Ford, by heavy contrast, got it exactly right. They used the hugely popular architect of their strengthening sales and fiscal recovery, Alan Mulally, to unveil the undoubted star of the show, a very pretty and very plausible third generation Focus, and then announced that both the regular (albeit very frugal) versions and a new battery-powered model would be manufactured right there in Michigan from late 2010 – because cost-cutting efficiencies and a new deal with the United Auto Workers union have made the manufacture of cheaper cars viable in the US again.
The Focus makes its appearance just as Americans are deciding that they really must embrace smaller cars for good (Ford marketeers expect a high proportion of F-series pick-ups as trade-ins) and as the price of petrol takes a climb from which there will be no return.
Detroit industry analysts (some looking down-at-heel because the industry has decided it can do without them) say Ford is benefiting greatly from positive buyer sentiment, as the only one of the American Big Three not to have taken bail-out billions from the US government. And to have a simple, plausible and already-half-delivered ‘One Ford’ plan which will bring Europe’s Fiesta, Focus and Mondeo – and their offshoots – to the US more or less unaltered. By contrast GM’s stand was as quiet as a grave, even though it contained a decent-looking Aveo RS and the GMC Granite, a very promising MPV concept based on the Chevrolet Orlando.
Europeans left in the shade
Though America seems to be warming again to European design (GM also trumpeted a new Buick Regal, which is actually a turbocharged Opel/Vauxhall Insignia) the European marques themselves were bit players at 2010 Detroit. Bentley’s Mulsanne looked impressive, but not quite as good as the standard-setting Rolls-Royce Ghost. Audi revealed a TT-sized mid-engined electric coupe, VW showed a pretty two-door Jetta and BMW has the electric 1-series, but all were out of the mainstream. There was a pretty Yaris-sized Toyota concept and a production-ready Honda CRZ hybrid (disappointing after the exuberance of the much-disoplayed concept) and Kia and Hyundai did their best.
But there was no getting away from it: Ford showed everyone the way. It won both categories of America’s Car of the Year competition (for Ford Fusion hybrid and Transit Connect) and unveiled a couple of nice-looking Mustang upgrades. But its class act was the launch of a new, state-of-the-art European C-segment hatch, along with plausible plans to make it much, much bigger across the world than ever before.
And it hardly hurt the mood when the company’s financial people let slip that in every division of its business around the world, Ford was profitable for the latest quarter. That news really gave the whole place a lift. Ford was proving that car manufacture could be viable tomorrow (a matter that has been in doubt lately) and the whole industry – to a greater or lesser extent – enjoyed their success.
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Detroit motor show 2010
Detroit motor show: Hot BMW Z4, Detroit motor show: BMW electric 1-series, Detroit motor show: Buick Regal GS, Detroit motor show: Cadillac CTS-V Coupe, Detroit motor show: Cadillac's new flagship saloon, Detroit motor show: Chevrolet Aveo RS, Detroit motor show: Chrysler 300C, Detroit motor show: electric Fiat 500, New Ford Focus revealed, Detroit motor show: Ford Mustang V8, Detroit motor show: Hyundai Blue-Will, Detroit motor show: Jeep specials, Detroit motor show: Merc E-class cabrio, Detroit motor show: Mini Beachcomber, Detroit motor show: Toyota hybrid concept, Detroit motor show: VW Jetta coupe hybrid concept, Detroit motor show: electric Volvo C30.