Suppliers unveil new technologies at SAE '98

Disapointing turnout mars showcase, but new ideas still captivate show-goers.

The SAE International Exposition and Conference expanded to fill more space than ever this year, but the shows impact seemed diluted. The opening of an additional hall at Detroit's Cobo Convention Center allowed suppliers to showcase their wares at the most spacious, comfortable and elaborate stands in the shows history, but a shortfall of visitors and potential customers disappointed many companies

Many European enineers and executives passed on the show entirely because they feared a U.S. bombing campaign against Iraq would make their commercial flights to Detroit the targets of terrorists. Show-floor traffic also suffered from the SAE's refusal to provide exhibitors with free tickets for their customers. In the past, exhibitors mailed free pass es to their OE contacts.

"We'd send out 600 and get 100 topflight prospects, which made for a very good show," says one disgruntled exective. "The SAE thought that was too much paperwork, so they only gave us 50%off coupons to cut down on the response rate."

The strategy appeared to work, to the chagrin of many exhibitors. Some OE engineers and purchasing execs faced with a non-expensable $25 entry fee stayed away in droves. The disappointing turnout even extended to the SAE's gala banquet. The event moved from a 4,000 seat hall to a room accommodating just 1,800, but insiders say the SAE had to make desperation calls to reluctant suppli ers to fill the seats.

Despite those glitches, supplier creativity provided the usual array of promising new applications and technologies.