As southerners in America go mudding in the rain for a bit of fun in bad weather with their Wrangler Jeeps and pickup trucks, when rain drizzles on the global economy an exhibition like the Seoul Motor Show is all it takes to highlight the year. Executive Managing Director Huh Wan of Korea Automobile Manufacturers Association introduced the show by saying: “The floor of Seoul Motor Show 2009 will be full of attractive cars and opportunities to enter a daily raffle to win brand new cars.”

As the global auto market is freezing in a recession, Seoul Motor Show is exposed to a challenge - a challenge to run on muddy roads in stormy weather. As T.S. Eliot once said, April can be the cruelest time, especially for the auto industries. Chrysler, GM, and Ford's recent need of bail-out money is one of the examples. Seoul Motor Show, therefore, has to be stronger than ever to survive the upcoming storm. Fortunately, however, the show has proven its ability to address the crisis. The 1997 and 1999 shows are the first of good examples. “Even in the turmoil of the financial crisis that had swept Korea, the show in 1997 and 1999 were marked successful,” Huh pointed out.

Seoul Motor Show 2009 is just around a corner. Beginning April 2, the show is expected to last 11 days at KINTEX in Ilsan, about an hour outside of Seoul. “It will be a showcase for the future trends of autos,” said Huh. As its slogan Beautiful Technology and Wonderful Design indicates, the show will provide visitors plenty of opportunities to see cutting-edge autos and concept cars. For business circles, it will be an arena where contracts and negotiations can blossom. Driven with a spirit to realize the purpose of the exhibition, associations like KAMA, KAIDA, KAICA will work together with the Ministries of Knowledge Economy, Environment, and Land Transport and Maritime Affairs. The organizers expect a million visitors to participate to the show during the eleven day period.

In the fifty-four thousand square meter hall, 15 auto makers and 142 parts manufacturers from nine countries will compete to attract visitors and business partners. Their sweet temptations await possible visitors on the show floor. An international seminar on the auto industry will be underway during the exhibition. Collegians will compete for the grand prize in an auto manufacturing contest. The exhibition rooms will serve in educational roles for parents and children. Last but not least, what makes this year's exhibition stand out the most is the daily raffles. Brand new cars from 11 well-known companies will be given to a different raffle winner each day.

As the code Green in 2009 has spread all around the world, this year's show will focus on the eco-friendly auto technologies that have been under the development progress by auto manufacturers and independent laboratories. Energy efficient green cars are also to be portrayed as the mainstream of the auto industry. “Seoul Motor Show 2009 will be a see through window where we can have a clear vision of green cars and future trends,” said Huh Wan.

Fifteen auto makers will exhibit their own eco-friendly cars to meet the global issue of carbon dioxide emissions. Hybrid cars, fuel cell cars, and electric cars will be mounted on whirling podiums. Automakers now face a global demand that all cars should be eco-friendly by emitting less carbon dioxide. Almost all automakers do not spare assets in their drive to lead the markets for green cars despite the worst economic recession. In this sense, it is expected that a huge number of experts on hybrid cars and electric engines will come to Seoul to get information and check out the trends of green cars and engines.

Another treat awaits visitors at the show floor. Honda, Lexus, Audi, VW, Ford and Benz will debut their newest models at Seoul Motor Show 2009. Korea is a growing market for them as the number of customers demanding foreign cars are on the rise.

An international seminar on telematics will give visitors and experts an opportunity to learn exactly how much cars can be digitized. Participants and panels will exchange their views on the convergence of autos and ICT. Future cars will not be what they look like today. Drivers can wirelessly connect with the world of cars. They can send money online from cars, download and upload what they want, voice-mail with their family, and order the computer at home to check security. One hundred fifty experts from 10 countries will discuss the future of telematics right at the Seoul Motor Show as well.

That's not all. Approximately 150 high officials from ten different countries will participate in the APEC Auto Dialogue. They are to discuss about the ways to enhance the trade in the auto industry and to open markets for mutual interests.

More visitors are expected to be at the show floor this year since the organization has decided to open the show at 8 o'clock in the morning for workers and families whose time is limited. The number of foreign buyers and visitors will increase as well this year. The organization expects that 10 thousand buyers will come from overseas and export contracts worth US$1.2 billion will be signed over an 11 day period.

Despite the bright side of Seoul Motor Show 2009, some worry that the fever of the show does not seem to be high enough. GM and Chrysler are hustling and bustling to survive with their bailouts. Volvo, Porsche, Mitsubishi, Nissan, Infiniti, Jaguar, Ferrari, Land Rover, and Subaru will not open booths owing to the worsening environment of the economy. It is worried that the absence of major players will shrink the show both in quality and quantity. Experts point out that Seoul Motor Show which represents Korea's auto industry will be downgraded to a level where only small auto businesses get together. However, the Detroit Motor Show, or NAIAS, has also suffered a big drop in size and excitement. The number of participants from auto businesses dropped and ticket sales were not what it used to be. “The whole world is suffering from the economic recession, yet the hope must float. In spite of negative circumstances, we must never give in but go on with the best we've got,” said Huh.