Detroit, Michigan - The mood was sombre at Detroit's annual auto show, which is usually a glitzy affair and time of celebration for the US car industry. But 2008 was a year like no other and saw car sales plummet to their lowest level in decades. The North American International Auto Show, which opened for a three-day media preview Sunday, had domestic and foreign carmakers unveil their latest US models amid an uncertain future for the world's most lucrative car market.
While some of the talk was about job cuts and survival, there was also hope that out of the crisis would come innovation. Ford announced plans for electric vehicles while Toyota unveiled the new 2010 Camry.
Ford plans to launch a new battery electric commercial van in North America in 2010, a battery electric small car in 2011 and new- generation hybrid cars, including a plug-in vehicle by 2012, the show's organizers said in a statement.
"Ford is heading in the direction America and our customers want us to go, which is a green, high-tech and global future," Ford Executive Chairman Bill Ford said.
"I think that is where society would like to see the entire industry go, and Ford is going to lead that charge."
"Next-generation hybrids, plug-in hybrids and pure battery powered vehicles are the logical next steps in our pursuit of greater fuel economy and sustainability," said Derrick Kuzak, Ford's group vice president of global product development.
"A growing number of consumers want that kind of choice, and we want to be in a position to deliver it to them across multiple vehicle categories."
Meanwhile, Toyota displayed the latest version of its popular Camry, which organizers said was the best-selling passenger car in North America for 11 out of the past 12 years and for seven years running.
"The 2010 Camry and Camry Hybrid scheduled to go on sale in March have an array of enhancements, inside and out, including exterior styling, performance, safety, audio and convenience features," the organizers said.
The Hyundai Genesis was named 2009 North American Car of the Year. The decision was made by a jury of 50 motoring journalists, a statement from the show's organizers said.
The Ford F-150 was named the 2009 North American Truck of the Year. Ford has now won the award, which was first given in 1994, five times.
Meanwhile, ailing US carmaker Chrysler was confident of receiving a further 3 billion dollars of an emergency federal loan in order to survive, Chief Executive Officer Robert Nardelli said. Chrysler received 4 billion dollars of government aid in January, which it used to pay employees and suppliers and to incentivize car dealers.
Nardelli said the company was not "hibernating" while it waited for a buy-out, Bloomberg News reported.
The company would offer 24 new car models over the next four years, he said, adding that he was committed to Chrysler being a "viable" standalone company.
Dieter Zetsche, the head of former Chrysler partner Daimler AG, also spoke in positive terms about the future of the car industry, saying he expected an increase of worldwide demand for vehicles in the second half of 2009.
During 2009, the Stuttgart, Germany-based company said turnover dropped 2.3 per cent to 1.256 million vehicles.
German automakers in general were attempting to fight back in the important US market despite the financial malaise there.
"We go on the offensive in times of crisis," said Matthias Wissman, president of the Association of the German Automobile Industry (VDA), noting that "hard times have not yet come to an end."
Through 2008, US car sales fell 15 per cent to levels not seen since the early 1990s. Over the last three months, sales dropped more than 35 per cent to their lowest rate in a quarter century. Most analysts don't expect the market to pick up significantly before late 2009.
The show runs until January 25 at the Cobo Centre in Detroit.
