Michigan Avenue - Niche Media - Michigan Avenue magazine is a luxury lifestyle magazine centered around Chicago’s finest people, events, fashion, health & beauty, fine dining & more!
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continued from page 45 cars are the family business. His grandmother worked in bookkeeping for a dealer and eventually got his father, Maury, involved. Maury went on to co-own the largest Chevrolet dealership in the country and made a name for himself in part with local TV commercials with the line, "Where you always save more money." (The ads were so popular that he and his partner, Nick Celozzi, pitched spots for Pizza Hut and Bud Light.) "Those were the days when you owned the airways if you advertised on the channels 2, 5, 7, 9, and 32," says Ettleson. "Today, we spend our dollars on search engine optimization and marketing." Admittedly, it's been a rough few years for the auto industry. The average age of cars on the road is at an all-time high of 10.8 years in a still-down economy. But the Chicago Auto Show gives manufacturers a Mike Ettleson in his reason to strut their stuff and the opportupride and joy, a '75 nity to change consumers' minds. What Oldsmobile Delta 88 convertible. began in 1901 as a way to demonstrate "horseless carriage" vehicles on a track to an audience apprehensive about these new speed machines has —MIKE ETTLESON evolved into a showcase for close to 1,000 vehicles, including at least 20 new car unveilings each year, taking up more than one million square feet of McCormick Place. Today, in its 105th edition, the Chicago Auto Show is the largest of its kind in North America and the longest-running auto show in the world. For car manufacturers and dealers, Chicago is the premier selling show in the country. "The Detroit auto show was for manufacturers, but Chicago has always been very consumer driven. You can sit in the car and touch things," Ettleson says. During this year's 10-day run, visitors can expect test drives, concept cars, models that were concept cars turned into reality, and lots of interactive features for technologies that integrate tablets and smart phones into the driving experience. Of course, with all these new distractions, you can also expect new safety features that warn you when you drift in the lane or get too close to another car. Plus, in models from Chrysler, Dodge, and Jeep, you can ride along with a pro to The 2012 Chicago take on steep inclines, inch down sharply angled hills, and push Auto Show the chassis over boulders and logs. Like so many times before, Ettleson will be there to take it all in. And despite his years of experience, you can bet the chairman himself will feel a bit like that starry-eyed kid who's excited to just hold all the keys. The Chicago Auto Show runs February 9–18 at McCormick Place, 2301 S. Lake Shore Dr.; chicagoautoshow.com MA "The Detroit auto show is for manufacturers, but Chicago has always been consumer driven. " DREAM MACHINES Mike Ettleson's life in cars. *FIRST CAR "A 1974 Chevrolet Malibu. I couldn't get a car until I had a B average, so it took me a little longer to get it." *THIS YEAR'S AUTO SHOW "This is our 22nd year of hosting our First Look for Charity night. This year, we are excited to give away two new cars—a 2013 Hyundai Santa Fe Sport and a 2013 Buick Encore." Since its debut in 1992, First Look for Charity has raised more than $34 million for significant area charities. The 2013 gala will take place on February 8, and tickets are available at chicagoautoshow.com. *DRIVING NOW PHOTOGRAPHY BY SCOTT OLSEN/ GETTY IMAGES (AUTO SHOW 2008) "A 2013 Hyundai Santa Fe Sport, but once a year or so I drive my 1975 Oldsmobile Delta 88 convertible. It has 16,000 original miles and a blue-and-white vinyl interior. It's a parade car, but it seats six—which is almost impossible to find anymore— so the whole family can go." 46 *BIGGEST FEAR Prepping for the 100th Chicago Auto Show, in 2008. "Flying anyplace more than four hours away. I like cars. I like being on the ground." MICHIGANAVEMAG.COM 045-046_MA_SP_VFT_Winter13.indd 46 1/2/13 4:55 PM