Speech by President of NAAMSA, Mr David Powels, at the Official Launch of The Johannesburg International Motorshow 2011


The Johannesburg International Motor Show, to be held from 6 – 16 October 2011, was launched today at a function at the Johannesburg Expo Centre. Addressing the audience, Mr David Powels, President of NAAMSA (National Association of Automobile Manufacturers of South Africa) said that. “The Motor Show is accredited by the International Organisation of Vehicle…

The Johannesburg International Motor Show, to be held from 6 – 16 October 2011, was launched today at a function at the Johannesburg Expo Centre.

Addressing the audience, Mr David Powels, President of NAAMSA (National Association of Automobile Manufacturers of South Africa) said that. “The Motor Show is accredited by the International Organisation of Vehicle Manufacturers based in Paris and features prominently on the calendar of International Automotive Exhibitions.

The 2011 event promises to be the biggest and most exciting Automotive Lifestyle and Trade Show in South Africa with about 400 exhibitors of automotive components and accessories, some 57 Car brands, 23 Truck and Bus companies as well as international participants. We expect over 275 000 visitors many from African countries, Europe and the Far East.

The timing of the show is ideal for the South African Motor Industry to illustrate to the world the way in which it has restructured and realigned itself to the challenges facing the global motor industry. The South African Motor Industry is emerging from an extremely tough business environment in which it has been forced to re-examine the business model to ensure global competitiveness in the years ahead.

Together with our partners in the supplier component industry, major focus has been placed upon localisation and Value Addition. Significant investment on the part of the supplier industry has resulted in a much learner, technologically capable and skilled component industry enabling OEMs to target key strategic global markets. We are working closely with Government to ensure the new Automotive Production Development Programme takes the industry to new levels in the years ahead.

The outlook for the South African domestic vehicle market in 2011 is encouraging. We forecast growth of around 15% year on year.  Importantly, we anticipate steady growth in the medium term. The South African Motor Industry remains one of the most competitive in the world. With over 1500 models and 60 marques competing for what is, in global terms, a relatively small market. It is intensely competitive and demanding.

The South African customer justifiably demands an outstanding product and the highest levels of after sales service. The

Johannesburg International Motor Show 2011

is an all inclusive event accommodating two additional expos, being the “Johannesburg Truck & Bus Show” and the Automotive Allied Industries “Autoshop”.

The broad based objectives for the 2011 event are:

  • To showcase the South African Motor Industry and to project its global competitiveness.
  • To stimulate business and investment opportunities.
  • To showcase new products, technologies and services.
  • To provide world class marketing and engagement opportunities in a unique lifestyle environment.
  • To re-enforce the bond of the Motor Industry with the South African consumer.
  • To leverage new business and trade opportunities while stimulating enterprise development.

South Africans love their motor cars and all major manufacturers will use the International Motor Show during October to showcase their products as well as the capabilities of the South African automotive industry.

Manufacturers constantly strive to improve their products, not simply by making them more glamorous and attractive, but also by making them safer, more secure, more economical and more environmentally friendly.

Visitors to this year’s Motor Show will be able to see the latest automotive technological enhancements in vehicles marketed in South Africa. The Johannesburg International Motor Show is the major Southern Hemisphere event on the international automotive show calendar, every aspect of every new car is examined and assessed by potential buyers and motoring journalists alike, and then written and broadcast by the latter in incredible detail and discussed by the former, with even more passion!

The Automotive Industry is the biggest industry in the manufacturing sector in SA and the Johannesburg International Motor Show provides an appropriate platform for showcasing products and exports into Southern Africa, Africa and world markets as a whole.

Many overseas visitors and trade delegations to this year’s event will attest to that reality. Industry exports of SA produced motor vehicles is expected to reach a record 300,000 units this year which together with vehicles produced for the local market will translate into near record industry production for 2011 of over 550,000 units. In terms of Government’s policy for the Industry, the vision and target for vehicle production in South Africa by 2020 is over 1 million motor vehicles with significant local Value Add. Ladies and gentlemen, let me touch upon a subject that affects the Automotive Industry and South African motorists alike, and that is the importance of aligning S A fuel standards with international fuel specifications and vehicle technology.

World wide, poor air quality is related to approximately three million deaths each year and contributes to the plight of millions more around the world who suffer from asthma, chronic obstructive pulmonary disease, cardiovascular disease and lung cancer. The growth in urban travel, so apparent in SA at this time, will further exacerbate this problem unless steps are taken to reduce emissions.

Vehicles, both petrol and diesel, emit significant quantities of nitrogen oxides, sulphur oxides, particles, carbon monoxide and hydrocarbons. These pollutants can be reduced by adopting lower sulphur green fuels and at the same time integrating this with the introduction of new vehicle technology and emission control devices. NAAMSA was instrumental in persuading government and the fuel industry to phase-out leaded petrol in South Africa from the beginning of 2006.

The phase-out of leaded fuel, primarily for health and environmental reasons, coincided with the introduction of a new octane structure for unleaded and lead replacement fuel in South Africa.  More recently, in line with international developments, the focus has shifted to reducing sulphur in petrol and diesel specifically to accommodate the high tech, emission control equipment of modern vehicles. NAAMSA has informed government of the need to legislate for the introduction of Euro V fuel in South Africa and a reduction of petrol and diesel sulphur levels, as soon as practically possible.

This is essential to ensure that vehicle manufacturers will be able to produce and import the latest new generation low fuel consumption and ultra-low emissions vehicles which have become standard throughout most of the world. South Africa cannot afford to remain out of step with global trends and standards.

The imperative of fuel quality improvements will directly contribute to the achievement of environmental objectives by improving air quality and a healthier environment and, from the perspective of the automotive industry, will enable the South African market to offer environmentally friendly, highly fuel efficient, high technology vehicles – cars, SUV’s, light commercial vehicles as well as trucks and buses. It is NAAMSA’s view that, in the final instance, the oil companies should supply the fuels consistent with international specifications and the needs of South African automotive companies and motorists.

Finally, ladies & gentlemen, as far as the 2011 Johannesburg International Motor show is concerned, we are fortunate in having the upgraded Expo Centre as our venue, a venue which is almost unique among international motor show venues, by offering, apart from substantial indoor space, also a great deal of outdoor space for exhibits and driving experiences thereby offering the organizers the opportunity of delivery an all-encompassing “wow experience” for visitors to the show.

We are all looking forward to welcoming you to a Johannesburg International Motor Show of world class standard which will offer the ultimate automotive lifestyle experience.”

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