By Rosemary Westwood - Sunday, January 20, 2013 - 0 Comments
The U.S. auto industry once again turns to a sports car for salvation. But with sales on the rise and new technologies, this time there’s reason for optimism
If the American auto industry were to write its own Hollywood-style comeback story—from the depths of its 2008 crash to its improbable return to the top of the world—the ending might look a lot like the 2013 Detroit auto show. And cast in the starring role would be General Motors’ 2014 Corvette Stingray.
The company unveiled its cherry-red sports car to eager journalists on the eve of the world’s most important auto show this week, almost 60 years to the day after it first introduced the revered American nameplate. By the next morning the brightly lit and packed Cobo Center was buzzing about one car above all others, as cameramen and their tripods crowded around the ’Vette to get a closer look at its race-car-influenced aluminum body and luxe interior. GM’s marketers gushed that it is faster than a Ferrari, more nimble than a Porsche and $30,000 cheaper than either. America had, for the first time in memory, unveiled the kind of car that kids might hang a poster of on their wall. High-tech, even fuel-efficient, it left no question: America is back. A “technological tour de force,” said GM’s North American president Mark Reuss.
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