Every year dozens of auto shows around the world are used to showcase and refine new models and concepts. The 2009-2010 circuit is still the same showcase, but the products on display have changed drastically from years past. The North American International Auto Show, held in Detroit, is currently underway with small high mileage vehicles taking center stage.

Many of the 2012 model year vehicles achieve close to 40 miles per gallon on the highway, and the concepts of the future are almost exclusively next-generation hybrids or all-electric vehicles.

General Motors unveiled a new mini-car meant to compete against Daimler’s immensely popular Smart Fortwo. The Chevrolet Spark will be the smallest car in GM’s lineup and will be available in showrooms around the United States early in 2012.

Ford and General Motors for the most part are focusing their lineups on small and efficient vehicles, while also putting extra efforts into hybrid technology. The Chevrolet Volt is still the flagship for General Motors, but a brand new entrant to the electric market is capturing much of the electric car buzz.

Volkswagen subsidiary Audi debuted the “e-tron” early in 2009, and has refined the model twice en route to the auto show in Detroit. The e-tron is not meant to compete against GM’s Volt, but it will be taking two up and coming American companies head on.

Startups Fisker Automotive and Tesla Motors have predicated most of their progress on capturing the allure of electric, sport, and luxury. Celebrities like David Letterman drive the Tesla Roadster; the Fisker Karma targets the same audience. Until this year these two companies essentially had the market cornered, but the introduction of the e-tron changes the game.

According to The Los Angeles Times, Audi modeled its electric roadster on its popular R8 supercar, and has created waves at every show it has attended.

Tesla, at the very least, can fall back on its Model S sedan and a minivan currently under development. Fisker has yet to produce anything beyond its sleek sport model. At any rate, being forced up against the might of Volkswagen and Audi may be too much for the two to bear.

Ford, GM, and Chrysler have only dipped their toes into the electric market; the most investment has come from General Motors, and after nearly a decade of development the Volt has yet to hit the consumer market. If the Audi e-tron takes off we can expect European automakers to pour their resources into the electric market. Meanwhile, American giants may be forced to play catch up.

Print PDF