CHARLOTTE, N.C. -- With the auto industry in turmoil over a bailout that Congress isn't enthusiastic to give, Charlotte's auto dealers are putting on a brave face to host their annual Charlotte International Auto Show.

The yearly event features the newest products for each manufacturer and concept models, too. It is open to the public at the Charlotte Convention Center with a $12 ticket Nov. 20-23.

It is no secret that the auto industry is in trouble. Sales are off 30 and 40 percent. Automakers were stunned first with high gas prices as customers changed their preferences, and then by a credit crunch that made it hard to borrow money.

Today, consumer spending is the issue, and dealers don't anticipate much change in that in the months ahead. So what's a dealer to do?

"That's a good question," said J.B. Tillery of Hendrick Lexus. "We're still trying to figure that out."

Some are offering steep discounts and incentives to get customers in the door. Ford, Mercury and Lincoln are offering Employee Pricing Plus through the year end. Lexus is running a "December to Remember" event. In a brand new commercial, the National Automobile Dealers Association brags that now is the best time ever to buy a car.

Those incentives may help stimulate sales, but most dealers are aware that they are in for a tough road ahead.

"It is no doubt a tough time, and we expect next year to be tough as well," Ford Regional Sales Manager Glen Graves said.

All of the companies who spoke with NewsChannel 36 say product is still king, and their companies must focus on both quality and fuel efficiency.

Ford says it's trying to unseat Toyota as the most fuel-efficient automaker. Their 2009 Hybrid Fusion gets 5 mpg better than a hybrid Camry, Graves said.

Todd Burgie of Folger Subaru of Charlotte brags that the Forester is the Motor Trend SUV of the year.

"People are still looking for value when they buy a car because it's a long-term investment," Burgie said.