Budapest Car Show Review - Where Hungary Meets the Road

If you like cars, the place to be the weekend ending October 21 was the Budapest Fairgrounds. The 14th Budapesti Autoszalon, an international fair for the automotive industry, was spread across several pavilions with some of the exhibits being squeezed out onto the pavement between buildings. Since it is only a bi-annual event for Hungary it is a must see for car buffs and an important event on the calendar for all of the major auto importers. A person who fits into both of those categories is Jaguar Hungary Managing Director Lajos Semsey. Interestingly enough, this was the first year since 1993 that Jaguar had participated. “We haven’t been here for a while because it just wasn’t worth it,” confessed Semsey. “A Jaguar buyer is not the sort of person who goes to an auto show and suddenly decides to splurge on a new car. We also cater to the sort of customer who would find it extremely distasteful to have a price list hanging from the hood. Jaguar owners are more likely to be a bit more discrete.” When pressed, Semsey admitted that economics too played a role in the reappearance of the sleek cats. “Although there have always been buyers, Hungary is not a very large market for luxury automobiles. But with the new “entry level” models that are the result of the acquisition by Ford there are more potential buyers.” The numbers speak for themselves. In 1999 27 Jaguars were sold in Hungary. 48 leaped out the door in 2000. Projections for 2001 are for 96 new cats to be prowling the Hungarian asphalt. “Times are changing,” chuckled Semsey. “It used to be that when I saw a Jag coming up the road I knew whose it was. Not any more.” Just across Pavilion “A”, another stand is throbbing with energy. Whereas the Jaguars were carefully roped off and strictly untouchable, the cars here at the Wallis Motor stand are wide open with fans waiting patiently in line to get an up close and personal look at their dream machines. And why not? It’s not every day one can settle into the plush interior of a 7 series Bimmer. And that is precisely the desire the management of the multi-importer wants to breed. “This auto show is very important to us,” said Marketing Assistant László Horányi. “It is a significant part of our marketing budget and we make a great deal of very important contacts here.” With an enviable stable of makes (BMW, Rover, Land Rover, MG and Mini) it is not hard to see why Wallis is one of Hungary’s most successful auto importers. Still, it is a team effort, with Wallis arranging the exhibition, yet the dealers supply the sales staff working the floor. And taking the orders. “Two years ago we sold almost every car right off the floor,” said Horányi. “We are here mostly to support the dealers and for image building, but the great thing about the show is we sell cars too.” By Robin MacAlpine Source: BCCH Business News Click here for BCCH Online