Automakers make best of subdued Detroit show

The North American International Auto Show, known as the Detroit auto show, was held on January 11-25 and was the first international auto gathering in the year. It was held when the once-thriving industry is entering a difficult time as it emerges from the worst United States sales year since 1992.

The show in the world's auto center Detroit, which is also home to US Big Three automakers, attracted attention from nearly every corner of the world. The comparatively subdued show reflected the automaker's current situation, but gathered the industry's top heads, and showed their views and plans to the public, when the global market is trapped in a credit crunch.

People were curious: at the show, what are the automakers doing and what will they do to survive as purse strings tighten? The answers from the top executives might be the key to the industry's future this year.

A new beginning

General Motors doesn't plan to survive but plans to restructure and thrive even though it's still on the edge of bankruptcy.

General Motors Chairman and CEO Rick Wagoner obviously regarded the Detroit auto show as a new beginning. His confidence in a promising future came from 17 new and upcoming cars and crossovers, including four global premieres, and especially in its efforts for developing more eco-friendly vehicles.

"In many ways, today marks a new beginning for General Motors, as we dramatically accelerate and expand the restructuring that we've been driving for the past several years."

GM is expected to submit a plan by February 17 to the US Congress to justify the bridge loan the Bush Administration approved. The plan is one of the conditions for GM to receive the aid package it desperately needs.

The company also believes the success story of its China operation provides a shining example of GM's capabilities to run a profitable businesses.

Electrifying strategy

Ford Motor Co is planning to put a fully electric car in showrooms by 2011 that will get up to 100 miles (160 km) on a single charge and plans to offer plug-in versions of its gas-electric hybrid vehicles a year later.

Executive Chairman Bill Ford Jr said the company is working on four high-mileage battery-electric vehicles to be introduced in the coming years, as its strategy to escape the industry downturn.

Ford said the company's electrification strategy is "perfectly aligned with our nation's growing interest in advanced technologies that can help reduce our usage of gasoline."

The Dearborn, Michigan-based automaker said it also plans to have a battery-powered commercial van on the market in 2010.

In an effort to make electric vehicles appeal to a mass market, Ford said the company is teaming up with utility companies in California, the state government of Colorado and local governments in China to develop projects that can help fuel usage of plug-in, eco-friendly vehicles.