General Motors Co.’s Chevrolet and Buick stands at the North American International Auto Show in Detroit are new this year, with the automaker hoping to offer more interactive displays and help tell the stories of the brands.
The Chevy exhibit is new after two years and features six 20-foot tall screens that Chevy will use to showcase stories on Chevy cars, trucks and crossovers and features such as in-vehicle Wi-Fi powered by OnStar 4G LTE. There is also a 36-seat theater to highlight the bowtie brand’s commitment to safety. And Chevy will use virtual reality technology to provide show attendees with a driving experience that features technology used to prevent a crash, such as lane departure warning and forward collision alert.
“We’ve reimagined the auto show by putting the show back at the center with state-of-the-art technology,” Tim Mahoney, chief marketing officer of Global Chevrolet, said in a statement. “The display is designed to connect with attendees and show how the brand continues to Find New Roads.”
Find New Roads is Chevy’s marketing and advertising slogan.
“We wanted a display that was more engaging to consumers that helped us tell the story of Chevrolet innovation and ingenuity,” Chevrolet spokeswoman Cristi Vazquez said in an email.
Chevrolet’s display will remain in the same spot on the show floor at Cobo Center as in year’s past, along with the GMC brand.
Buick’s display is moving near other luxury makers such as Acura, Infiniti and GM’s Cadillac brand, and will be near the middle of the show floor.
The Buick display includes a 82.5-foot LED video wall, large eye-catching arch and interactive display that showcases safety systems on the LaCrosse, Buick spokesman Nick Richards said.
The new Chevy and Buick displays were created by the brands, GM design and Czarnowski, a display and exhibit vendor. Czarnowski has a Michigan office in Farmington Hills.
GM declined to provide investments for the new displays.
Vazquez said the new Chevrolet exhibit will be used as Chevy’s major auto show display and will appear at shows such as the New York International Auto Show. Richards said the Buick display also will be used at other auto shows going forward.
The Chevy display also has a center aisle dubbed Main Street that features Chevy’s latest vehicles such as the Corvette Z06, Trax SUV and Colorado pickup. Main Street will take show-goers into the Chevy theater featuring a huge 73-foot long, 20-foot tall display and the 2016 Chevrolet Volt. GM will reveal the second-generation Volt Monday during press days at the show.
Chevrolet said public attendees also will be able to record 20-second videos with their ideas for “a better tomorrow,” which they can share on social media, by email or text.