News & Events

Chicago Auto Show/MAMA Breakfast

Paul Brian
Director of Communications
Chicago Auto Show

Mark Fields Christens 2008 Chicago Auto Show

The Chicago Auto Show's media preview was kicked off with the annual Midwest Automotive Media Association's welcome breakfast. Media and industry representatives were warmly welcomed by MAMA's President Dave Boe. He covered a brief history of MAMA, and noted that over 200 writers and broadcasters have enjoyed membership of the group since its founding in 1992. "This cohesive group is the main part of our success," said Boe. 

He commented that "McCormick Place, the nation's premier exposition center, is home to the 99th edition of Chicago Auto Show. With over 1.3 million square feet of show room floor, the Chicago Auto Show is the largest in the United States and third largest in the world after Frankfurt and Tokyo." Boe noted that next year's auto show will mark Chicago as the first show in the world that will stage 100 editions. 

He then introduced Mark Fields, executive vice president of Ford Motor Company, the Americas. 

Fields opened his remarks by challenging the audience with a new term: Simplexity. 

"Simplexity," he said "combines both simplicity with complexity. Consumers live complex lives and therefore, they need simple roles."  

Fields brought attention to the fact that consumers always want the newest, technological trends and companies must refocus their attention to these needs.  Most manufacturers focus on the Baby Boomers with good reason, as they make up 70 percent of vehicles purchased. But Millennials-young professionals and teenagers born between 1977 and 1996-now make up 25 percent of vehicles purchased. Ford is catering to this generation with the new Ford Sync. This all-inclusive, in-car communication device incorporates a cell phone and MP3 player. Fields reminded the audience that consumers will enjoy new technological advances, as long as it allows consumers to cut through the clutter of their everyday lives. 

Fields then announced Ford's continuation of the new "Bold Moves" program. The company is looking beyond simple demographics and is seizing a new opportunity by announcing the return of the Ford Taurus and Mercury Sable back to Ford Motor Company. 

"Ford has a clear, consistent message," said Fields. "With the constant, unchanging pace of this industry, Ford is finding success by digging deeper and looking at multiple segments."


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