The Geneva motor show opens this week with a flurry of launches and events as manufacturers debut new models, concept cars and technical and environmental innovations.

The 78th Auto Salon, held in the Palexpo hall, a huge exhibition centre near the pristine Lake Leman, will host significant new offerings from Ford, Mercedes-Benz, Toyota and Volkswagen as the major marques aim to position themselves in a rapidly changing market.

As the motoring industry moves towards a greener agenda, with drivers demanding better fuel efficiency, many new models incorporate technologies designed to reduce fuel use.

Existing approaches range from Saab's BioPower option, which allows cars to run on bioethanol, to what BMW calls EfficientDynamics – a range of engineering improvements designed to reduce weight and increase the efficience of the engine and transmission. Further developments, including cleaner fuels, hybrids and electric cars, are expected in Geneva.

Among the hotly anticipated events is the European debut of Tata Motors’ no frills Nano, touted, when it was announced in Delhi, as the world’s cheapest car. Despite its presence at the show, it is not expected to go on sale in Europe for several years.

At the other end of the spectrum, Rolls-Royce will be presenting its stunning new Phantom Coupe, based on the 101EX, an experimental hand-built car Rolls-Royce first showed in 2006.

Morgan, the independent British carmaker, will present its LifeCar, a concept which combines vintage styling with a cutting edge hydrogen fuel cell. The intention, according to the Morgan website, “is to demonstrate that a zero-emissions vehicle can also be fun to drive.”

Ford will unveil a new Fiesta, which has appeared in previous incarnations as the Verve design study in Frankfurt and Detroit. The new model aims to distance itself from its forbears with clean sporty lines and a compact stance. The new Fiesta will go on sale in Europe this autumn, but won’t reach Asia or North America until 2009.

A number of old names will be seen at the show, with new versions of models such as the VW Scirocco and Lancia Delta among familiar friends which date back thirty years or more.

Having appeared as a concept in motor shows since last year, a market-ready version of the Toyota iQ will debut in Geneva. The urban compact car can carry three people. Also on offer will be the sporty new Mini John Cooper Works.

Rinspeed will also present their madcap new concept car, the sQuba, which they claim is the world’s first submersible car, directly inspired by James Bond's Lotus in The Spy Who Loved Me. The vehicle promises to be able to drive on land, float on the surface of the water and also dive to a depth of 10m (33ft).

New technologies such as the wiperless windscreen, and Microsoft’s collaboration with Fiat to produce “in-car connectivity” will also be on show, plus a broad range of gadgets, accessories and more. The 78th Auto Salon runs from March 6 to 16.

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