We Sell What’s Beneath The Hood

Image: Amit Verma

If the constant stream of people into hall numbers nine, 10 and 15 of Pragati Maidan was any indication, the German car models were one of the most sought-after in this year’s Auto Expo. The Mini Cooper and the Beetle might have even won the award for being the most clicked car models on display. But the German domination in India’s largest automobile show didn’t end with its carmakers.  Tucked away from the public limelight, but still attracting attention from industry officials were the original equipment manufacturers, or OEMs from the European nation.

In their largest presence ever, nearly fifty OEM players from Germany are exhibiting at the official German pavilion of the auto exhibition. Brightly lit and tastefully designed, the pavilion has manufacturers of every kind of auto parts, from thermal systems to axle systems, showing their ware. The impressive turnout is also reflected in the performance of German OEMs in India. Backed by the 80 percent growth of German cars in India in 2011, the OEM imports from the country increased to 660 million euros, up 53 percent from last year.

Close to the German pavilion is the Chinese one, housing the OEMs from across the border.  Disappointingly though, the mood inside doesn’t have the same spark as the German one. With no special light effects and none of the stalls catching the eye, it is not surprising that there are few visitors.  The Chinese themselves are not very impressed. “There are pigeons up there and they could dirty the place,” says Li Xuelei, vice manager at Baic International Corporation, which calls itself one of China’s five well-known automobile groups. “There is no decoration here,” adds Xuelei. When asked to compare with China's biggest auto show, she exclaims with raised eyebrows, “The Beijing Auto Show is very big!”

Among the other major overseas OEM participants were the Taiwanese and the Canadians. While the Taiwanese also had their own separate space under a makeshift hall, a considerable Canadian delegation was seen in the general OEM pavilion. Roger Huang works for Auroral Sinter Metals from Taiwan. This is the third time that the company is participating in the Auto Expo. “While it is too early to say if the turnout is as big as the last edition, there is a considerable difference in one way. The questions of officials from Indian companies are much more knowledgeable and insightful. This shows that the sector in evolving here in India.”

As for the Indian participation, the local OEMs were out flexing all their muscles. Most notable were companies from Tamil Nadu, including Pricoal and TVS and their peers from Delhi and Punjab such as Sona and Rico Auto Industries.