Auto Show Roars Into Detroit
by Jeff Gilbert
WWJ AutoBeat Reporter
The 2011 North American International Auto Show beginning today with an atmosphere that's more optimistic than the industry has seen for at least three years. The show begins with two days of press previews, where auto companies unveil their brand new products.
"I was just thinking about the Detroit Auto Show of a couple of years ago," says George Magliano, an analyst with HIS Automotive. "It was like a morgue there. The whole industry is much more optimistic right now."
That comes as car sales rose more than 10 per cent in 2010, and analyst are projecting another increase in the coming years. Anticipated 2011 sales of around 13 million units are well off of the peak years before the recession, but they are showing enough growth that car companies are spending money to attract attention to their products.
Sunday evening saw a number of private events, including an invitation only display of high end vehicles at the MGM Grand Hotel. About a hundred people who already own, or are looking to purchase a Bentley, Rolls Royce or other exclusive vehicle were invited.
"I think they are a piece of art," said Dr. Mahmood Hai. "The amount of time effort, and finish. I look at it as, rather than owning a painting that sits on the wall, this is something you drive and enjoy and is fun."
Hai, and a couple of dozen others, watched as Bentley unveiled the latest version of its Continental Coupe.
There are more than three dozen new product unveilings, including Ford's C-MAX minivan, Chevy's small Sonic and the new Chrysler 300 big car. Honda will unveil an updated Civic. The show will also feature Toyota's expansion of Prius from a single vehicle into a lineup of hybrids.
A number of automakers not waiting for the show to begin to unveil their products. Volkswagen Sunday night showing off the all new Passat, that it will make at its brand new factory in Chattanooga, TN. The company claims the vehicle will get 43 miles per gallon, with a sticker price near 20 thousand dollars. It will be on the market in the spring.
Mercedes Benz with an event at the Westin Book Cadillac hotel to unveil the updated version of it's C-Class Sedan. The C-Class is Mercedes entry level vehicle, and it's best selling car in the United States.
"The consumer is going to get more choice, and incredible products," says Gary Silberg of the consulting company KPMG. A KPMG survey last week showed auto execs more optimistic about the future, and planning to put more money into new products, to attract the buyers who are coming back to showrooms.
"The new product development and the competition, and folks entering the North American market is amazing," said Silberg.
That's also bringing manufacturers back to the show.
Porsche, which has not displayed in three years, is back this year. Nissan dropped out two years ago, and announced on Sunday that it will return in the 2012 show.
The vehicles grab global attention at NAIAS, but not just as outstanding examples of design and innovation," said Nissan President of the America's Carlos Tavares, in a statement. "The amount of new product serves as the direction for the world's economic future. This, in addition to the unique audiences this show gathers, makes Nissan proud to say it will be returning to NAIAS as an exhibitor in 2012. It is an excellent forum for us to place a spotlight on products that will be carrying us all into the future."
Tavaras spoke at a Sunday evening Society of Automotive Analysts conference. He will also be Nissan's representative at the morning ceremony naming the North American Car and Truck of the Year. The Nissan Leaf is a finalist for Car of the Year, along with the Chevy Volt and Hyundai Sonata. The Truck of the Year finalists are the Dodge Durango, Ford Explorer and Jeep Grand Cherokee.
Those awards will be given at the start of what may be the busiest day in the history of the North American International Auto Shows. Monday's press conference schedule begins in the six am hour, and doesn't end until almost 8 PM.
"We accommodated the manufacturers," said auto show co-chair Bill Perkins, who told reporters that most manufacturers wanted to be on the first press day. "And, when we accommodate the manufacturers, we get the press."
Tuesday will mostly see technology announcements. But, show organizers also promise surprises. Tuesday afternoon, GM CEO Dan Akerson will kick off the annual Automotive News World Congress. The event at the Detroit Marriot will run through Thursday, and feature speakers from most major manufacturers.
The auto show shifts to "industry preview" mode on Wednesday and Thursday. The black tie "charity preview" event comes on Friday evening. The North American International Auto Show opens to the public on Saturday, January 15th.
Follow Jeff Gilbert on Twitter @jefferygilbert
