Chrysler: No Need for a Shovel at This Year's Auto Show

Even today’s grim-faced auto industry is sometimes good for a laugh. For instance, unlike years past, the Chrysler presentation at the Detroit auto show will feature no b.s. — at least, not literally.

Chrysler certainly couldn’t make that claim last year, when the company hired 10 cowboys to drive 120 longhorn cattle down the main drag outside the auto show, as a publicity stunt to introduce the all-new, 2009 Dodge Ram pickup, which went on sale this past fall.

In previous auto shows, Chrysler vehicles crashed through glass walls and dropped from the ceiling. Chrysler once rigged up a new-generation minivan to “leap-frog” over another minivan, to drive home the point that it was a big improvement over the old one. It handed out boxes of a Cheerios knock-off cereal, labelled with a play on a new model’s name – “Durang-Os.”

But not this year, said Rick Deneau, director — product, brand and sales communications. “It’s safe to say that this will be a show like none before,” Deneau said, in a Jan 5 blog aimed at journalists coming to the Detroit show press preview, Jan. 11 to Jan. 13.

“Over the years, Chrysler has earned a reputation for the most memorable and eye-catching product reveals. We’re proud of that. But in the new reality, our press event this year will be more straightforward, reflecting our need to run more efficiently during a tough environment,” he said.

Chrysler’s just-the-facts press event will simply feature “fuel-efficient cars that consumers want to buy,” Deneau said. The stand itself will be stripped of  bells and whistles from past years, like a computer-controlled “Jeep waterfall,” which squirts out the Jeep logo and Jeep slogans; no gigantic, stage-set Dodge Ram horns; no temporary offices, with rows of computers; no free lunch.

The auto show will be unusually sober in more ways than one.  Chrysler won’t sponsor an open bar across the street for journalists every evening, with Chrysler executives serving the drinks, and donating their tips to charity. That’s something the company has done for several years.

“Less glitz and no giveaways. These are unfortunate but necessary steps to help return Chrysler to a solid footing. And with the government loan to help Chrysler bridge the financial crisis, it’s the right thing to do,” Deneau said.

Considering Chrysler got a $4 billion government bailout on Jan. 2, he’s got a point.