Auto Shanghai 2005 was held in Shanghai,
China over a seven days period from Friday, April 22
to Thursday, April 28, 2005. The venue was Shanghai New
International Expo Centre (SNIEC), a 100,500 m² exhibition
center located a little bit out from the downtown Shanghai
area. The facility is new, having been completed in November
2001, and it is still undergoing expansion. Its high
ceilings were noteworthy for their ability to take in
as much outside light as possible.
Most of the visitors used public transportation,
generally subway or bus, to get to the show. In the areas
immediately adjacent to the exhibition hall there was
motorcycle and bicycle parking, making this a typically
Chinese scene. 60 to 70% of visitors were men between
25 and 35 and “white-collar” business people.
Admission was 80 yuan (approximately ¥1,040) on Trade
Day; 40 yuan (approximately ¥520) on exhibition
days.
The tickets themselves were made of plastic with a magnetic
code strip. The ticket was passed through a card reader
and then a hole punched in it upon entrance. Another
indication of how strictly the organizers viewed security
were the metal detectors at the gates. Bags were x-rayed
and inspected with airport-like thoroughness.
The quality of the booths brought in
by exhibiting automakers appeared to be every bit on
par with the Tokyo Show, an expression of the interest
and expectations riding on the Chinese market. Among
the European and American automakers, the Ford and GM
companies exhibited as groups, securing large booths
to show off each of their brands. Visitors were also
very interested in Volkswagen, which commands a large
share of the Chinese market. The booth was swamped with
crowds when it began to distribute novelties.
The DaimlerChrysler booth located next to Mitsubishi
had the Mercedes F1, the Maybach brand and other examples
of its “ultra-luxury” cars on display.
Japanese automakers at the show included
Toyota, Honda, Nissan, Mitsubishi, Mazda and Mitsuoka.
According to news reports, the anti-Japanese demonstrations
and the up-swell of the anti-Japanese sentiment that
occurred just prior to the show caused some of the booths
to tone down their displays and to assign extra guards
and police officers. However, inside the Japanese automakers’ booths
there was none of the tension or sense of danger that
the Japanese media reported. In fact, those booths were
packed with visitors and if you did not make an effort
to search for the guards and police officers, it was
almost impossible to pick them out from the crowd. The
Lexus brand was on display at the Toyota/Daihatsu Booth
and the booth featured the “i-unit” that
is also on display at Expo Aichi. Honda had its F1 vehicle
on hand, further reinforcing in the technological prowess
of Japanese cars.
Turning to display techniques, almost
all of the Japanese, European and American automakers
used lighting suspended from the ceiling, and many of
them assembled trusses from the ceiling to provide a
structure for their lights. The Ford booth went a step
farther, using ropes hung from the ceiling for crowd-pleasing
Chinese acrobatic performances. Chinese automakers took
a slightly different approach to their lighting. Few
used ceiling lights, preferring instead to use independent
spotlights on the floor. This gave their booths more
of an open, airy feeling and helped to differentiate
the Chinese exhibitors.
Turning to barrier-free design, there were few if any
problems in the Japanese booths with steps up between
the aisle and the booth, but some European, American
and Chinese automakers did have steps and the number
of visitors tripping over them seemed to grow in proportion
to the congestion in the hall.
Outdoors were exhibitions of commercial
vehicles and parts. The weather was good on the day of
our visit, and many of the visitors took the opportunity
to go outside.
All of the parts exhibitors were located in a temporary
hall that was built outside the main venue. The tents
were even air-conditioned and were quite suitable as
exhibition spaces as long as the weather did not turn
violent. It appears that parts will eventually be brought
indoors when the venue completes its planned expansion
(targeting 200,000 m² indoors and 50,000 m² outdoors
in the future). Some audio manufacturers and tire companies
were given exhibition space in the outdoor loading area
and used “female attendants” in flashy costumes
to attract visitors.
The Show attracted 390,000 visitors,
well above the 300,000 forecast by the organizers and
more than double the approximately 150,000 who came to
the last show (which had to be cut short because of the
SARS epidemic). All in all, it was a very popular and
well received motor show. |
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Entrance Gate |
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Volkswagen Booth |
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BMW (MINI) Booth |
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Chrysler Booth |
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Toyota Booth |
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Nissan Booth |
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Honda Booth |
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Outdoor exhibition |
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