The new cars are making their annual trek to Denver, and this time a few will be up for a test drive.

The Denver Auto Show opens to the public at 5 p.m. today at the Colorado Convention Center. Denver's is one of 93 yearly U.S. shows, a season that culminates with the show in New York next month, said Bill Barrow, general manager of Denver's show.

"People love them," he said.

The show gives the 180,000 or so attendees a chance to sit in, climb on and look under the newest of the new, including "concept" cars that aren't even in dealer showrooms yet.

This year, in an effort to spread the news and dispel myths about hybrids, Toyota is offering test drives in three of its hybrid cars, including the new Camry Hybrid, said Mary Nickerson, Toyota's national marketing manager.

"You'll see all three of the Toyota hybrids at the show, as well as some great interactive displays," Nickerson said.

In part, it's a celebration of the 10th anniversary of the Toyota Prius, launched in Japan in 1997 and one of the first two hybrid cars available in the United States. The other was a hybrid Honda Civic.

Since 2001, the number of hybrids available to U.S. consumers has grown to 13, and the category now includes sport utility vehicles.

A few years ago, prospective hybrid owners registered online and got a place on a waiting list. Now they buy at the dealership just as they would purchase any other car.

Demand for fuel-efficient hybrid cars from U.S. consumers rose from 0.4 percent to 4 percent between 2001 and 2006, with some buyers on their second or third Prius, Nickerson said.

Still, there are lingering misconceptions.

Toyota's Highway to the Future: Mobile Hybrid Experience display at the show aims to clear up lingering questions about hybrid cars and how they work.

"I would say probably the No. 1 first misconception is that they have to be plugged in. People sometimes walk around the car, looking for the plug," she said.

Other fuel-related buzz will be big this year as well, said Ivette Dominguez, owner and president of Alpine Buick Pontiac GMC in Denver.

New E-85 equipped GM vehicles will be on display, which Dominguez expects to become more popular as stations equipped to sell the fuel - which is 85 percent ethanol and 15 percent gasoline - open throughout the state.

The E-85 Initiative, backed by Gov. Bill Ritter, calls for the creation of 40 such stations in Colorado during the next year. Meanwhile, if the stuff isn't available, the cars also run on straight gasoline, Dominguez said.

Green topics are especially big with women, who now make about half the U.S. car purchases and influence another 15 percent of the car buying, she said.

That growing purchasing power is influencing other areas, including the car-buying process, Dominguez said. Women do more homework before going to buy, she said.

These days, buyers can often do enough advance work online - from selecting a color to qualifying for a loan - that it keeps the dealership visit down to about 30 minutes, she said.

There's been another resulting change as customers do their homework.

"There's definitely less haggling," she said.

Denver Auto Show

More than 550 new vehicles on display

• When: Today through Sunday; hours vary

• Where: Colorado Convention Center, 700 14th St., Denver

• Admission: $10 - adults

$2 - children 6 to 12

Free - children 5 and under.

Adults 65 and older get in free from 5 to 9 p.m. today only.

• Information: denverautoshow.com

What's hot

This year, it's a list of things that allows drivers to multitask, said Denver Auto Show General Manager Bill Barrow.

• Built-in sound systems for car phones and iPods are in big demand, as are in-car TVs and upgraded GPS systems, he said.

"I have literally seen sound systems installed in the grills of cars," he said.

• Manufacturers also are focusing on increased safety, including additional third-generation airbags that go above side windows.

forgrievej@RockyMountainNews.com or 303-954-5191

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