The annual Swiss pilgrimage of the motoring great and good is under way, paying homage to the glories of the moulded metal.
Aside from the dozens of new model launches, the common theme across the marques seems to be a battle between the top executives about who has the greenest credentials. All that was missing was a large oak tree for the car bosses to hug.
While hydrogen fuel cells remain the long-term focus for most, hybrid remains the buzz word for now, much to the delight of Toyota, which has led the way in this regard for the last few years.
Everyone is rushing to get on board the hybrid bandwagon and all the major manufacturers either revealed or referred to their hybrid efforts. Peugeot, for example, is making much of its diesel hybrid developments and plans to introduce the new engine to its model line-ups by the end of the decade.
Of course, for all the focus on portraying themselves as ultra-green and clean, it's not what the public will be rushing to see. For them it's about the new metal.
While Geneva lacks a real showstopper this year, the big crowd pullers are the new Peugeot 207, the Opel GT roadster and the Volvo C30, albeit in concept form. Skoda has also drawn a lot of attention for its production version of the Roomster.
Volvo is preparing to enter the hatchback market, joining the likes of BMW with its 1-Series and Audi's A3. Meanwhile, parent company Ford introduced its good looking S-Max to the world, a five-seater people carrier that's not much smaller than the current Galaxy. The car giant also unveiled its hard-top convertible Focus CC, on sale this summer.
The battle between European brands and their Asian rivals continues and Hyundai hopes to strengthen its sales presence with a new-look Santa Fe and Accent. While the latter is more an evolution than complete change, the Santa Fe has to be commended for its much improved exterior styling.
At the premium end of the market, there was a European launch for the Lexus flagship LS460. It will arrive in Irish showrooms in November.
And no show would be complete without the performance cars, represented by the likes of the M version of the upcoming BMW Z4 coupé, Ferrari's new 599, and a head-turning concept version of Honda's three door Civic Type R.