Car Brands Tout Performance at Chicago Auto Show

The Chicago Auto Show that opened to the public over the weekend provided confirmation that, the way brands selling cars in the U.S. market see it, 2012 is the year for a return to performance and fun.

Despite gasoline prices that remain stubbornly high at around $3.50 a gallon, and a continued proliferation of relatively staid hybrid and all-electric new models, automakers are emphasizing horsepower and design flair with what they're highlighting this year at the annual Chicago show:

Ford: A 650-horsepower, Shelby GT500 convertible version of the Mustang is the belle of this ball for Ford, debuting not only for American car-buyers but, potentially, for global markets. Ford is using the show to celebrate the 20th anniversary of its high-performance Special Vehicle Team sub-brand.

Hyundai: The Korean automaker is using the show to highlight its 2013 Elantra GT, a performance version of the car (which was touted at the Super Bowl) that goes on sale this summer. Also unveiled at Chicago: an Elantra Coupe. The 2012 Elantra was named the North American Vehicle of the Year at the North American International Auto Show in Detroit last month.

Nissan: Bringing a taste of what it called "hot performance" to the Windy City, Nissan debuted a new 2013 370Z at the show, which is scheduled for nationwide sale in June. It features decidedly not-mileage-focused enhancements such as revised 19-inch aluminum-alloy wheels, red-finished brake calipers and "Euro-tuned" shock absorbers. Nissan also launched a social marketing campaign to accompany the unveiling, called Project 370Z, which allows fans of the car to crowd-source design suggestions for a one-off 370Z.

Kia: Kia unveiled its Track'ster concept vehicle, described as the Kia Soul hatchback "on steroids," that hints at the vehicle's future design direction with "inferno orange" accents and other innovations.

GMC: While every new vehicle model these days boasts at least somewhat improved gasoline mileage, the new 2013 GMC Acadia which bowed at Chicago isn't a fuel-sipping wonder. It's a new version of GMC's popular crossover that boasts up to 24mpg but also features including first-on-the-market front-center air bags, which are "designed to work with the vehicle's other air bags and safety belts to collectively deliver an even more comprehensive occupant-restraint system," said a brand executive in a press releases.

Toyota: The automaker is using Chicago to unveil its 2013 Land Cruiser, a full-sized SUV that gets restyled front grille and headlights and other design touches. Also at the show, Toyota is highlighting its hybrid lineup in a patrtnership with Hasbro, built on a ride around a Monopoly-themed, "eco-friendly" course right in McCormick Center. 

So the industry's green tide rolls on. But Chicago's performance twist shows that auto makers still know how to have fun as well as save the planet.