Auto Show Preview: Going Green in Frankfurt

Environmental friendliness, fuel economy and safety are the themes shaping up to dominate this year’s Frankfurt Motor Show, which is expected to be the stage for the debut of at least 16 new production models and roughly the same number of concept vehicles.

Analysts say that “hybrid” will be the word flowing most often from marketers’ lips as they chatter and gesture among displays of alternative-fuel options that will be larger than years past.

Held at the Frankfurt Fairground in Germany’s financial capital, and officially known as the Internationale Automobil-Ausstellung (IAA) — or International Motor Show — Frankfurt is the world’s largest auto show and major showcase for European — especially German — automakers. This year the show runs from Sept. 13 through Sept. 23, following two days of press-only coverage. (The IAA is held in Paris, on a much smaller scale, every other year.)

Finally Getting Green

Having finally alighted to hybrid automaking of the type that’s buoyed their Asian rivals, German automakers will likely use the Frankfurt show as a podium to promote their change in thinking regarding alternative propulsion and marketing to a more eco-aware consumer.

After discounting the green vehicles as largely “niche” — and holding out longer than U.S. competitors Ford and General Motors in embracing hybrid offerings — Audi, BMW, Mercedes-Benz, Porsche and Volkswagen are each slated to show models that either highlight improved fuel economy or provide more eco-friendly engines.

Examples of new alternative powertrain models set to debut at the Fairground include the Mercedes Benz S-Class with new diesel and gasoline hybrids, a hybrid-driven Porsche Cayenne, and a two-door BMW X6 design decoy with a hybrid engine that’s slated to be used in both the new X5 and X6 models, due in late 2008 and early 2009. The real X6, said to be a four-door, may be unveiled at the next Detroit Auto Show in January. A hybrid version of the new Audi A4 has been rumored to show at Frankfurt as well.

Known for their engineering prowess, German automakers are trying to win back the lead in terms of being perceived by consumers as innovators now that hybrid vehicles have stolen the limelight.

“This will be the show of ‘acknowledgement’ by the German auto industry that the hybrid issue is not going to go away, after they had tried to ignore it for a number of years,” says Christoph B. Stürmer, associate director in the automotive markets division of Global Insight. “The most important theme will be the environment, especially the emission of CO2, via the reduction of fuel consumption.”

Dave Alexander, principal analyst at Automotive Systems, agrees. “In Europe, hybrids are generating a lot of interest. A year ago they were saying, ‘We don’t need hybrids, we’ve got diesels.’ But now there’s definitely a move toward hybrids and hybrid diesels — clean diesel,” he says. “I think we’re also going to see some announcements or promises on plug-in hybrids or plug-in electric vehicles. That’s following from what’s happening in the U.S.”

Along those lines, General Motors is expected to announce its global green initiative and unveil a European “E-Flex” variant of its Chevrolet Volt plug-in concept, as well as an E85-powered Cadillac BLS wagon. (Read about the Chevrolet Volt here.)

New models with traditional drivetrains that analysts cite as highlights of the coming show include the new Audi A4, the Jaguar XF, which is the successor to the Jaguar S-Type, and several new compact SUVs, such as the Ford Kuga and VW Tiguan. The latter, so-called “crossover” vehicles (a cross between a wagon and an SUV), have been successful in the U.S. and are a small but growing niche in Europe.

“We’re going to see more growth in compact SUVs, looking to appeal to consumers with their higher ride and versatility,” says Jonathan Poskitt, senior analyst covering Europe for J.D. Power Automotive Forecasting. “We’re expecting manufacturers to fill holes in their product lineup with these over the next several years.”

Safety is a Priority

The other keyword at Frankfurt is “safety.” The European Commission has set a goal of cutting in half the number of traffic-related fatalities by 2010 through the use of driver assistance technology. So expect to see the latest in heads-up displays, in which speed, fuel consumption and other important data are projected directly onto a vehicle’s windshield. There will also be adaptive cruise control, which uses short-range radar, or, in BMW’s case, a camera, to automatically decrease cruising speed if traffic slows, and lane departure warning technology.

“We’ll hear new announcements on the latest applications of blind-spot detection, lane departure warning, stop-and-go adaptive cruise control,” Automotive Systems’ Alexander says. “It’s another step toward automated driving. Like cruising along a turnpike and setting the speed you want to go, and the lane you want to be in and let the car do most of the work for you. A lot of logistics have to be worked out and heavy-duty testing to make sure that it’s failsafe — we’re 30 or 50 years away from wholly automated driving. But Honda has a version of this in Japan right now on the Legend, and that’s where we’re headed. There are pieces of the technology starting to appear, for instance, in lane departure. Very soon we’re going to see some vehicles coming out that will help steer you back into the lane.”

German Engineering

Besides sheer size, the inclusion of many of the auto parts makers — like Continental, Johnson Controls and Valeo — distinguishes Frankfurt from other major auto fairs, which tend to showcase vehicles integrated with their technology only. It will include, as it usually does, a bevy of components manufacturers, accessories suppliers and engineers showcasing their wares, though fewer than years past, some predict.

“The Frankfurt show is very engineering focused,” says Alexander. “They have the concept cars and the unveilings of their latest stuff [as with other auto shows], but it does have, I think, more of a focus on the engineering, and that’s why the suppliers take part.”

Global Insight’s Stürmer says the Frankfurt show is the "home show" of the German auto industry, which tends to be a trendsetter. “Generally, it is seen to be more competitive and more sales-oriented than the rather relaxed Geneva show in Switzerland,” he says. “The Mercedes-Benz press conference, for instance, is a must: Usually, it is full of bombast and pomp. And it gives a pretty good impression of how strong the German industry really feels.”

Did You Know…

The Frankfurt Fairground covers an immense 220,000 square meters, offering 155,252 square meters (net) of exhibitor space. “Make sure you wear comfortable shoes,” advises Dave Alexander, principal analyst at Automotive Systems. “It’s very large.” About 941,000 people attended and over 14,524 journalists — including 5,439 foreign press — were given credentials in 2005. More are expected this year.