The 2012 Utah International Auto Expo was here again at the South Towne Expo Center January 13-16 (PHOTOS BELOW). There were a few newcomers present and a few things I could have passed up because, well, I saw it all the year before. This year’s expo was definitely more for those in the market for a new car. This is fine, except, I think they need to think about those who can’t afford a 2013 model right now, but would have no problem building up some brand loyalty. There was definitely no focus at all this year for consumers of all ages with the exception of the Jeep experience.
I was surprised to see the lack of creativity as I walked in the doors and Mazda and Scion were on display in the exact same location, set up the exact same way, so that didn’t set a good tone at first. It also didn’t help that Scion had no customized cars this year.
The first eye-catching showcase was the Jeep experience, what a genius idea. There was nothing better than watching spectators in the back seat of a Jeep getting thrashed around as they went through a suspension, ground clearance, and traction test.
Newcomers Fiat & Fisker really stood out this year. Fiat making their first entrance in years with the 500 has really come in strong. Being able to check out the interior and exterior of every car I’m sure helped build up their base. The three Fisker’s on display were roped off, but there were sure a sight to see. Without a doubt they were probably the biggest highlight of the show. May I suggest going to the dealership in Pleasant Grove to learn more about this car because it really is a one of a kind, plus you can sit in it!
Nissan had a highlight in their luxury looking “beach cruiser” (the Murano convertible) but did disappoint by not having a GT-R on display. With as popular as this car is, at the very least I was expecting one behind the red rope, but it was a no show. With that, Audi did return with a white convertible R8 V10 which is always some great eye candy.
Other highlights included a few lines and trims of the Dodge Charger and Challenger, all of which had unlocked doors, a Corvette ZR1 & Grand Sport, and a yellow Camaro with a spoiler, yes a spoiler, not a duck lid (I didn’t know they put spoilers on Camaro’s). Also showing off was the new Hyundai Veloster Turbo, a cowboy tricked out Toyota Tundra (see photos below to be jealous, even if you hate country like myself), a 2013 Mustang 5.0 with LED headlights and taillights, the new Land Rover Evoque (great looking car!), Cadillac’s V-series, and the gorgeous orange M3 that sat out front.
Disappointments included the Scion iQ, probably the most uncomfortable I’ve ever felt sitting in a car (which surprisingly beat my sardines in an aluminum can feel with the Ford Fiesta last year), the boring feeling of the Chevy corner (with the Corvette exception), a Honda rep speaking to herself about the CR-V, and then walking under the green “More Auto Expo” sign as I left the showroom. Ok so that last one was probably the biggest highlight and not a disappointment.
Mini, Mercedes-Benz, BMW and Ferrari had their best of the best on display out in the hallway this year. The $1 million display wasn’t necessarily disappointing, but I was expecting more brands than Maserati and Ferrari, nonetheless, it is great seeing cars like the Granturismo, FF, California, and 458 Italia that are rarely see here in Utah.
Overall the show wasn’t as impressive as it was last year, but to be able to sit in a few cars to get a feel for them and to see their new technologies was satisfying enough for the ticket I purchased.
–JJ Steadman
