But Hyundai has been recently getting the lion's share of attention there with what could be the world's largest video game screen.
Visitors to Times Square were able to use their smartphones to play the racing game on the huge electronic billboard, with everybody in the vicinity able to see the action.
Hyundai Race featured the all new three-door Veloster, scheduled to be launched in Australia within weeks.
Budding racers used the free wi-fi network in Times Square to download the game app, and then - tilting their phone like a steering wheel - 'steered' the Veloster through the race course.
Scores and rankings were published on the leaderboard at the end of each game. Hyundai says it plans to deliver other innovative interactive fun on the Times Square screen.
The real Veloster, with its two doors on one side and a single door on the other, will be launched here early in February, and Carsguide will be publishing drive impressions of the new addition to Hyundai's line-up.