The man behind expo

January in Detroit, March in Geneva, September in Paris. Now the automotive industry turns its attention to November in Beijing. For 10 days from November 19, Auto China 2006 will display products from 1,500 manufacturers from 20 countries. “Auto China 2006, the Ninth Beijing International Auto Show, achieved an unprecedented scale this time, recognized as an international top level auto exhibition extensively by the industry,” said Wang Xia, vice-chairman and secretary-general of the China Council for the Promotion of International Trade (CCPIT), Automotive Sub-Council and China Chamber of International Commerce, Automotive Chamber, and organizer of Auto China. In his view, Auto China 2006, which will cover 120,000 square metres this year, is no different from Paris’s Mondial de l’Automobile, the International Geneva Motor Show or the North American International Auto Show. According to statistics from the CCPIT Automotive Sub-Council, at least 556 vehicles will be displayed at the Beijing show, covering nearly all global manufacturers’ brands. Six sedans will make their global debuts at the show, compared to just one the Ford Focus at Auto China 2004. “This is the first time all of the world’s top manufacturers six auto groups and three sedan makers have converged on Beijing,” said Wang. “Moreover, the luxury brands of Porsche, Ferrari and Maserati are making their first appearance as sedan manufacturers.” In addition, more than 1,200 domestic and overseas auto spare parts suppliers will bring their advanced products and technologies to Beijing. Leading German automaker Volkswagen has officially announced it has positioned Auto China as one of its three international A-level auto exhibitions, with two others being Paris’s Mondial de l’Automobile and the International Geneva Motor Show. Daimler-Chrysler, BMW, Ford, General Motors, Toyota and Nissan all say they attach great importance to Auto China. “Being the second-largest auto market in the world, China is undoubtedly very attractive to all of the global giants,” Wang said. Distinct change Wang, who has long been a major organizer of Auto China, said that this year’s event was very different in one way the emergence of local brands. In the past, domestic auto producers attached little importance to auto exhibitions. “However, from their enthusiasm for Auto China 2006, we can see that they have shifted from being product- and technology-oriented to market-oriented,” Wang said. Chery Automobile, China’s rising independent carmaker, announced it will launch three sedans at the show. Geely Holding Group, China’s biggest privately-owned carmaker, will also announce the debut of two revamped vehicles. BYD Co Ltd, China’s top battery maker and newcomer in the auto sector, will bring its ET-POWER to market at that time. With a theme of “Build Your Dream,” the company wants to be one of the major car manufacturers in China by creating green vehicles through their electric technology. Some domestic spare parts producers will also launch in this international auto industry’s get-together. “Thanks to the global giants’ drive to join the exhibition, our domestic manufacturers have an international platform to show off their own-brands,” Wang said. “The local producers’ concept cars should be under the spotlighted in this auto show,” he emphasized. Chery Automobile has decided to show off three concept sedans. Chang’an Motor Corp, the Chinese partner of Ford Motor and Suzuki Motor, is arranging the debut of two concept sedans. Shanghai Volkswagen, the first and most successful auto joint venture in China between Volkswagen and Shanghai Automobile Industry Corp, will have an independent concept sedan to show their ability to innovate. “It is powerful evidence that China has the ability and technology to produce cars of the same quality as global giants,” Wang said. In his view, China’s car growth is in line with Auto China’s 2006 slogan: “Chasing the Dream.” “Although owning a car is no longer just a dream for Chinese consumers, there are still dreams our auto industry needs to achieve,” Wang said. He adds that the show will also highlight the pursuit of environmental-friendly and energy-economic vehicles. Future expectations Although Auto China 2006 has yet to leave the starting line, Wang has expectations for the next gala: Auto China 2008. “For sure it is a huge opportunity for Auto China, not only because of the 2008 Beijing Olympic Games, but also because the China auto industry will be at an unparalleled scale at that time,” Wang said. He tells China Daily the organization will take full advantage in the coming two years to prepare Auto China 2008. “The new exhibition centre in Shunyi District, in northeast suburban Beijing will provide more than 150,000 square metres for carmakers to exhibit their proud products,” Wang said. At present, the limited space of the China International Exhibition Centre, located near the North Third Ring Road, has meant less room for the exhibition area. “In 2008, with the new exhibition centre, all the carmakers will be able to set out their world-class layouts and designs in exhibition areas,” Wang said. At present, there are more than 20 auto-related exhibitions, including spare parts and technology shows, held in different cities in China. “They provide opportunities for Chinese automakers to build their brand image. It’s also a helping hand for the Chinese auto industry,” Wang said. However, he doesn’t think much of the big and small exhibitions held throughout the year. In his view, the exhibitions can be sorted into two categories. “One form is the international exhibition, targeting the end consumer, which is the best way for branding. The other is trade fairs that promote the auto sales, in which the enterprises won’t invest much,” he said. (For more biz stories, please visit Industry Updates)