Bangkok Auto Salon a runaway success

The inaugural Bangkok Auto Salon, held from June 21 to July 1 at Muang Thong Thani, proved a hit with motorists, thanks to the large number of customised vehicles and lots of accessories on sale.

The 30 customised vehicles displayed were on par with international standards, similar to the original Tokyo Auto Salon. The value of the show cars was estimated at Bt2 billion, according to Inspire Entertainment CEO Wiluck Lohthong.

“Our goal is to become the number one car show in the Asean region in three years,” he said.

Support came not just from the Industry but also the Tourism and Sports Ministry, Wiluck said.

“We plan to grow 20-30 per cent in size each year,” he revealed, adding that the event, attended by more than 500,000 people, had generated over Bt1 billion in sales. And as much as Bt5 billion in spending is expected to follow.

“Since we have acquired the rights from the Tokyo Auto Salon, we were able to exhibit many cars for the first time in Thailand, such as the Nissan Leaf Nismo [tuned-up electric car] and the Mazda 787B, the winner of the 24-hour Le Mans race from the 1980s,” he said.

Thai carmakers also exhibited the Toyota Hybrid Concept II, the 202hp Honda CR-Z Sport Hybrid, the Nissan GT-R and Skyline, as well as various drag and other customised vehicles.

Wiluck said next year the show area will be increased to 60,000 square metres.“We believe the event will boost the auto ‘after market’ for both Japanese and European brands,” he said, adding that Thailand’s ‘after market’ is valued at more than Bt50 billion per year.

Big players at the show included Toyota and TRD (Toyota Racing Development), Honda, Mazda, Suzuki, Yamaha and Honda.

Apart from its concept vehicle, Toyota also displayed vehicles tuned by TRD, including the 86 sports car.

Honda highlighted its Modulo-tuned models such as the CR-Z hybrid, while Suzuki displayed the bright yellow Swift S Concept for the first time in Asia. Mazda, meanwhile, came out with a sports concept version of its BT-50 PRO pickup, which could go into production later this year.

Even big oil companies such as PTT had a large presence with various vehicles that included race cars like the JET dragster from the PTT Motorsport Team.Another highlight at the Auto Salon was the D1 Thailand Grand Prix 2012 that was held during the last two days. Top Japanese drift racers, including Yoichi Imamura -- the four-time Japanese D1 champion -- were able to draw large crowds on both days.

 

In top gear

 

Inspire Entertainment CEO Wiluck Lohthong first made an impression in 2005 when he became one of the management at Siam Sports Syndicate, which is owned by his father, sports media magnate Ravi Lohthong.

Wiluck was raised to take the reins of his father’s empire. He spent a lot of time in a printing house environment as his father was an employee at Thai Rath newspaper, Thailand ’s top-selling daily, as well as at Siam Sports Daily.

He studied in England and trained as an intern for 11 years. During that time it was evident that he was responsible for many of the negotiations Siam Sports had with European sports-licence holders.

This provided Wiluck with valuable experience. He then branched out by setting up Inspire Entertainment.

The staging of the Bangkok Auto Salon is proof that Siam Sports is expanding into a new, lucrative segment.

“According to our plans, we will launch eight new magazines in the next three years in addition to the present Option Thailand, CAR and Best Car. All these magazines will promote activities and events such as the D1, Auto Salon, Super Car Super Battle, drag racing as well as Men’s Channel that will be launched in October. We already have programmes such as Siam Sports TV and Soccer TV, and in the near future the television business will make up 10 per cent of Siam Sports income,” he revealed.

Two years ago when Siam Sports started to venture out into the automobiles magazine business, it was seen as a small, albeit important step. Today it is undeniable that Siam Sports has become the company to be closely followed, with strong ties to its Japanese counterparts. 

Siam Sports has already won a 10-year contract to stage the Auto Salon, and organisers are hoping to match the magnitude of the original Tokyo Auto Salon in five years. Help from various government agencies will guarantee the growth of the event in the years to come.

Wiluck said the purpose of the event is to highlight modified vehicles and accessories, and does not plan to break into the mainstream car show business that is dominated by two major “godfathers” of the auto media industry – Prachin Eamlumnow and Kwanchai Paphatphong, organisers of the annual Bangkok International Motor Show and Thailand International Motor Expo.

It is exciting to see how Siam Sports will fare in this scenario, but judging from the success of the Bangkok Auto Salon, it can be said that Wiluck is on the right road.