A New Optimism In The Auto Industry
by Jeff Gilbert
WWJ AutoBeat Reporter
A comeback feel is permeating the North American International Auto Show, as two days of press previews come to a close, and the stage shifts to industry previews.
"This is the feel good movie of the year," said auto show chair Barron Meade. He and others noted that the last two years have seen a very subdued atmosphere.
This year, Ford used a very expensive multi media production to introduce its C-MAX minivan and lineup of electric vehicles. General Motors had a rock band playing music on iPads as they unveiled their new Chevrolet Sonic subcompact.
These intros weren't as elaborate as those in the days when Chrysler drove cattle down Woodward. But they were a return to a type of showmanship that had been missing during the past two autos shows.
"Two years ago, this place was at risk of shutting down," said GM vice chairman Steve Girsky. "Today, we are in a very strong cost position. We're in a strengthening revenue position. We've got a strong balance sheet, and we're a public company again."
General Motors getting a boost from rising sales, and the choice of the Chevrolet Volt as North American Car of the Year. The extended range electric Volt winning a number of other awards, including Motor Trend Car of The Year and Green Car of The Year.
"I think buyers want to know that they are with a company that's at the top of their game, not struggling to get buy as we were, maybe ten or fifteen years ago," said GM CEO Dan Akerson. "I think there are a lot of derivative positives that come out of winning car of the year."
It will be the marketplace, Akerson says, that will determine if GM could do much new hiring in the coming year. Ford—which won Truck of the Year for the new Explorer—says it plans to hire 7000 new workers over the next two years.
"I couldn't be prouder of what we've done over the last four years to get through an incredibly difficult time, to keep our independence and to do it at a time when we're introducing award winning products into the marketplace," said executive chairman Bill Ford.
For Chrysler, it's been a tough times. They had very little at the 2009 show and a new stand—with no new products---last year. This year, it's very different.
"We delivered on our threat," said CEO Sergio Marchionne. "We do have 16 new products on our stand that we did not have last year. It has been a monumental effort on the part of Chrysler to get us here."
This is also a big show for import brands. Hyundai is trying to continue momentum that saw it post record sales last year. Toyota is working to put a difficult year behind them.
"We are a totally different company today than we were when this crisis took place," said Toyota North America President Jim Lentz. He said they now have a crisis team in place, and have the ability to order recalls immediately, without waiting for approval from Toyota headquarters in Japan.
The auto show will be open to the public Jan. 15-23.
- Your Guide to the Auto Show –
follow Jeff Gilbert on Twitter @jefferygilbert