The News Herald (Willoughby, OH)
2018 AUTO SHOW OPENS AT I-X CENTER
Various makes/models of vehicles showcased at event
It was six hours before the official opening of the Cleveland Auto Show on Feb. 23, and Mark Laffrey was ready to greet visitors to the Hyundai display at the I-X Center.
Laffrey, a Michigan resident, is a Hyundai product specialist. In a typical year, he’ll work at 15 to 20 auto shows across the U.S., answering questions and extolling the features of the various vehicles in the South Korean automaker’s product line.
He was in Pittsburgh before coming here for the 10-day run of the Cleveland Auto Show. When this show is finished on March 4, he’ll head to Oklahoma City.
“Certain people are wellsuited for this job,” Laffrey said, smiling. “We love what we do and enjoy talking to the public. And, obviously, you have to believe in the brand you are representing.
“Hynudai fits every part of life, from a good starter car to a car that’s right for your first job to the car that’s suited to people who’ve gone further in their careers and are looking for
luxury This brand follows you,” Laffrey said.
Laffrey was quick to point out that he and his many fellow product specialists are not salespeople.
“There is no sales pressure, so the atmosphere is relaxed and non judgmental,” he said. “We’re here to talk to people and get them excited about the brand. In my case, that’s Hyundai.”
Good communicators tend to be keen observers of human nature and personality types. In his job, Laffrey speaks to many hundreds of show-goers every week.
“There isn’t a typical visitor to auto shows,” Laffrey said. “I talk to people of every age group, married and single, young, old and middle-aged. Many of them are looking to buy or lease a vehicle in the near future. They’ll go from manufacturer to manufacturer to view products.
“Other people aren’t looking to buy, but they want to see what’s out there,” he added. “You can see everything and have a terrific time doing that in a great environment. People just love cars. That’s why auto shows are so popular.”
This year’s edition of the Cleveland Auto Show features vehicles of all sizes, shapes, colors and price points in over 30 exhibition spaces. Special attractions include the Optimus Prime Truck featured in the 2017 movie, “Transformers: The Last Knight,” and the Classic Car Competition.