Issued by ARRK CORPORATION (THAILAND) LTD. … motorexpo report_1.pdf · Total space 60,000 sqm * 32 Car Booths * 11 Motorcycle Booths ... including 2,718 cars increase from the previous

THAILAND INTERNATIONAL MOTOR EXPO 2014 Report

Issued by ARRK CORPORATION (THAILAND) LTD. Product Development Dept. Design Section


2 はじめに

タイのオートモーティブ業界の2大イベントである「Bangkok International Motor Show （以下BMS)」と「 Thailand International Motor Expo（以下モーターエキスポ）」。かつてはインポーター主体の輸入車ショー/直売会的色彩の強かった「モーターエキスポ」も近年では各メーカーも出展に力が入り、前者に比較しうるイベントに成長してきました。本レポートは去る１１月２９日から１２月１０日に行なわれた「モーターエキスポ」について弊社タイ・ローカル若手デザイナーが取材の上作成いたしました。ほぼ初めての経験であり拙い内容ではありますが、BMSに比較しまだまだ日本での紹介の少ない本イベントに対する理解を深めていただく一助となればと思います。

1. 圧倒的優位に立つ日本ブランド日本メーカーは１９６０年代半ばからタイでの生産を開始し、現在に至るまで高い品質と低い価格設定（それでも１７～５０％の高い税率のため日本国内よりはかなり高額）でブランドイメージを確立してきました。近年では新興国市場メインで開発された車種も数多く登場しており、各社特徴的なトライを行なっています。象徴的な例は「小型セダン」。日本ではほぼ消滅したカテゴリーですがアジア地域では活況です。今回のショーではマツダがマツダ２（日本名/デミオ）のセダンがワールドプレミア。流麗でスポーティーなデザインはユーザーの間でも話題で、今後の同カテゴリーのデザインベンチマークになるでしょう。 2. 巨大な1ｔピックアップトラック市場 1ｔピックアップの世界需要１６０万台/年のうちその生産の７割以上、販売の３割をタイ１国が占めるとのこと。タイ政府は自動車普及/産業活性化政策の一環で１９７０年代から同カテゴリーの物品税を３～１２％に優遇。日本車各社も相次ぎ参入し、現在は新車販売全体の４割超を占めています。今回のモーターエキスポ直前に三菱は新型「Triton」を発表しました。

■タイ・オートモーティブマーケットの特徴


3

■デザイン的側面から見たモーターエキスポ

昨今市場として注目される東南アジアも、デザイン的視点で見ると依然「最終消費地」であることは変わりありません。欧州ショーが各ブランドのフィロソフィーを反映した「イノベーション発表会」的性格であるのと比較すると、残念ながらタイのショーは「商品展示会」です。それでは東南アジア市場で「デザイン」が重要視されていないかといえば答えは「NO」。まだまだ車が「社会的到達度を表現する道具」であり、「カッコをつける道具」として機能していることから、「デザイン（≒外観）」に対するカスタマーの期待値は非常に大きいと実感します。タイにおいていわゆる「エアロパーツ」が重要視される傾向は「デザインへの期待感の高さ」と「車種選択肢の少なさ」の相乗効果により生まれたと考えています。ユーザーにとって同価格帯では精々３～４車種ほどしか選択肢がなく、その中で選んだ車両を少しでも自分好みのデザインに仕立てる手段として「エアロパーツ」は非常に有効であり、メーカーでも新規性を打ち出す手段として多くの車両に「純正エアロパーツ」を標準装備し販売しています。今回のショーで弊社は、スズキ様より2014年発売されたCelerioの特別仕様車のデザインから実車製作までを受注。Celerioから広がる新しい世界観を提案させていただきました。レポート内でも紹介していますが、基本のボディーデザインはそのままに前後バンパーやグリル等を変更、カラーリングとの相乗効果で男女を問わずタイの若者に人気の高いアグレッシブなスポーツイメージを演出しました。最終的には昨年よりわずかに受注台数増となった今回のモーターエキスポ。（‘１３年４１,０８３台→’１４年４２,２５４台）

今後の自動車市場の再活性化にも期待しつつ、引き続き弊社デザイン部門は刺激的なデザイン提案を行なって行きたいと考えています。

2015年1月 ARRK CORPORATION(THAILAND) LTD.

Design Section 上村清貴

はじめに


4 CONCEPT: Moving Forward Together …ASEAN Autos

In 2015 an important economic occurrence will take place, which is the opening of “ASEAN Economic Community” that will bring about tangible cooperation in business and industry among the 10 ASEAN member countries to strengthen and increase competitiveness of the region. Moreover, the over 600 million total population of the regions combined with the expectation that by 2018 the ASEAN automotive market size will be over 4.7 million vehicles per year, ranking sixth in the world, will entice major manufacturers to step up investment in the region on a continuing basis. As for consumer, both in Thailand and member countries, they also will benefit from the integration of ASEAN auto industry. It is evident that if the production and managerial costs of operators are reduced, vehicle prices tend to represent better value for money. When know-how can be transferred without restriction, production standards and technologies will be higher and, after the fall of the tariff barrier, a wide variety of vehicles will be available in the market for buyers to choose from. With the realization that the many benefits to producers and consumers made possible by the opening of AEC will be derived more from collaboration of the member countries than through competition to achieve a dominant position, So we intend to organize “THE 31TH THAILAND INTERNATIONAL MOTOR EXPO 2014” to project unity and a bright future for the auto industry in the region, under the concept “Moving Forward Together …ASEAN Autos”. Source: http://www.motorexpo.co.th/2014/


5

MOTOR EXPO 2014 was held in IMPACT Challenger Hall 1-3, NOV. 29 - DEC. 10, 2014 Total space 60,000 sqm * 32 Car Booths * 11 Motorcycle Booths * 106 Car Accessories Booths * 39 Another Booths

Established in 1999, IMPACT Arena and IMPACT Exhibition and Convention Center are an integrated venue offering a diversity of events with versatile facilities and services. IMPACT is one of Asia’s largest and most modern exhibition and convention centers with a usable indoor space over 140,000 square meters, comprising a variety of venue sizes to meet all kinds of events requirement. Located in the suburb away from the traffic congestion in downtown Bangkok, IMPACT is: 30 minutes from downtown Bangkok via congest free expressways 45 minutes from Suvarnabhumi International airport via expressways 15 minutes from Don Mueang International Airport Source: http://www.motorexpo.co.th/2014/

LOCATION


BOOTH LAYOUT

Cars Motorcycles Accessories Activities Another

MG NISSAN CHEV ROLET

FORD HONDA MAZDA BMW MINI

TOYOTA

MERCED

ES

BEN

Z

SUZUKI

BEN

TLEY

PO

RSCH

E

MASERATI

MAXU

S

SKO

DA

CIT

RO

EN

DEVA

PR

OTO

N

PEU

GEO

T

VO

LVO

LAN

DR

OVER

DFSK

JAG

UAR

FO

TO

N

SAM

MIT

R

RELY

ISUZU TATA HYUNDAI MITSUBISHI

SU

BARU

HONDA

SU

ZU

KI

TRIUMPH

KTM

MV AGUSTA

KAWA SAKI

YAM

AH

A

UDA GPX

ZERO

VINTAGE CAR CLUB OF

THAILAND

PH

OTO

CO

NTEST

VOLK SWAGEN

DUCATI

CHALLENGER 1 CHALLENGER 2 CHALLENGER 3


7 STATISTICS

From the beginning of the year to 3rd quarters car sales declined steadily. But when the last quarter during Motor Expo 31th automotive periodically at best. Trading back bustle like every year. As a result, the total car in all 12 day including 42,254 units, the number of visitors to the 1,384,182 people increase from the previous year, and is expected that the money circulating in the expo is more than 52,000 million Thai Baht. (including automobile, motorcycle large cars and equipment related). The car reservations in the highest 5 first were ranked 1 Toyota had reservations in 7,830 cars ranked 2 Honda is 6,719 cars. The 3 Nissan is 4,318 cars, top 4 Isuzu is 4,227 cars, and top 5 Mitsubishi is 4,196 cars, luxury sedan, Mercedes - Benz has reservations 1,414 cars. Followed by BMW is 965 cars. The motorcycles with reservations, including 2,718 cars increase from the previous year 29.4% by Honda sold 548 bikes triumph 497 bikes. Kawasaki 241 bikes. The data is show that the sedan car is proportional 57.1% peaks of all reservations in this expo. SUV have reservations 17.8%. Pickup, reservations 7.4%, and other types are 17.7%. Interesting is the average price cars sold in 1,141,896 Thai Baht. From the previous year, the average is 1,046,457 Thai Baht. Since this year, consumers pay attention to the Eco car, SUV and luxury sedan.


8

Rank Brand 2014 Amount(s) 2013 Amount(s) Different +/-

1 TOYOTA 7,830 9,075 -13.72

2 HONDA 6,719 6,099 10.17

3 NISSAN 4,318 4,007 7.76

4 ISUZU 4,227 3,753 12.63

5 MITSUBISHI 4,196 3,689 13.74

6 MAZDA 4,164 3,150 32.19

7 FORD 2,785 2,929 -4.92

8 MERCEDES BENZ 1,414 1,227 15.24

9 CHEVROLET 1,316 1,604 -17.76

10 SUZUKI 1,177 1,001 17.58

11 BMW 965 763 26.47

12 HYUNDAI 828 918 -9.8

13 SUBARU 244 390 -37.44

14 MG 198

15 MINI 111 74 50

First Year Sale

The car reservations in all 12 day are 42,254 units.

SALES VOLUME


9

BOOTH LAYOUT

Toyota booth have a stage with dynamic wall shape which is used as background of all cars. On the wall have moving LED lights that can change color all time to attract the audiences. There is also a screen on the wall to show some of the car presentations.

Toyota is displayed their cars on various stands for matching with cars style.

TOYOTA

Toyota used a mirror stand for showing under components of Hilux Vigo.


10 Highlight Car

Toyota Altis ESport 1800

Toyota Altis ESport 1800 is a racing car from Toyota Team Thailand that join to competition in Nürburgring 24 Hours at 19-22 June 2014.

This race is 24 hours race that is a big test for a car. This race is show a car’s performance to run all day long.

HIGHLIGHT

Yaris TRD Sportivo Yaris TRD Sportivo is launched in two colors – red and white with all new dressed up parts ,new design of alloy wheels and it also has stainless part at the end of muffler to expose the look of sporty style.

TOYOTA


11

BOOTH LAYOUT

Isuzu was unfortunate because they did not have a new model to launch in this Motor Expo. So they must represented the exiting model with some decorate. In Thailand market, Isuzu is the 2nd place of car sales market share, and is number one ranked in pickup’s market share in Thailand. Sold 12,532 cars until July and, 4,227 cars was sold in this Motor Expo, increase from last Motor Expo about 12.63 %.

Isuzu was used floor image to bring the audiences to feel the atmosphere of the places that suit with each car series.

ISUZU


12 Highlight Car

In main stage was displayed for pearl white Isuzu MU-X with red accent decorated in front of large video wall for presentations.

HIGHLIGHT

An Australasian safari MU-X. This car was used for rally race in Australia by Thai driver.

Orangey D-Max in off road style. D-max X-series in racing style.

ISUZU


13

BOOTH LAYOUT

This year Honda get 10.9% from car sales market share. Honda is the 3rd place of car sales market share in Thailand. Highlight of the stage is “ HR-V” That place on the high floor rotatable stage. In front of booth there is also stage for Blue HR-V .

Honda booth display in modern and simple concept. Honda uses white color and blue light to decorate booth.

HONDA


14

HR-V Honda HR-V is sport crossover car. Honda got inspiration of HR-V design from Accord and CR-V. HR-V has not rear door handles with Coupe style and Panoramic sunroof. Competitors of HR-V are Nissan

Juke and Ford Ecosport that are the

same segment and displacement.

But each cars have their own style. HR-V and Ford Ecosport are general design for everyday life while Nissan Juke is for people who need new identity.

New Honda CR-V The new Honda CR-V is a luxury multi-purpose crossover SUV. New CR-V has front headlights and daytime LED running lights. The grille and bumpers, front and rear, are revised.

HIGHLIGHT

HONDA

location: Dealer@Pathumthani location: Dealer@Pathumthani


15

BOOTH LAYOUT

Mitsubishi was present their booth with two big main stage to premiere their new Triton pickup. One stage is for black Triton 4X4 and other stage is for silver Triton plus. In Thailand market, Mitsubishi was in 4th places, sold 5,509 cars until July and, 4,196 cars was sold in this Motor Expo, increase from last Motor Expo about 13.74 %.

MITSUBISHI


16 Highlight Car

This year, Mitsubishi was highlight to their new Triton 5th Gen. On two main stages were used to presented new Triton. One was presented silver Triton Plus, And other was presented black Triton 4X4. New Triton filled more exclusive appeal in front face. Character lines fell more tough than last one.

HIGHLIGHT New Triton’s engine was shown in clear box with monitor.

New Triton’s chassis stand.

MITSUBISHI


17

BOOTH LAYOUT

Nissan was presented their booth with simple concept, One big stage for new X-trails and new Navara NP 300 in front of two huge curved video walls. In Thailand market, Nissan was in 5th ranked, sold 4,130 cars until July and, 4,318 cars was sold in this Motor Expo, increase from last Motor Expo about 7.76 %.

New Nissan Navara’s chassis.

NISSAN


18

Nissan was focused to their new launched cars. Premiere with New X-Trail and New Navara NP 300 that early launch in a few months ago. New X-Trail come with modern style SUV. , smooth, flow but still strong character. New Navara NP300 is respond Thai user by put more luxurious parts in new Navara. Because Thai user use pickup like sedan car, not like a truck.

HIGHLIGHT

Nissan make an activity with the audiences with their GT Academy. This is a race driving simulator from GT6 Play Station.

New Nissan X-Trail

New Nissan Navara NP 300.

NISSAN


19

BOOTH LAYOUT

The main theme colors of Mazda booth are black and white that make red Mazda 2 look so attractive. They also use repeating of the cars to make impact of Mazda 2 in the booth.

There is one stage with large screen for showing Mazda 2 presentation and all stands are for displaying the diesel 1.5-litre engine. Many people were interested by the look of all new Mazda 2 in the booth. In this year Mazda takes 3,142 cars until July, or the 6th ranked of cars market share in Thailand.

Another car series are displayed in black and white color.

MAZDA


20 Highlight Car

All new Mazda 2 looks sporty, firm and speedy with soul red mica color. Interior is wider to make people feel more comfortable. Within 10 days Mazda 2 has got

1,527 cars booking.

The first time of diesel engine 1.5-litre in sub-compact car

HIGHLIGHT

All new Mazda 2 sedan world premier at motor expo 2014 Thailand

All new Mazda 2 come with 2 versions which are hatchback and sedan. Mazda offers 3 engine choices which are 115 hp 1.5-litre SKYACTIV-G 1.5 gasoline engine, 84 hp 1.3-litre SKYACTIV-G 1.3 gasoline engine and 105 hp 1.5-litre SKYACTIV-D 1.5 diesel engine.

MAZDA


21

BOOTH LAYOUT

Brand Image of Ford for Thai people Ford is car with tough and strong look. This year Ford get 4.5% from car sales market share. Ford is the 7th place of car sales market share in Thailand. Ford designs booth with blue and white color which are identity colors of Ford brand. Highlight of the stage is “ Ford Mustang” That place on the high floor rotatable stage. At the front stage there is True Red Ford Ranger.

FORD


22 Highlight Car

Ford Mustang Ford displays Ford Mustang to celebrate 50th anniversary of Pony car.

All New Ecosport The new Ford Ecosport is a compact crossover SUV with plenty of room. New Ecosport is a vehicle for an urban lifestyle. New Ecosport that was displayed in a booth was decorated in off-road style with matte black color. There are roof rack and all-terrain tires

HIGHLIGHT

FORD


23 CHEVROLET

BOOTH LAYOUT

Brand Image of Chevrolet car for Thai people Chevrolet is all purposes car for everyday life with strong look. This year Chevrolet get 3.2% from car sales market share. Chevrolet is the 8th place of car sales market share in Thailand. Highlight of the stage is “ Captiva sport edition” That place on the high floor stage. Chevrolet sticks Sonic Sport Edition on a wall to catch the eyes of the audiences from the long distances. In front of booth there is a stage for Trailblazer.

There are stages for display engine structure.


24 Highlight Car

Captiva Sport Edition The 2014 Chevrolet Captiva was revised with sport and luxury style. Captiva Sport Edition has new bumper, sport dress-up parts and LED Daytime Running Lights.

Chevrolet Trailblazer Chevrolet Trailblazer has new Urban Package dress-up parts.

HIGHLIGHT

CHEVROLET


25

Suzuki booth is combine car and motorcycle in one booth. Highlight of the stage is “ Celerio Custom” (Modified by ARRK Thailand) That place on the high floor stage. Suzuki was placed a red Swift RX in the room in high place of the wall to catch the eyes of the audiences from the long distances. In Thailand market, Suzuki was in 9th ranked, sold 1,727 cars until July and, 1,177 cars was sold in this Motor Expo, increase from last Motor Expo about 17.58 %.

BOOTH LAYOUT

For Suzuki’s motorcycle booth is displayed in simple concept. They show only imported big bikes in their booth.

SUZUKI


26 Highlight Car

Celerio Custom

Customize Celerio was made for

31th Motor Expo. Celerio custom have new bumper, grilled and some accessories with effect purple colored. All design and modification by ARRK Thailand.

Lupin chocolate and & Hustler Lupin was expected to sale in Thailand. That make many peoples interest in it.

HIGHLIGHT

Design Sketch

SUZUKI


27

BOOTH LAYOUT

Mercedes Benz booth have two stages. Main stage show the C-Class in two versions, new C 300 BlueTEC hybrid Sedan AMG Dynamic and Mercedes-Benz C 300 BlueTEC hybrid Estate AMG Dynamic. Other stage has exclusive decoration and clear fence for the S-Class.

MERCEDES-BENZ


28

C-Class C-300 Mercedes Benz launched their new C 300 BlueTEC hybrid Sedan AMG Dynamic and Mercedes-Benz C 300 BlueTEC hybrid Estate AMG Dynamic. This two versions impress the audiences at first sight by dress AMG sport package include sports grille with large logo Mercedes Benz on center two stripe pattern and 18-inch, 5-spoke alloy wheels by AMG. AMG body styling height was reduced by sports suspension system.

HIGHLIGHT

MERCEDES-BENZ


29

BOOTH LAYOUT

BMW uses white and blue as the main theme

colors of the booth. There is LED screen on the floor to highlight BMW 420D Coupe. And the highlight car is BMW I8, A hybrid gasoline-electric car. BMW is displayed their motorcycles in same area.

BMW


30 Highlight Car

The BMW i8 -a plug-in hybrid sports car

HIGHLIGHT

The carbon fiber-reinforced plastic (CFRP) cabin is lighter weight than aluminum about 30%. And this is the first mass produced models to use it as the main component in its construction. A turbocharged three-cylinder engine with duo

electric motor can make 357 hp, with top speed at 248 Km/h. In eDrive mode the i8 is a zero-emission. i8 can get up to 120 Km./H under electricity alone and can go for about 32 Km. on a full charge with no

interaction from the engine. i8 can be charged

from zero to 80 percent in two hours.

BMW


31

BOOTH LAYOUT

Hyundai was used LED walls to partition their car segments. Main stage was used for present “HND-9” sport concept. In Thailand market, Hyundai sold only 272 cars until July ,but 828 cars was sold in this Motor Expo, decrease from last Motor Expo about 9.8 %.

Hyundai was arranged their area for Hyundai Accessories Corner in the left side of the booth. And reception area in both side of HND-9 stage.

HYUNDAI


32

HND-9

HIGHLIGHT

HND-9 is the ninth concept car from Hyundai's design studio Namyang in South Korea. HND-9 is under new concept “Spiral Sculpture” that reform from “Fluidic Sculpture” from the last concept design theme. HDC-9 come in 2+2 seats, hexagonal-shaped front grilled, scissor doors. The side windows feature an upward curve as opposed to a downward notch, and the rear end is dominated by the three-dimensional taillights and a narrowing roof section.

32

HYUNDAI


33

BOOTH LAYOUT

MINI has got 111 cars booking in Motor expo 2014 Thailand. In Thailand, MINI’s image is hi-end car as well as Mercedes- Benz and BMW because of it’s UK standard and it’s price.

MINI uses lively color to present identity of MINI car and also decorates booth with street theme to make it more interesting. MINI has the large logo box light and place Mini car on it to catch the eyes of the audiences.

MINI


34 Highlight Car

Mini Hatch 5-Door The MINI 5-door offers all the best bits of the standard hatchback, with a bigger boot and more interior space but still keeps the style, quality and quirkiness of a Mini. It’s longer and roomier than a basic Mini.

HIGHLIGHT

MINI

location: Dealer@Bangkok location: Dealer@Bangkok


35

BOOTH LAYOUT

Subaru presented their boot in two stages, First stage on middle front is show the Viziv Concept car and, inner stage in front of Subaru wall use for New Subaru Outback. Subaru sold 207 cars until July and, 244 cars was sold in this Motor Expo, decrease from last Motor Expo about

37.44 %.

At backside of Subaru wall, here is the STI. corner and reception area in warm filling for business

talking.

SUBARU


36 Highlight Car

Viziv concept Viziv concept is a future compact crossover vehicle. Come with new diesel-hybrid system, single permanent magnetic motor in front, twin permanent magnetic motors in rear, and with assistance driving mode that help Viziv more stable in all terrains.

HIGHLIGHT

Forester Cutaway Model

SUBARU


37

BOOTH LAYOUT

The huge white stage with the red runway for showing the MG 3 series can catch the eyes of audiences from the long distances. The space between cars is wider than the other booths so the audiences can look around the car without blind spot.

China's largest automaker SAIC Motor Corp collaborated with Charoen Pokphand Group (CP) to produce MG cars in Thailand. It’s the second time of showcase in Thailand so less people get to know MG and not sure about after service.

There is reception area for visitors to rest which was decorated in English style.

MG


38 Highlight Car

MG-6 Minor change

The MG 6 come with new black top design and offers two choices between 4-door Sedan and 5-door Fastback. Features include spacious cabin, upholstery of black leather with red stitches and has new design of whole rear bumper.

HIGHLIGHT

MG-3

The first time that MG 3 is debuted in Thailand with two versions which are hatchback and X-cross. The MG 3 will be placed on sale in Thailand as B-segment within 2015.

MG


39 Highlight Car

Car Accessories in the Motor Expo 2014 have many booths of various product types. The most popular products still are alloy wheels and dress up parts. Tune up parts and equipments for street used are one of interesting products for visitors.

DRESS UP & TUNE UP

AFTERMARKET ZONE


40

CAR AUDIO

Car audio is also be more interesting for the visitors. Car audios are displayed in various styles to attract the audiences. Start from simple set till marvelous set that modify whole car for audio system.

Hi-end car audio is displayed separate by level for high quality sound.

AFTERMARKET ZONE


41

Moreover, equipment to add strengthens , carpet and leather seat cover service, auto maintenance equipment, cooling film, colored wrapping film still be an interesting segments for visitors.

ACCESSORIES

AFTERMARKET ZONE

CFRP Body Work Lighting System Mobile Home

Coloring Wrapping Film

Interior Leather Covering Exterior Treatment Products


42

ACCESSORIES

Additional accessories. With the prosper of today technology that make electric & it products for car-used was been conspicuous from visitors. Such as - Front & rear camera. - GPS. Navigator. - Security system that can be controlled by mobile and it can unlock, lock, engine start from far distances. Moreover, it can alert you via the mobile phone. - Power bank for jump starter that can provide an emergency electric support for car. - Real time tire pressure gauge can send wireless signal to dash-monitor. - even massaged machine that used after fatigue driving are available in the Motor Expo.

AFTERMARKET ZONE

Documents

Issued by ARRK CORPORATION (THAILAND) LTD. … motorexpo report_1.pdf · Total space 60,000 sqm * 32 Car Booths * 11 Motorcycle Booths ... including 2,718 cars increase from the previous