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Automakers are spending more money on glitzy, state-of-the-art exhibits at the North American International Auto Show in Detroit - something organisers of this week's annual event believe is a good sign for the industry, writes Corey Williams.
Many of the displays being erected this week at Cobo Centre are larger than in past years, according to auto show co-chair Bill Perkins who helped lead reporters on a tour of the venue.
"When they come to this show, they're coming with their 'A game," said Mr Perkins, owner of General Motors dealerships. "It's a very competitive environment right now. The market is starting to come back.
"Detroit needs to shine. Everyone wants to make sure we have a good showing this year."
The Detroit auto show opens to the public on Saturday and runs through to January 23.
It follows a strong 2010 for US auto sales, which rose for the first time since the recession. New car and truck sales came in last year at 11.6 million, up 11 per cent from 2009. December sales rose to 1.14 million, an 11 per cent leap from a year earlier.
"It's an exciting time," said Scott LaRiche, vice president and executive manager of Lou LaRiche Chevrolet. "It's almost like a resurgence of Detroit. When you have Chrysler and GM and Ford in this town, it's very important to shine with this show. So many people from around the world are looking in on this."
Porsche, which missed the last three shows in Detroit, is returning this year.
"Having Porsche back is validation that the International Auto Show is the place to get your message out," said auto show chair and Meade Lexus president Barron Meade.
Organisers expect an increase in the auto show crowd, with people feeling better about the economy and vehicle sales rising. Attendance last January was just over 714,000, a drop of about eight per cent from the previous year.
