Auto Shanghai 2011

SHANGHAI, CHINA – As far as automobile exhibitions are concerned, few in the Asian region come close to Auto Shanghai. Founded in 1985, it is the first truly professional international auto show in China. Held at the heart of Asia’s fastest rising emerging market, it comes as no surprise that – after only 14 stagings, – it has become Asia’s largest, if not most important. The Philippine STAR was among the handful of media outfits invited to cover the opening of Auto Shanghai 2011. Here are a few highlights from the show, which is ongoing until the 28th of April.

• Auto Shanghai 2011 is enormous! Its full display area totals close to 200,000 square meters. It has close to 2,000 automobile-related exhibitors from 25 countries all over the world. If you spend 10 minutes in each booth to find out the extent of their individual displays, you’ll need roughly three whole days to cover the entire area.

• Auto Shanghai 2011 is extensive! It has a total of 17 enclosed halls – each of which approximates the size of the World Trade Center at the corner of Senator Gil Puyat Avenue and Roxas Boulevard – where our largest local auto shows are held. In the middle of all of these halls is an open area where commercial vehicles, automobile parts makers and tire makers hold their displays. It is absolutely imperative that every single significant automotive brand has a presence in Auto Shanghai 2011.

• Auto Shanghai 2011 is very significant! Several big-name automobile makers stage their world premieres in Shanghai, including some European companies. Some of the more notable headturners this year were the all-new Volkswagen Beetle, the MINI Rocketman Concept, the Toyota Zelas, the next generation Ford Kuga, the all-new Audi Q3 and the Mercedes Benz Concept A-Class.

• Auto Shanghai 2011 is very relevant to the Philippine market! With several auto makers calling Shanghai their regional home base, we realized that more than a few business meetings are conducted during Auto Shanghai. Our hosts for the trip, Foton Motor Philippines, for example, have been laying the groundwork in order to become the most important commercial vehicle provider in the country. Meeting their principals at Auto Shanghai was crucial to this grand plan’s eventual unraveling.

At the end of the day, one cannot argue with the science of economics. Shanghai is one of the world’s most important automobile markets because it is the bastion of the world’s most compelling emerging market. The future of many an automobile company hinges on success in Shanghai. Auto Shanghai 2011 is a glimpse of the bigger picture of the automotive world as many others see it. And boy, is it one overwhelming view…