• by Tanya Gazdik , Staff Writer, April 11, 2017

Automakers and journalists are gearing up for the media reveal days at the New York International Auto Show.  Although they don’t officially take place until Wednesday and Thursday, a handful of automakers is getting a jump on things with press events today, including Acura, Lexus, Dodge and Land Rover.

MediaPost is presenting its second annual Automotive: Marketing conference and awards right down the hall from the auto displays at the Jacob K. Javits Convention Center on Wednesday where yours truly is one of the MCs.

One automaker you won’t see is Tesla. In the same way 7-Up is the “uncola,” Tesla is the ‘“uncar company,” cutting its own path and shunning the big auto shows, including this week’s show, said Rebecca Lindland, executive analyst for Kelley Blue Book. “The Palo Alto automaker is currently the most valuable U.S. car company, well past Ford and catching up to General Motors’ market value and somehow pulling off the perfect scenario: Wall Street classifies Tesla as a car company, but values it like a tech company, giving its debt-laden, unprofitable balance sheet a free pass, while holding others in the sector to a higher standard,” she says.

“The Palo Alto automaker is currently the most valuable U.S. car company, well past Ford and catching up to General Motors’ market value and somehow pulling off the perfect scenario: Wall Street classifies Tesla as a car company, but values it like a tech company, giving its debt-laden, unprofitable balance sheet a free pass, while holding others in the sector to a higher standard,” she says.

Here's some of what we will see in New York this week:

The 2018 Acura mid-size TLX sedan is making its world debut. The automaker has been closed lipped about the vehicle — kind of refreshing in a world where there aren’t many surprises. The automaker is treating the media to a private performance by the eclectic Elle King, whose music blends country, soul, rock and blues. One of her most famous songs is “America’s Sweetheart” in which she sings that she’s not America’s sweetheart. That’s somewhat apropos for Acura, the luxury vehicle marque of Japanese automaker Honda.

Alfa Romeo will unveil the 2018 Stelvio and Stelvio Ti premium mid-size SUVs to North America. Expanding Alfa Romeo's Stelvio lineup beyond the ultra-high-performance Quadrifoglio, Stelvio and Stelvio Ti models highlight the second of a new generation of vehicles from the Italian automaker.  

Audi RS 3 is making its North American debut, available for the first time in the United States. As the first compact Audi sedan to wear the RS badge, the RS 3 delivers performance coupled with a high level of everyday functionality. Specifically developed for the U.S., the vehicle is equipped with the Audi five-cylinder engine which produces its unique sound and features RS-specific interior and exterior design details.

Buick shows off its elegant Regal Sportback, which could be an Audi fighter to those willing to open their minds. The General Motors division is also introducing another version of the Regal, the new TourX, which fits five passengers and all of their gear for an “active lifestyle.” Finally, the brand unveils its Avenir luxury trim level, which can be used to enhance any of its models. 

One of the most hyped reveals of the show is the Dodge Challenger SRT Demon. Chrysler will livestream the press reveal Tuesday at 8 p.m. as well as its Jeep brand press conference for Wednesday at 11:50 a.m. and is inviting both the media and consumers to watch.  “While car sales are dismal of late — overrun by successful SUVs — many automakers are trying to keep the segment alive with hot-rod variants,” says Michael Harley, executive analyst for Kelley Blue Book. “In New York this week we will see some excellent examples, including the Dodge Challenger SRT Demon. A higher-performance variant of the devilish Hellcat, a 707-horsepower muscle car, the low production model will capture cover stories as quickly as it covers the quarter mile.”

What’s old is new again at Honda, which is showing off the comeback of its high-performance Civic Si. 

Hyundai plans to lifestream its New York Auto Show press conference on Wednesday at 1:10 p.m. Eastern when it unveils the new Sonata. Consumers can access the livestream via various social media including YouTube, Facebook, Periscope and Twitter.

The Infiniti QX80 Monograph is making its world debut in New York. The futuristic luxury vehicle indicates the automaker’s intention to further develop its standing in the full-size luxury SUV segment.

Land Rover is planning to livestream on Facebook its Tuesday reveal of the Range Rover Velar with a special performance by British pop singer Ellie Goulding. The Velar is the fourth and newest member of the Range Rover family, 

The New York International Auto Show will serve as host to four North American debuts for Porsche this year: Panamera Sport Turismo, 911 GT3, Panamera Turbo S E-Hybrid, and 911 GTS. The debut of the new 680-hp Panamera Turbo S E-Hybrid marks the first time Porsche has positioned a plug-in hybrid as the highest performing variant of a standard model line. 

Subaru of America will debut the new Outback, the automaker’s best-selling model. The 2018 Outback arrives this summer and will include “significant upgrades to comfort, safety and multimedia capability,” according to the automaker.

Toyota will debut two freshened models, the 2018 Sienna van and subcompact Yaris hatchback. Sienna, the top-selling van in the U.S. for the past two years, is geared toward active families on the go. The fuel-efficient Yaris hatchback represents a great value for buyers on a budget as it is the Toyota brand’s least expensive model, yet it is equipped with many standard safety and convenience features.

Come back to MediaPost for more from the show.