• by Karl Greenberg , January 9, 2012

Never have press days at the North American International Auto Show in Detroit been so much about cars, according to people at the event in Cobo Hall on Michigan Avenue. It's sports cars, sedans, coupes, supercars, big cars, little cars -- and about the only SUV getting the spotlight in a big way is Land Rover’s Evoque, which won Truck of the Year.

And like Dr. Livingston marching out of the central African jungle right into the Explorer's Club, the auto show saw lost, discontinued, and all-but-forgotten nameplates roll back onto the Cobo Hall daises: Acura is using the show to resurrect the NSX supercar, albeit with a hybrid powertrain; Chrysler's Dodge division is simonizing the Dart nameplate and affixing it once again to a new subcompact, which represents a new collaboration with sibling Fiat. Indeed, several automakers at this year's show are going smaller -- showing compacts and subcompact vehicles that also reflect how seriously automakers are taking aesthetics as a purchase driver. 

The new Ford Fusion is the automaker's effort to make the midsized segment exciting. Cadillac is going smaller with the ATS entry -- luxury intended to give 3-Series and C-Class shoppers something American to mull over. It had better, since BMW is unveiling its new 3-Series at the show. Not to be outdone in premium cars, Lincoln -- Ford's luxury division -- unveiled the jaw-dropping concept of the MKZ replacement, which it showed a few people in New York a few weeks ago. Lexus will unveil a (much-needed) replacement for the SC 430 sports coupe called the LF-LC.

Meanwhile, Honda is showing a concept version of the Accord Coupe, while Chevrolet will show two concept cars, the Tru 140S and Code 130 R and an RS version of the new Sonic. Toyota's Scion division has its own roadster, the FR-S, which is something of a factory mate of the Subaru BRZ. Volkswagen is showing a hybrid version of its Jetta, and an all-electric concept.

But even the crossovers that automakers are showing in Detroit are not of the large variety. Audi is showing a new concept crossover called the Q3 Vail (as well as its new A4); Buick is pulling the wraps off of its second crossover, the compact Encore CUV, little brother to the Enclave. Nissan is showing the redesigned Pathfinder.

Hyundai, whose Elantra was voted North American Car of the Year at the auto show, is unveiling the (again, much-needed) turbo version of its new 2013 Veloster, and also launching an interactive TV campaign on Xbox Live that promotes the car. The virtual showroom, unveiled at the auto show, lets people test drive the Veloster Turbo, digitally, before it hits showrooms later this year. 

Also, with the Hyundai Veloster Bonus Pack for Forza Motorsport 4, players can get both an external and internal 360-degree experience with the vehicle, per Hyundai. The game is also Kinect-friendly, which means that ideally one gets at least a somewhat physical -- not just visual -- experience, since remotes and toggles are replaced by intuitive movement.

In addition to showing the Fusion and the 2012 Focus Electric, Ford is using the show to talk about the future of in-vehicle communications and entertainment technology. The exhibit, called "The Ford Living Connected Experience," takes 12 attendees at a time through a series of technology exhibits -- then onto a 20-foot-high elevator platform that lifts them into "the cloud,” where they view a 360-degree film on the future of Ford in-vehicle technology.

Jesse Toprak, head of industry analysis for TrueCar.com, tells Marketing Daily that this year's show is worlds away from North American International Auto Shows of yore. "It's the most car-oriented Detroit show I've ever seen, and there's a new sense of genuine enthusiasm. 'We have survived it -- we will be okay.' It's a remarkable change," he says.

"The collection of cars from every manufacturer right now is the best-designed I've seen; the entire offering is the best-looking, and the amount of car you get for the money is also the best I've ever seen."