Two Decades In, But MIAS Still Misses the Mark
The Manila International Auto Show (MIAS) is now celebrating its 20th year—a milestone that deserves recognition for its staying power and the consistent participation of car brands, suppliers, and the Filipino motoring public. But while MIAS has certainly carved its place as the country’s biggest auto show, the sad reality is that it still falls short of being called a world-class motoring event—even by regional Asian standards.
This may come as a surprise to some, especially those who’ve seen the crowds packed wall-to-wall at the World Trade Center, or witnessed flashy new car launches complete with lights, music, and confetti. But what makes a motor show world-class isn’t just the glitz—it’s the structure, the planning, and the respect given to both the industry and its communicators.
Let’s start with a basic but crucial feature that almost every respected international auto show has: a dedicated media day. From Bangkok to Tokyo, Shanghai to Seoul, media professionals are given a full day to cover car launches, explore displays, and interview executives without having to compete with the general public for space and access. MIAS, in its two-decade run, still hasn’t institutionalized this. Instead, it throws the doors open to both media and the public at the same time, creating a chaotic environment that’s neither ideal for professional coverage nor for the ordinary car enthusiast trying to enjoy the show.
Another persistent issue is the lack of a proper media area during car launches. In global shows, media platforms, risers, and designated zones for journalists and photographers are standard. These allow members of the press to do their job—get clear shots of the cars, capture decent video, and document product reveals. At MIAS, most media are left to fend for themselves, often forced to hold their cameras high above their heads just to get a glimpse of a car through the crowd. Worse, the rise in “official production teams”—hired by the manufacturers themselves—has turned into a recurring nightmare. These teams, complete with lighting rigs, cameramen, and their own entourage, consistently block the media’s view with the excuse that they’re the “official” documenters of the launch.
This is not only inconsiderate—it’s counterproductive. If brands invite media to cover them, why actively prevent them from doing their job?
There are solutions, but they require both the organizers and the manufacturers to rethink their approach. One option is for car brands to ditch the combined media-public launch format altogether. If the media is just an afterthought in a public event, why not just focus on the public and send the media high-resolution images, videos, and press materials after the event? Or better yet, hold a separate, smaller preview for the media days or weeks before the actual launch. Some manufacturers have already started doing this, and the result is more meaningful coverage without the chaos.
Organizers, meanwhile, need to step up. Two decades is more than enough time to improve logistics and show planning. Setting up a dedicated media platform, enforcing protocols for official videographers not to obstruct the press, and carving out a press-only day are not luxuries—they’re necessities if MIAS wants to be taken seriously as an international event.
The Philippines has the market. It has the audience. It even has the brands willing to spend. What’s missing is the level of organization and media respect that puts shows like MIAS in the same league as Bangkok or Tokyo. Until those elements are in place, MIAS will continue to be the country’s biggest auto show—but not one that’s recognized beyond our shores as truly world-class.
