Hand on heart, prior to joining Sgcarmart, I wasn't aware of the annual Motor Show. I may have come across digital adverts or heard it in passing, but it never really registered in my brain. Bear in mind, this is coming from the guy who thought torque was an engine part. In my defence, there are many other types of conventions, and I've only ever been to IT and card conventions, so this was - to me - effectively a breath of fresh air.

I'm more used to seeing the latest graphics cards and expensive pieces of cardboard than dancing sports cars (I'm looking at you, Yangwang U9)

Do I Wanna Know?

Thus, my first foray into my first Motor Show began, feeling 20% curious and 80% nervous. Partly out of curiosity, I dived into the history of the event for a bit of background context. It came as a surprise to me when I found out that the first edition came about in 1992 to showcase the latest technology and new model launches, got cancelled (damn, even back then?) after the 2008 version, and was brought back to life in 2015, albeit with a two-year hiatus in 2021 and 2022 (thanks for nothing, COVID).

In recent times, we're used to the event happening at the start of the year, but apparently it was also previously held in the third and fourth quarter of the year, and at a point in time, it also used to be held biannually. Fun fact: The first edition was held at IMM.

Tasked by my boss to craft a story that our lovely readers would appreciate, I began looking at the Motor Show from a different angle. Most people go there for the cars, but what about the planning and effort that goes on behind-the-scenes? What about the non-automobile related stuff on show? And so, I set about fielding questions to the brands.

I don't even want to experience how the organisation process must have been, but I imagine it must have been a lot of thumb-twiddling and "you can't park there, mate!"

More than meets the eye

To start, have you ever wondered about the process of how the cars on display get up there? Short answer: A cargo lift at the back of the convention centre. Long answer: There's a lot of operational issues we don't hear about, such as the vehicles stalling, cashcard issues, and the one thing all Singaporean men who have served will be familiar with: Waiting. Lots and lots of waiting. Cycle & Carriage's Head of Multi-franchise Marketing, Junn Chia, also mentioned that there is a sequence to what cars goes first. For example, brands in the first row will come in first, presumably for ease of navigation and to reduce the chances of collision with other cars. This is all determined by the Managing General Agent.

To EV or not to EV? That is the question

Same same but different

Also, how do the brands choose what models to put on display? According to a BYD representative I spoke to, the newer models will take precedence as "it really is a brand image thing". Junn also mentioned that the lineup depends on certain brands. Citing Kia as an example, she said: "Kia, on its own, has more hybrids and EVs", and since "most of the cars right now are shifting away from Internal Combustion Engines, it only makes sense."

Not all brands think the same, though. Charmain Kwee, Group Executive Director of Eurokars Group, mentioned: "We strongly believe that while the world is moving towards EVs, at the same time I think governments also acknowledge that EVs are not the only alternative form of fuel energy source. There are other alternative forms coming as well, including hydrogen-powered cars." Adding on, she also said: "As a Group, we also believe in diversifying our portfolio, and our motive is basically to deliver that ultimate experience for our customers and to cater to every single person's demands."

Charmain also stressed that just because the world is moving towards EVs, it doesn't mean that Eurokars Group has to only focus on EVs. "For us, it’s really to showcase as vast and as broad a lineup across all our brands to ensure that all of our customers' needs are met."

There's a car for everyone, guys. Now where have I heard that line before?

But surely there's more to choosing the perfect lineup. And so, I posed to the brands a follow-up question: What is your target audience? Is it geared towards family-friendly cars, or towards petrolheads? As Jasmine Toh, PR Manager of Audi, eloquently put it: "That's the beauty of Audi, we have a car for everyone." Unsurprisingly, most of the brands I interviewed gave similar responses. Junn mentioned that since the car show is open to all (singles, couples, families), "it wouldn't be like I would just bring one model that is dedicated. Basically, it's not specific."

In essence, it does seem that the lineups of most brands at the Motor Show have a model for everyone, covering all the bases.

Very demure, very mindful. Marie Kondo would be proud

Peace meets power

Motor Show attendees will also have seen an interesting collaboration: Honda x Muji. You might be wondering: What is Muji's relation to automobiles? Aren’t they more Marie Kondo than Lamborghini? Fret not, for I have wondered, wandered, and answered. With potted plants and elements such as Muji's foldable bench and table, furniture, and travel accessories adorning Honda's space, this is meant as an extension of the all-new Honda Freed's interior.

Additionally, the brand has said that the overall theme revolves around the idea of "Effortless Living", combining "the freedom and functionality of the Freed" with the "calm, simple designs of Muji's products", with the purpose being to evoke "a sense of ease, comfort, and mobility in daily life". It's a pretty nifty way to advertise your product, in my opinion, and the space has been well-organised.

It's able to write calligraphy precisely AND unveil a new car model. What have YOU done today?

This may come in "handy"

Besides the preview of the upcoming Zeekr 7X, the brand also showcased a robotic arm, which was used to unveil the aforementioned model. One may be wondering, what exactly is the true purpose of the arm besides pulling back the drapes of Zeekr's newest models?

According to Alex Bao, Head of Southeast Asia, Zeekr: "It represents the three key areas that define the Zeekr brand: Intelligent, technology, and human. Its 'intelligence' is demonstrated via its ability to write various New Year greeting couplets (in the correct stroke order too) in Chinese character with precision, while the 'technology' aspect is the robotic arm itself. Lastly, the 'human' part lies in how the couplet resonates with the visitors, especially with Lunar New Year around the corner."

There you have it: The Chinese have created an innovative robotic arm to write calligraphy. How intrinsically Asian. Only joking, I'm sure the new technology will be used for much more than that. Perhaps in the future, it would find usage in the production line of Zeekr's factories, maybe even for a future personalisation programme for customers to adorn their car with their fantasies. One can dream.

And there it is, my personal take on my first entry into the battlefields of the Motor Show, where I cosplayed a three-tour war veteran and perfected the thousand-yard stare, according to my esteemed colleague. Worrying about the article for much of the event will do that to you. But hey, all things considered, I walked away with a better understanding of how these large-scale events are planned and organised, a better understanding of the thought process behind choosing the perfect lineup to display, and a bigger appreciation for automobile brands.

Well, I’m glad that's over and done with. Till next year.