Several long-awaited Tesla-fighting models from European automakers will be the center of attention at this year's Geneva auto show.
After years of dismissing talk of a Tesla threat, alarm bells went off when the Model S outsold the Mercedes-Benz S class and BMW 7 series in Europe for the first time last year.
If Tesla overcomes its Model 3 production glitches, traditional automakers will have a bigger cause for concern, Evercore ISI analyst Arndt Ellinghorst said in an investor note last week.
Jaguar's I-Pace electric crossover is seen by industry watchers as the first credible all-electric Tesla rival. Audi, Volkswagen and Mercedes-Benz also will showcase electric vehicles aimed at Tesla.
Geneva also highlights the industry's shift toward electrification in the top-end and lower price brackets. Bentley will debut its first plug-in hybrid, while Hyundai premieres a battery-powered version of its new Kona small crossover.
BMW's Z4 and Toyota's Supra successor are likely to be among the showstoppers. The automakers developed the sports cars together.
General Motors' former Opel brand, owned by France's PSA Group, is skipping the show with nothing new to offer. Fiat Chrysler Automobiles' Alfa Romeo, Jeep and Fiat brands will be there but without all-new products. Ford is limiting itself to showing the European version of its freshened Edge crossover, saving its big European launch of the year, the Focus, for a standalone event in April.
The show is open to the public March 8-18.
Here's a look at debuts planned.