Detroit's Optimism: A Search for a Silver Lining

While the dozens of new cars on display were the main focus of the 2009 Detroit auto show, everyone at the media preview had their minds elsewhere. Instead of excitement about advances in hybrids (like the Toyota Prius), or about the all-new Ford Taurus, the mood was glum. Every automaker’s display was a low-cost affair, most of them recycled from past shows. Some major companies weren’t there at all, including Nissan.

Sitting in each new car, it was obvious to most of the Cars.com crew that these vehicles had never been better in terms of quality and even — for the most part — in terms of gas mileage. Yet dismal 2008 sales and the collapse of the economy overall weighed heavily on the toned-down displays.

Given this air of doom and gloom, is there any optimism among industry professionals?

There is, but it comes mostly in the form of declarations of defiance and perseverance.

“I’ve been here for 32 years,” said Mike Accavitti, director of the Chrysler, Jeep and Dodge brands. “Every morning I get up I truly do believe that everyone who’s here wants to make this company successful.”

Accavitti spoke candidly and at length about the troubles Chrysler has endured this year. However, a clear company line emerged: “All our employees had the choice to leave with buyouts. So it says something about the remaining folks who truly want to turn this company around.”

“There are so many negatives with Chrysler right now,” said Ray Wert, editor in chief of Jalopnik, a snarky yet smart car blog that serves as “The Daily Show” to the standard industry news outlets. “Brain drain [a result of the buyouts and Daimler separation] and designs are their big issues. All the talent went with Daimler.”

Wert did offer one positive for Chrysler: “They have good engineers. However, I think they have a real problem with bringing concept designs to reality.”

One of GM’s new designs, the revamped Chevy Equinox, was talked up by John Hahn, marketing manager for the new crossover.

“It has the fuel economy of a sedan but the utility of a crossover,” he said. “With that you get 30 mpg highway. That’s outstanding. “

However, any questions about overall hardships in the industry were quickly redirected back toward the SUV. Does the media’s focus on the negative side of the industry weigh on Hahn or make his job marketing the Equinox harder?

“No,” he said. “We’re very excited about this new vehicle with 30 mpg and segment-leading range. We think customers are just going to love this. … We’re very optimistic.”

Granted, an SUV that gets 30 mpg on the highway is pretty good news, but is it a silver bullet?

A food court looks out of place in an area previously reserved for an automaker which bowed out of the show

Subaru, the only automaker to post a U.S. sales increase in 2008, seemed likely to be optimistic, but  national PR manager Dominick Infante wasn’t gloating, even though he is optimistic for 2009.

“Like everyone else, we’ll be moving very carefully with what we do with things like marketing and how we spend money,” he said. “We have to be respectful of how we handle ourselves.”  

There is a silver lining for Subaru for 2009. Standing in front of the Legacy concept car, Infante said they will have new product this year.

“In a down industry, you always want to have your freshest face,” he said. “We will have several revamped vehicles this year.”

Of course, he wouldn’t offer anything more than that.  

The most resonating optimism came from Wert, who wisely stated that there’s no substitute for a good economy. However, the critic in him believes there are positives to be found.

“The industry that emerges from the downturn will be stronger than it has ever been,” Wert said. “I think it’ll be lean, it’ll be mean, and it will be eschewing many of the costs of old that were unnecessary.”