But now in its third year of ownership by Geely of China, the surviving Scandinavian auto brand is counting on a new marketing campaign and more confident positioning to spark an American revival in the short term while waiting for a fresher, broader product line to provide long-term prosperity.
Also at the auto show, global automakers including Mercedes Benz and Nissan and local brands such as Geely Holding Group, which owns Sweden's Volvo Cars, and Great Wall Motors Co. showed new SUVs or SUV concept vehicles.