Motor Expo may drive away with 70,000 orders

The annual Thailand International Motor Expo is considered a major auto sales event that takes place at the year-end. 

It has always served as the last event of the year for auto companies to achieve – and beat – sales by launching new vehicles and offering attractive promotions. 

In 2011, a record 30,000 orders were placed, and there are expectations that in 2012 a historic record will be achieved due to the 70-per-cent growth in the auto market during the first 11 months of the year. 

Motor Expo organiser Kwanchai Paphatphong said he was confident at least 50,000 orders would be placed at this year’s show. He expected 1.6 million visitors, up from 1.3 million in 2011, and as much as Bt55 billion to be circulated. 

Kwanchai said that consumers would rush in to place orders for vehicles under the government’s First Car Buyer Programme, which would end on December 31. A large number of new models were also on offer, giving buyers a wider variety of vehicles to choose from. 

“This year we have a large variety of automobiles, whether it’s concept car or new model launches. Most importantly, this year’s event has achieved international standards, reflecting our leadership in the Asean region after our entry into the Global Association of the Exhibition Industry (UFI). This has raised the amount of confidence in our show standards,” he said. 

In addition, Kwanchai is preparing for the arrival of the Asean Economic Community (AEC) and plans for the motor expo to become a regional event, by joining hands with the Thailand Convention and Exhibition Bureau (TCEB) in promoting two major campaigns. 

For the “100 a head” campaign, the TCEB will offer business organisations, trade associations, chambers of commerce, tourist agents and non-profit organisations in the AEC group, as well as those from China, Taiwan, Macau, Hong Kong, India, Bangladesh, Bhutan, Nepal, Sri Lanka, Korea, Japan, New Zealand and Australia, US$100 packages (Bt3,000) for the Motor Expo. 

Meanwhile, the “Be My Guest” campaign offers free accommodations for customers and overseas journalists. 

This year’s motor expo has undoubtedly enjoyed increased sales activities. After seven days, more than 30,000 orders have been placed (more than last year’s event), and Kwanchai said the figure could shoot up by 50 per cent to as much as 70,000 orders. 

“This would be a record number for orders placed at a car-show event,” he said, admitting that the boost comes mainly from the First Car Buyer Programme, which targets 500,000 vehicles. 

Finance Minister and Deputy PM Kittirat na Ranong said the First Car scheme has been highly popular and more than 500,000 applications have been submitted. Kittirat said that despite the large number of applicants, there would be no problems with the excise tax rebates since it has already been collected at the assembly factory. The rebate will be offered to buyers one year after the vehicle purchase. 

At the motor expo, a large number of new luxury cars were launched, although there aren’t many new models in the mid and lower segments of the market. Notables include the Honda Brio Amaze and the Nissan Pulsar, the latter to be officially launched early next year. 

Meanwhile, Toyota, the largest auto company in the country, is also taking orders for the all-new Vios, which will be officially introduced in April next year. Although the new model is not displayed, orders placed under the First Car Buyer Programme are being accepted by Toyota, which has already started assembling the new model, priced at Bt559,000 to Bt734,000. Customers placing orders at the motor expo are promised delivery in April next year. A large number have already rushed in to place orders for the vehicle, leading to widespread questioning about its eligibility. The case is now being considered by the Excise Department to see whether the new Vios is eligible for a rebate under the First Car scheme. 

Apart from the government stimulus programme, another factor that is drawing buyers to the motor expo is the large number of attractive promotions being offered. These play an important role in helping customers decide what model they should buy, especially vehicles that qualify for the First Car Buyer Programme. The Suzuki Swift, for example, requires a down payment of only Bt3,900 while Nissan is offering first-class insurance at just Bt5,555 for every Nissan March customer, as well as a range of down payments ranging from Bt29,999 to Bt55,555. There’s also a choice of a 5.5-per-cent down payment or 15 per cent down with 3 months “free driving”. The Almera, for example, comes with low instalments of Bt4,222 or a low Bt29,999 down payment. 

For Honda Amaze customers, attractions include 1.49 per cent interest, a down payment of Bt59,999 and free insurance, a travel bag worth Bt2,500 and a lucky draw for Honda Click 125i motorcycles. 

Mitsubishi is offering a 0.77-per-cent interest rate, insurance, free maintenance for the first 30,000 km and free labour for the first 100,000 km, while Chevrolet is offering a 9-per-cent down payment, 84-month instalments and free insurance. Mazda, meanwhile, is offering a 2-year maintenance package, insurance and 2.35-per-cent interest for the Mazda2, which also qualifies for the First Car Buyer Programme. 

 

 

Motor Expo presenters face off 

 

This year’s motor expo is definitely hotter than the previous years because apart from the new models and the special sales campaigns, auto companies are also competing against one another through their presenters. 

The lower end of the market seems to see high competition in this area. The biggest show comes from Honda, which has hired Sukrit “Bee” Visetkaew as the presenter for its new Brio Amaze eco-car and he appears in mini-concerts at the expo. 

Similarly, Mitsubishi is putting together a big show by flying in pop singer Nichkhun from South Korea for two performances specially designed for fans and Mitsubishi Mirage buyers. 

Big companies like Toyota are also active, putting the spotlight on Pacharapa Chaichua, the new presenter for the Corolla Altis. 

Other booths also feature celebrities as presenters and MCs, helping to add much colour to the event. 

But the main attraction for many show-goers is the large number of gorgeous pretties that help promote products and booths at the expo.