Zaida Enver gives the Mail & Guardian the low-down on the Johannesburg International Motor Show
What is the benefit of an internationally accredited motor show such as the Johannesburg International Motor Show (Jims)? What does it mean for the South African public?
We are one of only two shows in the southern hemisphere to be accredited by the International Organisation of Motor Vehicle Manufacturers and this gives us the status and standing to be taken seriously. The accreditation makes it far easier to gain access to products and support infrastructure that we wouldn’t normally have. Jims also has an important trade element and creates possibilities for many South African companies to use the show as a sales and networking opportunity. We’ve also got exhibitors from other countries such as Brazil, China and India as well as from many of the Southern African Development Community.
The public is exposed to global trends and a greater perspective of local companies operating on a global platform. They are able to witness first-hand new model launches and concepts right on their doorstep.
Is the show just about looking at cars in static displays? What else can the public expect at the show?
One of our key objectives has been to make Jims as interactive as possible and the show will live up to its pay-off line: Be Moved. Weekend visitors will be wowed by a virtually non-stop display of motoring action, including the spectacular Auto Trader-sponsored Nissan 350Z drift cars, the gravity-defying Freestyle Motorcross riders and the Off-Road Experience where visitors can be driven around a custom-made 4×4 track in the latest and greatest sports utility vehicles from most of South Africa’s car manufacturers and importers.
There were rumours that some vehicle manufacturers were unhappy about exhibition costs.
We’re sensitive to what is going on in the market, so we’ve been flexible with our rates and we’ve set out to create an extravaganza that meets the needs of the public and the industry in terms of costs. We have been approached by various exhibitors to see if we could help them keep within budget and we have consulted all key stakeholders in this regard. We’ve had challenges, but it hasn’t been a hard sell and we’ve filled all available space with paying exhibitors. At the end of the day, company priorities have remained unchanged despite tighter budgets and all key industry players have a presence because they realise Jims keeps them top of mind.
What are the benefits of the show from an employment point of view? Are you creating employment opportunities as the show grows every two years?
Hundreds of people find temporary and permanent employment as a result of a show like Jims. The larger the show becomes, the greater the requirement for trained people. All of our suppliers need additional hands from when the build-up starts and car guards, security personnel, set builders(including all kinds of artisans), fast-food outlets, maintenance and cleaning staff are all needed before, during and after the show.
Can you let us in on some of the highlights?
There are plenty of highlights. Arguably the Koenigsegg CCXR Ultimate Limited Edition will be the showstopper: it’s the most expensive, the most powerful and arguably also the fastest car on the planet with a price tag of R30-million. With 758kW and 1080Nm it will rocket to 100kph in 2,9s and will stop accelerating nearly 330kph later. Peugeot’s 908HDI race car won’t be far behind and with its 5,5-litre turbocharged diesel engine it represents the cutting edge of motorsport technology. Then there are the likes of the latest Chevrolet Camaro and Laguna Coupe Concept as well as some very interesting exhibits on the motorcycle stands.
Are there strict rules in organising a show aligned with the International Organisation of Motor Vehicle Manufacturers?
Very much so. For example, there are strict health and safety requirements that have to be adhered to and we’ve worked closely with the likes of the Johannesburg Metro police and the City of Johannesburg, in general, to make sure that all requirements are met. In addition, we’ve put policies and practices in place, based on what we learn from shows like Geneva, and we’ve looked closely at the media centre at the Paris motor show – in fact our media liaison people have just returned from a trip to that show. Everything about Jims is to an international standard.
Finally, we’ve also already started planning post-event research to measure whether the show gave exhibitors a return on their investment. We want to know whether it met their real needs and we’re not just interested in the traffic through the turnstiles.
Is this a show for petrolheads only or is there value in it for the average South African who might not be crazy about cars?
Well, it is a motoring show designed to excite and entertain, but the displays will cover the full gamut of what’s on the market. It provides an ideal opportunity to view different cars in the same “showroom” — albeit a very big one.
So whether you’re looking for thrills on the day or whether you’re a savvy shopper and want to use the show to size up what’s out there, for just R60 an adult and R20 for children under 12, Jims provides the perfect opportunity. And don’t forget that there is a significant motorcycle element to the show as well as component and commercial vehicles aspects. We believe that it is fantastic value for money.
Zaida Enver is Kagiso Exhibitions and Events trade division general manager