Carmakers show off strengths http://www.detnews.com/apps/pbcs.dll/article?AID=2008802060356

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Wednesday, February 6, 2008

2008 Chicago Auto Show

Carmakers show off strengthsDodge muscle, GM pizzazz and Ford practicality compete for salesScott Burgess / The Detroit news

Detroit automakers will showcase more powerful, more economical and more useful products at the Chicago Auto Show,

which opens to the media today and the public on Friday.

Chrysler LLC will reveal the Challenger SRT8, the anticipated production model of its classic muscle car; Ford Motor Co. will

try to strike a chord with American entrepreneurs with its European-built Transit Connect; and General Motors Corp. will

present the Chevrolet Traverse, a variation of the carmaker's successful large crossover platform.

The range of vehicles varies, but they all aim at drawing more people into dealerships, said Rebecca Lindland, an industry

analyst with Global Insight, a consulting firm.

"They represent very different strategies," she said. "The goal with every auto show is to

build a buzz and deliver the message that they are responding to consumer needs with

well-made and well-designed vehicles with good mileage."

In a year expected to see stagnant new-car sales, high fuel prices and a slowing

economy, having a good show in Chicago sets the tone for the rest of the year.

"The 3 percent sales drop in January was not a good sign for the start of this year," said

Ilhan Geckil, senior consultant for Anderson Economic Group, an East Lansing consulting

firm.

Geckil said he thinks U.S. vehicle sales will drop around 1.5 percent this year. He said

Detroit's automakers need to win over consumers at shows like Chicago to try and stem

those losses.

Dodge banks on Challenger

Dodge has created the most excitement with its Challenger SRT8. The high performance

muscle car will feature a 425-horsepower 6.1-liter V-8. "It's a big year for Dodge," said

Mike Accavitti, director of Dodge marketing and global communications. "The Challenger

SRT8 will bring people into our dealerships."

That is precisely the purpose of vehicles such as the Challenger SRT8, a low-volume

vehicle with high consumer interest. A big muscle car may not be politically correct, but

the Challenger will help Dodge attract potential customers, Lindland said.

"It definitely has sex appeal," she said. "It can generate excitement and pull people into

the show room."

But some industry analysts don't think it has enough staying power.

"(The) Challenger will bring a lot of excitement to the Dodge brand," said Joe Barker,

senior manager global vehicle sales at Northville-based CSM Worldwide. "But one vehicle

can't turn around a brand. You need to follow a hit with a hit until you have a series of hit

cars."

That's the formula GM has followed with introductions of the Chevrolet Malibu sedan,

Silverado pickup and Cadillac CTS sedan. It hopes that momentum continues with the

Chevy Traverse. The seven- or eight-passenger crossover is built on the same platform

Dodge is generating excitement with its Challenger SRT8. (FPI Studios)

Extras

About the showWhat: 2008 Chicago Auto Show When:

Media preview: Today and Thursday Black-tie gala: "First Look for Charity" Thursday Public show Friday through Feb. 17 Where: McCormick Place at Lake Shore Drive and 23rd Street Hours: 10 a.m. to 10 p.m. Friday through Feb. 16; 10 a.m. to 8 p.m. Feb. 17. Box office closes one hour prior to the end of theshow each day. Admission: $10 for adults; $5 for seniors age 62 and older; $5 for children 7-12; children 6 and younger are free when they accompany a paying adult

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as the acclaimed Buick Enclave, GMC Acadia and Saturn Outlook.

"I think our turnaround is in full swing," said Ed Peper, Chevrolet's general manager. "The crossover segment is really

booming right now and this fits perfectly in our lineup."

Jason Allan, online editor at Kelley Blue Book, agreed: "I think it will help elevate the Chevy brand. It's a delightful surprise

and when people finally see it, they're going to like it. "

While GM and Chrysler add glamour, Ford takes a more blue-collar approach with the Transit Connect, a compact work van.

"It may not have the eye-popping properties," said John Felice, who heads Ford Division Marketing, "but if you take Transit

Connect and put it in front of small business owners in the commercial world, they're going to love it."

Staff writer Eric Morath contributed to this story. Scott Burgess can be reached at sburgess@detnews.com.

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