TRAVERSE CITY -- Leaders in the automotive industry are in Traverse City this week sharing their visions of the future of the business.

The 2010 Automotive Conference at the Grand Traverse Resort started today. The group has been gathering for 45 years. It started in 1965 with only 30 people and now over 1,200 attend.

The Vice President of Research for the Center for Automotive Research says the conference is a chance to get out of Detroit and share ideas to improve the industry.

At today's conference - you could tell there was excitement in the air.

The attendance alone is proof that things are improving: 30% more people came than last year.

Industry leaders say car and truck sales are up, and its new technology and fuel-efficient vehicles getting much of the credit.

It's been a rough few years for automakers and anyone involved in the auto industry. One year ago 54 auto suppliers filed for bankruptcy.

"Last year was one of the smallest conferences in 30 years because of the 45% decline in the industry, and the bankruptcy of GM and Chrysler, and the suppliers had their travel budgets cut," said CAR Vice President Sean McAlinden.

This year auto sales are up 15%.

McAlinden says the most profitable auto maker is Ford Motor Company, and many of the other automakers used today as a chance to talk to Ford leaders about the key to their success.

"This is a really exciting time for our customers and for the auto industry," said Ford Safety Office Director Jim Vondale. "Technology is developing really fast now, and we've been on the leading edge of the development of that technology, and yes, things are getting better and they're going to get better as we progress."

Ford brought out their new rear inflatable seatbelts that will be revealed on the new Ford Explorer by the end of this year.

The new vehicle boasts 30% better fuel economy and ford hopes that, along with the added safety, will help boost sales of the once best-selling SUV.

The Michigan Department of Transportation displayed its Intellidrive System that would communicate your vehicle to response centers using wireless technology.

The conference shows all of this, and next-generation auto safety technologies and innovations right here in Traverse City.