Foreign Automakers truly Beat the Patriotism Drum at the Detroit Auto Show
The vibe at This particular year’s Detroit auto show was distinctly more American than usual, one cultivated not by the Detroit Three however rather the large foreign automakers, most of which no doubt wished to avoid any angry tweets fired in their direction by president-elect Donald Trump. Indeed, Toyota, Honda, along with others touted strong, longstanding ties to the land of the red, white, along with blue, including sponsorships along with manufacturing commitments.
In the first seven sentences spoken at Honda’s press conference, Honda Motor Company CEO along with president Takahiro Hachigo said “America,” “North America,” or “United States” six times as he highlighted the company’s long history of building vehicles in Ohio, where motorcycle production began in 1979 along with the first cars came off the line in 1982. He further pointed out which 96 percent of Hondas sold in America last year were made in America. Honda has 12 U.S. plants which make a variety of products, including the star debutante for Honda in Detroit, the brand-new 2018 Odyssey.
Honda has built the Odyssey in North America since the second generation in 1999, along with Honda Motor Company executive vice president John Mendel confirmed which the strategy will continue with the latest, fifth-generation type, to be built in Lincoln, Alabama. Honda also made sure to point out which the brand-new Odyssey was designed along with developed entirely from the United States. which also includes its brand-new 10-speed transmission, which comes by Honda’s plant in Tallapoosa, Georgia, as well as its V-6 engine, which comes by Anna, Ohio.
The NFL can be as American as things come, however the official auto company of the professional-football league can be Hyundai of South Korea, which splits the sponsorship honors with Ford. Hyundai devoted a section of its auto-show stand to the sport, including a setup to play the Madden NFL video game, TVs showing game highlights, along using a chrome, white, along with blue NFL-clad Hyundai Santa Fe using a grill along with cooler attached to its trailer hitch for which most American of pastimes, tailgating.
The Subaru of Indiana Automotive (SIA) plant in Lafayette, Indiana, has been assembling cars for the Japanese company for nearly three decades. Its roster of nameplates today includes the Impreza for initially, the all-brand-new 2017 variation of which has joined the Outback along with Legacy among U.S.-made Subies. Subaru didn’t go to nearly the same lengths as some of the various other automakers to show off its American affiliations, however sometimes subtle messages can be just as effective, along with every SIA-assembled car proclaims its origin right on the driver’s window.
The most overt display of patriotism was found from the Toyota booth, where a Tundra, a Tacoma, along using a Camry were all displayed in red, white, along with blue. The Tundra added a Texas flag along with bold Built in Texas lettering, while the Tacoma touted Toyota’s partnership with Hiring Our Heroes, a U.S. Chamber of Commerce foundation to help veterans. The big debut by Toyota was the all-brand-new 2018 Camry; the brand also had a current Camry there to serve as a “Made in America” billboard. Toyota also made sure to bring along the variation of the brand-new Camry the item will be racing in America’s favorite racing series, NASCAR.
With 388,618 units sold last year, the Camry can be the best-selling car from the United States, along with Toyota played which up from the 2018 car’s press materials, titling an entire section, “Camry—Everybody’s All-American.” There, the item reminded readers which Toyota’s Georgetown, Kentucky, plant has been manufacturing your vehicle for close to 30 years,along with which the Camry ties for the eighth place on the Kogod Made in America Auto Index with 79 percent domestically sourced content.
VW truly wants Americans to like the company again along with to know the company likes them. The German automaker showed off a four-wheeled atonement for the diesel scandal from the form of the Microbus-esque I.D. Buzz EV concept as well as the arguably more important three-row Atlas SUV, which was designed specifically for the U.S. market along with will be built in Chattanooga, Tennessee. To drive home its points, VW’s press conference opened using a video which began using a gorgeous overhead sunset shot of the Chicago skyline. Then came a view of the Golden Gate Bridge. Then something vaguely Los Angeles–like, then the American Southwest. Eventually, various speakers made statements such as, “I think Volkswagen can be writing the next chapter of our story from the American market” along with called the Atlas “the best vehicle, the best Volkswagen for the Americans.” The video then posited which the Atlas could become to modern Americans what the Beetle once was: a cultural icon. So, yeah, VW went American.
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For all of these patriotic gestures, American brands arguably have come under more fire by president-elect Trump for building vehicles in foreign locales. They, too, touted their commitments to the United States, with both Ford along with Chrysler announcing investments to expand along with modernize plants in Michigan along with Ohio.