The NAIMA Mobility Expo, staged ahead of the usual NADA Auto Show for Kathmandu Valley, ended Monday to the rhythm of band baaja.
Skipping a formal closing, the scene felt more like a jubilant wedding baraat than an industry wrap-up. The scene turned even more striking when former NADA presidents, representing Nepal’s oldest automobile business body, joined the procession.
For an organization only six months old, pulling off such a large event was impressive. But the first public outing also exposed weaknesses. Despite being named a “Mobility Expo,” it mostly showcased four-wheelers and two-wheelers, leaving out other forms of mobility such as bicycles, buses, helicopters, or planes. If these had been included, the event could have justified its title. Instead, the focus was squarely on daily booking numbers. Understandable for a debut year but the lack of diversity was noticeable.
Branding missteps
This was a golden opportunity for NAIMA to cement its identity, yet many visitors thought they were attending the NADA Auto Show. Even some exhibitors mistakenly called it that. Weak venue branding and minimal multimedia presence made it difficult to tell the two events apart. The gate’s traditional style repeated the NADA format, further blurring distinctions.
A missed media moment
NAIMA had promised a dedicated media lounge and a press-specific day, but execution faltered. The official opening, meant to start at 9 AM, followed “Nepali time” and began at 10, wasting media schedules. The lounge, positioned at the main gate, lacked AC, fans, charging points and Wi-Fi. Unsurprisingly, journalists worked from exhibitors’ stalls instead, a far cry from international auto show standards.
Food for few
After hours of walking the expo, visitors craved variety. Instead, stalls leaned heavily on Marwari vegetarian fare. Non-vegetarian options were nearly absent. A lone momo stall from an obscure brand attracted few takers. Many wished for a Newari eatery, and one stallholder even suggested a Thakali restaurant. With no such options near Bhrikuti Mandap, hungry visitors settled for Chola Bhatura and Dosa.
Operational wins
Stall management was remarkably efficient. Large industrial fans kept air moving, and disability-friendly flooring made the event accessible. Toilets were clean on day one, though maintenance lagged by the last day. Crucially, there were no long speeches, award sessions, or over packed stages, keeping the event’s flow smooth. The extra day added mid-event was another success, as footfall likely surpassed projections.
Final take
Globally, auto shows launch products, spotlight technology and drive brand engagement. They shape market trends and offer networking opportunities. Here, the local flavor was unmistakable, less about tech displays, more about sealing sales.
The heavy emphasis on price cuts, with boards announcing discounts up to 2 million, risked turning the expo into a clearance market. Some companies admitted they were offloading old stock and discontinuing certain models. Buyers drawn by such deals should consider future servicing, parts and resale value.
Just like in the 2010 Bollywood movie Band Baaja Baaraat, the music played, the crowd celebrated and numbers were toasted, this time with “Clearance” tags.
Now, the real test is delivering on those bookings and next year, expanding the show to live up to its “mobility” name.
