LIFESTYLE & CULTURE > ATTITUDES: NAIAS 2014

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1 TOP FIVE PRODUCTION CARS TOP FIVE CONCEPT CARS INTERIOR INNOVATIONS EXTERIOR INNOVATIONS

2 Over-Designed The recent trend for extraneous design styles truly came to the fore in Detroit. Primarily displayed by Japanese manufacturers, this aesthetic showcases attention-seeking design. Rather than normal typologies (sedans, rear-wheel drive coupes) designers are clamoring to make their cars stand out with plentiful detailing, discontinuous form language, and general excess superficiality. This is a countertrend to a much calmer, more refined, and less obvious aesthetic, as favored by the likes of Kia and Jaguar. 1. Nissan Sport Sedan Concept is a key signifier of this trend, with discontinuous surface language 2. Toyota FT-1 similarly a very archetypal sports car with rear-wheel drive proportion, a mix of concave/convex surfacing, and an F1-like nose 3. Acura TSX Prototype features some similarly expressive body side surfacing like a lite version of the Nissan 4. Honda FCEV shows a folded surface language 5. Lexus RC F and 6. Infiniti Q50 Eau Rough both traditional car types expressively detailed 7. Honda Fit

3 Return of the Hatch The Saloon (UK) or Sedan (US) is a type of car that has historically been definitive in North America. However, the combination of appetite for smaller cars, more unique and niche-busting products, and crossover-style offroaders means America s historic resistance to the hatchback is waning. The new Honda Fit (Jazz in Europe) defines the sub-compact segment. Meanwhile, three leading concept cars at the show from Audi, Kia and Volvo, all featured a twist on the traditional hatch: a high-riding 3-door crossover in Volvo s case, coupe-like from Kia, and a shooting brake preview of the next TT from Audi. 1. Audi Allroad Shooting Brake Concept a highriding, hatch variant preview of next TT 2. Kia GT4 Stinger a coupe, but with a very hatchorientated rear deck 3. Volvo XC Concept previews next XC90 in miniature 4. Mini John Cooper Works GP Concept and 5. Golf R most high-performance variants 6. 3rd Generation Honda Fit defines its segment; it s now the definitive body style for compact cars

4 Ultra Sport In recent years, the Detroit show has been dominated by the green agenda and an almost apologetically efficient, eco-sensitive industry heralds a distinct change of focus with hardly any overtly green cars to be seen. Instead a rash of new high-performance, ultra-sport models came to the fore. These vehicles boast their performance intent, with racing graphics, carbon-detailing, vast chin spoilers and gaping air inlets. 1. Chevrolet Corvette Z06 2. BMW M3 3. Lexus RC F 4. Infiniti Q50 Eau Rouge 5. BMW M4 6. Mercedes-Benz GLA 45 AMG 7. Mini John Cooper Works GP 8. Volkswagen Golf R

5 Post-Motorsport A new sporting aesthetic is emerging, represented by racing stripes as a post-motorsport trend. The look comes from outdoor sports and runway fashion, rather than the racetrack. The Volvo Concept XC was perhaps the most obvious example, featuring a tie-up with Swedish winter sport manufacturer POC. The Dune Beetle and the Mopar 500L s similar color schemes masked their different inspirations of ski resort and beach shack; both take inspiration from outdoor sports and lifestyle activities Volvo Concept XC 3. Mopar Jeep Cherokee 4+5. Volkswagen Dune Beetle 6. Porsche 911 Targa 7+8. Mopar Fiat 500L 9. Audi Allroad Shooting Brake

6 Gran Turismo 6 Playstation s Gran Turismo racing game celebrated its 15th Anniversary, and the launch of its sixth iteration, GT6, which sees automakers scrabbling to become visible to young gamers. The Mercedes-Benz GT Concept was shown first in LA, while in Detroit, the Toyota FT-1 was fully realised in show form, and become simultaneously available to download and play on the game. We expect to see more manufacturers follow suit, as they seek to capture the hearts and minds of young consumers who are less interested than ever in cars. 1. Mercedes-Benz Vision AMG Gran Turismo shown only in LA, designed specifically for GT6 note the simulators in the background 2. BMW M stand with GT6 simulators 3. Toyota FT-1 GT6 simulators flanked the car 4. Toyota FT-1 available for download at time of launch 5. Corvette GT6 booth and simulators

7 Digital Engagement Trying to increase their reach and engagement with customers via social media remains a top priority for most car brands but whether the kids think it s cool is another matter. With Audi recently becoming the most talked-about brand at CES 2014 (ahead of traditional consumer electronics brands), there are signs that cars are becoming cool again in the eyes of wider media and perhaps with online trend setters too something that car makers are keen to exploit Chevy s Greenbrier photobooth proved popular on public days 3. Chevrolet also went old-school, handing out buttons and trading cards 4. Nissan encouraged visitors to snap a Nissan selfie 5. Honda s simple but novel solution to display latest technology and HMI was to fit a large demo button in the car 6. Honda #hashtagged all of its cars

8 800,000+ visitors NAIAS celebrated its 25th anniversary in Detroit The show ran from January 13th to 26th Ultra sports models trumped eco-friendly credentials with racing aesthetics and high-performance capabilities 50 new models were introduced Technology was in a focus with simulated gaming and digital marketing featuring heavily

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