CNBC goes behind the scenes of the 84th Geneva International Motor Show, which will open to the general public on Thursday, to bring you some of the highlights.
With over 700,000 visitors expected this year, some 900 vehicles from the world's major automobile manufacturers will be battling for attention.
This year's edition also includes a test track for electric cars and a retrospective of the 90 years of the legendary Le Mans 24 Hours race.
By CNBC's Nancy Hulgrave and Alice Tidey.
To celebrate its 101 years in business, Aston Martin is to launch two new models, including the special edition V8 Vantage N430 (pictured).
"Dramatic colours. Intense styling. N430 celebrates our racing heritage with a playful twists", explains the group on its website.
Why N430? Because the car boasts an impressive 436 horse power.
Jaguar has unveiled its new XFmodel, one of two of its vehicles capable of reaching a speed of 186 mph.
"Combining real-world versatility with electrifying performance, the XFR-S Sportbrake brings Jaguar's sporting character to life in a truly engaging car", Dean Murden, Jaguar's vehicle program director said in a statement.
The car will be available for purchase in the U.K. in April and will be available from £82,495 ($137,612).
"It's like a time machine. Only faster" is how Lamborghini describes its new Huracan LP 610-4 model, designed to replace its best-selling Gallardo.
The Italian group did not announce the price of its new car, but revealed that it had already received several hundred bookings. It will start delivering in spring 2014.
The Rolls Royce Ghost car, launched in 2009, has been the "backbone of the success story we generated", Rolls Royce CEO, Torsten Muller-Otvos, told CNBC from the Geneva Motor Show.
After five years of waiting, the brand has finally delivered an upgrade it hopes will make the series' "growth pattern continue for the years to come" added Muller-Otvos.
Priced at 260,000 euros ($357,500), the car is "the ultimate business tool" for entrepreneurs, and will offer a "pure magic carpet ride" to its owner, promised Rolls Royce CEO.