THERE was a time when the Philippine car buyers depended entirely on the pitches of car salesmen, the say so of trained and seasoned motoring journalists who published reviews in car magazines and newspapers, and the slow thread of information coming from other countries, that gave them an idea of what is hot and what is not.
Car shows were limited to those done by enthusiasts, in which car makers failed to see the value of taking their products to market. Apparently, in those days of market segmentation and customer segregation, there was little or nothing that would cut across brand new car buyers, the used car market and the tuning enthusiast. Each had their own niche–except for the automotive brands–they were happy in their own little spaces, at dealerships, and in malls.
Then in 2006, a group of motoring journalists, including Uly and Jason Ang and Alvin Uy broached the idea of multi-brand car show with the feel and the likes of the international car exhibits like the Los Angeles Auto Show and the Tokyo Motor Show. The first Manila International Auto Show (MIAS) was held from April 6 to 9 at the World Trade Center where is covered the full 20,000 square meters of exhibition space at both halls of the venue.
The first show in 2006 featured almost every brand: Audi, BMW, Chevrolet, Chrysler, Dodge, Ferrari, Ford, Honda, Hyundai, Isuzu, Jaguar, Jeep, Kia Motors, Maserati, Mazda, Mercedes-Benz, Mitsubishi, Nissan, Porsche, and Toyota. Aside from static displays, numerous test drives were available.
Car launches included 8th generation Honda Civic, the Jeep Commander, the Chrysler Pacifica luxury wagon, the new Toyota Previa, the 265 horsepower (198 kW) Nissan Murano, the new Kia Rio sedan and hatchback, and the new Hyundai Santa Fe SUV.
MIAS opened the local market to get a look-see into cars and do what they could not do inside a dealership. Move from display to display, take down notes, see, smell and feel the cars, then find a deal which in most cases opened up a new tier of automobile buyers–the car show crowd.
Traditionally, car buyers in the Philippines have focused primarily on the price of the vehicle, fuel efficiency, and the availability of spare parts. However, the MIAS has helped to shift the focus to other important factors, such as design, performance, and technology.
One of the key ways the MIAS has achieved this is by featuring concept cars and futuristic designs that challenge traditional notions of what a car should look like. These designs are often sleek, modern, and cutting-edge, with advanced technologies that make them more than just a means of transportation.
In addition, the MIAS has also highlighted the importance of performance and driving experience.
“I think test driving was a very important component in influencing the buyers,” Rodney Samoza, a car sales executive shared. “Car enthusiasts can get up close and personal with all kinds of vehicles–from entry-level to high end. They are able witness live demonstrations of the car’s capabilities, which is so important in closing sales.”
Moreover, the MIAS has also focused on promoting the latest in automotive technology. From hybrid and electric vehicles to connected cars and autonomous driving systems, the MIAS has showcased the future of the automotive industry. This has helped to educate car buyers about the latest advancements and trends, and how they can enhance their driving experience.
AN INTERACTIVE PLATFORM
By showcasing cutting-edge designs, emphasizing performance and driving experience, promoting the latest automotive technology, highlighting locally made vehicles, and emphasizing safety, the MIAS has helped to shift the focus from price and fuel efficiency to other important factors that contribute to a truly exceptional driving experience. As the automotive industry continues to evolve, the MIAS will undoubtedly continue to play a crucial role in educating and inspiring car buyers in the Philippines.
“The MIAS formula worked for many car makers and opened healthy competition for dealers,” says Anton Chua, an automotive enthusiast and used car dealer. “For the first time, the car buying public was able to make comparisons right on the spot and even facilitate deals or negotiate for later.” Chua said that he actually bought a Nissan X-TRAIL after the dealer at MIAS promised him a good deal, which was closed on the dealer floor, two months after the MIAS.
MIAS organizers originally had the automotive industry in mind in 2006.
But the organized automobile association, the Chamber of Automotive Manufacturers of the Philippines, Inc. had their own motor show in mind–the Philippine International Motor Show (PIMS) which would have featured vehicles of member and a segment for car distributors of brands not part of CAMPI. companies. Thus, in 2008, the CAMPI detached itself from MIAS. The PIMS happens every two years while the MIAS is held annually.
Nothing was lost with the divorce. An unseen energy developed between the two shows which only benefitted the automobile buyer.
Now at the forefront of the automotive industry, MIAS has consistently shown the constant flux of the industry, from showing the biggest car brands in the world to giving you a look at retro cars, MIAS allows guests to visit the past and future of the automotive industry.
SHAPING MOBILITY
Through a theme of “Shaping Mobility”, MIAS, along with the rest of the industry, has shown a desire for progress, for the industry, and for mankind. Since MIAS’ establishment in 2005, the event has seen evolutions in cars, and in turn its mobility.
Shaping mobility, at its core, is more than just moving people from one place to another, but is also about moving the economy forward. Creating an efficient economy through the help of the automotive industry.
With the Philippines’ growing population and urbanization, the need for efficient and reliable transportation has become increasingly important. The automotive industry plays a crucial role in meeting this demand by providing a range of vehicles that cater to different needs and preferences.
It has seen the automotive improve, evolving into its current models of eco-friendly and highly efficient transportation devices that meet various customers’ different needs.
As a partner and witness of the industry’s evolution, MIAS has also become a platform for industry professionals to network and explore new business opportunities. These business connections done through MIAS also helps the growth of an industry, allowing different automotive companies to aftermarket companies to expand their business by connecting them to customers.
MIAS shows an ever-growing automotive industry. MIAS has become a window to an important industry and allows onlookers to witness its impact in the country. It has provided an important look to an industry that is a top mover of the Filipino economy, from affecting employment opportunities to affecting even the transportation & logistics industry, MIAS has become a gateway for people to witness this mobility in action.
RUSS SWIFT, MIAS LEGEND
Russ Swift, the legendary stunt driver, first graced the 2010 edition of the MIAS.
Swift’s first performance at the MIAS was a jaw-dropping display of his skills. He showcased his precision driving techniques in a compact Subaru Impreza, weaving in and out of a tight obstacle course with incredible speed and agility. The audience was amazed as he executed seemingly impossible stunts, including handbrake turns, high-speed drifts, and 360-degree spins.
Throughout his performance, Swift’s precision and control were on full display. He maneuvered the car with such ease that it almost seemed like an extension of his body. His mastery of the vehicle was evident, and the audience was in awe of his driving skills.
But Swift didn’t stop there. He then invited a few members of the audience to join him on stage, offering them a chance to experience the thrill of his stunts firsthand. The lucky volunteers got to ride with Swift as he performed his signature moves, and their reactions were priceless.
“I had my heart in my throat but I was not scared at all,” Sarah de Leon narrated. “It was a lucky draw and it was my younger brother who was actually selected. It was supposed to be my mom who was to join him but she chickened out, so I was left to do the babysitting duties. It was really thrilling, but I saw how Russ handled everything so capably. I really wasn’t scared.”
One of the most impressive moments of Swift’s performance was his ability to drive on two wheels. He tilted the car onto its side, driving on only the two right wheels, while balancing a tray on the left. Swift then proceeded to pour a glass of water onto the tray, demonstrating the precision and control he had over the car, even in such a precarious position.
Swift’s performance was not just about entertainment; it was also a display of his driving skills and the capabilities of the Subaru Impreza. Swift has been a professional driver for over three decades and has performed stunts all over the world. He has won numerous awards for his precision driving and has even set a Guinness World Record for parallel parking in the tightest space.
Swift’s passion for precision driving and his dedication to his craft were evident in his performance. He has trained extensively to perfect his skills and has worked with some of the biggest names in the automotive industry. He is also a renowned driving instructor, and his courses are popular among aspiring stunt drivers.
SHAPING MOBILITY
MIAS organizers are inviting the public to once again experience the interactive and customer-centric show that it is. The 2023 edition–Number 18 in its chronology–promised to be bigger and more exciting.
“Witness the launching of the latest vehicles from our participating brands through the Mobility Marathon. Petron will once again host the Customs and Classic car competition while Subaru will showcase the Russ Swift Stunt Show. All these and more at the Manila International Auto Show 2023 April 13-16 at the World Trade Center Metro Manila,” MIAS organizers said. The MIAS 2023 is organized by Worldbex Services International.
Vision-V: Changan at the 2023 Manila International Auto Show
Changan Motor Philippines, Inc. (CMPI), the official distributor of Changan passenger cars, goes “Beyond Vision” with a formidable line-up of lifestyle vehicles at this year’s Manila International Auto Show (MIAS).
Headlined is Vision-V, Changan’s signature design philosophy, and the concepts that inspire the Changan V logo–Vision, Value, Vitality, Variety, and Velocity.
Vision-V is about empowering Filipino motorists to reinvent the daily drive in ways creative, future-forward, delightful, and sustainable. Reinforcing the brand push is the word play on the Changan V: “V imaginative,” “V stylish,” “V smart,” “V safe,” and “V powerful.”
Changan at MIAS is poised to show proof of the brand’s performance and excellence in auto-making through vehicles that have made their mark in the industry since the brand’s formal entry to the market in 2020.
Among these is the widely popular CS35 Plus with its very own 100,000 km zone at the exhibit. On display is the exact unit that several members of the motoring media drove for the 100,000-km endurance test drive. The unit stands proof to the quality and road-worthiness of a Changan, long after it has clocked in thousands of kilometers before the five-year mark. Note that when a car has accumulated total mileage of 100,000 km (or an estimated five years of ownership), this usually signifies that it is already past its prime.
The Uni crossovers, Uni-T and Uni-K, will also be on full display to capture the imagination of fans of hi-tech vehicles. These crossovers represent the first in a series of Changan’s Vision-V.
Vision-V is the brand’s current design philosophy that ushers in a new era in auto-making. This powerful fusion of above-class design and intuitive technology is conceived to deliver a singular next-level driving experience.
The CS55 Plus–the newest in Changan’s stable of lifestyle movers to date–is also set to turn heads, as it brandishes both wild, exhilarating engine power and a mannered, polished style that will captivate drivers looking for a crossover that boasts of elegance and excitement.
Rounding up the Changan exhibit at the MIAS are CMPI’s reliable best-sellers to date–the Alsvin sedan and the New CS35 Plus, which further amplify the reliability of the brand through upscale convenience and Safe-Tech features that make driving enjoyable for the daily grind and virtually anywhere.
CMPI is full steam ahead in making its mark in the auto industry on the back of its stellar performance in 2022: 221% growth, reflecting the global performance of Changan (US$12.4-B); the inauguration of the CMPI National Headquarters; and the strength of Changan Philippines’ 18-strong nationwide dealership network.
“Our participation in MIAS represents our full commitment to shape the local mobility landscape through people movers that go beyond our collective vision of vigor, vitality, and sustainability for the country’s automotive industry,” said CMPI President and CEO Maria Fe Perez-Agudo. “We look forward to bringing Changan’s lifestyle vehicles, and more importantly, the values of the Changan V, closer to Filipino motorists, to have them enjoy more comfortable and fulfilling journeys, the Changan way.”
