At New York Auto Show, Big Is Beautiful

New York April 5, 2007; The AIADA newsletter reported that despite growing concern over global warming and oil costs, car makers still consider America The Horsepower Nation.

At the New York International Auto Show this week major auto makers are spotlighting a flock of new production and concept models that appeal to the U.S. car industry's traditional marketing values: Speed, Size and Power.

Highlights have included Mercedes's CL65 AMG featuring a 6-liter, 604-horsepower, V12 engine that reaches 60 miles per hour in 4.2 seconds and Volkswagen's sleek new sports coupe, the S5, with a 354 horsepower V-8 that can boost the car to 60 miles per hour in 5.1 seconds.

"It's fine for politicians to rumble about these things, but the world isn't going to turn around and drive small cars tomorrow," says Johan de Nysschen, head of Audi's U.S. marketing arm. Mike Stanton, head of the Association of International Automobile Manufacturers, says auto makers find themselves in a conundrum when it comes to fuel economy. "We don't know what it's going to take to get Joe-six-pack out of his SUV and into a Yaris," says Mr. Stanton. "How do we provide and meet consumer expectations at the same time?"