Media Availability: Iconoculture Transportation Expert to Discuss Consumer Trends and Behaviors Influencing the 2006 North American International Auto Show (Detroit)

WHAT: MINNEAPOLIS, January 5 --- Rob Tregenza, Director, Consumer Strategist, Transportation from Iconoculture, the leading strategic consumer advisory service, is available to offer unique insight and discuss key consumer trends affecting today's automotive consumer.

WHY: As today's automotive landscape fragments into a niche for every consumer, understanding key lifestyle drivers is critical to navigating tomorrow's automotive landscape.

Iconoculture's Tregenza can decode the consumer trends and needs that are impacting the automotive industry instead of focusing solely on product features and new innovations. Tregenza is available to contribute a consumer perspective to all the news related to NAIAS, including four of the major themes that will be top of mind for consumers during the 2006 Detroit Auto Show:

   -- Return of modern retro designs: 'Retro' is back, and some of this
      year's biggest buzz surrounds retro (production and concept)
      offerings.
        *Consumers connect emotionally to authentic and nostalgic vehicles
         on the muscle side of the equation such as the Dodge Challenger or
         the Chevy Camaro, or go off-road with the rugged Toyota FJ cruiser.
         The biggest concern for automakers is to understand the relevance
         of retro, and its role in creating a timeless car. Is that really
         possible with the pace at which consumers change?

   -- The Call of Small: Consumers of all ages are finding their first and
      aspirational vehicle in a segment that now offers new found levels of
      quality, value, and style.
        *From upcoming compact offerings like the Toyota Yaris and Honda
         Fit, to the sportier Saturn Sky roadster and the Nissan URGE
         concept, automakers are providing options that are small and cool.
         For consumers, it's easy on the pocket book and a way to make a
         personal style statement.

   -- Crossover is the new car: In 2006 there will be over 50 vehicles on
      the market that fall into the crossover vehicle segment. Consumers
      have never felt more empowered to demand choice, but as more
      crossovers flood into a segment that is 'growing', the industry must
      be cautious not to overburden consumers with too much choice.
        *Crossovers such as the Jeep Compass and the Ford Edge among many
         others, may get a good majority of the spotlight as consumers seek
         out performance, utility, design, and even thrift.

   -- Hybrid staying power:  hybrid technology still gets consumers
      excited about a vehicle, and it's not going away anytime soon given
      consumers demand for thrift coupled with uncertainty surrounding
      energy and gas prices.
        *This year consumers can experience the Subaru B5 Turbo Hybrid, or
         the Saturn VUE Green Line 'mild hybrid' among others, in their
         quest to go green.

WHO: Rob Tregenza, Director, Consumer Strategist (Transportation) for Iconoculture, helps automotive companies fine-tune product design and marketing messages for a dynamic consumer landscape and an increasingly competitive market. He has conducted market research and delivered projects for some of the world's largest automotive companies, including General Motors, DaimlerChrysler, and Ford. Rob came to Iconoculture from Lear Corporation, where he spent five years in lead roles managing product development, consumer research and marketing communications.

FOR MORE INFORMATION CONTACT: Laurie Healy, Director, Corporate Marketing, Iconoculture, +1-612-642-2207, or email lhealy@iconoculture.com

ABOUT ICONOCULTURE:

Iconoculture, the leader in strategic consumer advisory services, delivers consumer understanding to marketing decision makers at Fortune 1000 companies, their agencies and their advisors. Iconoculture enables business growth and innovation, using our unique observational research approach and translation capabilities of world-class researchers and strategists.

Available Topic Expert(s): For information on the listed expert(s), click appropriate link. Rob Tregenza http://profnet.prnewswire.com/ud_public.jsp?userid=10003247

PRNewswire -- Jan. 5