New Cars Debut At South Florida International Auto Show
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Saturn President Cynthia Trudell (L) points out a feature of Saturn's new SUV to General Motors President and CEO Rick Wagoner during its reveal at the South Florida Auto Show 10/6. Saturn's new SUV will be available in the fall of 2001
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Automotive journalists from around the hemisphere gathered in Miami Beach Friday at the South Florida International Auto Show, the nation's fourth largest. The 10-day event fills one million square feet of the Miami Beach Convention Center with 1,000 vehicles from 40 manufacturers.

Activities on opening day of the 30th annual South Florida exhibit included:

• General Motors CEO Rick Wagoner and Saturn President Cynthia Trudell presided over the world-wide premier of Saturn's first sport utility vehicle (SUV), as yet unnamed. Orange and lime versions of the new model were spotlighted here. The compact SUV will go on sale late next year.

• Byung Mo Ahn, president of Kia Motors America, hosted the U.S. debut of Kia's new Optima mid-sized sedan.
• Ford's reborn Thunderbird and its all-new 2002 Explorer made their first appearance at an auto show.
• Other debuts included Chrysler's new Sebring convertible, Volvo's new S60 sports sedan, the Hyundai Elantra sedan, and sport versions of Daewoo's Nubira concept vehicle and the Lanos coupe. Conventional media were augmented by global coverage on the Internet provided by The Auto Channel.

Richard Colliver, executive vice president of both Honda and Acura and guest speaker for the gathered media, addressed the Internet's impact on such traditional dealer activities as sales and financing. "The industry needs to continue adapting and embrace the Internet," said Colliver. "We are linking dealers with each other and with customers through our Honda Interactive Network."

According to show chairman Phil Smith, the South Florida International Auto Show attracts both domestic and international journalists because it is produced in America's gateway to Latin America. "Our show is a must-see event for reporters, auto enthusiasts and buyers from Latin America and the Caribbean." Smith expects more than 600,000 guests to visit this year's show.

The South Florida International Auto Show is produced by the South Florida Auto-Truck Dealers Association, which comprises more than 220 dealers in four counties. The show's web site is http://www.sfliautoshow.com.

Ford unveils new limited Street Edition Focus

Ford Focus Street Edition

Photo: Ford

Ford unveiled the latest in its series of limited edition Focus cars with the introduction of the Focus Street Edition at the Miami Auto Show today. Focus Street Edition incorporates fashion, music and fun to attract the Echo Boom generation. As part of the ongoing episodic Focus launch, Detroit Techno music will become a focal point for the overall Focus marketing campaign.

Focus Street Edition features a European-tuned suspension, black body kit, 6-disc in-dash CD changer, sport bucket seats as well as 16 inch six-spoke machined aluminum wheels and a chrome exhaust tip.

On the exterior, the front chin, rocker panels, bodyside moldings and lower rear fascia are in black. Colors are Infra-Red, and for the first time on sedan and wagon, Egg Yolk Yellow and Malibu Blue.

Street Edition uses the same springs, dampers and anti-roll bars found in the European Focus, offering driving enthusiasts enhanced agility, stability and precision handling.

Inside, it features sport bucket seats with European-style diamond patterned seat inserts. A silver-masked instrument cluster, radio bezel, door accents and a silver shift knob highlight the interior package.

"Street Edition combines elements that we feel people who love to drive will embrace. This car has stylistic qualities as well as great driving dynamics that set it apart from the crowd," said Focus Brand Manager Bob Fesmire.

Music a Key for Young Consumers

Focus has been a hit with young car buyers, with almost half the buyers age 35 or younger. Focus marketing revolves around fashion, music and summer fun, all designed to appeal to young consumers. Street Edition is an important part of the overall marketing effort, and it will use an exciting new sound from Detroit to appeal to young consumers.

"Since the Focus is attracting younger, more diverse buyers, we wanted to continue to develop marketing programs that fit the personality and lifestyle of our target buyers," said Fesmire. "Detroit Techno is a music style that is recognized by young people around the world. We know that music is one of the biggest passions for our young car buyers, so it made sense for us to incorporate a unique music element in our campaign."

Focus and Street Edition will feature an image exclaiming "Detroit Techno" on posters and in print ads.

The Street Edition is the third in a series of Focus statement cars built since Focus was launched in the U.S. last year. The Sony Limited Edition Focus and the Kona Mountain Bike Edition were the first two statement cars.

There will be only 7,500 total Street Editions built with approximately 85 percent of them available as a Sedan. With an MSRP of $15,750 (Sedan) and $17,745 (Wagon), these statement edition vehicles will be sold nationwide beginning in December.

(October 6, 2000)