Milwaukee Auto show lets people peruse, displays the latest tech for when you drive

“Beep, beep, who got the keys to the Jeep?”, or so sings rapper Missy Elliott.

You may not have the keys now, but car makers are hoping you will later this year, after checking out a new model at the Milwaukee International Autoshow.

Thousands of people have poured into the Wisconsin Center in downtown Milwaukee for this year’s display, which began in 1907 and has been running consistently since 1986.

The show, a large-scale vehicle marketing event, is put on by the Automobile Dealers Association of Mega Milwaukee and runs for about two weeks, through March 5. Cars are not sold at the show; patrons can browse at their own pace, but experts for each make and models are ready to share details and answer questions.

5-year-old Benson McDonald and his father Jordan McDonald of Waukesha look at the different features of cars at the Milwaukee Auto Show on Saturday February 25, 2023 at the Wisconsin Center in Milwaukee, Wis.
5-year-old Benson McDonald and his father Jordan McDonald of Waukesha look at the different features of cars at the Milwaukee Auto Show on Saturday February 25, 2023 at the Wisconsin Center in Milwaukee, Wis.

It offers spectators — car enthusiasts and novices alike — the opportunity to check out hundreds of new cars, trucks, vans, and SUVs from 22 brands all in one place. While electric versions of old favorites have a spotlight at this year’s show, there is a range for everyone, including gas-powered and hybrid vehicles.

Curious about the spaciousness of the Jeep Wagoneer? Come in, spread out, stay awhile in the 2024 model that is being brought back after debuting in 1963.

Interested in a “frunk?” (yes, that’s a trunk in the front) Ford has you covered, literally. You can stash your stuff in its 2024 electric Mustang Mach-E frunk, or, its F-150 Lightning frunk, an electric truck where you can party in the front and the back.

Considering a puppy to accompany your all-wheel-drive? Play with a puppy along with a Forester at the dog pen set up amid Subaru’s new vehicles. Puppies available for adoption from Underdog Pet Rescue in Madison are available throughout the show.

Families enjoy playing with puppies at the Subaru exhibit at the Milwaukee Auto Show on Saturday February 25, 2023 at the Wisconsin Center in Milwaukee, Wis.
Families enjoy playing with puppies at the Subaru exhibit at the Milwaukee Auto Show on Saturday February 25, 2023 at the Wisconsin Center in Milwaukee, Wis.

“It’s like you’re getting a look into the future,” said DeeDee Taft, a spokeswoman for the event. The models on display are pre-production, 2024 editions, meaning they will hit lots later this year.

Exit polling from last year’s event showed that 20% of attendees were actively shopping for new vehicles and 55% said they planned to purchase a new vehicle within the year.

This year’s show is the most open since the pandemic and people have been eager to come see autos in person, to physically sit inside the cars and peruse the latest features, said Brian Moody, executive editor of the Kelly Blue Book, who is based in Atlanta.

While electric cars make up about 5% of the market, there is raft of new technology across models and makes that are non-electric, he said.

“Wireless is a big deal,” he said. There is wireless charging, wireless Apple Car Play, WiFi hotspot, and “heads up display” in cars where the speed is projected onto the windshield.

“So you can just be driving straight ahead, you don’t have to look down” to check your speed,” he said.

Supply chain constraints generally have leveled off some from the pandemic, but the availability of a vehicle today depends on a series of factors.

“In general, yes, people can get the car that they want but when you start looking model by model for example the Ford Maverick is a very popular compact pickup you might have to wait,” Moody said. “Based on popularity supply and demand works just how supply and demand works.”

The new car supply is increasing and is about double what it was about a year ago and while average prices on new cars have increased, that does not mean all new cars are more expensive.

A bigger percentage of new car buyers are buying luxury cars, about 20%, Moody said. Others are paying well over sticker price for in-demand vehicles.

“That effects an average quite a bit,” he said. “Don’t be afraid of the prices because some are high, and some are moderate.”

For prospective buyers who want to experience the road behind the wheel of the car they’ve been pining for, the auto show offers test drives of several models, including Dodge, Jeep and Chrysler.

Andy Mendizabal and his daughter 10-year-old Sophia Mendizabal prepare to test drive the new Dodge Challenger with Jacob Swick, in-vehicle host for DRIVE, at the Milwaukee Auto Show on Saturday February 25, 2023 at the Wisconsin Center in Milwaukee, Wis.
Andy Mendizabal and his daughter 10-year-old Sophia Mendizabal prepare to test drive the new Dodge Challenger with Jacob Swick, in-vehicle host for DRIVE, at the Milwaukee Auto Show on Saturday February 25, 2023 at the Wisconsin Center in Milwaukee, Wis.

That’s what Andy Mendizabal and his daughter, Sophia, 10 were waiting to do at the show’s kickoff weekend. The pair traveled up from Racine to check out the latest models, including the electric Dodge Charger Scat Pack, the old-school muscle car.

Curiosity, along with the wide-bodied car’s 70’s style and 485 horsepower engine, intrigued him, he said.

He drives a 2013 Ford Mustang now but appreciates the style of the Challenger. “Just curiosity,” he said when asked why he wanted to test drive. He’s enjoyed the show, he said, it was worth the trip.

“It was nice to see all the different brands instead of going to a dealer.”

This article originally appeared on Milwaukee Journal Sentinel: Milwaukee Autoshow shows new off electric vehicles, new models

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