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2004 Los Angeles International Auto Salon
By: Drew Phillips
Photos by the author
April 11, 2004

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The International Auto Salon in L.A. is a spin-off of the renowned SEMA show in Las Vegas, but with a slightly different flavor. The organizers add much more consumer-based activities to the mix, and the focus is much more on the cars and less on the trade-show aspect of the event. This is because, unlike SEMA, the show isn't limited to the media and industry, and the average joe is granted access to the event as well. The show floor is still littered with companies showing their latest and greatest products, but the IAS has some other unique aspects that appeal to the average car-enthusiast. For instance, show-goers could browse for parts at the swap meet, test out vehicles in the performance-tire ride-and-drive program by BFG, or enter to win several door prizes, including a Ford Focus given away by Ford. Anyone wanting to get even more involved with the show could enter their car for the consumer car show that took place during the event. A panel of judges made sure that only the best vehicles from the Los Angeles area were put on display.

As with any import car show, the cars on display varied from wild to mild, and anywhere in between. There was still the occasional overdose of stickers, body kits taken way too far, or just simply ugly cars, but there was a surprising abundance of cars that had been tastefully modified, and many even had the brawn to back up the 20-inch wheels and massive rear spoilers. Tuners brought everything from a Rolls Royce Phantom to a bright red Murcielago to a plethora of WRX's and 350Z's.

While the major manufacturers aren't involved with the Auto Salon as much as SEMA, they still jumped at the opportunity to reach consumers. Ford took advantage of the occasion to launch its Fast Focus performance parts catalog from Ford Racing Performance Parts. "The Ford Focus is the only domestic-branded sport compact car that competes, and wins, in the World Rally Championship," said Jamie Allison, Manager of Ford Racing Performance Parts. "FRPP is going to bring rally-inspired parts to the streets of America. Cars participating in the World Rally Championship demand world-class performance in all respects, including acceleration, handling and braking capability beyond anything on the road. With Ford Racing's continued emphasis on leveraging the best in engineering and parts, Focus will be the car of choice for sport compact enthusiasts." Parts available in the catalog include a body kit inspired by the WRC Focus and engine upgrades by Cosworth for the 2.3-liter inline-4.

General Motors, not to be left out, brought a respectable amount of automotive eye candy for everyone to enjoy. Chevrolet proudly presented its supercharged Cobalt SS SC with 205 hp, 18-inch wheels, and many other performance features. The supercharger kit is also available as a crate engine which can be fitted for the Sunfire or Cavalier - Chevrolet engine was showcased in a Cavalier with the "Xtreme Tuner Body Kit", also now available from GM. Among the numerous sport compacts at the GM display, a Mallett-tuned Cadillac CTS-V caused many a jaw to drop.

As for some other manufacturers, Ford-owned Mazda brought their Mazdaspeed display with the stunning RX-8 and the turbocharged Miata. Hopefully by next year we will see Mazdaspeed upgrades for the Mazda3 and 6 models. Dodge's Mopar display focused on motorsports, with a fully race-prepared Viper Competition Coupe as the main centerpiece.

While it's not nearly on the same level as SEMA in Las Vegas, the IAS in Los Angeles has not only reached into the enormously potential automotive market of the west coast, but done it so that the consumers can enjoy it as well. This unique aspect made it just as enjoyable of an event. The next IAS is at the Atlantic City Convention Center in New Jersey.