SIA'2010 Summary

SIA'2010 – the Growth of Popularity and Attendance

Post-show Release

On May 27 through 30, 2010, the International Exhibition Centre at 15 Brovarsky Ave., near Levoberezhna underground station in Kyiv was hosting the 18th International SIA’2010 Motor Show.

Organizers are Ministry of Transport and Communications of Ukraine, Ministry of Industrial Policy of Ukraine, Ukrautoprom Association of Ukrainian Motor Vehicle Manufacturers, and Autoexpo Ukrainian Exhibition Company.

Famous brands such as Mercedes-Benz, Chevrolet, Opel, Hyundai, Kia, Renault, Lada, Groz, Subaru, SsangYong, Chery, Geely, ZAZ and BOGDAN were among the exhibitors. During the Motor Show, these exhibitors were presenting the premiers and brand-news of the Ukrainian automobile market: KIA Venga, HYUNDAI Sonata and ix35, E-class cabriolet from Mercedes - Benz, Opel Insignia, Chevrolet Cruze, LADA Priora Coupe, LADA Kalina Sport, the entire brand-news line from Renault as well as new Bogdan pickup and others.

In addition to automobile display, each of 400 exhibitors delivered surprises and interesting show program. According to expert opinion, the 18th International SIA’2010 Motor Show aroused an unprecedented interest in Ukraine. The Motor Show events arrested attention of the mass media, community, public agents and establishment. Tens of thousands of those, who came to the Show on the last weekend of May, gave a solid vote to the status of SIA as a Major Motor Show of the country by their presence and unexampled public excitement.
 
Survey of the public

The experts know that the audience may be the best characteristic of an event. Relying upon the public opinion poll conducted by Touchpoll Ukraine Research Agency during the show open hours, certain conclusions can be made.

It is known for long that SIA is not just a local event, but in fact a Motor Show of the national scale. Poll results have proven once again the existing image of the Motor Show as the major automotive event of Ukraine, with a wide impact area.

42,8% of visitors are guests of the capital, including:

• 21% - inhabitants of regional centers of Ukraine
• 15,2% - inhabitants of other places of the country
• 3,1% of the polled are the guests from Europe
• 0,8% - guests from the CIA-member countries
• 2,5% - visitors from other continents.

Visitors to the Kyiv Motor Show are mainly car owners of good means.
The following data about the audience could be a subject of interest:

• 75,5% - car owners
• 55,3% of respondent plan to buy a car during the nearest year
• 10,2% of car owners have a car at the cost of $ 40, 000
• 9,1% of the polled have a total month return of UAH 10,000 and more per each family member
• 23,9% of respondent have a total month return of UAH 5, 000 – 10,000 per each family member
• 41% of respondents make UAH 2000-5000 per each family member
• 39,3% of the polled are owners/co-owners of companies or private-owned businesses.

According to Touchpoll:

• 48,9% of the polled are the people of 18-30 years of age
• 42,8% - of 30 - 45 years of age.

The audience of SIA permanently widens: 27% of respondents first came to the Motor Show this year.

Participation in the show will also produce a positive result for almost 51% of the polled exhibitors consider the Motor Show to be the best information source about personal vehicles.
 
Media at SIA’2010

As usually, the major automotive event of Ukraine aroused interest of the domestic media. Taking into account high status and popularity of SIA Motor Show in Ukraine, quite some key media took the part of basic information partners. These are INTER Media Group, Autoradio Ukraine, Za Rulem magazine and First Automobile TV channel.

As well, some other media took an active part in SIA’2010 operation and promotional campaign, in particular, Autocenter Media Group, auto.ria.ua; Nashe Radio and Europe FM radio broadcasts; Autoreview, Autoprofi and other magazines. On May 27, the Motor Show had a Day of Press, Trade Visitors and VIP-guests. The 152 editorial offices were accredited at the Motor Show, including central and regional TV and Radio channels, information agencies, newspapers and magazines.

The overseas media, electronic and published editions from Belarus, Holland, Italy, Poland, Russia and Slovenia also operated at SIA’2010 Motor Show. In general, the number of accredited journalists at the Motor Show reached 342 people.

On the same day, the run-ins of many Ukrainian TV channels included the items on the commencement of the 18th SIA, having appraised this event as an informational occasion worthy of viewers’ attention.

There is a list of channels and programs, which dedicated their items to the opening and commencement of the Major Automotive Event of Ukraine: 1+1 – TCN, TRK UKRAINE – Events, 5 Channel – Morning on the 5th and Business Time; Channel 24, First Business Channel, Fist Automotive Channel. During the Motor Show, the data messages also appeared on UT-1 and Inter TV channels, on air of the popular Radio broadcasts such as Autoradio, Nashe Radio, HIT FM, Kiss FM, Europe FM, Gala Radio, Nostalgia, etc. Such a mighty information support became another factor that exerted influence on the increase of SIA’2010 attendance. As a result, over 150 thousand people came to the Kyiv Motor Show that was much more than in the past year regardless of a day shorter period of the Motor Show’s open hours in comparison with the past year.

Sizing-up
 
On May 30 at 17.00, the official ceremonial closing of the 18th Kyiv International SIA’2010 Motor Show took place, and the results of the journalistic voting for the best Motor Show’s car were announced. Hyundai Sonata was awarded a Crystal Wheel, the Grand Prix of SIA’2010. The journalists accredited at the Motor Show Press Center and the members of Ukraine’s Journalists Club were partaking in the vote during the SIA’2010 open hours.

Besides the sole leader and holder of the Best SIA’2010 Car Award, Mercedes-Benz E-klasse Cabrio and KIA Venga entered the three of most popular cars as well.

The Steering Committee of SIA’2010 gave awards to CARAVAN CENTER OF UKRAINE, AIS GROUP, RENAULT UKRAINE and UKRAUTOVAZ.

In his speech during the Motor Show’s ceremonial closing, Director General of AUTOEXPO Olexander Haraschenko said, in particular: "SIA’2010 came about exactly pursuant to schedule. I can with the absolute confidence announce the date of the next Motor Show – May 25 – 29, 2011. The next year’s event is included in the international OICA’s calendar. Yet, we have applications for participation in SIA’2011, and we are ready to consider your propositions. Let’s proceed getting prepared for the Major Motor Show of the Country 2011 quietly and beforehand".

The 18th SIA strikingly demonstrated the state of the Ukraine market. Positive changes to the better in the automotive field are obvious. The experts think that a real recovery process connected with the stabilization of the situation in Ukraine has started. Thought-out approach of automobile companies to the participation in the Kyiv Motor Show has been producing a result. From 27 to 30 of May, the maximum number of target guests came to SIA’2010. The automobile brands had the opportunity to show their renewed lines to wide audience. Service companies showed up-to-date car maintenance and tuning abilities. Subsidizing the participation of companies, presenting the automobile brands, the organizers managed to provide a worthy motor vehicle display at SIA’2010. Considerable increase in set-out of personal vehicles did not pass by attention of the Motor Show’s visitors and car market experts.

As a result, SIA’2010 won the obvious growth of attention from the side of public and the increase in attendance.

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