The Detroit Motor Show is now under way, one of the biggest collections of petrol heads and new cars in the world.
But what will the annual showpiece of the American car industry mean for our local brands?
For Land Rover, who aren't showing off anything particularly new, it is going to be a case of more of the same.
And why not - the Solihull firm has just posted its best ever year for sales, with 185,000 vehicles sold around the world?
But for Jaguar, which is unveiling the convertible version of its new XK sports car, it really is crunch time.
The car features in the company's new £20 million advertisement campaign which begins this week.
It is vital for its plans to stem losses, which although reduced stood at £430 million in 2004, the last year they are available.
Jaguar has aimed at high volume production with the X-type and S-Type, but sales still fell - down 19 per cent to 26,300 vehicles last year.
From the outset the X-type was derided as a Ford Mondeo with a Jag badge, while both cars have failed to make huge inroads into markets dominated by BMW, Audi and Mercedes.
Plans to sell 200,000 a year were shelved, and the company had to change its strategy to concentrate on more high value, luxury products, where the margins are higher.
But this is a bit worrying - if you aim low what happens if you even miss that?
Meanwhile Jaguar has been saddled with the costs of running a huge factory but making fewer cars.
Although early reviews of the company's new XJ haven't been too kind, with designer Ian Callum's work being described as dull and derivative, sales look encouraging with 4,000 units already finding buyers.
Having not managed the leap to becoming a truly volume manufacturer, Jaguar is now attempting to become more of a niche player - competing with specialist producers like Porsche.
One welcome development is the change in showrooms, with British racing green rather than the Teutonic black and silver of the Audis, and BMWs.
Although all new car launches are vital for companies, representing years of effort and millions of pounds of investment, this one seems critical.
Recent speculation has mounted that Ford was looking to cash in on the company it paid £1.6 billion for in 1989 and which has never made it any money.
Jaguar has said the recent capital injection shows the commitment of its parent, but how much longer it is prepared to keep bailing out the troubled offshoot is a moot point.
With Ford expected to announce 30,000 job losses, it cannot conceivably carry on paying out while cutting back its American heartland.
Ford may not be looking to sell up, but if the XK is not a success, then even greater changes are likely.
The company could be sold, shipped over to Mexico for lower cost production, or allowed to disappear like other famous British marques like Healey and Jensen. The XK has to be a success, it is that serious.