Detroiters Plan 'The Ryde': A Car Show And More For Generation Y

DETROIT, Sept. 4 -- FB Creative, LLC, located in Rochester, MI, a Detroit suburb, has announced the arrival of "The Ryde," the first auto show ever designed specifically for consumers 18-24 ... the hard to reach group known as Generation Y. Combining hot cars, live bands, and a lifestyle fair of electronics, extreme sports, and computer games, the first Ryde event will run from July 9-11, 2004 and will cover the entire Fairplex festival grounds in Pomona, California.

"The Ryde concept is a new kind of car show for Generation Y that will be integrated with rock concerts and lifestyle exhibitions," explained Jim Fox, Ryde developer, longtime Detroit area resident and automotive marketing veteran.

"Foreign and domestic automakers all have vehicles that they would like to target at Generation Y, but realize they have to meet this group on their own terms. The Ryde event is a perfect setting to showcase their hottest products. Sony will provide several of their best rock acts through Columbia records, while manufacturers of everything from video games to dirt bikes and extreme sports gear will provide live demonstrations by top performers. It will be hot."

According to Fox, The Ryde also has targeted Chicago, Miami and Boston for events and feels The Ryde could attract 75,000 to 90,000 per event. Each event would last three days over a weekend.

The creators of The Ryde will use the motto ... "This ain't your father's auto show."

"Generation Y is a generation 'now.' From their clothes to their music to their cars, Generation Y likes it to the extreme," Fox added. "We hope to meet that criteria with The Ryde."