Click here to see pictures of the 2008 British International Motor Show

More than 600 cars from 60 manufacturers will go on show today at the British International Motor Show which will feature lavish launches, world premieres, concept vehicles, supercars and an air of glamour and confidence, but the industry as a whole is suffering of a period of downturn.

Rising inflating and steadily increasing fuel costs have lead to a 7.9 per cent fall in car sales in Europe this June, with Toyota and General Motors reporting double-digit monthly declines, according to the European Automobile Manufacturers Association.

Geoff Cousins, Managing Director of Jaguar UK, says that the British motoring industry is facing a difficult period in which consumers are simply buying fewer cars.

Pictures: British Motor Show

Photographs from the 2008 British International Motor Show at the ExCel Centre in London

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“Obviously the recent economic credit crunch and other indicators are starting to hurt the car business. Particularly at the top end where people are putting off some purchases. Rather than spend now they are having a think about what’s going to happen in the future, and the easiest thing you can do is not purchase a car,” said Cousins.

In spite of this, the 2008 year’s British International Motor Show highlights the initiatives the world’s major manufacturers are undertaking to meet the threats the industry faces. Specifically, emphasising pleasure in motoring and environmental concern.

This year’s show features one of the largest collections of zero emissions vehicles ever assembled in the UK. Paul Everitt, Chief Executive of the Society of Motor Manufacturers and Traders described the show as “an important showcase for efforts the industry is making to help reduce CO2 emissions and meet the challenges of climate change.”

Most of the zero-emissions vehicles on display are on sale now, including one of the world’s most desirable cars and the poster child for eco-chic, the Tesla Roadster. Silently accelerating from 0-60mph in 3.9 seconds, the Tesla recharges in 3.5 hours and has a range of 220 miles, easily enough for a long daily commute. But with a price tag of £79,000 buyers will be hoping that Tesla’s calculation that the car will cost approximately 1.3p per mile to run is accurate.

Other green cars on display include the revamped 2008 G-Wiz i, as well as the new Nice MyCar, a G-Wiz rival that goes on sale this Autumn with a price tag of around £9,000. Also on display is a new all-electric offering from Smart called the ‘eg’ which is currently being trialled in the UK with a view to going into production in 2010.

Other major launches at the show include the final unveiling of the new Lotus Evora, long codenamed Project Eagle, the marque’s first all-new model since the mid-90s. Lotus is looking to broaden its market, and provide a credible alternative to the Porsche Cayman. The Evora is likely to cost around £50,000 and will be able to accelerate from 0-60mph in under five seconds.

Lotus chief executive Mike Kimberley said yesterday: “The Evora is the biggest milestone Lotus has achieved since the Elise 13 years ago. It represents the core values of performance through light weight and efficiency and proves that you can have phenomenal performance, fuel efficiency and an elegant design.”

Elsewhere Ford brought Strictly Come Dancing champion Alesha Dixon to the party to launch the new Fiesta. 12 million Fiestas have been sold around the world since 1976, and 103,000 sold in the UK last year alone. Without question this is an important launch for the manufacturer.

Prime Minister Gordon Brown made an appearance at the show as well, attending the launch of the new Vauxhall Insignia. Aiming to meet the standards of luxury and design of the Ford Mondeo – a car which Jeremy Clarkson described as “exceptionally good looking” – the new Insignia has a cabin that feels plush and an exterior to match.

General Motors describes the midsize saloon as “green”, and have branded it with the Ecotec badge. The “Ecotec Insignia will set a new benchmark for low CO2 and powertrain performance,” said Carl-Peter Forster, president of GM Europe, at the unveiling.

Alfa Romeo presented the last of the major premieres with the new Mito. Sergio Cravero, Alfa Romeo's Marketing Director said that the car “marks the first step in a brand relaunch that builds towards the (company’s) centenary in 2010.” The Mito's debut in the UK has been seen by some as a direct challenge to Mini. It will be produced with five different engines: three petrol and two diesel. The top engine is the 155bhp 1.4-litre TB turbo. Orders for the car open in October with first deliveries beginning in January 2009.

Other new cars and concepts from Bentley, Land Rover, Jaguar, Citroën, Honda, Nissan and more feature at the show, alongside live acts including Blondie, UB40 and Status Quo. The British International Motor Show runs from the 23rd of July until the 3rd of August.