Never before has an auto show mattered so much to American automakers. In lieu of the bailout of General Motors and Chrysler, a recovering economy and a growing threat of foreign – mostly Japanese – automakers placed enormous pressure on the Detroit Three this year at the North American International Auto Show.
However, American automakers more than answered the call as the former Big Three held not only the largest amount of floor space but also perhaps the most sought after car of the show, the Chevrolet Volt.
Cobo Hall – filled with executives, engineers and future buyers – was full of an air of confidence from Ford, GM, and Chrysler. The sheer scope of some of the domestic areas was extravagant and gave a new swagger to what had become the mundane Detroit Three.
Foreign automakers dropped the ball opting to either go for power and performance, such as Mercedes-Benz and Audi, or for total luxury, such as Jaguar. Economy makers such as Volkswagen and Toyota were outshined by the Detroit Three by showing more of the same, such as the bland Jetta and the efficient but aesthetically off-putting Prius.
Even in placement of the sections, Toyota and VW chose to go for a very basic layout, opting for closer viewing of the vehicles but nothing that could catch the eye. This misstep, the lack of excitement and innovation created a schism that American automakers were more than happy to fill.
Ford in particular, with cars placed on walls and platforms, gave a futuristic look to the exhibit. Their classic Mustang was its star, offering not only multiple variants ranging from the basic V6 to the monstrous Boss 302. The company also chose to reintroduce the Ford Stealth line through a series of new police interceptor concepts that drew plenty of attention. The 2012 versions of affordable cars, such as the Focus and the redesigned Taurus, were also big draws as the Dearborn-based automaker struck gold with combinations of style, luxury and affordability.
Like Ford, Chrysler chose to improve upon the formula that had given them such hits as the Dodge Challenger and Charger, leaning more towards performance and style. Being placed directly in the center of the show, Chrysler vehicles, placed on high rising platforms, could be seen from almost any corner of the show.
Sadly, while having a solid show, Chrysler failed to capitalize on the miscues of the foreign automakers by offering more of the same.
The big winner of the show, however, was GM and, in particular, the Volt.
GM chose to not only offer a grand, sprawling exhibit but also to unveil the Chevrolet Sonic, in direct opposition to cars such as the Focus and Camry. The Detroit automaker also wowed with hybrid versions of almost every vehicle on the show floor, including the gargantuan Yukon Denali hybrid.
But, as previously stated, the star of the show was the Volt, the winner of the 2011 Best North American Car at the NAIAS. The design of the car makes it not only pleasing to the eye, but the interior gives a distinct familiarity while giving a feeling of affordable luxury.
The Volt’s big draw, of course, is the fact that it is the first mass-produced car that is specifically made to run on a majority of electric power. With 50 miles per charge, the Volt is perfect for city drivers and those who do small amounts of driving. The engine, while mostly lithium-ion powered, will still run off gasoline after the battery runs low.
The Volt was available for test drive at the show, and it provides a quiet, smooth ride that doesn’t feel like a big RC car. Also, in conjunction with DTE Energy, the first 2,300 people to purchase a Volt and its home charging dock will receive stipends to cover the increase in energy bill.
The NAIAS this year could have been another cycle of the Japanese, Chinese and European automakers outdoing the Americans in design and innovation. But with uninspired showings from heavy hitters such as BMW, Toyota and Honda and the absence of the Italian Ferrari – who only had one car shown the 458 Italia – and Lamborghini, foreign automakers were in an uphill battle against the Detroit Three.
This year’s NAIAS just might have been the window the Detroit Three were looking for. By appealing to the everyman, pushing the design envelope and finally getting on board the alternative energy train, the American automakers are poised now more than ever to take back and huge share of the market.
The Sonic, the Ford Taurus and Mustangs and the Dodge Chargers were all big draws at the show, and none of them are priced at more than $26,000.
The Volt just might change the landscape of affordable hybrid/electric technology in cars.
And while the $40,000 price point may seem steep, the savings on gas far outweigh the initial investment.
2011 just might be the year we see the American automaker return to prominence.