Troubled auto makers keep Detroit Auto Show flag flying

12 January 2009

Auto enthusiasts have always looked forward to the Detroit Auto Show (officially the North American International Auto Show), an annual event that showcases America's love affair with automobiles. First held in 1907 at Beller's Beer Garden at Riverside Park, the event has been a consistent presence in the auto calendar, except for a decade during the War years between 1943 and 1952 when manufacturers were more concerned with survival than exhibiting their wares. Now, with the American auto industry in dire straits and the bankruptcy of the Big Three a very real possibility, the Detroit Auto Show is expected to bring some cheer to the town which has been the epicentre of the American auto dream.

Expectedly, the show began on a subdued note. A number of manufacturers, including Nissan, Mitsubishi, Suzuki, Rolls-Royce, Land Rover, Ferrari, and Porsche have expressed their inability to participate - the largest number of non-returning automakers in the show's history. However, the existing participants are trying their best to keep the industry flag flying.

General Motors, in spite of the current troubles threatening its very existence, has taken the lead in putting forth a brave face - it is exhibiting sixteen vehicles, four times last year's number. And it is putting a lot of faith in the potential success of the Chevrolet Volt. Michigan Governor Jennifer Granholm, marching along with the much-hyped electric Volt, held high a sign that said "Here To Stay," evoking the precarious condition that has threatened to thrust Detroit-based GM into bankruptcy.

GM also announced Cadillac will get a version of the much-talked-about Chevrolet Volt. It will be called the Converj, and like the Volt, it will be able to go 40 miles on electric power, after which a small gas engine will help get motorists the rest of the way home.

Chrysler recharged its surprising leap into the electric car race Sunday when the ailing automaker announced plans to add the Jeep Patriot small SUV to its stable of proposed electric vehicles. The company also unveiled a concept version of an electric-powered sedan, with executives saying the vehicles represent Chrysler's commitment to investing in future products and spending taxpayer loan money well.

Ford also announced to intention to become a leader in electric vehicle technology, bringing at least four vehicles to market in North America by 2012. The lineup would start with a battery-powered version of its Transit Connect van for commercial fleet customers in 2010, followed by battery-powered version of the Ford Focus one year later. It also unveiled the Lincoln MKT, a crossover vehicle larger than the 3-year-old MKX, to reignite interest in a premium brand ensnared in the industry wide sales slump.