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December 25, 2014
Beijing International Automotive Exhibition 2014: On-Site Report (2) | Auto China 2014
Beijing Motor Show 2014: On-Site Report (2)
The "Little Emperor" and Gershwin
The Chinese market, now the world's second-largest after North America, is a crucial focus for every brand. This report comes from the Beijing International Automotive Exhibition, China's largest auto show, by Akio Lorenzo Oya, a former automotive magazine editor in Japan now based in Italy. Here, he shares his observations and feelings from China, offering perspectives from both Europe and Japan.
（Click here for Part 1）
Text and Event Photographs by Akio Lorenzo OYA
Existing Compact Premium Models Also Draw Keen Interest
The Beijing International Automotive Exhibition 2014 concluded on April 29th, attracting 850,000 visitors, surpassing the 800,000 from the 2012 show.
The palpable excitement was undeniable. As mentioned in the previous report, manufacturers were eager to capture the attention of the new generation of consumers, raised as "little emperors" and "little empresses" under the one-child policy, by showcasing newly developed SUVs and crossovers.
However, even before these models hit the market in full force, the spotlight was firmly on existing German compact premium vehicles.
At the MINI booth, the "Paceman," despite receiving a facelift, was surrounded by many young visitors.
The same was true for the smart booth. While smart cars have long been a common sight in European cityscapes, here, young people were enthusiastically taking photos together. It's no wonder the car was voted "Best Microcar 2014" in a reader poll conducted by the prominent "auto motor und sport" China edition in February, receiving an impressive 42.9% of the vote.
The MINI Paceman, like its four-door sibling the MINI Countryman, received a facelift.
The established presence of premium brands like BMW and Mercedes-Benz in the Chinese market undoubtedly contributes to the popularity of MINI and smart.
Beijing Motor Show 2014: On-Site Report (2)
The "Little Emperor" and Gershwin (2)
The French Brands Are Not to Be Outdone
Following suit with great ambition are the French manufacturers.
PSA Peugeot Citroën is focusing on increasing brand awareness for its premium marque, "DS." Similar to major European shows, a section was dedicated to demonstrating DS craftsmanship through live demonstrations.
Gérard Campo, a leather craftsman from PSA's R&D center who was present, previously spent 36 years with Louis Vuitton. He emphasized that the intricate pattern on the central part of the DS leather seats, designed to resemble a watch's metal band, is crafted from a single piece of leather, and that this same technique is faithfully reproduced in the Chinese-made DS models, ensuring quality equivalent to the French originals.
Renault unveiled the "Initiale Paris"concept minivan, first shown at the Frankfurt Motor Show, in China. Benoît Lioyner, an engineer in charge of Renault's concept cars, expressed his ambition: "While German brands and German joint ventures dominate the market, we aim to differentiate ourselves with a comfortable French aesthetic."
Furthermore, in mid-May, Renault will host an exhibition of works by the renowned photographer Robert Doisneau, famous for "The Kiss by the Hôtel de Ville," featuring his photographs related to Renault cars, further enhancing the French ambiance.
Perhaps as a result of their efforts, both DS and Renault models at the show attracted significant attention from young visitors, second only to the aforementioned MINI and smart.
Beijing Motor Show 2014: On-Site Report (2)
The "Little Emperor" and Gershwin (3)
If He Were Alive Today
Let's turn our attention to the city.
It's easy to feel the vibrancy of Beijing. In Wangfujing, the city's premier shopping district, large fast-fashion stores like ZARA and H&M, akin to those in major European cities, line the streets, bustling with trendy young men and women enjoying their shopping. On the subway, young people are engrossed with their latest smartphones. In contrast, what stands out on the streets are the poles left behind after the public telephone booths were removed.
The abundance of shops selling wedding dresses also symbolizes the city's youthful demographic. This is a stark contrast to the prevalence of funeral home advertisements seen recently in Milan and Paris – perhaps a cynical observation.
In the morning, the incessant honking of cars and scooters serves as a natural alarm clock. This, too, is an undeniable sign of the nation's vitality.
Composer George Gershwin, during a visit to Paris, famously purchased taxi horns to bring back to America, incorporating them into his 1928 symphonic poem "An American in Paris" to depict the city's lively atmosphere. At that time, Paris had a population of about 3 million. Today, Beijing's population is approximately seven times that, at 21.14 million. If Gershwin were alive, he would surely have captured the energy and clamor of this Eastern metropolis in his work.
An Infiniti passes by a three-wheeled cabin motorcycle.
The next Beijing Motor Show is in two years, 2016. It will be fascinating to see which cars capture the spotlight in a country where the "little emperors" and "little empresses" are increasingly becoming the primary consumers.
（Click here for Part 1）