Seoul Motor Show losing appeal among carmakers

Korea’s largest car exhibition, Seoul Motor Show, is losing support from carmakers and parts suppliers as the show is no longer effective for promoting their products or provide new experience to visitors, according to industry officials Wednesday. They also criticized the organizers for still being obsessed with the number of new cars unveiled or other less important matters, failing to catch up with fast-changing trends in the global automotive industry. According to the organizers, the biennial show will run from March 29 to April 8 at KINTEX in Goyang, Gyeonggi Province. Though it has been Korea’s most prestigious car exhibition, a series of big name import brands including Audi, Volkswagen, Volvo, Jeep and Ford have already decided not to participate. Domestic carmakers will participate in the show, but their expectations are also not that high.

 
“It is true that Seoul Motor Show’s status has declined in the past several years, and it seems domestic companies are participating out of responsibility to the homegrown auto show,” an industry official said. “Rather than catching up with the ever-changing global trends in the car industry, the show is still obsessed with how many world premieres it will have, while carmakers no longer think that is an appealing factor.” According to the official, a growing number of carmakers are setting up independent launch events for new cars, rather than unveiling the cars at motor shows, because that is more effective and cheaper.  SsangYong Motor will reveal a fully changed version of the Korando on Feb. 26. Though it could have showcased the new car at the Seoul Motor Show, it opted to hold a separate event, which seems to be a move to get its product the full spotlight, another car company official said. “A carmaker wants to have all attention on its new car. When it reveals a new model at a motor show, the spotlight is also on other cars, and that will distract not only visitors but also customers,” the official said.

 
Carmakers also criticized the show’s concept as still conventional, while other international exhibition organizers are desperate to adopt new technologies into their shows. “Cars are no longer just a method of transportation, but an assembly of cutting-edge technologies,” a different car company official said. “International exhibitions have already embraced the trend of autonomous driving, artificial intelligence and connectivity, but Seoul Motor Show is falling behind them in terms of the show’s content.” Auto parts companies are also showing less interest in the show. Korea’s three tiremakers have not been participating in the show since the 2013 edition, saying there is no help for them while the costs remain high. “Since the show’s main focus is on complete cars, tire companies do not find the show an attractive chance to promote products,” a tire company official said. “Also, the costs for setting up a booth come as a burden for companies that are suffering from a worldwide car market slowdown.”

By Nam Hyun-woo

(Korea Times)