The Homa Files

Excerpted from Washington Post, “Detroit Overhauls Its Image”, by Kendra Marr and Peter Whoriskey, January 10, 2009

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Ditching their usual glitz and glamour, U.S. carmakers used the nation’s biggest auto show for presenting green, fuel-efficient cars as the industry’s ride to the future.

Getting there will depend not just on salesmanship but on behind-the-scenes discussions the auto companies are holding with the United Auto Workers and the Obama administration.

With the industry dependent on government help, this year’s event took on a starkly muted character: “No fog machines, no laser light shows”  …   Smaller exhibits … Fewer product launches …  Fewer concept cars … no fashion shows (huh?) 

The automakers’ new posture is not just a reflection of the downturn but also of lessons learned since company executives descended on Washington two months ago, arriving in private jets but approaching Congress with hats in hand.

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If the domestic industry survives, the show may have heralded a new era.

Hybrid technology stole the spotlight from old-school horsepower.

Although large sedans such as the new 2010 Ford Taurus and 2010 Buick LaCrosse stirred interest among industry watchers, fuel-efficiency drew the crowds.

Ford boasted that its Fusion hybrid beats the Toyota Camry by 8 miles per gallon in the city and 2 mpg on the highway …  An advanced hybrid propulsion system allows it to travel up to 47 mph in electric mode — faster than any other hybrid on the market. Its engineers also installed a smart gauge to teach drivers how to squeeze the miles out of each gallon of gas. The better you control that gas, the more green leaves pop up on the dashboard display. See a forest? You’re a pro.

Ford unveiled details of a plan to bring to market by 2012 a family of hybrids, plug-in hybrids and battery electric vehicles.

Even GM’s 2010 Cadillac CTS Sport Wagon, which will be marketed as a luxury SUV alternative, maximizes its fuel efficiency, boasting 28 mpg on the highway.

“It’s part of the rebranding of Michigan as the technological leader in environmental, green, zero-emissions vehicles.”

Edit by DAF

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Full article:
http://www.washingtonpost.com/wp-dyn/content/article/2009/01/09/AR2009010903639_pf.html

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This entry was posted on February 6, 2009 at 7:03 am and is filed under Autos - Travel, Environment - Green. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.