Europe's biggest motor show opens in Geneva this week with the region's carmakers facing tough times from slowing economic growth, higher fuel prices, the strong euro and rising raw material costs.
Manufacturers are hoping that the large number of new cars on show will offset a weaker market from hesitant buyers and governments taxing exhaust emissions.
In recent years European car sales have been losing steam. From 14.8 million in 2004 they reached 15.2 million in 2005, 15.8 million in 2006 and 16 million last year.
Concept cars on show at Geneva include British company Morgan's Life, which stands for
Lightweight Fuel Efficient car. Morgan's Matthew Parkin explained: "The Life car sitting behind me is very different from anything else at the Show. It is very light. It is made of aluminium and so keeps the weight down and this one runs on hydrogen. But we don't use batteries and we can do an equivalent of 1.9 litres of petrol for every 100km. Which is amazing!"
In that vein this year's Geneva Motor Show is greener than ever. Many manufacturers are offering models that run on alternative fuels, renewable or otherwise.
One of the strangest vehicles being shown at Geneva is home grown. The Swiss firm Rinspeed is showcasing its sQuba submersible car powered by electric motors. It is inspired by the Lotus sports car that was able to convert to underwater mode in the James Bond film The Spy Who Loved Me.
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