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by Kap Maceda Aguila · BusinessWorld OnlineCAMPI shows us how to stage a happy auto spectacle
SPACIOUS AISLES, cool air-conditioning, well-lit displays. Hardly anyone will argue that these are key ingredients to help realize a successful, comfortable, and memorable motor show. While we put this section to bed on Day 2 of the Philippine International Motor Show (PIMS), I think it’s safe to already congratulate the organizers on a job well done.
First held nearly two decades ago, the biennial PIMS has been a much-awaited showcase for the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI). For the 10th edition, 17 of its member marques put on a spectacle of “future mobility technologies and immersive experiences under one roof,” as a CAMPI release put it.
“When the first PIMS was held in 2007, CAMPI only had 10 member companies,” said CAMPI President Jose Ma. “Jing” Atienza in a speech during the opening ceremonies. “Since then, CAMPI has grown to 32 members strong, representing a car market that has expanded four times to 493,000 units as of last year.”
But of course, PIMS 2026 happened with the backdrop of war in the Middle East — a conflict that has reverberated around the world via skyrocketing prices at the pump. Mr. Atienza said this reality “highlights the urgent need for energy-efficient vehicles and the various solutions expected of the car industry.” PIMS, with its mix of legacy brands and newcomers, “reinforces its role as the country’s premier platform for showcasing the industry’s best solutions today, and shaping the mobility of tomorrow.”
As in the speeches of many executives during their respective presentations, the CAMPI president stressed how the show’s theme this year, “Forward in Every Drive,” brought forth the commitment to “balancing performance, sustainability, and technological advancement, while responding to evolving needs.”
There are no wrong or right answers, as far as powertrains go, stressed CAMPI. Mobility solutions must cover a gamut as wide as car browsers’ needs and states of personal readiness — from traditional (but more efficient) internal combustion engines to all manner of so-called xEVs (electrified vehicles): range extended electrics, traditional hybrids, plug-in hybrids, mild hybrids, and battery electrics.
PIMS 2026 was a master class in maximizing both venue and experience — proving that a sales function can coexist with promotional intent to a wider audience by way of media and content creators. Space can engender respect, after all. And when an environment is conducive, people can focus on what’s important and why they’re there in the first place.
As for choices of models to launch or preview, even if a powertrain multi-pathway strategy is assumed, one could glean at PIMS how the tide has started to turn toward electric. We saw popular models trot out hybrid versions, while affordable battery electric vehicles are now being pushed by several brands to further lower the price of admission into the segment.
In his own statement, guest of honor Patrick T. Aquino, director of the Department of Energy (DoE), revealed that the agency is looking at installing more electric vehicle charging stations in “identified establishments” to further build on a still-nascent charging network in our country.
“This measure seeks to expand charging accessibility, support consumer confidence, and help facilitate the continued development of the electric mobility ecosystem,” he averred.
I’m sharing photos of some of my favorite models at PIMS 2026 on this page. All I can say is that, yes, there are no wrong answers. At the end of the day, the consumers definitely win with such an embarrassment of choices.
Plus, as how a colleague of my wife put it, “nakaka-happy ang lamig sa PIMS (the cool air-conditioning at PIMS made me happy).”
I concur — with a smile.