Marketing cars to buyers today requires more than just putting butts in drivers’ seats, as the old saying goes. Nowhere is this thinking more visible than at big auto shows like the ones in Detroit, Chicago, Los Angeles, et al., where sideshows and carnival-like attractions are interspersed with the hottest new sheetmetal. Whether the goal is engaging potential customers in new ways or just having some fun, the auto show attractions listed here do it all. The best part is that you can do many of these things even if you don’t live near Chicago—some of them will travel to other major auto shows with the manufacturer displays.
Ford Mustang Rolling Road
What better way is there to demonstrate the sheer greatness of a good, old American V-8 than to wind one through some gears? Normally, a drag strip or open road is required, but Ford sets up a functional rolling road in its display, strapping a 2014 Mustang GT 5.0 to it, and letting show attendees sit in the passenger seat while a brand representative floors it. We were slightly disappointed Ford hasn’t yet rigged up an all-new 2015 Mustang, but it’s worth noting that the 2014 model’s 5.0-liter Coyote V-8 will carry over to that car. And it should sound just as amazing.
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Ford Mustang Pinball
For the pinball aficionados, pony-car fans, and fun-seekers at the Chicago show, Ford also brought along a bevy of its freshly introduced Mustang-themed Stern pinball machines for attendees to play with. Pinball is fun, as is trying to lay some smack down on total strangers, so this is a must-do for Chicagoans headed to the show.
Camp Jeep Off-Road Experience
Nine years ago, Jeep started a bit of a phenomenon when it first installed a full-size, indoor off-road course in the back of its Chicago auto show display, and today the attraction lives on. Showgoers can wait in a (typically quite long) line to ride in the Jeep vehicle of their choosing over authentic river and dale, getting a quick lesson in how capable the brand’s rigs are off-pavement while sipping a latte bought from a Starbucks situated 500 feet away.
Chrysler Driving Course
Although it hasn’t been around as long as Jeep’s off-road experience, Chrysler’s indoor test track is equally as interesting for those yet to experience the Pentastar’s wares. Attendees can check out a variety of Chrysler cars, including the 300, Fiat 500, and more—albeit not over a pile of logs.
TRD Off-Road Experience
Did we just say “pile of logs”? We did—and Chicago auto show attendees can also tackle some of those in a Toyota. That’s right, in order to properly show off its new TRD Pro Series off-road packages for the Tacoma, Tundra, and 4Runner, Toyota took a page out of Jeep’s playbook and built an off-road playground of its own in McCormick Place. Folks can take a ride in the TRD Pro trucks or regular versions of the Tacoma, Tundra, and 4Runner, if they’d like.
Photo: LotPro Cars
1963 Chevrolet Greenbrier Van Photo Booth
Chevrolet’s big product reveal at the Chicago auto show was its nerdy
Nissan NV200
City Express cargo van, but there was another and much, much cooler Chevy van at the show. That would be the ’60s-era Greenbrier van you see here, converted to house a photo booth where anyone can get their picture taken—in style. They’ll even create an animated GIF for you.
Supercar Showcase
Believe it or not, but most major auto shows lack much of a supercar presence, at least, officially. Ferrari, Lamborghini, and Bugatti tend to skip events where they’re not debuting anything, which leaves the task of wowing the public with exotic stuff to third parties like dealers or show sponsors. In Chicago, those third-party folks set up essentially one big display that’s filled with pricey pieces, and despite being buried in a faraway corner of the venue, this “supercar showcase” is extremely popular.
Cadillac CUE Simulation
If you’re a frequent visitor of this space, you know that we’re not the biggest fans of Cadillac’s CUE capacitive-touch infotainment system. Well, if you’re wondering why CUE might frustrate a user, Cadillac would be happy to show you in person using a full-size CUE simulator. Give it a try and you’ll see why Ford’s Lincoln brand abandoned capacitive touch controls.
Larger-than-Life Mini Connected Display
Mini’s famous sense of whimsy clearly has no bounds, because the automaker known for being small has been touring with a gigantic take on its infotainment screen and controller knob. Standing nearly two stories tall, the display consists of Mini’s signature round dashboard motif with an embedded screen, equally scaled instrument panel switches for climate control, and a manhole cover–sized controller knob, all of which can be manipulated—at least with some effort. It’s both funny and a clever way to show off the new 2014 Mini Cooper’s simpler-to-use dashboard controls.
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Hyundai Zombie Apocalypse Diorama
When Hyundai first began preparing for the zombie apocalypse with a Mad Max-ed Elantra coupe in 2012, it chose to show off its weapon of choice at shows like Comic-Con and SEMA. (And subsequent additions to Hyundai’s undead fleet also appeared at Comic-Con and SEMA.) Now, Chicagoans can get in on the action, thanks to an apocalyptic display at the back of Hyundai’s booth that features not just the Elantra, but also the zombie-proofed Santa Fe and Veloster.