• by Karl Greenberg , February 10, 2012

When auto shows start talking about whose is biggest, it can get to be a bit like finding the original Ray's Pizza. Well, Chicago has the oldest (since 1901, when horsepower was still horse power) -- and says it has the largest, which is technically true, as McCormick Center is huge. 

Still, the show -- whose public days began Feb. 11 and run through the 19th -- tends to have a niche focus, with automakers focusing on sub-brands, limited-edition vehicles, factory customized performance vehicles, and vehicles for unique markets, including commercial cars and trucks.

Jeremy Anwyl, president of online auto site Edmunds.com, tells Marketing Daily that while Chicago is not one of the top global shows for media and buzz like Detroit or the Geneva show, it’s critical for what really matters: getting consumers in front of vehicles. “It’s relevant from the consumer perspective because Chicago is a big market, and for the automakers the main purpose is to allow consumers to comparison-shop under one roof,” he says. “It’s not just about generating media buzz. It’s a chance for people to see new cars away from the dealership environment and without the sales pitch.”

At the Chicago show, Hyundai is showing the 2013 Elantra GT, a performance version of the car that goes on sale this summer. The automaker is also using the show to unveil the Elantra Coupe. The automaker says the Elantra GT will compete with the Ford Focus, Mazda3 and Volkswagen Golf. 

Ford, which is showing its new Focus ST (see related story), is using the show to celebrate the 20th anniversary of its U.S. high-performance sub-brand SVT with the Ford Shelby GT500 convertible, which has a humongous 650 horsepower V8. Ford says SVT (Special Vehicle Team) has built some 210,000 vehicles over the past 20 years.

Mazda unveiled the 2012 MX-5 Miata Special Edition roadster, and Nissan its new 370Z two-seater. Hyundai sibling Kia showed a limited-edition version of the Optima, called Optima SX Limited, to be produced at the company's plant in West Point, Georgia later this month. The car actually got a much bigger spotlight during the Super Bowl, as it was featured in Kia's "Drive the Dream" commercial.

Toyota is using its 45,070-square-foot exhibit to tout hybrids via a partnership with Hasbro. The program, called Toyota Hybrid Monopoly Ride Experience, shows off the third-generation Prius, new Prius v, Camry Hybrid and Highlander Hybrid models, via demonstration rides through an "eco-friendly" 30,160-square-foot course in McCormick Center's South Hall.

Toyota says people learn about Toyota hybrid vehicle features during the course of the course, which has "S" curves, a roundabout, a bridge crossing and across the "train tracks" of the Monopoly game's Reading Railroad.

General Motors is taking part of its test-drive experience at the show around Chicago itself with a two-mile Chevrolet Volt drive. "People come to auto shows for two main reasons: to see products and to be entertained," said Grace Morgan, GM director, global marketing and strategy.

"We want consumers to come to the show, have fun, learn something new about our cars, trucks and crossovers and get a sense of our brands," said Morgan. "Any brand's car can fit in a garage; we want to show consumers how our brands can fit into their lifestyles."

Chevrolet has a "Sonic Studio" and Volt Village, a Timesplice exhibit, where visitors get a 3-D clip video for social networks, text messaging and e-mail. Cadillac is touting the V-series cars through an exhibition about vehicle production and race vehicles via an interactive wallscape, and a Cadillac CTS-V full-motion racing simulator.

The automaker is also demonstrating its smartphone telematics programs: Chevrolet MyLink; Buick and GMC IntelliLink and Cadillac CUE.