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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Alexander is the current Vice President of Individualisation and Classic at Porsche, and his journey in the automotive world is as compelling as the vehicles he’s helped create, culminating in the awe-inspiring Sonderwunsch program.

We caught up with him at the launch of the limited-edition Celestial Jade Taycan, and dove more in-depth into what makes the Sonderwunsch program so special.

Redefining Bespoke Luxury

Sonderwunsch, translating to “special request”, is not your average customisation program. It goes beyond selecting from a menu of pre-defined options. Instead, it’s about crafting something entirely unique, where the only limit is imagination.

Imagine a car that embodies a memory, a personality, or even a dream. Fabig likens it to bespoke tailoring, a precise and deeply personal process. “It’s not just about horsepower or aerodynamics,” he explains. “It’s about materials, colours, stitching, and storytelling.” In essence, Sonderwunsch transforms a car from a vehicle into a canvas of expression.

Recent projects, such as the stunning Sally Special and the Celestial Jade Taycan, highlight the program’s philosophy. The Celestial Jade Taycan, in particular, blends Porsche’s electric future with timeless customisation.

The Visionary Behind Sonderwunsch

From his early days of engineering fascination to becoming a pivotal figure in one of the automotive world’s most iconic brands, Fabig has always been driven by the mantra: “Dream it, and we’ll build it.” His leadership has transformed the Sonderwunsch program into a fairytale for owners vying for something truly unique in their collections.

In Fabig’s words, the program is all about offering an experience. Take the case of a customer who collaborated on a one-off 993 Speedster. Not content to merely provide input, the owner even painted parts of the car himself.

“It’s about turning clients into creators,” Fabig says with a smile. It’s this hands-on ethos that sets Sonderwunsch apart from other luxury carmakers’ personalisation programs.

Crafting Dreams, Building History

Fabig recounts the overwhelming emotion when unveiling creations like the Sally Special, which raised millions for charity. “You can’t put a price on love,” he says, reflecting on the passion that drives clients to invest in these bespoke masterpieces.

What makes Sonderwunsch truly special is its alignment with Porsche’s DNA. “Our customers don’t want pickup trucks; they want Porsches,” Fabig quips.

And while performance remains a cornerstone of Porsche’s identity, Sonderwunsch shifts the spotlight to personal expression.

A Legacy of Innovation

As our conversation winds down, one thing is clear: Alexander Fabig’s work with the Sonderwunsch program has redefined what it means to own a Porsche, making it a deeply personal experience.

Not everyone will get a chance to own a fully bespoke car, but at least the program drafts up dreamers who yearn for more.

Fabig leaves us with this thought: “At Porsche, we’re building dreams. And when those dreams take to the streets, they become objects that will inspire generations to come.”

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Now serving as Vice President and General Manager of Design at Chery Automobile Co. Ltd, he’s at the helm of a brand that’s rapidly evolving from a regional contender to a global innovator.

Our conversation with Mr Eum delved into his career, Chery’s remarkable growth, and the company’s plans for electrifying the roads of Singapore and beyond.

Chery’s Meteoric Rise

Founded in 1997, Chery started as a state-owned venture in Wuhu, Anhui Province. With a vision to make cars for the Chinese middle class, it quickly gained traction through innovative models and a focus on affordability without compromising quality. Chery’s name, derived from the Chinese phrase “奇瑞” (meaning auspicious and prosperous), proved prophetic.

One of Chery’s pivotal moments was its commitment to exports. In 2001, it became the first Chinese carmaker to export vehicles, eventually reaching over 80 countries and regions. Chery has since exported more than 2.8 million vehicles globally, making it China’s largest passenger vehicle exporter for 20 consecutive years.

By 2023, Chery was producing over 1.5 million vehicles annually, with a significant portion being electric.

Its focus on technological advancement has earned it accolades, such as its inclusion in the Global Top 500 Most Valuable Brands and recognition for its ACTECO engines, which have won numerous awards for efficiency and reliability.

Shaping Automotive Design For The Future

Steve Eum’s journey in automotive design began with a fascination for problem-solving. He honed his craft at major international brands like General Motors, Hyundai, and Kia, gaining a reputation for combining creativity with technical rigour.

“A car is more than just transportation,” Eum explained. “It’s a reflection of our values, aspirations, and even our culture.”

When Eum joined Chery, the brand was already on the rise but lacked a clear global design identity. “Our first task was to create a cohesive design language that was unmistakably Chery,” he shared.

Under Eum’s leadership, Chery introduced its now-iconic design philosophy, “Life in Motion,” a principle inspired by the fluidity of nature and human movement. This ethos has been evident in recent models like the Tiggo 8 Pro.

A Vision For The Future

Steve Eum highlighted Chery’s strategic approach to EVs. “We’re not just making electric cars for the sake of it. Every model is designed to solve real-world challenges,” he explained. 

Chery is also pushing boundaries in autonomous driving. Through partnerships with tech giants like Huawei, it has developed Level 2 and Level 3 autonomous systems, which are being tested in various markets, including Asia and Europe. “Our goal is to democratize technology, making features like autonomous parking and adaptive cruise control accessible to more people,” said Eum.

For a nation like Singapore, where environmental consciousness and urban mobility are top priorities, Chery’s vision aligns perfectly. The government’s push for electrification, including plans to phase out internal combustion engines by 2040, creates fertile ground for Chery’s EV offerings.

Singapore’s consumers have already shown an appetite for Chery’s vehicles, with models like the Omoda E5 and Jaecoo J7.

Chery and Singapore

Steve Eum’s career and Chery’s evolution are a study in synergy. Both are proof that ambition, paired with a willingness to innovate, can lead to extraordinary results.

As our conversation wrapped up, Eum left us with a thought that summed up both his philosophy and Chery’s mission: “Great design isn’t about standing out; it’s about fitting in – into people’s lives, their dreams, their world.”

With leaders like Steve Eum at the wheel, that future looks incredibly promising.

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