Automakers Plan Big Debuts at 2008 LA Auto Show
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Washington DC November 18, 2008; The AIADA newsletter reported that faced with plummeting sales, auto companies turn to their oldest and most reliable tool to generate excitement and news coverage for new vehicles at the Los Angeles Auto Show this week: elaborate vehicle unveilings.
"People who go to auto shows are more likely to buy vehicles and visit dealerships," Mike Bernacchi, marketing professor at the University of Detroit Mercy, told the Detroit Free Press. The return on investment is clearer and more direct than from almost any other kind of marketing. "You can track people going from an auto show to a Web site and to the showroom," Bernacchi said.
Important new models from Mazda, Lexus, Nissan, Infiniti, and Mini will all debut in L.A.
Mini's first electric model, the Mini E. The little electric car features a lithium-ion battery pack that replaces its backseat.
A number of vehicles unveiled at the recent Paris auto show will also make their North American debuts in L.A., including the Audi Q7 compact crossover SUV, the new BMW 7-series luxury sedan, the Honda Insight hybrid, and the Lexus IS hardtop convertible.
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