I’ve lost count of the number of auto show press conferences I’ve attended over the years. Most follow a fairly predictable formula: At some point a guy in a suit will stand up and read a speech, while the assembled journos take notes and look for holes in the talking points. There’s usually a little showbiz — some loud music and flashing lights, occasionally a dancing girl or two — but it’s generally all pretty perfunctory. Few are memorable.
I’ve never forgotten former GM honcho Ron Zarella’s “fireside chat” at the 2001 Detroit Show, though, mainly because it was so toe-curlingly gruesome. I still cannot imagine there actually was a meeting at GM where someone said: “Here’s an idea. Why don’t we put Ron on stage in a smoking jacket, sitting in a leather armchair next to a fireplace, and have him read from a book of Nostrodamus’ predictions that show what a great future we have?” And that everyone in the room high-fived it.
I’m not likely to forget Dodge boss Ralph Gilles’ presentation at SEMA in a hurry, either, though for very different reasons.
Ralph (pictured) came on stage in jeans and a black T-shirt, and for once it didn’t look like a car company exec desperately trying to look hip and cool. It was just Ralph being, well, Ralph. “This is what I wear to work,” he says with a shrug. In addition to running Dodge, Gilles still has overall responsibility for Chrysler design. He probably doesn’t have time for a suit…
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