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LAST year, the formal members of the Chamber of
Automotive Manufacturers of the Philippines Inc. (CAMPI) brought to
fruition their long-held dream of organizing an industry-initiated
motor show. Prior to this, car shows in the country had invariably
been staged by third-party event organizers—like Worldbex’s
Manila International Auto Show, for instance. But wanting to show
solidarity—and some say political muscle—CAMPI decided to shun
non-industry motor shows and even threatened to penalize those
members who supported them. Very self-defeating, if you ask me. . .
but that’s another story.
Thus was born the Philippine
International Motor Show (PIMS). Depending on whom you ask, it’s
either the industry’s genuine attempt to spur the growth of its
members’ businesses, or just another proof that the powers-that-be
have the brawn to make others play by their rules.
If you ask CAMPI president
Elizabeth Lee, her group is on the right track. “With over 60,000
visitors in attendance last year, our very own motor show was a
resounding success,” she says. “The results were pretty amazing.
For the first time ever, the Philippines had its first truly
international car show. People came in droves like never
before—people from almost all walks of life.”
Of course, if you ask non-CAMPI
members, well, it’s another story. “If they truly care about the
growth of the entire local car industry,” wonders one marketing
officer of a non-CAMPI carmaker, “why do they prohibit their
members from participating in other car shows and doing good
business out of their own accord?”
From a neutral corner, this
certainly looks like a rift between two factions in the local
industry: CAMPI members versus the rest. CAMPI insists that
non-members are always welcome to join its motor show. Non-CAMPI
members scoff at the invitation, pointing out that the floor plan
alone indicates they are to play second fiddle to their CAMPI
counterparts. And so the cold war persists.
Of course, you can’t deny that
an industry umbrella organization always has the upper hand. Its
members are the industry leaders, with impressive funding for their
marketing campaigns. They’re the ones who can splurge big-time on
booth displays, and they’re the ones who can afford to ship in
eye-popping concept vehicles. Truth be told, I was pretty amazed the
other major car show—the Manila International Auto Show
(MIAS)—still managed to mount a decent event earlier this year.
Worldbex has the resolute allegiance of non-CAMPI members Motor
Image Pilipinas (Subaru), Ford Group Phils. (Ford and Mazda), CATS
Motors (Mercedes-Benz, Chrysler, Dodge and Jeep), Jaguar, Chery and
Chana to thank for it.
But to keep this other motor show
going year after year on their own would be a test of devotion and
financial resources. If this year’s PIMS—scheduled from August
21 to 24 at the World Trade Center in Pasay City—is hugely
successful, I find it hard to imagine the non-CAMPI members not
succumbing to the pressure of jumping ship. Then again, the
animosity seems so deep-seated each faction would rather lose money
than join hands with the other.
As an obvious nod to the raging
issue of the day—rising fuel costs—the second PIMS will have the
theme, “Drive the Future: Toward Safer and Cleaner Motoring.”
Expect then a lot of displays that feature fuel-efficient and
low-emissions vehicles and engines, as well as seminars on how to
drive economically and how to reduce one’s carbon footprint.
CAMPI says this year’s edition
of its motor show is physically bigger, with the total floor area to
be increased by 30 percent to 11,000 square-meters. If there’s one
clear advantage PIMS has over MIAS, however, it is its ability to
feature never-before-seen (at least locally) concept and production
vehicles. And the upcoming event is guaranteed to teem with such
four-wheeled highlights.
Toyota, for one, is displaying
the A-BAT (Advanced Breakthrough Aero Truck), which is a hybrid
concept pickup. Honda, meanwhile, will show off the
second-generation Jazz, the much-awaited subcompact hatch in these
times of P60-per-liter of fuel. Mitsubishi is importing the i-MIEV
electric car, a cute city mover that you can charge like your mobile
phone. Nissan, for its part, is unveiling the next-generation Teana
sedan. And Isuzu has something for the fairer sex with the Crosswind
Sportivo Ladies Edition.
The Europeans, of course, have
also vowed to impress. Volvo is bringing in the XC60, the Swedish
carmaker’s bet against the BMW X3. BMW is officially launching the
X6, touted to be half-SUV, half-coupe. And Audi is sure to turn
heads with the jaw-dropping R8 performance car.
And let’s not forget the
Koreans. Hyundai is, in fact, expected to display the most number of
new vehicles: the i10 mini car, the i30 small hatch and the Genesis
luxury sedan. Kia, on the other hand, is taking the wraps off the
Borrego midsize SUV.
By the looks of it, this year’s
staging of PIMS is going to be a spectacular one, controversial
politics notwithstanding. That’s always good for the auto
industry, and more so for the country. “Having a motor show of
international caliber helps put our local car industry—and the
Philippines for that matter—on the global map,” asserts Lee.
I only hope that if and when the
Philippine car industry is finally on that map, it shall include all
the carmakers doing legitimate business here, not just a few big
ones who conveniently relegate the small players to the sidelines.
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