A somber mood at this year’s Detroit auto show

The North American International Auto Show is underway in Detroit. 

Automakers are faced with the difficult challenge of revving up business during tough economic times were greeted by smaller, subdued crowds. 

As the carmakers showcase their newest products, some are trying to hold off financial disaster.

“The mood is different in Detroit,“ said Angus McKenzie of Motor Trend.  “There’s not quite so much peripheral glitz and glamour going on, not so many of the parties.“

It’s a sobering time as the industry’s future depends on convincing consumers to buy.

“Some of these guys are going to be able to pull through it, but it’s not going to be pretty,“ warned auto industry analyst Jim Hall.

Officials from General Motors, whose U.S. sales fell more than 20 percent last year, remain upbeat.
“I’m a hundred percent confident of one thing,“ boasted GM CEO Rick Wagoner.  “G-M has the people with the passion to create the best cars, crossovers and trucks in the world.“

They’re banking on it. 

General Motors and Chrysler recently accepted multi-billion dollar government loans they hope will allow them to stay afloat.

Chrysler unveiled a concept version of an all-electric sedan, but has no new models ready for market.

Roughly 20 new cars and trucks will make their global debut at the show, including many hybrid and electric offerings. 

Toyota is battling to keep the Prius in its spot as the top selling hybrid in the U.S. with its new more aerodynamic design that gets an average of 50 miles to the gallon, a four-mile- per-gallon improvement over the current model. 

The Ford Taurus, once America’s best selling car, is trying for a comeback with its new design.

“The original Taurus was so instrumental in getting Ford Motor Company back on its feet and I think this Taurus goes all the way back to being the original only the best Taurus we’ve ever done,“ said Ford Chairman William Clay Ford, Jr.

Meanwhile, in another unprecedented sign of the times, some major manufacturers have chosen to skip the show altogether and spend their promotional dollars elsewhere.