Saudi Arabia is a major consumer of cars and commercial vehicles accounting for more than half the toll in the entire GCC. Nearly 800,000 vehicles were imported in 2012, with the figure expected to exceed 1 million cars a year by 2020.

Motor shows are the longest running events in the Kingdom, gathering a vast number of automotive professionals and consumers under one roof every year.

Muhammad Naeem, a marketing executive in Riyadh, told Arab News that the annual motor shows are a good strategy from industrial giants in the Kingdom to capture the attention of customers.

These shows have been instrumental in increasing the sales of cars in the Kingdom, he said.

He added: “Branding is the most important tool to sell anything because it elevates and differentiates an individual’s likes for products and services. It also gives customers a reason to choose you over your competitors.”

The motor show includes passenger cars, commercial vehicles, motorcycles, vehicle bodies and parts, accessories and tools, as well as financial services, such as insurance and loans.

The shows include the limited edition cars, the highest class of cars in the leading brand, distinctive categories of Sedan luxury cars, high performance sport cars and cars equipped for transport of VIPs such as stretched limousines.

Ali Marhoon, an aircraft engineer in Riyadh, said: “I attend most shows in Dubai and Bahrain. The car showrooms in Saudi Arabia have a mark up of up of prices up to SR30,000.”

The shows focus on the most advanced products and technologies as well as innovative designs, creating a unique event that attracts a wide audience.

They also include a diverse program, including test drives and a breathtaking ‘Hall for Luxury Cars’ to feature an exclusive collection of premium luxury cars.

Abbas Ali, a Saudi Aramco employee, said: “I have never visited any car shows in Saudi Arabia. However, I only visited some in Dubai and was mesmerized by the newest models of cars in the world. I don’t think we have reached that point yet in the Kingdom.”

Safety continues to be a top consideration for consumers. Automakers in general have been making improvements to vehicle structures and safety systems over time.

The majority of Saudi car buyers are discerning users, demanding more safety, technology and comfort. The Saudi market for luxury and high performance cars is worth a staggering $1 billion and growing by 27 percent annually.

Aside from various car segments, there is a strong demand for trucks, buoyed in part by the country’s booming construction sector, and for buses due to the increasing number of Haj and Umrah pilgrims year after year.

Fida Mohammad, a senior sales executive at Honda, said: “Motor shows are playing an important role to boost this market in the Kingdom. These shows help us to show our new models in the market.”

He added: “Branding can demonstrate or reinforce a corporate image of the company. Through these shows, we can be in regular touch with our customers because of community involvement. Sustainability and responsibility toward business are the key tool for success.”

Mohammad said the periodic motor shows have been very effective for our sales. It is a great opportunity for us to introduce our new models.”

Top car brands include Mercedes, Lexus, BMW, Porsche, Jaguar, Aston Martin, Audi, Bentley, Centennial, Cadillac, Chevrolets Corvette, Ferrari, Genesis, Centennial, Infiniti, Isuzu, Jeep, Kia, Land Rover, Lincoln, Lamborghini, Marcos, Mini, Mitsubishi, Nissan, Opel, Peugeot, Renault, Rolls Royce, Skoda, Suzuki, Toyota, Volkswagen and Weismann.

In 2012, more than 80 of the world’s leading automotive players attended the event, which included 40 automobile brands. Four banking institutions showcased their latest automobile products and financing solutions.

Wamiq Majeed, a strategic cooperation executive at Riyad Bank, said: “Motor shows in the Kingdom will give us the direct marketing opportunity and increase the volume of scale for our services.”

He added: “Riyadh bank always offers an opportunity to see the latest car models and best accessory supplies at these motor shows and help with finance for purchases. These shows always increase our sales by more than 75 percent as compared to normal routine.”

These shows serve as a premier business-to-business platform to leverage the robust growth potential of the Saudi automotive market and introduce the latest car models, technology, services and financial solutions.

They also provide an ideal gateway for investors, car manufacturers and distributors to take advantage of Saudi Arabia’s promising growth potential, offering direct access to key market segments in the country.