We catch up with Glenn Tan, President Of Motor Traders Association, to find out more about what makes the Singapore Motorshow tick.
The roar of engines, the gleam of polished metal under exhibition lights, and the electric buzz of car enthusiasts discussing horsepower figures and futuristic tech. The Singapore Motorshow has long been the beating heart of the nation’s automotive scene.
But beyond the dazzling car displays and celebrity appearances lies an event that has evolved strategically to stay relevant in a rapidly changing industry.
At the helm is Mr Glenn Tan, President of the Motor Traders Association (MTA). With years of experience in the automotive sector, he has witnessed firsthand how the Singapore Motorshow has shaped consumer trends, automotive brand strategies, and the wider mobility landscape.
In this conversation, we explore the evolution of the Singapore Motorshow, the growing influence of electric vehicles (EVs), and the logistical challenges faced to execute one of Singapore’s most anticipated motoring events.
From 10 Days To 4
Motorshows are, at their core, grand spectacles, designed to entice, educate, and excite. But in a city like Singapore, where space is a premium and consumer habits evolve rapidly, how does an event like this keep pace? According to Glenn Tan, the Singapore Motorshow has had to reinvent itself multiple times to stay relevant.
“There was a time when the Motorshow stretched over 10 days,” he recalls. “But over time, we realised that condensing it into 4 days made far more sense. It was more cost-effective, easier for attendees to plan their visits, and paradoxically, drove higher attendance.”
The numbers don’t lie. In the 4-day format, the show has seen more visitors overall, proving that a well-structured event doesn’t need longevity to leave an impact. The focus, he explains, has been on creating a value-packed experience.
Fringe events, interactive exhibits, and reasonable ticket prices all contribute to making the Motorshow appealing not just for serious buyers but also for casual enthusiasts who may not be shopping for a car… yet.
“People don’t just come to look at cars; they come for an experience,” Tan notes. “That’s what we’ve focused on, making sure that every visitor walks away with something memorable.”
Staying Relevant In A Digital Age
We live in an era where car research begins long before a consumer steps into a showroom. Digital media, influencer reviews, and virtual car configurators have become integral to the buying process. For the Motor Traders Association, the challenge was clear – how does a physical event like the Singapore Motorshow maintain its significance when so much happens online?
“We recognised early on that a strong digital strategy was essential,” Tan explains. “That’s why we’ve worked closely with Mediacorp to digitalise the event experience, leveraging social media, video content, and key opinion leaders (KOLs) to generate buzz leading up to the show.”
The idea is simple: extend the Motorshow beyond the showfloor. By the time attendees arrive at the event, they already have a sense of what to expect, which booths to visit, and which cars they want to see in person. Brands benefit too; by engaging with consumers long before the show doors even open, they set the stage for more meaningful interactions.
But does this digital push mean the physical event will eventually lose relevance? Not at all, says Tan. “Nothing replaces seeing, touching, and sitting in a car before making a purchase. The digital world is a complement, not a replacement.”
The Rise Of Electric Vehicles
There was a time when EVs were a novelty. Small, experimental, and often overshadowed by their petrol and diesel counterparts. Today, they are front and centre, and the Singapore Motorshow reflects this seismic shift.
“This year (2025), we have a record number of EVs and electrified vehicles on display,” Tan reveals. “It’s no longer just the usual suspects; we’re seeing entirely new EV brands entering the Singapore market.”
With government incentives, increasing charging infrastructure, and rising consumer awareness, the EV market is poised for rapid growth. The Motorshow, therefore, has become a key platform for educating consumers about battery technology, range anxiety, charging solutions, and the future of sustainable mobility.
“The Motorshow plays a critical role in helping consumers make sense of this transition,” Tan says. “EVs are still relatively new to many people, and seeing them in person, talking to experts, and experiencing them up close makes a world of difference.”
Behind The Scenes
A motorshow may last just a few days, but the planning? That’s a year-round affair.
“We start preparing months in advance,” Tan reveals. “There’s an extensive review process, what worked last year, what didn’t, what we can improve.”
Given the scale of the event, there’s no room for last-minute improvisation. From securing venue space to coordinating with car brands and ensuring that all exhibits meet stringent safety regulations, every detail is mapped out. But even with all that planning, challenges are inevitable.
“You have to be ready to adapt,” he says. “Issues will arise; it’s how you respond that makes the difference. We refine our execution plan as we go, and we never make the same mistake twice.”
One particularly complex aspect is the setup process. “Imagine moving in dozens of cars, setting up elaborate displays, and testing interactive experiences, all within a tight timeframe. It’s a logistical ballet, and it works because the team behind the show is experienced and detail-oriented.”
Where Do We Go From Here?
With the automotive industry evolving at breakneck speed, the Singapore Motorshow must keep up. More EVs, smarter cars, and new mobility solutions will reshape what consumers expect from an event like this. From its early days as a traditional car exhibition to today’s tech-driven, consumer-focused event, it continues to reinvent itself, ensuring that it remains relevant and essential.
For car buyers, the show offers a rare chance to compare multiple brands in one place. For enthusiasts, it’s a celebration of automotive culture. And for the industry? It’s a platform for shaping consumer perceptions.
“We’re not just putting on a show,” Glenn Tan concludes. “We’re bringing people and cars together, in the best way possible.”
And as long as there are cars to be admired and roads to be driven, the Singapore Motorshow will continue to be the place where Singaporeans fall in love with their next ride.
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