National, international media make or break new cars - WNEM TV 5

National, international media make or break new cars

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The spotlight glimmers off the new rides at the North American International Auto Show.

Whether it's the new Corvette or the S-class Mercedes Benz, national and international eyes are locked in.

Riemund Abel writes for a German newspaper and travels to auto shows around the world.

"I think if the media is writing bad, or making bad media about a car, it could influence the sale," Abel said.

He said automakers that typically make the biggest mark are the ones who do the best job describing their vehicles, and what they offer to consumers.

"Detroit is definitely a very, very important show, and it's an international show, so it's clearly one of the biggest and the best," said Gary Silberg, KPMG.

Management consulting and strategy firms work all year to prepare for this event.

Nearly 5,000 journalists are in Detroit this week and Silberg said their perspectives matter.

"For the press to be here, it's a big deal, because it tells a story, and it tells a story all over the globe," Silberg said.

And companies, like Chevrolet, realize a bad review for even one journalist could cost millions.

"Every journalist here matters. It's critical that they can see, touch, feel the car, but it's their perspective they're bringing. Cars are objective, as well as subjective items," said Annalisa Bluhm, Chevrolet public relations.

And it will be clear who the winners are at auto shows like this one, because the losers are those you'll never read about.

"This is what happens: if a car doesn't impress us, then it just doesn't make it into a magazine. So it's not a question of we're going to write a bad review, it's what we're going to devote our pages to," said Rebecca Jones, Road and Track.

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