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2013 NAIAS: An Event Worth Talking About


The premier event for automakers offers an excess of content.

Some people walk through the doors of the North American International Auto Show and see an extraordinary display of machinery. I walk through the same doors and sure, I’m drooling at all the amazing vehicles, but I also see all the thoughts and ideas that stem from these automobiles.

Each brand has their own identity, and with these identities are stories. Mercedes-Benz exists with a completely different focus than Nissan, and Lincoln has a different take on luxury than Acura. Each brand has a story to tell, and while the vast majority of people simply see their cars as tools and don’t give a second thought to the ”why”, I do.

Perhaps it’s the motor oil in my veins or the gears turning in my head, but I love finding out every little detail I can about every single car. I want to be able to tell you if that’s a 2013 Porsche Boxster or Boxster S from a single picture…with the nameplate covered. I want to tell you all the little fun facts behind the scenes, such as how Ford was able to stuff their new 1.0-liter three-cylinder EcoBoost engine into a carry-on bag and take it through airport security for their flight.

On the show floor, it’s easy to be overwhelmed by all the chrome, bright paint schemes, and booth lighting that very nearly requires sunglasses to prevent blindness. Sure, this is a show. This is the Hollywood red carpet for automakers. But I look past the glitz and glamor to think about the big picture.

That sports car unveil may be getting huge press, but what does it mean for the brand’s direction? Does this styling language represent a departure from past models and signal a huge change in the coming years? Is this new vehicle in line with the brand’s original mission?

There are so many questions to ask, and it’s our job to find the answers. While others cruise around and grab every free snack they can, I’m spending serious time at each of the booths, getting in the vehicles to get a feel for quality and purpose, and crawling around on the floor noticing all the tiny stylistic details. Then there are all the numbers and measurements for each model that I seemingly recite in my sleep.

So while the North American International Auto Show might be a spectacle, it’s much more than that to me. Some may dream of a warm, sandy beach as their vision of paradise. I dream of sports car racing, track days, and auto shows.

I was in my element at the show, and you’ll soon be seeing the product in the form of content like you’ve never seen before. With 75+ new articles and over 1,400 photos unique to 3 Birds from my short time in Detroit, there is much more to come. We’re going in a new direction with our content, and I strive to showcase only the most truly interesting and engaging media possible.

Over the next few months, you’ll be seeing more and more content that stemmed from the auto show, and we’ll be looking at the big picture of the automotive world. While many automotive outlets treat vehicles as numbers, we’ll be bringing the insider details and ideas into the spotlight. What you’ll see is engaging material that appeals to consumers, and will prove to be both insightful and fun.

After the excitement of the North American International Auto Show, I once again renew my pledge to improve the quality of content in the automotive space. If I can help readers who have never cared about cars take an interest and engage with the community, I’ll be one happy camper. I envision that 2013 marks a new year and a new way of thinking about our automotive future. We’re in for quite a year, and it’s going to be a fun ride.

For a peek at some of the photos we took, check out our Facebook album and Instagram account.

Jason Mathews is the Automotive Content Writer and Editor at 3 Birds Marketing. He’s an avid automotive enthusiast, a pilot and a graduate of Appalachian State University. When not at work, he’s cruising around the area in his prized Mazda Miata.