hyundai is doing so well, on both sides of the Atlantic Ocean, that they obviously can afford an off-site event as well.

   • SEE: Hyundai reveals new Azera

After the first media day, the South Korean manufacturer invited a small group of journalists, including the team of The Auto Channel, to an event on the 6th floor roof top terrace of the Grammy Museum, at walking distance from the Convention Center. A crane had lifted a new Azera on the terrace, where Steve Shannon, vice president of marketing, announced that Hyundai had been named ‘ Official Vehicle Partner’ for The Recording Academy, internationally known as the Grammy Awards. It is a multi-year partnership that extends beyond awards night and will result in music projects. Soon after the announcement, nine times Grammy Award winner John Legend took the stage for an awesome performance. A huge Hyundai billboard ‘Say yes to Azera’ was visible on the building across the street. Good show!!

Another performance that stood out was the North-American premiere of BMW's i-brand concept cars: the electric i3 mega city car and the BMWi 8 plug-in hybrid sports car. The Germans got Mission Impossible 4's movie star, Paula Patton, on the stage to tell about her ride in the BMW Vision EfficientDynamics super car with Tom Cruise behind the steering wheel. Together with the debut of the sporty M5, another good show!

I also should mention the presentation of two muscle cars: the Camaro ZL1 and the 2013 Ford Mustang Boss 302. Ford welcomed Carroll Shelby, who was sitting on the first row to witness the exciting premiere of the Ford Mustang Shelby GT500. Mr. Shelby had just been released from the hospital after catching a virus at the SEMA show earlier this month. For many attendants it was exciting to see him and his lovely wife Cleo. Not so much a show, but a pleasant surprise.

Watch the complete Chevrolet Press Conference


Watch the complete Ford Press Conference

All together, the LA International Auto Show has much news to offer to attract may returning and new visitors.