In an era when auto shows must prove themselves as the right showcases for new industry technology over digital tech exhibitions, the New York International Auto Show (NYIAS) is stepping up its efforts with a new logo and brand strategy that the 116-year-old event says will mark “the most dramatic change in its visual identity” since a new logo at the turn of the millennium.
The show “updated the ellipse, maintain[ed] the upward motion of the logo and introduc[ed] a more modern typography” to “infuse a new sense of innovation and precision to the identity” of NYIAS, said Simon Lince, chief creative officer of Sterling Brands, which designed the new visual identification of the show for the sponsoring Greater New York Automobile Dealers Association.
And, oh yes, when the annual show—one of the marquee events in worldwide automotive marketing platforms—opens March 25 at the Javits Conference Center in Manhattan, car brands will be taking advantage by debuting many new models, concepts and features.
It’s an important time for the global slate of big traditional auto shows in New York, Detroit, Los Angeles, Chicago, Frankfurt, Geneva, Paris, Tokyo and Shanghai that are increasingly pressed for news and buzz about the intersection of the automotive and digital tech worlds by the International Consumer Electronics Show in Las Vegas and Barcelona’s recently completed mobile tech exhibition.
At the NYIAS, “introductions appear set to be dominated by sports cars and utility vehicles, with a slant toward premium makes” and largely following “the trend of recent auto shows,” said Stephanie Brinley, senior analyst for IHS Automotive.
Here’s a partial rundown of some of the big “reveals” scheduled for NYIAS this week:
Acura will show off a new version of the MDX crossover, the brand’s best-selling nameplate. It’s promising “advanced new powertrain technology.”
Alfa Romeo will finally blitz the US market with the first of eight all-new models that Fiat Chrysler plans to debut in America through 2020 as the company tries to bring the Italian luxury and performance brand back after a generation’s absence from America. The all-new Giulia is first.
Audi plans to reveal the 2017 R8 Spyder supercar at the show, Automotive News said.
BMW will feature a number of vehicles in its North American debut at NYIAS, including the M760i xDRive, with a 12-cylinder engine, and the BMW Alpina B7 xDive, which arrives in US showrooms in September.
Buick has had great success with its Encore compact crossover-utility vehicle that debuted in 2012 and is eager to take the wraps off a refreshed version for 2017, which will feature some new exterior design elements and a less-cluttered center console.
Chevrolet will reveal the Camaro ZL1, a lightweight, supercharged supercar that will be the first new General Motors model to get an optional new 10-speed transmission.
Genesis has barely debuted as Hyundai’s new luxury brand but is expected to unveil a concept car roughly the size of the G70, which it plans to launch next year, according to Automotive News.
Honda will display the first US look at a spec version of it Clarity Fuel Cell Sedan, which features hydrogen power and will be headed to the US market by the end of this year.
Infiniti is bowing its new 2017 QX70 limited, a specially equipped version of its QX70 “performance crossover” vehicle, which will go on sale this summer, in a very hot segment of the market.
Kia plans to unveil the 2017 Cadenza, a full-size sedan that is sold as the K7 in Kia’s home market of South Korea. It was first launched in 2013 and has been redesigned.
Mercedes-Benz has said only that it’s hosting five global debuts in New York and revealed three of them before the show, including the 2017 AMG E43 Sedan, which can produce nearly 400 horsepower.
Nissan plans to make a splash in New York with another version of it new-generation Titan pickup, this one more in the mainstream of the truck market than the new Titan XD diesel-powered version that it introduced at the Detroit auto show in January. Nisan also plans to take the sheets off a significant uplift of its GT-R sports car, which arrived in the US in 2008.
Subaru will highlight the new generation of its Impreza compact sedan. Lately Subaru has made much more noise—and most of its brand reputation—with intriguing and reliable utility vehicles. But this new version of the sporty Impreza will be first to use a global power train platform for Subaru that can accommodate gas, electric power and plug-in-hybrid systems, as well as a dynamic new exterior design.
Toyota plans to make some big news with the addition of a new model to its segment-dominating Prius hybrid line. Automotive News expected it to be a new generation of the Prius Plug-In version. Toyota also debuts a new version of its big Highlander SUV, which should be able to take advantage of huge sales for that segment these days. And the company will bid farewell to its Scion brand by rebadging the Scion FR-S in New York with a new name, the Toyota 86.