GENEVA MOTOR SHOW:WHEN JUSTIN Timberlake shows up at a car-launch, you know the brand footing the bill is eager to catch the attention of those whose topics of interest don't regularly feature debates about the merits of V8s. And when Aston Martin unveils a small city car to its range, even the most hedonistic motorhead must sit up and take notice of the environmental debate.
Star-studded launches aside, it’s appropriate that the eversensible Swiss should host a motor show that reflects a new-found conservatism in the industry. Once a boulevard of dreams of high-powered supercars, this year’s Geneva Motor Show reflects the sober and sensible approach of car firms severely shaken by two years of recession, where their very survival was in question.
The new themes this year are a mix of electric dreams, hybrid promise and the continual quest to lower emissions. The good news is that all these efforts are starting to bear fruit. Of the 20-plus new models unveiled, the vast majority have substantially reduced emission levels. Benefits to consumers – and losses to the taxman – are a few months away.
The star attraction in Geneva this year – certainly in terms of attendance at its launch – was undoubtedly the new Audi A1.
The smart new supermini received big-name support at the launch, with Justin Timberlake driving it on-stage, before bumping through an ill-rehearsed chat on the merits of the A1 with Audi chairman Rupert Stadler.
Timberlake, whose previous motoring outing involved a Toyota Prius, jumped brand this year for Audi, as ambassador for the A1.
Electric power was never far from the show’s theme, and the Germans showcased an electric concept prototype of what we can expect in of the model to come.
The trend towards a mix of downsizing and electric power in the premium market was continued at Lexus.
The Japanese brand has finally entered the hatchback market with its CT200h, a hybrid model that aims to take on the likes of the Audi A3 and BMW 1-Series. Not to be outdone, the Bavarians showcased a hybrid version of its new 5-Series.
But it was Aston Martin that displayed the seismic shift in the industry’s focus. Based on the diminutive Toyota IQ, the Cygnet concept car is due to enter the market at the end of the year. Initially, sales will be restricted to current Aston owners.
The British brand, better known for its stylish sports cars and city runarounds, is keen to underline that there is a lot more to the car than a re-badged Toyota IQ. Plush leather interiors and plenty of customising options are part of the plan, but so is a very hefty price, rumoured to be in the region of €40,000-plus. Even as motorists become more environmentally friendly, it’s going to take a great sales pitch to get buyers to part with that sort of money for a 1.3-litre city car, regardless of the quality of the leather on the dash. Downsizing doesn’t always stretch to the price of the car.
