In the automotive space, more or less, it's pretty taboo to discuss the events the manufacturers throw. Slowly but surely they're become documented. We like to think think we played a part in that — 001 was photographing the food and other lifestyle-related elements YEARS before everyone whipped out their smartphone to snap and show off to their friends on Facebook.
There's actually MUCH more to it than that. These events end-to-end are designed VERY carefully to position brands a specific way. In addition, they reflect the buyers of a marque or at least who they want to be the purchasers. We've been to plenty of events and it's clear that the events reflect how the company perceives its consumers — guess what: most of the time they're dead on.
(NAIAS) Detroit Auto Show
Mercedes-Benz's NAIAS New Year's Reception wasn't any different.
Held at Detroit's Westin Book Cadillac, this is the the place the U.S. president will frequent when in town. This particular party served as a kick off to the new year with members of the media and what seemed to be VIPs to the company — some insiders, some not. In addition, it served as a press conference to discuss several key talking points Mercedes is handling at the moment:
1) The nomenclature change;
2) Its alliance with Hollywood's next Jurassic Park film — called Jurassic World;
3) Success of the 4MATIC models; and,
4) The all-new GLE Coupe.
With several senior-level executives speaking and going through the notes, I have to say it was a great way to inform everyone and, frankly, have a fun pre-show event that reflects the lifestyle side of the brand. Well done, Mercedes.
In addition to the wealth of Mercedes-specific knowledge I accumulated and served us well during our NAIAS coverage, I have to say I am thankful Mercedes hired Mayer Hawthorne to play at the gig. He and his band are incredibly talented/underrated. Listen to one of the jams they played at the event, below. Now Hawthorne's tracks have been in my music rotation all week.
**The 2015 Detroit Auto Show (NAIAS) photo galleries are sponsored by Lexus.
(NAIAS) Detroit Auto Show
