Ford Motor Company Auto Show Exhibit Prepares to 'Take on the World'
11 January 1999
Ford Motor Company Auto Show Exhibit Prepares to 'Take on the World'DETROIT, Jan. 8 -- Visitors to Ford Motor Company's new auto show exhibit in Detroit are the first of millions of people around the world who in the next few years will see a dramatic display of the strength of the company's six global brands. The two-story display -- with an overhead bridge the length of a football field -- makes its worldwide debut at this year's North American International Auto Show in Detroit, which opens to the public tomorrow. After its Detroit debut, elements of the display will be used at many of the company's major international auto shows, including those in Europe, North America and Asia. The new exhibit combines all of Ford Motor Company's global brands -- Lincoln, Mercury, Ford, Mazda, Jaguar and Aston Martin -- in one central location. "We are delighted by the phenomenal reaction to the new stand by the public and press," says Robert L. Rewey, Ford's group vice president of Marketing, Sales and Service. "This display is telling customers that here are six unique, differentiated families of vehicles all connected in a special way, with the support of a leading, global corporation behind them," Rewey says. The materials used within each area of the display -- such as the walls, flooring and art work -- are designed to complement the unique personalities of the vehicles. "When customers see a Lincoln, a Jaguar or a Ford truck on the road, we want the vehicle itself to communicate what that brand represents. The auto show display for each of these vehicles should provide the same function," says Rewey. "In developing our new vehicles, our designers are developing a visual language for each of our six brands -- drawing on the characteristics and tastes of target customers. Our new auto show display has been developed using the same principles." The new display is made from more than 200 tons of structural steel, 6,000 square feet of tinted green glass and 3,000 square feet of brushed and stainless steel. The first level contains approximately 82,000 square feet of display space, while the second floor provides another 12,000 square feet. Two elevators and an escalator connect the two levels. A 350-seat theater is used to give auto show-goers a multi-media experience about the company's vehicles and technology. The display was designed jointly by Imagination, a London-based design and communications company, and Exhibit Works, an exhibit design and fabrication company based in Livonia, Mich. The two companies worked in concert with Ford Motor Company's design team, senior executives and the management of Lincoln Mercury, Ford Division, Mazda, Jaguar and Aston Martin. "We worked as partners with Imagination and Exhibit Works throughout the display's development," Rewey explains. "These two companies are as elated as we are about the overwhelming reaction to the display, and they will continue to work with us as we take the show on the road to other cities in the future." In addition to inquiries about the exhibit's dimensions, Rewey says, one of the common questions from the media has been the cost. "While we can't comment on specific numbers for competitive reasons, most of the estimates we have been seeing in the press are nothing short of preposterous," Rewey says. "We can assure all who are interested that the same rules of investment efficiency, platform sharing and cost control for our vehicle development have been applied in development of our auto show exhibit." The North American International Auto Show is open to the public 10 a.m. to 10 p.m. January 9-17 and 10 a.m. to 7 p.m. January 18.