The theme of this year's North American International Auto Show is trucks - with a new RAM from Fiat Chrysler, a new Silverado from GM, and a new Ranger from Ford.
But Honda is showing off a prototype of something a lot more fuel efficient.
The Honda Insight was introduced in the U.S. in 1999 - a year before Toyota's wedge-shaped Prius, which dominates the hybrid sedan market in North America.
Honda spokesman Jimmy Jenkins says the new Insight will not advertise its green credentials with its design.
"From a visual standpoint, the car's a hybrid but it looks like a traditional, nice-looking, very attractive sedan, " says Jenkins. "We saw that there's a customer base that's asking for a car just like that."
The Insight will be go on the market next year. It will likely get more than 50 miles to the gallon.
