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Journalists Drive “What’s New” from Chrysler
July 1, 2008

It isn’t often that automotive journalists get to test every product from a manufacturer, and at the same time interview executives, designers and engineers about the upcoming lineup of 2009 cars and trucks. But that’s exactly what hundreds of auto writers did last week.

At the Chrysler Proving Grounds in Chelsea, Michigan, Chrysler held its annual “What’s New” event with over 200 journalists and about 200 representatives from Chrysler. ESI was the logistical coordinator for the event, working behind the scenes to make sure everything and everyone was in the right place at the right time. About 45 ESI staff worked the event.

ESI transported journalists to and from all locations (airport, hotel, dinner, within the event itself and back to the airport), we staffed the proving ground facilities, we erected all on-site tents, and we produced all signage. 

We also detailed and transported approximately 140 vehicles into and out of the Chrysler Proving Grounds, and we managed the final inspection and “custody and control” of the vehicles throughout the event.

“What’s New” had journalists driving the new 2009 Chrysler lineup on an autocross, an off-road course, and on ride and evaluation handling roads. A demonstration of blind spot monitoring and rear cross path monitoring were also available. Most of the journalists who attended were from Michigan, but about 80 flew in from countries including Canada, France and Mexico.