PSFK headed to Detroit last week to have a look around the North American International Auto Show. We were curious to see what effects news stories like the sale of Chrysler, Ford’s continued fragmentation, environmental and energy concerns, and the slowing economy had on the products and messages manufacturers were displaying.

Last year, we were let down by the lack of promotion of alternative energy technologies and the environment. Twelve months really made a difference. This year the word ‘hybrid’ was nearly everywhere you looked. Nearly every manufacturer had a dedicated area addressing hybrid engine technology or alternative fuel technology. There was also a lot of green messaging. Toyota had a huge ticker over their stand scrolling through simple tips to be kinder to the environment. Their luxury brand Lexus featured an upstairs ‘hybrid living’ lounge outfitted with sustainable furniture.

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