2003 DaimlerChrysler exhibit at the 2003 NAIAS
Here are some of the pictures I took at the 2003 Detroit Auto Show Supplier Preview Day:Click on an image for a larger version.
See pictures of the rest of the auto show
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Chrysler Group to Feature All-New Exhibits at the 2003 North American International Auto Show (NAIAS)
Chrysler: See the Past, Present and Future of Elegant Design in a Two-story Time Machine
Jeep®: Travel Through Both Forest and Desert on a Chameleon-like Mountain
Dodge: A 25-foot Tall Ram's Head Grabs Life by the Horns
Imagine entering a Chrysler design time machine that uses state-of-the-art technology to bring the rich history of the Chrysler brand to life. Or experiencing a three-dimensional topographic map, based on terrain that only a Jeep® would dare negotiate. Or looking up at a 25-foot high ram's head that will be impossible for anyone to Dodge.
Those unique experiences are among the key elements of the all-new Chrysler, Jeep and Dodge displays at the 2003 North American International Auto Show (NAIAS). Each exhibit is dramatic in scale and designed with passion to capture the pure essence of each brand. Just as important, the three Chrysler Group displays share one thing-- each is as unique as the cars and trucks they were built to showcase.
"We shifted the focus of the displays from just being a place for vehicles to look good, to environments that show the design history, culture and values of the Chrysler, Jeep and Dodge brands," said George Murphy, Senior Vice President, Global Brand Marketing. "It is also the first time that we have redesigned all the brand exhibits at once, which gives us a completely new look for what is one of the most important automotive events on the calendar."
An essential element from each brand is integrated into each of the three displays. For Chrysler, it's a CAD-CAM-drawing (Computer Aided Design-Computer Aided Manufacturing) of the 2004 Crossfire sports coupe. For Jeep, the brand's famous seven-slot grille. For Dodge, the well-known ram's head logo that has served as a powerful symbol for the brand will be center-stage.
"Edutainment" - a combination of education and entertainment -- is a key feature of the new displays. The stands will come alive with visual, audio and lighting technology that will enable viewers to experience the vehicles in new ways. Easy access will give attendees personal interaction with each vehicle on display.
Adjoining the Chrysler Group stands at next year's NAIAS are stands for DaimlerChrysler's Mercedes-Benz and Maybach brands. Mitsubishi, an alliance partner with DaimlerChrysler, also has an adjacent exhibit.
"We're very excited that for the first time ever at an auto show, consumers will be able to see the complete family of DaimlerChrysler vehicles alongside those of our partner, Mitsubishi," said Murphy.
The new Chrysler Group displays are a collaborative team effort. The Arnell Group, in conjunction with the Chrysler Design Office, designed the exhibit. Design Forum of Dayton, Ohio, engineered the exhibit. Fabrication of the Chrysler and Jeep stands was by George P. Johnson in Auburn Hills, Mich. The Dodge stand was fabricated by Exhibit Enterprises in Dearborn, Mich.
Specifically, Chrysler Group branded displays and their themes are:
Chrysler - "The Design Time Machine"
While not discernable at ground level, the overall Chrysler brand exhibit's design is actually based on a CAD-CAM representation of the all-new Chrysler Crossfire that is reconfigured into a swooping two-story structure. This architectural spine of the display includes a pedestrian "walk-through" that uses cultural and historical references to authenticate the importance of Chrysler brand design over the decades.
Within the Chrysler display is an automotive time machine. Through modern technology, design and movement the display speaks to those that enter, telling the story of Chrysler's car culture and history. Beginning in the 1920s - a decade highlighted by the company's first automobile, the 1926 Chrysler Six -- the display focuses on exceptional design moments, past and present. Representing the future are the 2004 Chrysler Crossfire and Pacifica, which are set to enter showrooms in 2003.
"The story of Chrysler is one of ingenuity, pioneering spirit and the pursuit of quality, but with an emphasis on how we embrace these values in the future," said Murphy. "The Chrysler continuum provides a constant link between the brand's history and the never-ending evolution of style and innovation."
Jeep - "Go anywhere. Do anything."
The Jeep display is divided into three areas: Challenge, Play and Rescue. In each section, the normally horizontal lines of mapping topography are vertical, resulting in "ribs" or mountains. The highest mountain is 25 feet tall, just four feet below the ceiling of the Cobo Convention Center. Jeep Wranglers, Jeep Libertys and Jeep Grand Cherokees are dramatically positioned on the mountains to underscore their legendary off-road capability. Atop one mountain is a Jeep Wrangler Rubicon, whose underbody can be seen from the floor below by show-goers.
Dynamic lighting is a unique feature of the Jeep vehicle exhibit giving the entire structure a chameleon-like quality. Each mountaintop rib is translucent, allowing light emitting diodes or LED lighting to dramatically change the color of the mountains. Additionally, landscape scenes depicted on the mountains change between forest and desert views as viewers watch.
The merchandise area is divided into seven areas that mimic the famous seven-slot grille of all Jeep vehicles.
Dodge - "Living life to the fullest"
The Dodge display is laid out in circular patterning with orbiting rings. It is divided into five zones that represent the wide range of vehicles, life styles and "Grab Life by the Horns" attitude of Dodge customers. The zones are Truckville, The Minivan Zone, Concept and Merchandising Zone, Performance with NASCAR and Viper, and Passenger Car Zone. The display stand will also include past and current engines from Dodge vehicles, including the legendary HEMI® engine.
The centerpiece of the display stand is a 25-foot-high by 26-foot-wide Dodge ram's head that show attendees can walk through. The huge head will be both a beacon for the Dodge display and a landmark for the entire show. Illuminating the ram's head will be 31,750 LED lights.
From Concept to Completion: Construction Highlights