Live from Pakistan Auto Show: New car launches steal the spotlight, auto parts stalls struggle for visitor attention

The Pakistan Auto Show, organized by the Pakistan Association of Automotive Parts and Accessories Manufacturers (PAAPAM), kicked off yesterday, marking the start of a three-day event. The show’s opening ceremony featured an address by State Minister Ali Pervaiz Malik, who praised the contributions of local manufacturers to Pakistan’s economy.

PAAPAM Chairman also highlighted the sector’s potential for boosting auto parts exports, creating job opportunities, and attracting foreign investment.

Lahore Chamber of Commerce President, Mian Abuzar Shad, applauded the automotive industry’s impact on economic growth and technological innovation in Pakistan.

The event attracted both local and international companies, with the majority showcasing new car models, which quickly became the main attraction for attendees.

In Hall No. 1, the largest stall was set up by Kia Motors and Peugeot, who displayed the new Sportage EV model and Peugeot’s latest releases.

MG also made a splash with a sports model resembling Ferrari, drawing crowds.

Opposite Kia was Saazgar Motors, featuring the popular Havel brand, with its models becoming a crowd favorite.

Meanwhile, Suzuki Motors had a presence but did not showcase any new models, which resulted in low visitor interest. Despite being a longstanding international brand in Pakistan, Suzuki struggled to keep up with the growing demand for SUVs in the local market.

Hall No. 2 saw Toyota and Honda in close competition. Toyota introduced its new hybrid model, the Toyota Cross, with significant promotional activity.

However, when journalist Omer Bhinder sought details for a media byte, Toyota’s marketing team declined to provide on-camera information, citing company policy, and instead referred him to the website.

Honda faced similar issues, with its SUV model, the VRS, failing to capture visitor interest due to under-informed staff who struggled to explain its features.

Al-Ghazi Tractors’ stall in the same hall offered a different experience, featuring well-informed staff, satisfactory responses, and comfortable seating, enhancing its appeal to visitors.

In Hall No. 3, BYD’s stall stood out, drawing a large crowd. However, with an overflow of promotional staff, TikTokers, and bloggers, genuine customers struggled to get relevant brand information, often resorting to just taking pictures.

Meanwhile, a press conference at Changan’s stall continued for an extended period, preventing visitors from seeing new models on display.

PakWheels took center stage throughout the event, with its team leader Sunil Manj conducting promotional endorsements at various stalls.

The influence of YouTubers and bloggers was significant, to the point where some attendees felt the show had been “hijacked” by social media influencers.

For major brands, it’s important to recognize that high-end show visitors seek in-depth knowledge about features, customer service, and special offers.

While influencers bring value, the event’s credibility could benefit from PR companies selectively inviting bloggers and influencers whose presence enhances rather than overshadows the brand image.