“From a consumer standpoint, auto shows are stable and growing in importance,” said Sage Marie, assistant vice president for public relations at American Honda. “From a media standpoint, the dynamic is definitely changing. The way automakers leverage auto shows to deploy news is changing.”
Honda’s custom-built stand is designed to be user-friendly, with lots of light and multiple visitor stations with interactive features. There’s a safety area with a crashed Civic and product specialists to talk about crumple zones and next-generation airbags. Other stations focus on the company’s racing heritage, its eco-friendly models, accessories for its crossovers and its sponsorship of esports, with on-site video games and visits from top players.
The stand also features a parklike atmosphere with trees similar to the ones in the lobby of Honda’s North American headquarters in Southern California and a “living wall” of plants similar to one at global headquarters in Japan.
“Generally, the…
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