Australian International Motor Show 2007: An Insiders Account (Part 1)

By Feann Torr - 12/October/2007

Sydney, Australia — The Australian International Motor Show in Sydney is a once-a-year automotive extravaganza that brings the industry's movers and shakers together to celebrate all the best new stuff in the market. Running from the 11th to the 21st of October this year, it's also the best chance there is for people like us to have a squiz at all the wheels we drool over in our dreams.

With a decent number of world exclusives, the Australian International Motor Show manages to hold its own on a global scale. All the big car blogs and Internet sites from as far abroad as Ireland, Germany, and even the USA were there along with the local hacks, all checking out the best Aussie cars.

There were likewise a number of international vehicle launches including the R50 from Volkswagen and the new Landcruiser from Toyota, plus all the best Aussie machinery including the drop-dead gorgeous Maloo ute from HSV, and the FPV's all-new performance Territory, the F6 X.

Everyone at the Motoring Channel loves the Australian International Motor Show (AIMS). As well as a fantastic place to see the latest and greatest machinery, being able to quiz car makers about why ESP is standard across the range, and demanding free tickets the tennis are added bonuses. But AIMs isn't without its own special perils. This article is an insiders guide to AIMS show on the Media and Industry day - but be warned, it's not all roses and free stuff . . . 

6:30am: Alarm goes off. Coffee down the hatch. It's going to be a long day...

7:03am: Leave hotel for Convention centre.

7:28am: Arrive at Sydney Convention centre. Breakfast? Yes thanks. Catch up with the other Aussie journalists for a chinwag.

8:00am: Amble into the main hall and head towards the largest exhibit in the Convention centre - GM Holden. Marvel at the lack of security and the high amount of scantily clad ladies. Seems that sex still sells.

8:05am: Ex Aussie racer Neil Crompton is the master of ceremonies for the event but an appealing scent catches my nose before I can concentrate on the first speech - something about the Australian new car market reaching 1 million sales.

Ah! There's a mini pie truck wending its way through the huge throng of people... I try to flag it down but get inadvertently pole axed by a TV crew muscling in for the front row. I glare angrily at the backs of their already sweaty heads.

8:10am: The show begins in earnest. Fans of The General will definitely want to check out this one. There's Holden's and HSV's as far as the eye can see and the new models are all rippers. The Commodore Sportwagon looks sensational and we're told it'll go on sale in the first half of 2008 in a number of trim levels up the Calais V. It's a car to desire, not just buy for necessity says Holden head honcho Chris Gubbey. 

The concept Sportwagon on the stand is an E85 ethanol-compatible V8 complete with cylinder deactivation for reduced emissions and fuel consumption. A hint of things to come at Holden perhaps?

We're told that wagons have never been cool until today, but I'm already feeling a bit hot and the show's barely started. I'm thinking its psychological and try to push past it. Next up HSV's boss begins to talk and the Maloo R8 is unveiled. It looks awesome, arguably one of the sexiest vehicles at the show. The Maloo R8 costs $59,990 which is superb value considering its performance-image combo.

There is also a new 20th Anniversary ClubSport R8 model that sells for $65,900 and gets a GTS front end, fancy wheels, leather seats, scuff plates and comes in a limited edition sandstorm colour. Just 100 will be built and my guess is  all of them will be used for burnouts.

8:25am: We amble over to the Saab exhibit next and I consider taking revenge on the TV crew with a 'wayward' hors d'oeuvre. A police presence makes me reconsider. Saab talks about its new ethanol powered E85 9-5 sedan. Do we even have E85 petrol bowsers in Aus? The new cars will cost about $1500 above the normal Saab sticker price. The new Saab Turbo X is also on show and looks very tough for a Swedish car. I like it. Just 30 of them will be available for sale in Oz ensuring Ferrari-like exclusivity.

8:27: After Saab's pleasingly short presentation the huge lemming-like media clan moves to the Lexus exhibit where we get our first taste of live music. But Lexus doesn't rock out with Barnsey - it's operatic to match the prestige brand. As a small orchestra causes eardrums to bleed, attention is turned to an unveiling and the IS-F breaks cover. It's a very tough looking vehicle indeed, and you can bet it'll sell more than both the M3 and RS 4 if the price is less than its BMW and Audi rivals. It'll be coming to Oz in late 2008.

The LS460 makes a showing, as does the LX570 which is coming in early 2008. All the while, the stunning LS600h, the world's first V8 hybrid, proceeds to park by itself. Very fancy. Very trick.

8:40am: As we trudge towards the Toyota exhibit next, I realise how much I dislike standing up for prolonged periods. I guess sitting in cars all day will do that to you... Just as I begin to get a bit drowsy the Toyota light show melts my retinas with its visual intensity, jolting my body to full attention and almost kay-oh-ing a bloke beside me. 

The big reveal is the new Toyota Landcruiser, which is introduced by Lee Kernaghan singing "Way It Is". I was expecting Men At Work, but there you go. The car looks a bit different, and the seats beckon, I am so tired. The head of marketing at Toyota calls the car the "Definitive Spirit of the Bush. There's also a TRD Aurion sports car on the stand that looks really impressive, just like the road going car. We also discover the TRD Aurion is back on sale after its sales stop, and the changes to the engine include a 500rpm lower rev limit.

8:52am: It's time to hit the first German brand for the day, as Neil Crompton tells us to head to the Audi exhibit. Mother mercy, there's seats!! My feet are starting to ache badly now, lugging round laptop PC, myriad press kits and various other survival items. There's some cars at the Audi stand - oh yes, and some very curvaceous ladies in floral gowns. 

Local talent Jade McRae bursts into song and attention is assured as the volume borders on cruel. While the lyrics go on and on about dancing till it hurts, I feel like finding a quiet place for nap but quickly forget as half a dozen acrobats begin flipping and jumping over the cars. Very elegant.

The new Audi A4 is the star of the show, while the S5 and R8 also attract attention. Audi's chief Joerg Hofmann talks about massive growth for the company, as the brand outdid both BMW and Mercedes by recording a 40 per cent sales growth on last year, making Australia the fastest growing region globally for Audi. The new A4 will be coming to Oz in April 2008 for around $50,000 as will a new diesel A3 outputting just 119g/km of CO2 and using 4.5L/100km.

9:09am: As we meander over to the BMW exhibit, I sense food in the vicinity. I quickly scan the area with both visual and olfactory senses, but before I can home in on the prize, BMW's chief begins his spiel. Food foiled again! I jot down more notes as the BMW Concept CS looms; the star of the BMW stand, it looks amazing. It's so long and low, and the lines and creases across its flanks are to die for. It makes me think of a sausage roll for some reason and I begin to salivate. 

The X6 is fresh from Frankfurt (a frankfurter?), and looks a lot smaller in the flesh. Not a bad looking vehicle, but I still don't really understand its purpose.

9:20am: Marching over to Maserati, the Italian brand spices things up with a stunning unveiling involving Cirque du Soleil inspired dancers hanging from the ceiling by silken sheets. Thankfully the performance concludes without injury, and the focus turns to the car underneath the acrobats, the new Gran Turismo. It looks sensational, enhanced by a classic Maserati 250F race car from 1957.

9:30am: It's now half past nine and I'm feeling a bit lethargic. But the Mitsubishi exhibit is second in size only to the Holden stand and promises to reveal plenty of new product. The reason we're all there is simple: Evo. Attention is undivided as the world motor show premiere of the Mitsubishi Evolution X begins, and it delivers the goods. I'm getting really thirsty, but the Evo makes for a potent distraction. Mitsubishi's chief, Rob McEniry says he can't wait to see the public reaction to the car which will come to Oz next year in standard Evo and Evo MR versions. All models get seven airbags, Recaro seats, and Brembo brakes, while the MR adds Bilstein/Eibach suspension, BBS wheels and other performance upping extras. Aussie hurdler Jana Rawlinson sat about a bit to smile for the TV crew (were they eating something?!) and help promote the Evo X.

As per usual, Mitsubishi also has some of the most visually appealing show girls and the paparazzi swarm like angry flies, yelling at them to strike poses, to drape arms, and to look at the lens.

As the Evo mania dies down somewhat, I discover there's also some interesting 'Panther' concept cars in the form of the Lancer, Pajero, Grandis, and Triton, all of which have body kits and other features that improve the vehicle's visual appeal. Mitsubishi says they'll wait and see what the public reaction is to the Panther models to see if they've got legs. 

There's also a cool two-player Xbox 360 simulator at the back of the exhibit within two full sized Lancers, with force feedback control and huge plasma screens which all add interest to the stand. 

9:42am: It's Ford o'clock, and I can see a bowl of fruit over Ford CEO, Tom Gorman's shoulder. 'Patience' I say to myself as another TV crew slams into me without even an "excuse me" or a "coming through". I am beginning to feel some media rage when Ford's president starts up. Hot off its 1-2-3 win at Bathurst and with the launch of the new Mondeo and Focus convertible in its pocket, the company appears upbeat. 

I'm acutely aware of letters we've been getting at the Motoring Channel about our bias towards the Blue Oval, so I try to view this press conference as neutrally as possible. The Mondeo is so hot! It's going to be a sure fire winner. Cancel your holidays and pre-order one of these because they're going to destroy the oppo... I mean, it looks very nice in the metal, especially the XR5 model. It's got twin rear pipes, a body kit, and rear diffuser. There will be diesel models too and a 2.3-litre petrol model in addition to the XR5 Mondeo. Prices start at $29,990 for the Mondeo and rise to $41,990, while the Focus convertible will fetch $45,490. There's some also talk of the all-new '08 model Falcon on the way, but expect that to debut at the 2008 Melbourne Motor Show in March with more news in between.

And then the FPV models come out. The FPV GT Cobra is a real piece of work with 302 decals on the bonnet bulge signifying its increased 302kW engine output. The FPV F6 X, the first FPV not based on a Falcon, is the centrepiece of the exhibit and looks pretty swish. Everything looks good, but tiredness threatens to engulf me. I spot the fruit again, swipe an apple, and regain energy. Onward and upward!

10:07am: Hyundai rolls out (not literally) some very attractive show girls flitting about their cars. While there is nothing truly new at the stand it did have some appealing products, such as the i30 and the Veloster concept car, one of the few prototypes at this year's show that adds that ubiquitous and defining 'Motor Show' element.

10:18am: I mention to a few other journos that my back is aching now, in addition to my feet, and my hunger pangs. They are naturally sympathetic. I end up at the Mazda exhibit where the CX-9 is getting the full show treatment. The glamour girls are far more conservative here than at some other stands, which leaves the cars as the centre of attention for the  photographers and TV crews. The new Mazda6 looks stunning, and Mazda Australia's third hardcore concept is unveiled, the Mazda3 MPS Extreme. With black rims, extra decals, and a beefy body kit, it'll get the boy racers amped and no mistake. I eat a thing that resembles lamb poo on mini toast, but am grateful.

Part 2: The second and final part of an Insider's Account of the 2007 Australian International Motor Show sees our man on the ground look at all new the cars from the motor show, while simultaneously attempting to take covert revenge on the TV crews for their ungentlemanly tactics.