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2003 Detroit Auto Show:

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Popular models will be event's main attractions

Revamped Ford F150 among the big draws
November 30, 2002
BY MARK PHELAN
DETROIT FREE PRESS BUSINESS WRITER

The world's leading automakers will trot out the heavy artillery at the 2003 North American International Auto Show, as they battle for the hearts and dollars of U.S. consumers.

Rather than a lineup of largely unfamiliar niche brands, the 2003 arsenal includes redesigned versions of some of the nation's best-selling vehicles.

Making big debuts at the January show will be the replacement for Ford Motor Co.'s hugely popular F150 pickup, a next-generation Chevy Malibu designed to help General Motors Corp. regain ground in the midsize car market, and vehicles that could help the Chrysler Group stake a claim to a couple of new market segments.

The show gives automakers an unrivaled chance for free publicity that can contribute to a fast sales start for new cars and trucks. More than 6,000 journalists from around the world will attend the show, and the flashy introduction of a critically acclaimed car or truck can land it on front pages and newscasts from Bad Axe to Berlin and Beijing.

A mere seven of the cars and trucks to debut at the show will account for more than 2.1 million vehicles produced annually in North America -- roughly one out of every eight vehicles sold in the United States in a good year. How well they do could affect thousands of jobs.

"This is a pivotal show for several automakers," said David Littmann, Comerica senior economist. "They must have successful new products to catch up."

Ford's franchise vehicle, the new F150 full-size pickup, leads the way. With annual production destined to hit 900,000 units a year, the F150 is the world's best-selling vehicle.

The new pickup goes on sale in September. Its exterior design draws upon Ford's flamboyantly industrial-looking and controversial F350 Tonka concept truck.

The interior marks a substantial step up for the F150, with more amenities and three unique instrument panels for different models of the pickup. The F150 will be the first truck powered by Ford's new 300-horsepower, 3-valve-per-cylinder, 5.4-liter V8.

While Ford fights to retain truck leadership, Nissan Motor Corp. will introduce its first full-size pickup at the show. The V8-powered truck will offer four doors and a large cab.

"Nissan's truck will be sized right up against the F150," said Jim Hall, vice president of AutoPacific, an automotive marketing and consulting firm in Southfield. "On the other hand, Ford knows how to market a vehicle, and they've got the volume and the dealer body to do it."

In addition, the new F150 should appeal to the truck's massive and loyal owner base, said independent auto analyst Joe Phillippi.

Meanwhile, Chevrolet will introduce three vehicles aimed at regaining sales lost to Japanese rivals.

The new Malibu midsize sedan will tackle the best-selling Toyota Camry. The Malibu goes on sale in September armed with an innovative design, a large dose of European engineering and GM's steadily improving quality.

"The wild card here is the Malibu Maxx," Hall said of the longer-wheelbase version of the car, which also features a voluminous back seat. "It's got the potential for substantial extra sales volume."

GM will also introduce its new midsize pickups, the Chevrolet Colorado and GMC Canyon. They're substantially bigger than the trucks they replace and feature a 5-cylinder engine.

GM hopes to position the engine as powerful, innovative and fuel-efficient, but Hall said it poses a challenge. "A 5-cylinder is an anti-feature," he said. "You have to explain to people why it's as good as a V6."

Chevrolet will also move into the growing car-SUV crossover market with the Equinox, which will compete with the Ford Escape, Honda CR-V, Jeep Liberty and Toyota RAV4.

Early reports suggest the Equinox will have a larger engine and more interior space than those competitors.

"It's an intriguing vehicle," Phillippi said. "It doesn't look at all truck-like, and the interior offers tremendous utility. It seems to be a winner."

The Chrysler Group will introduce several cars and trucks intended to move it into new market segments. The rear-drive Magnum is Chrysler's first new rear-wheel-drive car in decades. While early photos of the car recall station wagons, Dodge says the Magnum's aggressive styling, powerful V8 and excellent handling will set it apart.

"It's tough to say who the competition is," Phillippi said. "Chrysler could well believe that, like the PT Cruiser, the Magnum will create its own market."

Chrysler's all-wheel-drive Pacifica crossover vehicle will compete with the likes of the new Lexus RX330. Chrysler hopes the Pacifica and the Crossfire coupe will recast the brand as a purveyor of innovative, high-quality, premium vehicles.

While Chrysler moves into new territory, Nissan and Toyota Motor Corp. will introduce minivans to go after Chrysler's best-selling vehicles. The Nissan Quest will hit the road with an aggressive wedge shape intended to offset the soccer mom label, while the Sienna will offer more power, space and interior features than Toyota's current model.

Meanwhile, Cadillac will test the strength of its new rear-drive performance persona with the XLR roadster, a $70,000-plus two-seater that will attack Mercedes-Benz and Jaguar on their home turf.

"The most important thing there is performance," Phillippi said. "Then the question turns to fit and finish and meeting the expectations of high-luxury buyers."

Cadillac will also introduce its first crossover vehicle, the angular SRX. "The best comparison there is to the Mercedes M-class," Hall said. "The SRX rear-drive V8 could be a far more rewarding vehicle to drive than others in the segment."
 

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