Car marques to unite under green banner at US motor show in Detroit

Car manufacturers are planning to put on a “united front” at the North American International Auto Show in Detroit, which launches later this week. It is thought there will be a big “green” focus to deflect attention from the industry’s wider troubles.

The show, which has been surrounded by controversy due to numerous car marques pulling out, has made “best in class” fuel economy its central stance, in a bid to re-ignite the car industry.

Nissan, Porsche, Land Rover, Mitsubishi Motors, Suzuki Motor and Rolls Royce have all skipped the Detroit auto show, saying they need to cut marketing spend as car sales continue to fall globally.

Mike Jackson, an analyst for AutoNation, says: “After the early withdrawals, it’s obvious to see that this isn’t the usual auto show. Marketing has been reduced to the bare necessary with the cars and some graphics, but no extravagant spending and increased focus on green credentials. I have seen a better mood at funerals.”

Professor Garel Rhys from the Centre of Automotive Industry Research, says: “The message coming from Detroit seems to be emphasising on green vehicles, rather than horsepower, which is a great way to connect with consumers.”

The Detroit Three – Ford, Chrysler and General Motors – will be under close scrutiny at the show following the offer of a $17.4bn (£11.6bn) bailout fund from the US government at the end of last year.

GM and Chrysler are due to present viability plans to the US Treasury on February 17, hoping for a second batch of government-backed loans.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here