Carmakers have found their swagger against after years of worrying about making cars cheaper and more fuel efficient.
Here's a look at what it was like at the car show in Geneva, where manufacturers put their best and latest on display. The crowds flocked around supercars as well as luxury models from the likes of Rolls Royce. Prototypes using cutting edge technology and daring design also got attention.
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The show is open to the public from March 5-15.
Photographers Laurent Cipriani, Martial Trezzini and Sandro Campardo contributed.