37th Tokyo Motor Show--Passenger Cars and
Motorcycles--closed its doors on November 5
after a successful run that demonstrated the appeal
of the new audience-participation format.
During its 13-day viewing the show recorded 1.42
million visitors, significantly higher than the previous
show (1.27 million). Not only did this mark an
end to the prolonged decline in attendance
brought on by Japan's economic slump, it also provided
impetus for stronger sales in the automotive
industry. The show's success is attributed to better
vehicle exhibits and to a change in format
from a "display-oriented show" to an "audienceparticipation
Looking back over the show, one of the
trends that stands out is the number and breadth
of non-Japanese visitors. During the two Press
Days, the show was viewed by 12,300 members of
the press, of which 4,700 were from overseas. Part
of this is attributable to the globalization of the automotive
industry, but it is also significant that the rapid
growth of the Chinese automotive industry is bringing more
Asian reporters to the show.
Visitors had generally good things to say about the exhibitions.
Passenger cars and motorcycles had a combined 192
world and Japan premieres, world-class levels that increased
visitor excitement. Exhibition content tended to focus on"
environment - friendly advanced technologies," and exhibitors
tried to communicate their own distinctive insights on
joy and fun of driving. These efforts apparently resonated
with visitors. Many responded favorably that the show was"
worth seeing" and "felt fresh."
Efforts like these on the part of exhibitors helped more
people to understand the intentions behind the new-style Tokyo
Motor Show. The fact that attendance continued to increase
throughout the show period indicates that this year's
experiment was indeed successful. Also helpful were the
show's attempts to cater towards the next generation of drivers,
offering free admission for elementary school students
and younger, and half-price admission for high school students,
which resulted in large numbers of young people and
families throughout the show period.
Special events made use of all of the venue's facilities,
they too were given high marks. Clean Energy Vehicle Test
Rides, the "Traffic Moral Saver Anzenger" show and
Fiesta Mariscos" live cooking show were packed every single
day. The Carrozzeria Exhibit and the symposiums recorded
large numbers of visitors as well.