Fun, awesome, startling – all that and more - those are the things that describe this year’s North American International Auto Show (NAIAS). Celebrities move car fanatics crazy. But the lights are more glaring than these celebrities. Why? Because of the sophistication of LEDs. LED, otherwise known as a light-emitting diode, is a unique type of semiconductor diode. It emits incoherent narrow-spectrum light when electrically biased in the forward direction. The light emitted is in a form of electroluminescence. Nowadays, most automakers including the Big 3 are using LED for their automotive lights. Volvo tail lights, for one, are now featuring this fresh innovation. Aside from LED lights, other amazing things relating to vehicle manufacture have been unfolded in Detroit auto show. The show was indeed a big success. It was fabulous and captivating; thanks to the stars, concept cars and hot vehicles. One of the significant obvious things in the said auto show is the more upbeat competition. The Big 3 in the auto show has to manage to stress its dominance in the global market to their mounting competition. As such, they stress relevance, reliability and responsibility. The emphasis is triggered by the rising customer loyalty in favor of Japanese automakers. General Motors (GM) GM surpassed enthusiast’s expectations by rolling out the red carpet for a host of famous celebrities to escort its equally-wonderful lineup. The GMC Yukon was escorted by the well-known hip hop artist Jay Z who assisted in developing the elating color on the vehicle known as the "Jay-Z blue." GM coupled Mario Lopez with the Chevrolet competitor for the World Touring Car Championship, Jennifer Hudson with the Cadillac Escalade and added Nick Cannon from MTV and Vivica A. Fox to the impressive lineup. GM emphasized stylish curves and styling to match powerful engines. One of the intriguing concept cars introduced was the Volt. Said vehicle has the technological capabilities to travel 40 miles on electricity alone. In its totality the car delivers a bold and quality statement. The automaker wants to prove that beauty and efficiency could be blended to produce a great car. The automaker also set forth the Camaro concept car that features he retracted hard top, LED tail lights, a 21-inch front and 22-inch rear wheels are certainly bound to distinguish the topless beauty. Another GM pride is the Cadillac CTS that entertained a classy revamp of its forerunner. Ford Motor Company Ford intends to wow the young generation market. To materialize the goal, it has established a partnership with Microsoft, the software giant, to deliver Sync. The Sync features Bluetooth connectivity, voice activation, and MP3 player hookups, and will be fully upgradeable. Said technology is exclusive to Ford for only one year. Toyota Toyota, the fast-rising Japanese auto giant, introduced its improved version of the Tundra. The latter is equipped with 18-inch steel wheels and bigger brakes to cater to the needs of “true truckers.” The work truck is capable of towing up to 10,800 lbs with standard STAR safety systems. The Toyota Tundra Double Cab, Regular Cab and Crewmax models will be available in March this year.









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For two consecutive years, Volvo has been a no-show at the Montreal International Auto Show, citing that the show is not part of their marketing strategy. But after the couple of years of absence, Volvo has come back to the auto show to unveil its new car, their entry to the compact car segment. The car is the two-door hatchback Volvo C30 which is a departure from the original reputation of Volvo for producing boxy cars. It is a compact hatchback designed by Canadian born Simon Lamarre which aims to compete against the Audi A3 and the BMW 1-Series. Going against such tough competition, the company needs to send a strong impression about their car to the public, one strategy they have undertaken is their comeback to the Montreal International Auto Show to unveil the Volvo C30. Its one thing to show your wares off at a motor show, and it is also another thing to advertise it to a much larger audience via television or the Web. The company’s strategy in advertising their new compact luxury car will have great implications on how well the public will accept their product. And since this is their first outing in the compact luxury class it will be crucial how the public will respond to their ad campaigns especially their target market which is the Generation Y or those on the 25-34 age range. The importance of successful advertisement could not be over emphasized since an advertisement can either make or break any product. To attract the attention of their prospective buyers, Volvo has launched their Freewill Campaign on the Web and will soon be aired on televisions. The effect they want is just like the effect of a Volvo starter to its engine, which is to start a new generation of loyal Volvo consumers that will not only embrace the Volvo C30 but also other Volvo models. The advertisement is a quirky one which the company hopes would catch the attention of younger car buyers. Volvo moves away from the traditional promotion of cars which is to show the public why they should like their product. Instead they ask the public to assess every aspect of the car from its exterior design, to its interior and tell them whether they love the car or not. While the use of this tactic in promoting the Volvo C30 is risky, the company is confident that the good qualities of their car will outnumber the characteristics some may find unacceptable. Whether the campaign will be a success or not still remains to be seen though the company is confident that the advertisements will give them good sales figure of the Volvo C30.









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