FORD CAPTURES THE SPIRIT OF THE WOODWARD DREAM CRUISE

Last Saturday almost one million spectators lined Woodward Avenue from the city limits of Detroit to Pontiac, Michigan, to see thousands upon thousands of vehicles slowly drive North and South for all to see. This is the annual homage to the automobile.

But the appeal, the luster and enthusiasm is not just waning, it’s vanishing. The Dream Cruise no longer has the hundreds, maybe thousands of vintage cars from the beginnings of the automobile to contemporary vehicles. Baby boomers muscle cars no longer rule Woodward. It’s become lanes of everything possible on four, three or two wheels from the past to the preening owners of contemporary SUVs, CUVs, trucks and motorized oddities.

People have become less passionate about cars. The crowds murmurs of “Oh, ah, wow, look at that beauty, we had one of those, got my first kiss in one just like that, were less than I remember. Now the voices of approval have been replaced with engine revving, horns honking, exhaust rumbles and the occasional police siren.

Many classic and historic vehicle owners have chosen to skip the engine overheating route. Now many who may have driven in the parade now park their pristine restored, refinished, retooled cars for people to get close-ups for cell phone cameras and to ask questions: How long have you had it? Why this particular model? Did you restore it yourself? What’s under the hood? It’s now a person to person car lovers gearhead chat not a limited social media exchange on Twitter, Instagram, FaceBook and othe social media.  People actually talking to each other.

The popular big location venues are gone. Buildings and shopping centers along the route have been demolished and are being replaced with Bigfoot hospital, office buildings and the ubiquitous chain retailers and fast food franchises. Result?

Big bucks open space for today’s automobile manufacturers to display their newest wheeled wonders is almost non existent -- Chrysler once used the parking lot of big shopping center while GM’s Chevrolet division drastically cut it space after it dropped out of the sponsorship of the Dream Cruise. It’s not just the expense impact. Consumers interest in the automobile is waning.  

What began as a one day event is now almost a week long. Beginning Monday the Woodward Avenue route begins a transformation into the temporary home of Cruise viewers as countless lawn chairs, tents and individual displays of personal cars begin the annual showcase.

The intensity grows every night. More viewers claim their viewing area, vendors of tchotchkes, t-shirts, and souvenirs set up temporary shops while some speed freaks race between stop lights on Woodward. Some just  leave a patch resulting in a haze of exhaust fumes and the odor of burning rubber. Yuk.

Attendance numbers have not been released for this year’s event, but people I spoke to said there seemed to be fewer people in attendance. The automobile industry is in a dynamic period of change, some say upheaval. Carloving Americans still buy cars, but used cars sold are double new cars. Consumers interest in the automobile is either waning or simply confused which is understandable..

New and unknown tech companies are coming to America  from Asian and European tech centers, Silicon Valley digital and computer disruptors are challenging the industry with new automotive technology. And of course there’s still the long lasting effect of the 2008 financial disaster which is complicated by the demise of the sedan.

Even the newsworthiness of the Dream Cruise beyond the Detroit area has dropped. My email has less Cruise releases than ever. One auto journalist posted a note on FaceBook, “Are they any Dream Cruise media events or releases planned?”

Ford, now the sole auto manufacturer sponsor or the Dream Cruise made an impressive visual impact with a special venue with the rather awkward name, Ford Woodward Dream Cruise Media Club but actually was for consumers and media.

The company took over a well known suburban restaurant and the adjacent parking lots for multi-level displays, high rise shaded structures with comfortable chairs, key vehicles, mostly Mustangs, had four jewel box-like displays significant models including the first Mustang sold and the ten millionth manufactured; there was as a sidewalk facing row of eight Mustang’s in different colors and a highlight area for special Ford vehicles including classic-iconic models; a replica drive-in movie theater with stadium seating for continuous running of the movie Bullitt and a documentary film of Detroit’s history. Popcorn and ice cream was served.

Members of the media could refresh themselves with food and beverages in the club house while wearing rock-concert-like credentials; additionally opportunities to drive several Mustangs including the new Bullitt model were easily arranged. For those who do not suffer from acrophobia a scissors contraption would hoist you up for a Birds Eye view of the Dream Cruise.

Ford had also arranged consumer outposts. There was a family fun zone, Mustang Alley was a gathering spot for owners of Mustangs, at two different locations there were interactive displays for driving education and improvement and at another location along the route an opportunity to test drive new era automobiles.

1997 SALEEN FORD MUSTANG

The blue oval brand’s displays and exhibits captured the enthusiasm, excitement and energy of America’s love of the automobile and its history. For this they deserve praise and kudos.  What can be done to improve the Dream Cruise?

Organizers, in my opinion, need to divert some automotive jewels from Pebble Beach if only for a special day to show the ultimate in vehicle jewels. Makers from Japan and Korea need invitations to showcase their early American vehicles which have become classics too. And finally, there should be concourse type display with special judging and trophies.