Models of the Driveway

Even with dark storm clouds gathered above the global auto industry, carmakers gathered at the 2009 Frankfurt Car Show to show off glitzy new models and fanciful concept cars. With a declining world market and an industry in turmoil, Portfolio.com looks at the new announcements to see which are backed by firm business cases and which will actually make it to market, such as this glitzy Audi R8 convertible aimed at wealthy consumers.

by Matt Vella

What Is It? A four-door supercar.

What's The Business Case? A raft of new four-door ultra-luxury vehicles are about to hit the market. Lamborghini and Porsche have similar models planned and other manufacturers are likely to follow suit. With prices upwards of $250,000 each, the market is small but extremely lucrative. Competition will be fierce and Aston Martin plans to be among the first out the gate.

Will It Happen? Definitely. Aston Martin's expansion plans require it to bring such a vehicle to market.

What Is It? A no-holds-barred convertible sports car.

What's The Business Case? Even in a down market, Audi has a broad new line of ambitious luxury vehicles. In 2006 it launched the $114,000 R8, a shot across the bow of then rival Porsche. Ironically, Audi's corporate owner VW recently announced deal to acquire Porsche creates significant competition within the company's portfolios. (The R8 will got toe-to-toe with the 911.) Nonetheless, though likely a low-volume seller, the convertible R8 is a key product for important markets such as Southern California.

Will It Happen? Definitely. Audi's bosses have Mercedes-Benz and BMW in their sights. Upscale models like this one are integral to their strategy.

What Is It? An electric city car.

What's The Business Case? Without a doubt, Citroen's REVOLTe hybrid concept is the ugly duckling of the Frankfurt show this year. What some find whimsical, others dislike—vehemently. The small electric hybrid was no doubt designed with the famous 2CV models, which celebrated its 60th anniversary last year, in mind. A number of manufacturers are toying with ultra efficient electric city cars likely to sell well in cramped metropolitan areas around the world.

Will It Happen? No. Widely panned, it isn't likely to hit roads anytime soon.

What Is It? A multi-purpose car aimed at families.

What's The Business Case? The Grand C-Max marks Ford's return to the mini-van market. Unlike any other current Ford product, this seven-seater features sliding rear doors which busy parents require. Ford is planning to build a slew of new vehicles based off its so-called C-segment platform. Ford executives say this architecture will eventually underpin more than 2 million new vehicles worldwide, lower production costs and boost margins.

Will It Happen? Definitely. Ford left the lucrative mini-van market to Chrysler, Honda, and Toyota two years ago and is hoping to make inroads with this new, more fuel-efficient model.

What Is It? A sporty luxury hatchback hybrid.

What's The Business Case? Lexus needs a compact luxury vehicle to combat similar offerings from Audi, BMW, and Mercedes-Benz. Its recently launched HS hybrid, an upscale version of the popular Toyota Prius, is not likely to attract speed-oriented younger drivers. What's more, smaller vehicles are vital to gaining a toehold in the European market, something that has frustrated Lexus.

Will It Happen? Probably. Despite mixed reviews, Lexus needs the product to stay competitive.

What Is It? An ultra-light stripped down sports car.

What's The Business Case? After 20 years, Mazda's Miata, a.k.a. MX-5, is the best-selling two-seat sports car in the world. Mazda's MX-5 Superlight is a stripped down version aimed at racing enthusiasts that have access to a track—not a massive market. The lack of extras—such as a roof—lowers weight dramatically and improve performance.

Will It Happen? No. The show car is a nod to diehard fans but won't make it to production.

What Is It? An obscenely fast supercar.

What's The Business Case? The union of Mercedes-Benz and tuner McLaren has not borne the fruit once hoped. Their co-created product, the SLR McLaren, never met sales expectations forcing marketers to drum up increasingly gimmicky special models to reach contractually mandated sales of 4,000 units. Now, Mercedes is unveiling its next supercar without McLaren, which will become available in 2010. The SLS AMG is a contemporary take on the classic Gullwing of the 1950s.

Will It Happen? Definitely. Mercedes-Benz needs an ultra-premium sports car to hone its brand image.

What Is It? A fully redesigned luxury sedan.

What's The Business Case? After years of neglect from corporate owner General Motors, Saab is finally receiving some attention as it prepares to part ways with its American masters. The previous 9-5 was overdo for an upgrade, having long ago ceased to be competitive with other similar sedans from luxury manufacturers such as BMW and Mercedes-Benz. This new model will allow Saab to begin rebuilding its tarnished credibility with consumers.

Will It Happen? Definitely. The outgoing model was introduced more than a decade ago. Time for an upgrade.

What Is It? A Lilliputian electric city car.

What's The Business Case? VW is calling the miniature E-Up! concept the Beetle of the 21st Century. The company claims the small electric vehicle provides 62 miles of driving at a cost of about $3, given current energy prices. A roof mounted solar panel helps regenerate the E-Up!'s electrical systems. The company thinks this efficiency and size will appeal to space-cramped consumers in Europe and Asia.

Will It Happen? Unclear. VW Chairman Martin Winterkorn says the vehicle will be available in 2013, but whether it will make it stateside is still up in the air.