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DETROIT - As automakers roll out futuristic concept cars and dazzling new vehicles at the Detroit auto show this week, one dominant theme is emerging — the sedan is back, and it’s bolder and better than ever.

For years, U.S. automakers haven’t placed a strong emphasis on the basic midsize passenger car, preferring instead to focus on building pickup trucks and sports utility vehicles that tend to be more profitable.

They have paid the price. As gas prices soared to record levels last year, sedans gained market share led by popular and dependable Honda Accord and Toyota Camry.

Now as automakers take a back-to-basics approach, the Camry — the best-selling sedan in the United States for eight of the past nine years — is a major target.

Many passenger vehicles unveiled at this year's North American International Auto Show  demonstrate a desire to refocus on the competitive midsize car segment, and automakers are taking direct aim at the Camry with more stylish, sporty models.

“It’s the resurgence of the passenger car, and it’s exciting,” said Rebecca Lindland, an automotive analyst at consulting company Global Insight. “The nice thing about the car for an automaker is you can really show more style and emphasize design, which is hard to do when you are designing a pickup truck.”

On Tuesday, GM unveiled its latest weapon against the Camry: The drastically restyled 2008 Chevrolet Malibu, featuring sweeping lines, a bold front grille and a wider stance atop a more powerful engine. Consumers often associate quality, fuel economy and safety with Asian manufacturers, but the Malibu can be equal or better in those categories, GM says.

The new Malibu will also try to make an emotional connection with consumers looking for an eye-catching midsize car while also offering practicality: GM’s five-year, 100,000-mile powertrain warranty. Pricing will start at $20,000 and a fuel-efficient gas-electric hybrid version is planned.

“Make no mistake — GM is back in the car game,” said Troy Clarke, president of GM’s North America operations. “Trucks have done well for us, but the mid-size car segment is large and it has been overlooked and our position in it has slipped for various reasons,” he added. “We are underdeveloped in this market and [the Malibu] is going to change that.”

GM is hardly alone in its assault on the Camry. On Monday, Honda showcased a concept coupe design for its top-selling Accord.

The car’s bold, youthful styling is almost exactly how the Japanese automaker’s 2008 model will look when it arrives in showrooms this fall and gives a sense of how Honda will restyle future Accords, said Dave Marek, Honda’s chief automobile designer.

“The Accord has grown up, so the styling had to grow up too,” Marek said. “This is more muscular: The buyer is more sophisticated, and so they expect more from the car.”

The sedan is enjoying a resurgence, Marek notes. He pointed to other passenger cars on display at the auto show, including Lincoln’s entry-level, midsize MKZ sedan and the Cadillac's four-door CTS sport luxury sedan.

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