Only 5 car exhibitors for premier motor event, less than half that in 2006

Have you been there before? I like the stunt show and seeing all those high value models like Ferrari and Lamborghini displayed elegantly. However, this year, the absence of these exquisite marques will be greatly missed. Argh!

TWO years after major European brands pulled out of the Singapore Motorshow, the event is set to shrink further.

Only five car brands - Honda, Subaru, Nissan, Alfa Romeo and Fiat - have signed up for the show, long recognised as the premier automotive event here.

This is less than half the number at the 2006 show, which top European car brands such as BMW, Audi, Mercedes and Volkswagen chose to miss.

Of this year's exhibitors, only Honda, Nissan and Subaru are among the top 10 brands here in terms of sales.

Despite this, the show will go on, said the Motor Traders Association (MTA), which has been organising the biennial event since it began in 1992.

This year's show will also be held earlier - from Sept 26 to Oct 5 instead of its usual November slot - to coincide with the SingTel Singapore Grand Prix.

The race takes place on Sept 28 and the organisers hope the buzz it creates will lead to heightened interest in the show despite the smaller number of exhibitors.

Companies which are giving the show a miss say the returns from it are not worth the investment.

Said a Daimler executive: 'For us to do a proper show, we need to spend at least $1 million. We'd rather use the money for something more focused on our customers.'

His company, for example, marked the second anniversary of its Alexandra Road Mercedes-Benz brand centre with a $250,000 party for about 700 guests, who were treated to a fashion show and free-flowing champagne.

BMW has been holding similar events, including a theme party to showcase its 7-series privilege programme in Perth and a Clean Energy show-and-tell with hydrogen-powered cars.

But those who are sticking it out with the motor show beg to differ.

Mr Glenn Tan, chief executive of Subaru agent MotorImage, said the $500,000 he will fork out for the show is 'money well spent'.

'Each time, the crowd at our stand grows bigger,' he said.

However, figures show that the crowd at the 2006 show was much smaller than the one at the 2004 event: 115,000 compared to 150,000.

Exhibitors are banking on new elements to draw petrolheads this year. MotorImage, for instance, is doubling the pleasure for fans of a perennial favourite at the show, stunt driver Russ Swift.

This year, Mr Swift will perform with his son Paul.

'With all the hype about F1, we thought two cars performing in tandem will be more fun,' said Mr Tan.

Another star at this year's show will be the Rinspeed sQuba, the world's first working submarine car, inspired by James Bond's submersible Lotus in the 1977 movie The Spy Who Loved Me.

This year's show will be held at Suntec Singapore, but will occupy just one floor, down from the usual two.

By Christopher Tan, Senior Correspondent