Expo a passe for BMW, Diamler, Porsche

RUN UP TO 8th AUTO EXPO 2006

Many big players prefer exclusive displays to expos.

Except Audi, luxury car makers Porsche, DaimlerChrysler and BMW will not participate in India's biggest Auto Expo to be held here from January 12 to 16.

According to these companies, it makes more sense to promote brands through their own exclusive car shows than participate in such exhibitions.

"We do not get benefit in proportion to the resources we spend at an event such as the Delhi Expo. We find it wiser to promote our brands through our exclusive brand shows," said an executive with DaimlerChrysler.

Despite having opened its office in Delhi and drawn up plans to set up an assembly unit near Chennai, BMW does not consider it worthwhile to participate in the event. Interestingly, dealers of BMW, Porsche and Audi had participated in the Castrol Autocar Car Performance Show held in Mumbai recently.

"We found it more strategic to participate in smaller and more focused events like the one held in Mumbai than the current one in Delhi. The costs in Mumbai were minimal," said a Navnit Motors executive.

DaimlerChrysler will conduct its brand shows in Mumbai (January), Delhi (February) and Chennai (March). Although the company has held shows at the dealer level, this will be the DaimlerChrysler's first corporate brand show.

DaimlerChrysler will also promote its brands by sponsoring events such as the MercedesTrophy Golf Tournament in Pune and the Chennai Open Tennis Tournament.

Porsche will hold its exclusive brand show in Delhi, Bangalore and Mumbai in February. The company will use the event to launch its new model, the Cayman S, priced above Rs 52 lakh.

Audi will be the only one displaying its ultra premier sedans at the Delhi Expo. The company will be displaying its yet-to-be launched A4 and Q7. The A4 will be launched at the event, whereas the Q7 will be launched in the third quarter of the current year. Audi will also display its A8 at the show.