Carmakers woo younger drivers at L.A. auto show

By David Kiley
USA Today

Automakers including General Motors and Ford are going to Hollywood to step up their pursuit of youth.

Workers complete a display for the DaimlerChrysler Maybach before the opening of the Greater Los Angeles Auto Show. People at this year's auto show may find it easy to forget about rising gas prices while checking out luxury SUVs, supercharged muscle cars and stylish roadsters. Associated Press

Among the offerings:

• Pontiac GTO.

The GTO, which Pontiac hasn't marketed here since 1974, is a repackaged Holden Monaro, a car that GM sells in Australia. Going on sale late this year, it packs a 5.7-liter, V-8 engine and 340 horsepower. The rear-drive, two-door GTO is expected to be priced between $35,000 and $40,000.

"Pontiac has to be about performance, and the GTO will attract serious performance buyers. And it will be a big hit with younger buyers whether they can afford it or not," says GM product boss Bob Lutz, who became a fan of the Monaro after driving it last year.

This year, Pontiac also is launching an all-new Grand Prix sedan, and GM is hoping that the halo of the GTO, which will be limited to 20,000 units, will shine on the bigger front-wheel-drive sedan.

Sales of all of Pontiac's established nameplates are down this year. Overall, the brand's sales were up 6.1 percent through November — driven by popularity of the Vibe, a sport wagon.

• Cadillac XLR.

Cadillac is undergoing a transformation from a product lineup meant for retirees, real estate agents and funeral directors to one viewed credible by pro athletes, movie stars and people under 50.

Only recently has the average age of the Cadillac buyer dipped below 60. That's thanks to new offerings like Escalade SUV and CTS sedan. The two are providing 43 percent of Cadillac's sales.

This year, Caddy rolls out the 2004 XLR coupe and SRX car-based SUV.

The XLR is a two-seater hard-top convertible full of eucalyptus wood and aluminum gauges by Italian design house Bulgari. It's expected to be priced at more than $65,000.

Meant to vie with Mercedes SL, Jaguar XK8 and Lexus SC430 and be a halo car for Cadillac, XLR shares some bits and pieces with the Chevrolet Corvette and is built at the same plant in Kentucky.

"Cadillac just hasn't had the product to live up to the brand image," says Cadillac brand chief Mark LaNeve. "We are filling up the showrooms with product that is right where the market is: entry-level luxury, SUVs and a high-end convertible."

• Ford Faction.

The two-door, subcompact SUV concept called Faction would be built off the Ford Focus.

Faction is meant to appeal to urbanites who need utility in a small package. The rear half of the roof is glass, and the back bench seat folds flat for cargo needs.

Faction's City Eye is a media system that provides security, entertainment and driving information.

Ford says the car's plans aren't yet locked in. "But obviously it wouldn't be difficult to build if it wins fans," says Ford's chief designer J. Mays.

• Dodge Magnum.

Dodge is among automakers who are turning to rear-drive vehicles to lure driving enthusiasts who rue that day when fuel economy changes in the 1970s kicked off a rush to front-drive cars.

The 2004 Dodge Magnum is the first off a platform that will provide large sedans and wagons to replace the Dodge Intrepid and Chrysler LHS. Several bits and pieces of the car, such as the transmission, copy the best parts of Chrysler's Mercedes-Benz siblings.

The show car is powered by a 5.7-liter, Hemi V-8 that churns out 430 horsepower, but the model that goes in driveways next year would likely have a 300-horsepower engine. Dodge earlier this year relaunched its Hemi brand engine in a Ram pickup.

"We are putting muscle back into cars and trucks, and that is clearly what people are looking for," says Chrysler CEO Dieter Zetsche.

The Magnum will come in sedan and wagon versions. It will give Chrysler two $30,000-plus station wagons. The other is the 2003 Chrysler Pacifica.