[IMG]http://simplefeed.consumerreports.org/rsrc/i/1/auto/2008_la_auto_show_doors_open_to_somber_event__4920 71938/4.gif?f=3dcb3160-01dc-11dc-32a2-0019bbc55f7f&s=AewyNia7NTvDvhaDemju5DEsbnVsbCwwLDA *[/IMG] 2008 LA Auto Show: Doors open to somber event
Major auto shows are typically electric with energy. Manufacturers tout the brighter tomorrow just around the corner, providing ample proof in the form of MTV-grade videos and multi-million dollar concept vehicles. Not so with the 2008 LA Auto Show.
From the moment the doors opened for media days, there was a somber mood to the gathering. In an unprecedented move, major automakers Chrysler, General Motors, and Toyota chose not to have press conferences. Such micro-events are opportunities for companies to schedule a time when the automotive and business press gathers to give executives their undivided attention. The days are full of back-to-back press conferences, and the speakers relish their captive audience. Yet, some big players decided to simply park some cars on the floor and leave their management teams at home.
Nissan Motor President and CEO Carlos Ghosn, an international leader who has become a turn-around legend, kicked off day one with a keynote speech. He began addressing the context of a post-election America suffering amid tough economic times and the troubles faced by the automotive industry in particular. Ghosn pointed out that "October was the worst month for U.S. auto sales in 25 years."
Last year, the industry sold a little more than 16 million passenger vehicles, and last month, sales plunged to an annualized rate of 10.6 million.
As Ghosn said, "We are clearly in uncharted territory."
He did speak at length about the many global efforts by Nissan to develop and launch electrified cars, balancing his depressing preamble with hopeful messages. Still, the initial mood seemed to hold through the day.
Absent from the press conferences were the usual (and often dreadfully boring) graphs and figures that each company presents to show they are experiencing unparalleled growth. It used to amaze how year-on-year sales for the industry hovered between 16 and 17 million, yet every company was selling more than ever. Just as puzzling, every manufacturer focuses their new products on youthful, active lifestylers, leaving aging couch potatoes as a massive, untapped market.
Ultimately, the theme that emerged on the first day was "green." Being an LA show, green is a given. California has been a leader for reducing emissions, and environmental concern is downright fashionable in the image-conscious Los Angeles area. Some companies, such as Audi, BMW, and Hyundai, presented serious technology solutions to improve fuel economy and reduce emissions. Others, not so much.
While executives from the Big 3 automakers flew their corporate jets to Washington D.C. to make their case for federal assistance, the presenters in LA avoided hyperbole and simply presented their company?s plans.
The automotive market is rapidly changing, and it is clear the industry is struggling to react. As automakers seek to trim budgets, it is expected that this will be a tame auto show season with fewer fanciful concept vehicles. And that means, every speech and show car will carry greater importance.

?Jeff Bartlett
See our complete 2008 LA Auto Show coverage, and read other blogs about the LA Auto Show.
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