Sunday, 18 November, 2012 11:49 AM
Dodge Viper, 2014 RAM 2500 Power Wagon to debut at 2012 Los Angeles
2014 RAM 2500 Power Wagon will look similar to this.
ANGELES -- Don't look for any concept vehicles in the Chrysler
Group area of the 2012 Los Angeles Auto Show. The automaker said
it doesn't believe in building futuristic vehicles that may or may
not get made. Instead, Chrysler will be showing its new 2013 and
2014 production models -- cars and trucks that will actually be
rolling off the assembly line. Fiat will be introducing three new
models during its press conference on Wednesday, Nov. 28 at 12:35
p.m. In addition, two of the automaker's other big reveals in L.A.
will include the 2014 Dodge Viper and the 2014 RAM 2500 Power Wagon.
treated as one of our four major shows," said Phil Bockhorn,
the senior manager of shows and events for the Chrysler Group. "It
gets over a million attendees so it's our 'A' game. We take the
best available product from all of our brands: Dodge, Chrysler,
RAM, Fiat. We even have a line-up including SRT and our Mopar division
also takes several of their vehicles that were recently unveiled
at the SEMA Show. It's a full line-up. We have everything for everybody
in L.A. We don't do traditional concept cars per say. We focus on
customizing and accessorizing vehicles that are available for sale
or will be in the very near future. Primarily, those are focused
in our SRT and Mopar area. Literally, we have one for each brand
and they are all Moparized."
tell me more about those customized vehicles that will be on display?
Wrangler, for instance, is given the nickname the Sand Trooper,"
he added. "It's got a lot of equipment that the name implies
would suggest an off-road, but more of a desert theme with a dune
exterior color and some custom leather seats that go with it. The
Mopar Charger version is called Juiced. It's in a orange, copperhead
color. It's got a V-10 engine in it. For RAM, we've got an Express
version that's been customized. It runs the gamut. We also have
a Challenger coming that's owned by Jeff Dunham, the comedian. He's
got a customized SRT package and everything. That will be out there
as well. The nice thing about L.A. being a car market like that,
they appreciate all of the accessorized versions of our product.
In our particular line-up, we're fortunate enough to have vehicles
that lend ourselves to that."
be some of the new 2014 production models that will be on display
from the Chrysler brands?
total, we have almost 60 vehicles on the floor," Bockhorn explained.
"Starting with the Fiat brand, that's always a big draw in
L.A., we're going to have a couple of reveals out there. I'm not
at liberty to tell you those exactly now. In addition to that, we'll
have a sport turbo and several versions of the Fiat Abarth, the
sport package if you will. That's going to be a huge draw. There's
going to be another version of the Abarth that I think people will
really appreciate when they get out there. That is front and center
in our display space out there because of the L.A. market and the
appeal that the brand has in that area.
the Chrysler area, we have two Varvatos version of the 300. Those
are being done in conjunction with John Varvatos, the designer,
and have several features that he's actually specked out the leather,
the trim, there's a unique shifter knob that features his signature
design trademark, which is metal rivets. One of the feature Jeep
vehicles is the Wrangler year in and year out. This year, we have
a 10th anniversary edition of the Wrangler so that's an important
vehicle for us out there in L.A. Dodge is really going to be a great
set up for us because as you know, the all-new Dart that's just
been recently launched has been hitting it's stride in the marketplace.
L.A. is the first major show where we have production really reaching
capacity. We're going to have four different version of the Dart
out there: the Limited, the RT, the Rallye and then to top it all
of, we've got the actual Rallycross car that Travis Pastrana drives."
Pastrana going to make an appearance at the Dodge section of the
can't say officially, but if you go L.A., you might not be disappointed."
from the RAM truck brand?
the RAM side, the big news there is, we've just completely revamped
the RAM line-up over the last 12 months," the senior manager
of shows and events said. "We think the star of the L.A. show
is going to be the 2500 Power Wagon that's going to be on display.
That literally is factory equipment, but it looks like something
that you would spend a large amount of money on to equip that way.
It's essentially factory equipment, stock off the line. It looks
like a million dollars. It's painted flat black, it's got grey interior
and leather seats. It's an awesome looking truck. The powertrain
has been enhanced a little bit. Just little treatments everything
from wheels to cladding and a little bit on the interior as well.
It hasn't lost any of the capability. It's just dressed up a little
Can we expect
the Chrysler brands to occupy the same amount of space on the show
floor as last year?
our footprint is the same as last year," Bockhorn explained.
"We've kind of moved the brands around to different locations
each year depending on who has the most press coverage and reveals
on press days. This year, that is Fiat. They're front and center.
The rest of the brands are arranged around that. It's the same size
as last year's space. It's a big show for us so we have a big presence
the media expect to see on press days?
think Fiat is the big story," he added. "We can't tell
you exactly what's going to be revealed, but as to what the media
should look for on press day, you definitely want to be on the Fiat
stand. In this particular case, by design, I think Fiat is avoiding
celebrities on stage as part of the press event. With the following
that brand has, who knows who will turn up on press days, but not
officially part of the press conference."
folks look forward to on public days?
can expect to see a lot of activity within the Fiat stand,"
the senior manager of shows and events said. "Not only because
of the two or three new products that will be revealed there, we
have a lot of interactive stations for attendees. You can customize
your own photo in the Fiat stand, choose your background, send it
out right away to your friends. That carries over to the other brands
as well. There's photo op stations there that you can go immediately
online with and send out and post. You'll have tons of product specialists
and narrators there to help answer questions. All of our vehicles
except for the reveal turntable vehicles will be accessible. That's
a big plus for us. I think you'll have a sizeable number of people
that will want to get close to the all-new 2014 Viper. This is the
first major show since entering production and it will be very close
to the front corner of our display. That will be a big draw as well."
saying there will be more interactive activities than last year
or about the same amount?
will be more interactive stations this year," Bockhorn explained.
"We've increased that just to address the demands of all the
attendees. They are all with a purpose, it's not just designed to
get them to stay within our space. It's to help build affinity to
the brand, to build product awareness of some of the unique features
that we offer within each brand area. Also, I think it's a way to
appeal to a broader audience. It's not just the adults, necessarily.
It's for all of the family, in most of the cases. It never ignores
the fact that we know that 50 percent of all auto show attendees
are in the market in the next 12 months. We want to be focused on
our delivery of messages and information. It's interactivity with
Chrysler vehicles are going to be participating in the ride-and-drive
have 12 ride-and-drive vehicles outside. They are representative
of all of the brands."
comments about the 2012 Los Angeles Auto Show?
this year's line-up, almost 25 to 30 percent of our line-up will
feature vehicles that get 30 mpg or better," he added. "For
L.A., that's a big deal. We want to make sure that we're not only
known for performance and accessorization, but fuel economy as well.
That's a little bit different emphasis for us this year, too. We
think it will draw a crowd in L.A. just to see those vehicles. We
can't underscore enough how important the L.A. Auto Show is to our
entire circuit. It's one of the four majors. Year in and year out,
it gives a unique approach to what vehicles we bring. It's definitely
one of our top priorities for the season. We are expecting big things
this year. We really think we've got a line-up that's right in stride
with what the L.A. attendees expect to see and want to see."
more information or to purchase tickets to the Los Angeles Auto
Show, visit www.laautoshow.com.
to introduce the Spark EV at 2012 Los Angeles Auto Show
rendering of the 2014 Dodge Viper that will be on display at the
Los Angeles Auto Show.
electric version of the Fiat 500 is expected to make its debut in
special John Varvatos model of the Chrysler 300 will be displayed
at the Los Angeles Auto Show.
Jeep Wrangler Sand Trooper from the SEMA Show will also be
shown in L.A.