The Thailand International Motor Expo, held each December, is one of the Kingdom's most important automotive events.

It is where customers hunt for new vehicles amid a myriad of promotions as car companies vie for their business.

The company behind the event is Inter-Media Consultant (IMC), formed 31 years ago by current chairman Kwanchai Paphatphong. Besides hosting the annual expo, IMC also owns automotive magazines like Formula, Car Stereo and 4-Wheels. And preparing to take over the company's operations are Kwanchai's son and daughter, Chalaichai, 31, and Chamaiporn, 27.

Chamaiporn graduated from the University of Westminster in London with a master's degree in marketing communications and joined the family firm late last year. On the way, she gained experience working for BMW Thailand as a customer-relations management executive and a marketing assistant for the 5-Series. She has also held positions at Leo Burnett Thailand and the Aview Group. On the side, she's taught jazz dance at the Bangkok Dance Company for six years. She holds an advanced teaching certificate from Australia's Contemporary Dance Association.

Chalaichai earned a bachelor's degree in business administration from Assumption University in 1997 and moved directly into IMC. His passion for automobiles has led him to become editor of Formula magazine and a member of the Classic Car Club of Thailand.

"My father has had many good ideas, but they've gone unrealised, because he's been too busy handling so many things. My dream is to put these ideas into action and make them come true," says Chalaichai, and as IMC's business development and marketing director, he has the clout to do it.

"The Motor Expo has been an event that allows customers to buy cars at the end of the year, and we hope to keep this theme," he says. "This will be the Motor Expo's 23rd year. The reason we choose to stress that it is an expo - and not a show - is because many events take place there in addition to cars being displayed by auto companies. There is a 4-x-4 driving school, car accessories and a special motor-sport section. All of this makes the Motor Expo a truly unique event," he says.

"The Thai automotive market is maturing, and things are beginning to change. But the majority of people visiting the expo come to weigh their options for buying a vehicle or some other product rather than see advances in technology. We've tried in the past to set the concept of the expo as 50 per cent sales and 50 per cent technology, but our research shows 80 per cent of visitors come to buy. Nevertheless, we promote the display of concept cars at the expos and give special benefits to car companies that do so."

He expects the Thai automotive market to be dominated by pickups rather than sedans unless the government decides to decrease tax rates for smaller cars. Although more people in Bangkok and other big cities are turning to smaller cars, the majority of upcountry buyers still prefer pickups, because of their multipurpose utility.

The Thai market could end up being comparable with that in the UK, where domestic companies like MG and Rover have shut down, and the remaining few like Jaguar and Aston Martin have been taken over by Ford. The result is motor shows like those held in Birmingham, which are more viewer-oriented and host more entertainment shows.

"I've also seen more women coming to the Motor Expo over the past two years," Chamaiporn says. "We believe this helps families make on-the-spot decisions about whether to buy or not. More women are interested in cars nowadays, unlike before. In the future, we hope to hold more events that will attract women. The perception that women are not good drivers is also something I would like to change. I'm involved with go-kart racing and hope to promote the motor-sport industry among women."

She says it is important to remember many families go to the Motor Expo to buy a vehicle, and as a result it becomes difficult to walk around with children. Under Chamaiporn's influence, this year's event will probably see strollers offered to families who need them. She adds that there will possibly be a play area for children, so that parents may leave them in reliable care while checking out the new vehicles.

Both Chalaichai and Chamaiporn believe the trend is moving towards decentralised Motor Expos. Only about 20 percent of visitors to Bangkok's Motor Expo are from upcountry, and the siblings believe expos held outside of Bangkok would offer these customers a better choice than would visiting local showrooms. IMC currently hosts Motor Expos in Khon Kaen and Chiang Mai, as well as the main event in Bangkok.

Vijo Varghese

The Nation