Why auto show display design is tricky

DETROIT — Automakers and suppliers spent an estimated $300 million building out displays for this year’s Detroit auto show.

During last week’s media preview, Crain’s Detroit Businesschatted with Scott Kellner, vice president of marketing for display maker George P. Johnson Co., who said display spending is getting smarter, not larger.

Crain’s Detroit Business is an affiliate of Automotive News.

Kellner said displays are becoming more high-tech and it’s not just for the gee-whiz factor: Automakers want a return on that display investment.

George P. Johnson, based north of Detroit in Auburn Hills, Mich., built the displays for all Fiat Chrysler Automobiles NV brands along with Honda, Toyota, Tesla, Nissan and more.