A Month of New Car Launches
August looks like a busy month for the car industry as new models get their official launches. And no longer are the launches a ‘closed-door’ affair limited to VIPs but more open to the general public. At least one car company has felt that the traditional – and expensive – launches in hotels are not such a good idea as the idea is to interact with the actual people who will become buyers, and not give a party to people who may not buy the car.
The Proton Juara launch is a good example of the new style of launching a model. Thousands of Malaysians had an opportunity to see the unveiling of the car live at the KLCC Esplanade and were thrilled to have a chance to see the new Proton mini-MPV firsthand immediately after the PM launched it.
Perodua is also expected to launch its new model – codenamed X690 but already known to be called the ‘Kelisa’ – during August. The model, which was shown in prototype form during the KL International Motorshow last year, will have the same engine as the Kenari and is larger than the Kancil.
Before then, on August 2nd, Volvo Car Malaysia will launch the S60 at Flux, Twelve Si, a popular nightspot opposite ShangriLa Hotel in Kuala Lumpur. The dynamic performance-oriented S60 completes the overhauling of the Volvo range in Malaysia, marking the end of the spate of new model launches which have taken place in the past 12 months.
The Volvo launch, to start at 8 pm, is open to the public and to reflect the ‘REVOLVOLUTION’ theme – a play on an obvious word – there will be a special performance by Capacitor, one of San Francisco’s leading exponents of multi-disciplinary performance theatre. The troupe will perform excerpts from their latest offering called “Within Outer Spaces” which will have intriguing visuals, original music, martial arts and circus-inspired movements.
The following day, August 3rd, Ford Malaysia will launch its Escape SUV at Bintang Walk, Starhill Centre in Jalan Sultan Ismail, Kuala Lumpur at 7 pm. Much is already known of the model as the media tested it some months ago and gave positive reports. The 2.0-litre 4WD model is assembled in Malaysia and priced at around RM140,000 without insurance. It is believed that a few hundred customers are already awaiting delivery of the Escape.
It is also known that UMW Toyota Motor will be launching its new Corolla Altis with a big bang at a public venue sometime during the month. With some 2,500 people having put deposits down for the ninth generation of this popular Toyota, it seems hard to understand why there is the feeling of a recession in the country.
From materials given to the media recently, it seems that actor Brad Pitt is a key figure associated with the Corolla Altis launch. Presumably, the star of movies such as ‘Interview With The Vampire”, “Twelve Monkeys”, “Sleepers”, “Seven Years in Tibet” and “Meet Joe Black” was chosen for his unique and independent image which complements the image of the new car. And from a CD which was given to the press during the preview last week, Ricky Martin’s “Shake Your Bon Bon” will also feature in some way in the introduction of the car.
“With the theme of ‘Break into Style‘, the emphasis is on ‘breaking’ with past traditions not only in the design of the new Toyota Corolla Altis but also in the way it is advertised to the public,” said Wong Lup Hang, Director of Marketing at UMW Toyota Motor.
