A little bit of SEMA, a little bit of Hersey, topped of with a sprinkling of Frankfurt would be the best way to describe the 2011 Essen Motor Show, which just concluded. Although the bi-annual Frankfurt Auto Show is much bigger, German car enthusiasts are lucky as they have this other annual auto show that is almost as big and is especially appealing to auto racing fans.
It is an auto show I have always wanted to attend so it was fortuitous that Essen is just 20 minutes from Düsseldorf where I was set to cover the Race of Champions. I know people who have been to Essen and I’ve seen pictures from previous shows so I had an idea it would be somewhat like SEMA. But unlike SEMA, which is a trade-only show, Essen is a regular exhibition open to anyone.
It’s heaven for a car enthusiast. Walk into one hall and there are posh displays by tire companies, like Continental, and aftermarket companies, like Bilstein. These displays are more like ones you’d see at a regular auto show. Only a handful of manufacturers have displays. Ford, for example, showed of the all-new Ranger pickup, dressed up for off-road use, alongside a modified Transit van.
Audi, BMW and Mercedes-Benz showed off their new DTM race cars as well as their transporters. I was impressed by the historical displays that chronicled the 100-year history of the Monte Carlo Rally and a smaller one celebrating the Indy 500’s centennial.
Other halls had tuning companies, racetrack simulators, hot rodders and customizers displaying their often-weird creations. There was a smattering of Camaros and Mustangs, but naturally most cars were of German origin. Smaller companies sold old car parts and every imaginable piece of automobilia seemed to be available for purchase.
One hall was set up with a short drifting course with the surface covered with what looked like talcum powder to make it slippery. The public was invited to take “Taxi Drives” in different cars for just five Euros. Because of the confined space the noise level was so high that ear plugs were provided for anyone who wanted them.
I guess if you’re not in the trade and would like to get a taste of what SEMA is like, you can always go to Germany to see the 2012 Essen Motor Show, which takes place from Dec 1-9, 2012.
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