MIAS 2011: Auto show and tell

MANILA, Philippines - “Today, the marketing of cars does not only focus on power, looks, comfort, and maneuverability, but also emphasizes safety. In the buying of cars, consumers also consider safety as a major criterion,” said Automobile Association of the Philippines (AAP) president Augusto Lagman at the opening of the Manila International Auto Show (MIAS) last week.

Staged from April 7 to 10 at the World Trade Center, the 2011 edition of the auto show was themed “Automotive Evolution,” with the aim of highlighting contemporary vehicles’ advanced capabilities in terms of technology, fuel efficiency, performance, while providing “a glimpse of what lies ahead in the cars of the future”. The year’s staging is the biggest yet, with a total exhibition space of 24,000 square meters – which included floor area of the adjacent Philippine Trade Training Center. More than 20 brands were featured in the much-anticipated event.

As the guest of honor at the ribbon-cutting ceremonies, Lagman exhorted the auto industry to build safer cars even as the AAP will continue to lobby for safer roads. He also said that, come May, the world will observe a “decade of action” towards road safety. The Global Road Safety Partnership (GRSP), the Philippine chapter of which Lagman chairs – aims to save five million lives.

He continued that motorsports like F1, while providing exhilarating entertainment for millions worldwide, are also a proving ground for advancements in auto development. He noted that the last fatality in F1 remains to be the great Ayrton Senna – who was killed in a crash while leading the 1994 San Marino Grand Prix.

Consequently, “circuits and cars have been made safer,” underscored Lagman.

Highlights of the 2011 MIAS included the Subaru-Russ Swift precision driving show, a classic, vintage, and custom car competition, the European Mobile Media (EMMA) competition, a photo contest and exhibit, and other celebrity driver appearances.

The show was also an occasion for participating brands to announce developments and unveil new models.

For instance, Ford Group Philippines (FGP), which participated in the MIAS via its biggest ever show area of 1,000 square meters, featured its whole portfolio of vehicles in a well-designed showcase. Local rock band The Dawn even performed a number following the presentation of FGP execs. 

“We had to close the entrance doors of the World Trade Center last Sunday for six times because of the swelling crowd. We neted to provide some form of crowd control to avoid any problems. The entrance doors were temporarily closed for a few minutes each time to make sure the crowd finds its way into the main hall and relieve the pressure first,” said Annabel Mariano, AVP for Operations of the World Trade Center Metro Manila.

Subaru, for its part, unveiled the 2011 iteration of its SUV vehicle, the Forester – helped unveiled by precision driver Russ Swift.

The ultimate one-stop auto destination, the 2011 MIAS also partnered with BPI Family Bank to provide on-site car financing deals. The Manila International Auto Show 2011 was presented by BPI and organized by Worldbex Services International. Held yearly since 2005, the MIAS has been attended by an average of 60,000 motoring enthusiasts per staging.