Car makers will emerge from the gloom of 2009 by presenting about 100 new models at the Geneva motor show over the coming week, hoping to counter uncertainty by wooing drivers with dreams, "downsizing" and discounts.
"The mood is much better than last year; in 2009 it was the end of the world," explained Frank Schwope, an analyst at German bank NordLB.
"Now there's hope of a recovery in the industry, not in Europe but in China and the United States," he told AFP.
Despite this, the European market risks a slump particularly in the second half of the year, when trade-in schemes which propped up the market in 2009, end or are cut back.
This year's show is taking place in the backdrop of the troubles engulfing the world's biggest auto maker Toyota, which was forced to recall some nine million cars world-wide.
In this uncertainty, car makers are churning out new models and concepts in a bid to entice buyers.
Some 250 exhibitors representing 700 brands from 30 countries will bring their latest creations to the Geneva show, organisers said.
Up to 700,000 people are expect to travel to the fair, when it opens from 4 to 14 March.
Bertrand Rakoto, analyst of RL Polk, said auto makers are aiming to send the message that despite the crisis, "we are still here, we are still alive and we will continue to build beautiful cars."
Beyond the green focus of previous years, the car makers are also likely to return to the "pleasure of an automobile," said Rakoto.
French auto maker Renault will be showcasing a small coupe-cabriolet Wing, derived from its Twingo.
Peugeot will present its prototype 5 with a hybrid diesel engine, to be marketed as the replacement of the 407. It is also expected to declare its ambitions in the high-end segment.
Citroen should be unveiling its concept DS High Rider, part of the DS chic line.
"There is no reason that pleasure cannot be at the centre of the car," said Carlos de Silva, analyst of IHS Global Insight.
But the analyst added that it would "once again be a show marked by the colour green and the ecologically responsible."
