70 new models make debut at Frankfurt Motor Show

The 65th Frankfurt International Motor Show (Internationale Automobil-Ausstellung or IAA) effectively kicked off with a press day event on Tuesday (local time) at the Frankfurt am Main convention center in Germany. IAA takes place every two years.

As if reflecting the rebounding economy in Europe, this year’s motor show brought together 1,098 companies from 35 countries worldwide, rendering the event the biggest ever in scale. More than 70 new models made debut for the first time in world premiers at the show. There were no hints of economic recession from the facial looks of top managers who confidently introduce their vehicles, and visitors packing the Frankfurt exhibition center to its capacity.

Outdoor advertisement boards of the i10, a new mini car model that is unveiled at the motor show by Hyundai Motor, are easily spotted at A5 expressway from Frankfurt International Airport to the exhibition center. The advertisement seems to reflect robust emergence of Hyundai Motor, which has been posting an annual sales growth of about 10 percent over the past two years despite a slump in the European automobile market. At the motor show, Hyundai and Kia present a blueprint to take a leap to become one of the top five players in Europe within several years. Allan Rushforth, chief operating officer of Hyundai Europe, said, “Starting with the new i10, we aim to secure 5 percent share of the market by 2017 by introducing 22 new models.”

Hyundai and Kia garnered 3.5 percent (41,027 units) and 2.7 percent (32,309 units) of the European market, respectively in this year’s first half. The combined sales of the two companies amount to a 6.2 percent (73,336) share of the market, which places the firms at seventh after Volkswagen Group (24.4 percent), PSA Peugeot Citroen Group (11.5 percent), Renault Group (9.9 percent), General Motors (8.4 percent), Ford (7.7 percent) and BMW Group (6.5 percent including Mini brand).

European automakers are highlighting ecofriendly vehicles as their flagship models at the auto show. Volkswagen Group held on Monday a “Volkswagen Group Night” that showcased all of its 12 brands at Fraport Arena, a basketball gymnasium on Monday, and demonstrated its prowess as the largest European automaker. Starting with performance by world-famous pop music band “Petshop Boys,” the company unveiled the electric vehicles Volkswagen “e-Up” and “e-Golf,” the plugin electric hybrid Audi “A3 e-Tron,” and the Porsche Panamera S E-hybrid” for the first time. Porsche will launch its official Korean subsidiary “Porsche Korea” this month, and will make inroads into the Korean market in earnest. The Korean concern is set to appoint Kim Geun-tak, former president of IHS Automotive, as its first chief.

German automaker BMW unveiled the electric vehicle “i3” and the plugin electric hybrid vehicles “i8,” and “X5 e Drive.” Norbert Reithofer, chairman of BMW Group, said, “Through ecofriendly vehicles, BMW will contribute to establishing a sustainable society where automobiles, environment and humans co-exist, the utmost value that BMW envisions.”

British automaker Jaguar introduced the concept model “C-X17,” a crossover utility vehicle (integrating advantages of a sedan and SUV), its first CUV since the company’s establishment in 1945. Adrian Hallmark, global brand director Jaguar, said, “We are responding to rising demand for SUVs in the high-end vehicle market amid economic recovery.”