Automakers have to learn how to make cars greener - and sexy too. A new generation of electric cars,hybrids and fuel-efficient small cars took centre stage at the New York International Auto Show. Pushed to the back were vehicles boasting big horsepower and glamorous styling,but with little fuel efficiency. Ford Motor Co touted its upcoming Fiesta small car as its most important launch this year,while the Chevy Volt plug-in hybrid by General Motors Co and Nissan Motor Co's Leaf electric car were focal points. "It's exciting technology,but the cars themselves are not that exciting to look at," said Jessica Caldwell,an analyst at auto industry tracking firm Edmunds.com. "Auto shows used to be about fantasy and glamour. It has been a cheap way to entertain," Caldwell said. "You don't want to look at small subcompacts here,you want to see what you don't see in the streets everyday." But compacts,crossovers and electric cars dominated the show's main hall at the Jacob Javitz Centre,while trucks and big SUVs were displayed to a much-smaller space two floors down. "There is a real push on getting the products people want,rather than feeding their fantasy with extravagance," said Dave Champion,director of auto testing at Consumer Reports. "Small cars are where the market is going." Don Romano,chief marketing officer for Mazda Motor Corp North America,said two clean cars by California start-ups - the Fisker Karma luxury plug-in hybrid and the Tesla Roadster electric car - show the auto industry could go green and stylish at the same time. But the vehicles do not play in the mainstream and it will take some time for carmakers to roll out vehicles that are not only environmentally friendly,but also fun to look at,Romano said. KOREANS SHINE,CHRYSLER ELUSIVE Emerging from a savage economic downturn that pushed two of Detroit's automakers into bankruptcy last year,most automakers and analysts expressed guarded optimism the worst was behind the industry. They also agreed the mood was much more upbeat than a year ago in New York - when GM and Chrysler scrambled to preserve every marketing dollar in the run-up to bankruptcy filings and other automakers scaled back spending dramatically to ride the worst industry downturn since the early 1980s. But survivors of last year's crash continued to exhibit financial frugality and vigilance,with products geared toward real consumer demand and low-key displays in muted colours,devoid of spectacular events or lavish refreshments. Toyota Motor Corp's expansive set up in the main hall featured a 36-strong fleet of its most popular cars in shades of sleet grey,silver and black. The display also included an interactive display highlighting some of the safety features on its vehicles. Hyundai Motor Co and its smaller affiliate Kia Motors Corp,the only major automakers to increase sales last year in a struggling US market,were more upbeat than rivals,unveiling new models they said should deliver continued gains in market share. Hyundai introduced its first hybrid car for US consumers,based on the flagship Sonata mid-size sedan,while Kia showcased the all-new Optima sedan. "To me,this is the first show of the year that feels like there is life again in the auto industry," said Scott Margason,director of product planning at Hyundai America on Thursday. But Chrysler,struggling to reverse a long-running slide in sales after emerging from bankruptcy in June under the management of Fiat SpA,remained largely elusive,not unveiling any new models at the show. The Fiat 500 small car,which Chrysler is counting on to revitalize its aging,truck-heavy lineup,again took the centre spot at the automaker's display area,presented by two brown-haired models in over-the-knee boots. "There are very nice girls out there,but that's about it," Consumer Reports' Champion said of Chrysler.
