BIGGER, BRASHER, LOUDER IN MOTOWN

+ Click to Enlarge RAISING THE BAR: Hyundai's Genesis - its first rear-wheel drive car in 20 years - will tackle the premium European brands head-on.

January 11, 2008

By Mira Oberman

When it comes to celebrating all things automotive, nobody does it bigger and brasher than Motown and from Sunday the world's automakers will compete for the attention of more than 6000 journalists - then 700 000 normal visitors.

About a third of the journalists will fly to Detroit, Michigan from outside the US.

Global Insight analyst John Wolkonowicz said: "Detroit is still THE show - there's more of the latest and greatest than at any other auto show in North America."

The displays are so dazzling that even architectural magazines show up to review them.

Enough carpet is laid in the Cobo convention centre to blanket 750 football fields and the exhibits alone will be worth $200-million (about R1.4-billion).

And that's not including the cost of Champagne, canapés and hiring celebrities to spice up the news media presentations.

When the doors are finally opened to the public a few days later 700 000 people will pay for a glimpse of upcoming models and the concept cars of the future.

Hyundai will introduce its first luxury vehicle and GM its fastest Corvette yet, the 465kW ZRI muscle car.

Some of the concept cars are still just dreams, like the Dodge Zeo sports car whose electric motor can take it to 100km/h in less than six seconds.

Others could soon be in showrooms with some modifications, such as Nissan's Forum minivan with an all-glass roof and seats that swivel through 180 degrees.

Five Chinese companies will show their products although analysts think it will be a few years before Chinese-made vehicles are found on American roads.

The 2008 show comes as US automakers struggle to regain their footing after a sharp drop in market share to Asian rivals. Ford recently ceded the No.2 spot in the US to Toyota - which is expected to take the No1 spot globally from General Motors.

Chrysler is still trying to refocus under new private management after its 2007 divorce from Daimler and, while each has managed to solve persistent quality problems, observers say they still have to introduce more-attractive models and convince customers to give their vehicles a try.

Edmunds.com editor in chief Karl Brauer said: "They've had a couple of decades of sub-par offerings and they've overcome it but it takes a while before people forgive and forget.

"GM mostly needs to just stay the course because it's a perception thing they're up against."

Old offerings

"Ford? They don't have any new products - when it changed captains every six months to a year it was just going in circles without a single plan executed."

Ford used new grilles to spice up old offerings but Chrysler was still lagging on introducing a hybrid vehicle; it also suffered from failed new offerings, he added.

Meanwhile, high fuel prices and tight new fuel-economy regulations are forcing a renewed focus on alternative technologies and smaller vehicles.

Ford marketing and communications vice-president Jim Farley promised: "The big news from Ford is going to be in fuel consumption."

Still, there will be plenty of gas-guzzlers on display.

Tension getting worse

JD Power analysis director Tom Libby said: "You'll see a combination of moving toward this environmentally friendly society while trying to satisfy customers who have many different wants or needs.

"There is tension and it will get worse with such a higher corporate average fuel economy standards."

The 2008 North American International Auto Show will be open to the public from January 19-27. Previews for the news media will start on Sunday and run through to Tuesday. - Sapa-AFP

Detroit 2008 special feature.

Go back 

Useful TOOLS

Email this article       Print this article       Search Prices       Repayment Calculator       Set as homepage

Free NEWSLETTER

The latest motoring news - 3 times a week. Preview Sign up