Here at TMI, we do it based on a few things.
1. What product are we pushing? This determines if we are looking for a Camaro, Mustang, etc.
2. Quality of build. The car has to be built to a high level to be at SEMA since we are in the same room as the top builders in the world.
3. Look of the car. And this is probably the most important thing, more than quality. We need that cool car with the right color, stance, wheels, etc. The car is there to pull people into our booth.
4. Availability of the car. Is it across the US? Is it an employees car?
Two years ago TMI randomly called me and asked to take my Chevelle. They actually found it on the internet, then tracked me down through forums and such to find my e-mail. I had no clue who they were. I let them borrow my car though. Then about a year ago I actually got hired at TMI. We got in a bind last year and ended up bringing my Chevelle again, but all redone.
This year we are bringing three cars. We chose them based on the make/model/year because we have new product we will be displaying. The other big thing is all three cars are employees cars. This is the best scenario since we have complete control over the cars and where they are at.
I'm sure every company is different, but in a nutshell that's how we do it. Some are just absolutely amazing builds so you want them in your booth because you know they will pull in people.
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