MIAS soldiers on amid the uncertain times
I attended the opening of the 2026 Manila International Auto Show (MIAS) at the World Trade Center in Pasay City on Thursday — and it was an overwhelming experience.
Not in a negative sense, but in scale, energy, and sheer volume. As both a long-time attendee and a member of the media, I’ve seen MIAS evolve over the past two decades. More than simply maturing, it has become an integral part of local automotive history and a key pillar of Filipino car culture.
Now in its 21st year, MIAS reflects the direction of the industry itself. This year’s show covered roughly 23,000 square meters across indoor and outdoor spaces. A total of 25 automotive brands participated, many of them new entrants—primarily Chinese manufacturers—highlighting the growing presence of new energy vehicles (NEVs), including hybrids and fully electric models.
Brands like BYD, Denza, Changan, Lynk & Co, Chery, Deepal, ROX, and MG drew strong attention, underscoring a clear shift in market focus, from internal combustion engined vehicles from the legacy brands to new energy vehicles from China that offer more technology, features and therefore value.
Supporting the main exhibits were over 250 booths dedicated to aftermarket parts and accessories, reinforcing MIAS’ identity as both a consumer and trade event.
That dual purpose has always defined MIAS. Unlike traditional auto shows, often formal, concept-driven, and future-focused. MIAS is designed to engage both enthusiasts and buyers. It’s a venue where brands actively sell cars, offering exclusive deals and allowing visitors to compare models and even place reservations on-site.
Over the years, MIAS has also served as a launchpad for brands entering the Philippine market. Established names such as Ford, Hyundai, Subaru, and Mazda all made impactful early appearances here. Today, a new wave of manufacturers (again, mostly from China) is using the same platform to reach Filipino consumers quickly and directly.
By most accounts, the strategy worked. Even on opening day, exhibitors reported strong reservation numbers and heavy foot traffic, with some noting record crowds for a first day, the first in the show’s 21 year history. Estimates placed attendance between 20,000 and 25,000 people just on opening day—a clear indicator of sustained public interest.
Beyond the established new car industry, MIAS continues to support grassroots car culture. The event provides space for custom builds with minimal barriers to entry, giving enthusiasts and smaller shops the chance to showcase their work to a large audience. For many, displaying a car at MIAS remains a personal milestone.
However, the scale of this year’s event also exposed several challenges.
Long queues formed early, with many attendees waiting under the heat due to ticketing issues—particularly the failure of online systems on opening day. Inside, the World Trade Center struggled to cope with both the temperature and the crowd size. The air-conditioning proved insufficient, and navigating the halls during peak hours became difficult. Personally, I considered leaving due to the heat and long queue due to my health condition.
For media coverage, the situation was equally challenging. The density of the crowd made movement slow and access limited, turning what should have been a structured working environment into something far more chaotic. Many media felt they were unable to do their jobs and found it a struggle to simply slog through the show. To their credit, organizers acknowledged these issues and committed to improving future editions.
Despite these shortcomings, MIAS 2026 can still be considered a success.
Given current economic conditions, rising fuel prices, a weakening peso, and shifting consumer preferences, the strong turnout reflects growing interest in alternative mobility solutions and that people still value personal mobility and are willing to spend in it. MIAS offered a convenient way for shoppers to explore, compare and even test drive multiple NEVs in one place.
For participating brands, especially newer players, the value is clear. MIAS delivers a concentrated audience of potential buyers already in the market. In such cases, immediate sales and reservations often matter more than long-term brand-building where survival is key.
Comparisons with larger regional shows, such as the Bangkok International Motor Show, have surfaced in recent days. While some criticisms are understandable, they also require context.
Thailand is a major automotive manufacturing hub with a stronger export base and significantly higher industry investment. Its per capita income is nearly double that of the Philippines, resulting in greater consumer purchasing power. These factors naturally influence the scale and execution of its auto shows.
Infrastructure also plays a role. Venues like Impact Challenger, the largest column-free structure globally located in Bangkok are purpose-built for large-scale global events. The Philippines currently lacks a facility of similar size and capability, and this limitation was evident at MIAS.
This does not excuse the issues experienced during the event. On a personal level, the conditions were at times difficult—the heat, the crowd density, and even navigating the venue posed challenges. But it’s important to view these shortcomings within a broader perspective.
MIAS is has outgrown all currently available local venues, and the show continues to grow and evolve. And while that growth presents logistical challenges, it also signals strong demand from both consumers and industry players. With the soon-to-open SM Xcite offering 18,000 square meters of space, that should give MIAS and other future shows a much larger venue especially if combined with the existing SMX venue that could potentially offer a 35,000sqm total display area.
The opportunity now lies in addressing these growing pains. With better infrastructure, improved planning, and refined execution, MIAS has the potential to elevate itself further.
Because despite its imperfections, MIAS remains a vital platform—connecting brands, enthusiasts, and consumers in one space. And as the automotive landscape continues to evolve, so too can MIAS, alongside the industry it represents.
