• by Karl Greenberg , January 3, 2011

What madman would visit Detroit in the dead of winter of his own accord? Or in his own Accord? This year, you'd be mad not to. On Jan. 10, auto marketers, designers, executives, paparazzi, writers, buffs, hangers-on, pundits, the odd mugger and a mess of new and conceptual cars will converge on Detroit like pack ice in McMurdo Sound.

This is, after all, the year in which Detroit automakers will talk about their recoveries from near-death in the last two years, and the show presages a very busy year for new-vehicle intros. As the show opening draws near, attention turns to Detroit for global unveilings and news from an optimistic industry that has a major impact on ad spending.

The show's organizers say more than 4,500 automotive journalists from all corners of the planet will converge to see 40+ debuts. The Detroit show focuses more on traditional cars and trucks, while the L.A. show that precedes it tends to be more about alternative powertrains and eco-programs. The focus is on mass-market internal combustion vehicles.

Ford will make a point of demonstrating that its new truck engines are as good as the ones the company used to outsource. The company's power-train engineers will dismantle an F-150 EcoBoost engine that has gone several hundred thousand miles in tests -- Ford says it has gone a distance equal to six times around the earth and three quarters of the way to the moon.

The automaker says it will disassemble and examine the motor for long-term durability in front of the public on Jan 15 (one of the public days). This is the same engine that has been central to the automaker's marketing campaign centered on Internet videos of that same engine first getting run for 150,000 miles on a dynamometer, then put in a truck that was driven around the country to do hauling tasks versus competitive vehicles.

Ford then put engine in the truck that competed in the Tecate Baja 1000 in Mexico. Finally the engine was re-tortured on a dynamometer. The teardown is the final chapter in the documentary series, which is narrated by spokesperson Mike Rowe.

General Motors will show a concept version of the GMC Sierra called All Terrain HD, which is meant to cross a heavy-duty truck with offroad capability. The Chevrolet division will reveal its next small car, called Sonic, which replaces the Aveo in North America. "The Sonic represents a new beginning for Chevrolet in the small car segment and so we felt it was time to give it a new name," said Chris Perry, VP, Chevrolet U.S. Marketing, in a statement. The car will be called Sonic in Canada, Mexico and the United States, but Aveo in the 50-plus other countries.

Toyota will reveal the beginnings of a Prius family of vehicles. The automaker's event includes unveiling a second Prius vehicle and a concept. Usually press events at auto shows like this involve something to awaken and titillate reporters. It's likely, based on a sneak-peek video on YouTube, that Toyota will have X Games skateboarder Bob Burnquist on hand to do some stunts.

Honda says it will unveil a concept version of the next-generation Civic. The production version of the car, based on the concept, will go on sale in spring next year, according to the company. The car will be in its ninth generation.

Porsche will also return to the show after being absent from Cobo Hall for three years. All the automaker has said is that it will use the first day of the show for unveiling a new model. The German company has been expanding its lineup, first with A Cayenne SUV, then the Cajun small SUV and Panamera sedan.