2003 Detroit Auto Show, Part IX Page 2

January 8, 2003

2003 Kia KCD-1 Slice concept

While Ford and Nissan duked it out this week with all-new full-size truck entries, a lot of buzz at this year's auto show was about GM's bed-side door on its Cheyenne truck concept that is a design direction for the 2005 Chevy Silverado. Neither the 2004 F-Series or the 2004 Nissan Titan showed a similar door feature that allows easy access to the rear of the truck bed without the driver having to scramble through the tailgate, but Ford officials say that it will offer a similar feature on the F-Series next year. --Jim Burt

American Honda Motor Co. auto operations chief Tom Elliott in an interview with USA Today said Honda may be moving closer to developing a pickup truck. "We may have to...it's the only thing we're not in," said Elliott after seeing the Nissan full-size truck launched at the Detroit auto show this week. Honda executives have been dodging the pickup question for a few years. A source doing business with Honda says several designs have been submitted up the line at Honda, but none has been green-lighted yet. Last August, Honda CEO Hiroyuki Yoshino said in an interview that if and when Honda enters the pickup truck market, it wouldn’t likely be a "conventional pickup." "It would be tough to do that in a market so dominated already by Ford and General Motors, but we could redefine a niche with a unique product like we have done with Element in the subcompact SUV segment." It is also most likely that Honda would only do a six-cylinder vehicle in the truck market, as it does not have its own eight-cylinder engine. --Jim Burt

Chrysler sales and marketing chief Jim Schroer said Tuesday that the company will launch a new advertising campaign for the Chrysler brand in the middle of January that features all back-and-white photography in both print and TV ads, a signature of this year's advertising meant to differentiate Chrysler from Dodge. Schroer said Monday that the company had discontinued its relationship with decorating and homemaking personality Martha Stewart, and said ads featuring pop diva Celine Dion will break at this year's Golden Globe Awards. Dion's image is already being used in marketing communications at the North American International Auto Show. In TV ads, Dion will be seen singing to her son. "Dion tested amazingly well with women," said Schroer, who said he wants to keep separating the Dodge and Chrysler brands at the same time the company is building vehicles for both off the same platforms and architecture. Schroer said using Stewart as a media vehicle "was always a bad idea...she is Kmart, and that's not where we want Chrysler to go." Schroer said the decision to dump Stewart was made before she faced insider trading charges and her company's stock tanked. "I wouldn't go so far as to say Dodge is a man's brand and Chrysler is a woman's brand, but clearly we are taking Dodge into more masculine territory and Chrysler is going in another direction that naturally appeals more to women," said Schroer. --Jim Burt


Is there a difference between what industry executives view as important and what consumers view as important? That was one of the questions posed by KPMG National Automotive Industry Director at a press conference elaborating on the results of the firm’s 2003 Global Automotive Survey. The survey asked 100 prominent industry executives about industry trends and issues, including the economy, the environment, profitability, production capacity, e-business, product and consumer trends, and telematics.

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