4 September Moscow international motor show 2016. Experiencing difficulties related to the low number of participants, the organizers tried to take not number, but quality stands. If it turned out the organizers, and supported them visitors.
The motor show took place from 24 August to 4 September 2016, and for the year prior to the event was a marked decline of hype from leading manufacturers. But even among those who have paid the part a year ago, some refuse to visit the motor show and went on losing money on the penalty. Basically the motivation was the following – the exhibition budget rent plays the most significant role, and with the current downturn in sales in Russia no money for that.
More complexity prior to the opening of the showroom covered in an earlier article. We only recall that the main participants were Mercedes, AVTOVAZ, and Chinese brands.
And now the show is over. What was it and could you justify the cost and to hold an interesting event, or all of the care brands has undermined the willingness of people to attend this event.
Despite the fact that automakers were submitted not much, deserted the showroom look. Moreover, the organizers managed to gather, instead of refusing brands, tuning Studio, motorcycle manufacturers and to supply other interesting for drivers stands. The feelings from the images and videos of the people was not enough. But if you step over the threshold in the pre-crisis to 1.5 million people, not yet reported. Maybe have not finished the calculations, and maybe the organizers don’t want to show unsightly numbers. But again – the people were, it was pretty much unlikely the numbers are catastrophic.
The cream, as expected, collected the Mercedes. Huge stand, lots of new products, which were enjoyed by the guests of the exhibition and, equally important brand filmed, perhaps all the media, who only visited her. However, we must pay tribute to this giant – PR-schiki not relaxed, not rested on its laurels the sole representative of the German Troika at the show, and created quite a lot of nice events and it was interesting to come and with whom would like to participate. Take the invitation to their stand for our Olympic Champions by Konstantin Nemov and Evgeni Plushenko.
In General, the work of Mercedes the exhibition can be characterized as a classic statement of management of L. Ron Hubbard “PR is an efficient cause, properly demonstrated. And the automaker really properly showed your dominance in this exhibition, in almost all respects.
The only thing I could not take the Mercedes is the prize ‘offroader of the year” which went second, and last representative of the premium – Volvo model XC90. Other models presented at the exhibition by the Swedish manufacturer also has not gone unnoticed. Elegant sedan S90 so far won many fans not flashy luxury.
Even visitors to the exhibition were able partially to understand the names of Chinese brands and understand how they differ from each other. However, joking aside, the Chinese are very actively decided to step on the Russian market, and the appreciation of European and Japanese cars, they have a good chance to succeed. Especially under the condition that a major Chinese players will start to gradually raise the most sold cars in Russia, which reduces costs and allows you to keep relatively low prices.
Of course, AVTOVAZ also tried to impress, and strongly attracted attention. One only the concept of X-code has attracted quite a lot of people to the stand. There appeared at some point and the concept author Steve Martin, who tried to reassure guests of the exhibition, but admitted that it is unlikely that this concept will be on the line in the near future.
Among other concepts domestic automaker, Lada 4×4 “Hunter”, off-road and sport version of Vesta and off-road in a sedan. And although AVTOVAZ claim about a “unique solution in the world”, experts know that it is not. First comes to mind is a modification of the Subaru Legacy 2000-2004, where the sedan was put on the Outback platform. Incidentally, not so many cars have failed to sell.
However, the concepts really turned out not bad, and if they can reach the series, it will be good. And Vesta Signature with extended wheelbase, many Russians do have high expectations. No, to buy them EN masse people are not going, it’s all about the old dream of transplant officials on domestic cars. And factory support, and the country economy, and closer to the people. Solid pros!
Also on MIAS 2016 was quite a lot of different events – performances car-stunt, test drives of different cars, including a Porsche SUV on a track with artificial obstacles.
So the event was a success, and surely each participant will have the expected sales growth and brand awareness and loyalty on the part of customers. And hopefully, those who refused to participate, realize their mistake and will participate in the following MIAS. After all, PR loss was the result not small.
