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Roadfly Magazine
Issue Four
Table of Contents

Past Issues Index
Roadfly Magazine
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Issue Four
Jan. 6, 2003
LA Auto Show
LA Auto Show Photo Gallery
Mission MINI

Porsche Cayenne Introduction
Maybach Introduction
2003 Jaguar S-Type Road Test
Coming Next Issue
Detroit Auto Show
Nav-TV Interview
Bose Headphones

2003 Los Angeles Auto Show: Porsche Cayenne Unveiled
By Steve Litscher
Executive Editor

(Monday, January 6, 2003 8:00 AM PST)

Turbo Cayenne

Porsche Cayenne Launch

New Cayenne under wraps

Click here,
over 100 photos
of the Porsche Cayenne
at the LA Auto Show

LOS ANGELES, CA - Unless you were one of the dozen lucky "big-named" journalists to be invited by Porsche to attend the official Cayenne driving session in Spain earlier this year, you haven't had a chance to view the eagerly anticipated Porsche Cayenne, firsthand.

Well, all of that changed on January 3, 2003 at 12:35pm PST, when Porsche Cars North America CEO Fred Schwab presented the 2003 Porsche Cayenne to a packed house at the Los Angeles International Auto Show. The Porsche "show room" was literally packed to the rafters with journalists from around the world, all hoping to catch a first glimpse of the Cayenne.

The Anticipation.

We arrived early - doors to the Cayenne room were supposed to open at around noon, so we made sure to stake our place in line early. Promptness paid off, as we scored a pair of front row seats, just a few feet away from the silver-cover clad vehicles. The room was dark, with contemporary music playing at a moderate level, and high-tech lighting was highlighting various displays from around the room in various hues and colors. The pre-show environment was not unlike that of a rock concert - it was obvious that everyone was excited to be a guest of Porsche's and they could hardly wait to see the Cayenne in person.

Within ten minutes of the doors opening, the room was filled with hundreds of people. There were camera "risers" in the back of the room, and they were completely filled with videographers, gear and crew. A lone podium at the front of the room, adorned with a Porsche logo stood next to two cloaked vehicles, while two more cloaked vehicles flanked the left side and rear of the room, respectively.

I noticed that many of the journalists around me were speaking in foreign languages, many with heavy European accents - this really was the world premiere for the Porsche Cayenne. Jackie Stewart (of Formula One fame) walked past us while we were waiting for the show to start.

At about 12:35pm PST, the lighting dimmed and the background music swelled. A large projector screen that was positioned just behind the pair of covered vehicles flickered to life with images of a Porsche Cayenne making its way through belt-deep water. The show had started.

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