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AUTOMOTIVE SWEDEN
NEWSLETTER
A clear optimism in Detroit
Now in its 23rd year, the North American International Auto Show in Detroit is one of the automotive world's most important kickoffs for the new year. Media interest is enormous, particularly among American journalists, but also throughout the rest of the world. The global financial crisis left its mark on the show in 2009 and 2010, but this year there is a distinct feeling of optimism.
The most prominent automakers at the show were Audi and Ford, both with big, airy and clean booths. Audi welcomed visitors into a completely white environment, while Ford focused on its trademark blue. A feeling of innovation and eco-consciousness characterized many of the booths. But in other ways, the booths were distinctly different. Some were reminiscent of parking lots, trying to cram in as many cars as possible, while others had a dynamic and clean look. Fuel-efficient, hybrid and concept vehicles, almost all completely electric, were presented with the most pride. Some automakers - Mercedes for example - were showing hydrogen gas cars, but it was clear that electric cars would be dominating developments in the future. Electric cars may not take over completely, but in combination with a small combustion engine, they're going to offer some really tough competition.
The Chevrolet Volt, which was awarded "Car of the Year 2010," is a prime example. Powered by electricity, but with battery charging via a combustion engine, its 500-kilometer range makes range anxiety a thing of the past.

An electric focus was also seen from Volvo Cars, who showed a test-crashed electric C30 in their booth. The safety aspect is an important component in the development of electric vehicles, and Volvo demonstrated that they take their responsibility for battery safety seriously.
 
Saab had an impressive presence inside the hall, but got even more attention from their tent outside. The "Snöhus" ("Snow House") tent was located across the street, directly opposite the entrance to the show. The tent was an innovative and smart solution that also cost a fraction of what it would have inside the hall. Jan Åke Jonsson welcomed us to Snow House, his pleasure at their smart solution and all the attention it had received very evident. Saab's flexibility and innovative thinking is contagious and sends out very positive signals.
 
Another positive and innovative element of the show this year was BYD's press conference. Wang Chuanfu, Chairman of BYD, demonstrated that BYD has a big picture mindset when it comes to automotive development. They look at the entire chain - energy, charging and infrastructure - not just parts of it like many others do. BYD currently has 10,000 electric cars on the roads in China. They will start to market their cars in the US in 2012.
The American automotive market has recovered slightly from the recession. In 2007, 16.79 million cars and trucks were sold. By 2009, this figure had fallen to about 10 million and 2010 figures are estimated at about 12.7 million.
Chrysler, led by the Canadian-Italian Sergio Marchionne, had a sales goal of 1.6 million vehicles in 2010 - and they met that goal. Next year's target is set at 2 million. Chrysler is currently dependent on its light trucks, but will now also be focusing more on small and mid-sized passenger cars, according to Marchionne. GM presented three futuristic electric cars at the show - two-wheeled, two-person vehicles with gyro-stabilizing systems. Ford's electric "focus" was also evident, as the electric Ford Focus was presented along with two plug-in hybrids.

feb 07 2011
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