Tue
Jan 13 2009

Detroit delivers when it comes to the crunch

Steve Cropley

How interesting to see a reporter in the car industry’s favourite newspaper, Automotive News, naming this year’s Detroit motor show as one of the best and most interesting in the US for years.

Found myself thinking exactly the same, for a variety of disparate reasons. First, the whole thing was shorn of the usual distracting and low-rent razzamatazz. Everything that was shown seemed to have true significance.

In the run-up to the show there was comment about the cold Detroit weather (it was 15C below at times) matching the mood of the show, but my experience was that – once you had dispensed with the usual weary credit-crunch platitudes – people were as keen to talk cars as ever.

Second, the cars were good. No daft concepts going nowhere. The Volvo concept showed off the coming S60. The VW concept roadster was so desirable you wanted to drive it home. The new Jags looked terrific. So did the Merc E-class and the new Lexus hybrid.

Third, there was a curious feeling of relief that at least we had now found the low level at which the industry is going to have to operate for a while.

One industry boss told me that US car sales were currently so low that if they stayed at that level it would take 25 years to replace the whole car park – to swap the entire fleet of cars on US roads with new metal. That’s a situation which is clearly unsustainable, he told me – the industry needs a figure of roughly half that to sustain itself.

Nevertheless we’d tasted the worst, he believed, and the next major change would be an improvement, though he wasn’t looking for that until next year.

Fourth, all the right people were there. Company heads turned up in droves, aware that in this new world of stringent (or entirely absent) advertising budgets, the best way to get a message across was to try and place it in the media. That’s music to the ears of any hack and hopefully his readers.

In the months ahead, news is not going to be in short supply. It’s one of many reasons why we’re already looking forward to Geneva at the beginning of March.

See for yourself why Detroit 2009 has been such a bumper show:

Jaguar XFR
New Mercedes E-class
New Ford Taurus
VW Concept BlueSport
Cadillac Converj concept
Audi Sportback concept
Lexus HS250h
Chrysler 200C EV concept
Subaru Legacy concept
Toyota FT-EV
Chevrolet Spark
Lincoln C Concept
Fisker Karma
BYD F3DM
Mercedes BlueZERO

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About Steve Cropley

Road tester of 39 years and columnist of 20, Steve says he’s as much in love with cars today as he was on day one. “And not just the cars, but also the industry that makes ’em.”

Comments

ordinary bloke January 13, 2009 11:03 PM

"One industry boss told me that US car sales were currently so low that if they stayed at that level it would take 25 years to replace the whole car park – to swap the entire fleet of cars on US roads with new metal. That’s a situation which is clearly unsustainable, he told me – the industry needs a figure of roughly half that to sustain itself."

Can't help feeling that perhaps we should all aim to get used to changing our cars less often. Don't get me wrong, I DO enjoy driving (even in the UK) and have enjoyed reading motoring magazines and other sources about new cars since I was a kid, but don't we have too many cars in the world already (and many, many, many more if Chinese and Indian markets do what American and European markets have done in the past). If this economic downturn (I hear it's not a DEPRESSION according to our Great Leader) does anything positive it might force all manufacturers to make cars that we, their customers, really want and not just what they want to sell. Here's hoping.

Casanova January 14, 2009 8:04 AM

"That’s a situation which is clearly unsustainable, he told me – the industry needs a figure of roughly half that to sustain itself."

It's only unsustainable for them at the moment, because of the over-expansion of the bloated US giants.  Agreeing with the post above - I would argue that it is more unsustainable from a resources perspective to aim to replace the entire US fleet of cars in 12.5 years.

horseandcart January 14, 2009 10:49 AM

The corresponding '25 years to replace the whole car park'(parc?) figure applied to the UK market would give annual new car sales of about one million - from a car parc of around 25m vehicles in UK. 2008's sales figure, for passenger cars, was around 2.1m, and SMMT predicts around 1.8m for 2009. I think it'll come in around 1.5m, so somewhere between the unsustainable, doomsday scenario of the industry boss and the double that figure he's hoping for, for 2010 onwards.

In line with what the first two commentors have said one cannot but see the crass stupidity of political leaders and other vested interests who up until late 2008 called for massive reduction of all carbon combusting, 20% by 2020 and 80% by 2050, self-mandated for UK, whilst now feverishly calling for economic stimuli and taxpayer funded multi-bllion bailout packages at the first sign of reduction of tax revenues from a collapsing economy. Which is it boys and girls, Kyoto on stilts by 2020/2050, with associated back to the Stone Age industrial activity or money printing to fend off the collapse of the real economy from last 20 years unsustainable, debt-financed activity levels and the likely ensuing social disorder which will threaten the politicians' assured pensions and general privileged existences? We all know which will out.

W124 January 15, 2009 3:54 PM

On the subject of the cars I have to agree with Mr Cropley.  The Americans (bar Chrysler - let's just call them the big 2) have come out fighting - the Converj I really like - It maybe true that the FCX is a better long term solution but that's exactly what it is - long term.  I really hope that the packaging of the Voltec (not sure if that's how you spell it) powertrain will allow for a return to classic , long and sleek Caddy styling.  I've got to say that Obama's new Limo is a missed opportunity on that score.  It should have been proportioned along the lines of the Rolls Phantom.  It looks very, very sinister to me.

Unsprung January 15, 2009 5:55 PM

[ W124 January 15, 2009 3:54 PM -- Obama's new Limo is a missed opportunity on that score.  It should have been proportioned along the lines of the Rolls Phantom.  It looks very, very sinister to me. ]

To be clear, Obama has neither ordered nor specified this vehicle (and its clones and supporting vehicles).  This limo has been a years-long project, and is unrelated to the political winds of US government.  This may be obvious to most people on this forum, but mainstream media reports sometimes imply otherwise.

Also: issues of security, survivability, airlift, and communications have taken precedence over any sort of opportunity to be fashionable in terms of design.  For better or for worse, the new US limo was not produced for, say, the PM of Portugal.

W124 January 15, 2009 6:31 PM

Fair point.  It's a bit scary looking though.  Very Bush.

Unsprung January 15, 2009 11:02 PM

[ W124 January 15, 2009 6:31 PM  Fair point.  It's a bit scary looking though.  Very Bush. ]

Sounds like you'll want to abandon this motoring site to devote more time to posting agitprop over at The Guardian.

W124 January 15, 2009 11:53 PM

I was merely commenting on the somewhat martial style of the new presidential limo.  

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