The biggest names in the auto industry will be in Sharjah on Thursday to attend the 10th ediion of 'International Automobile Show (IAS),' one of the most popular bi-annual auto exhibitions in the Middle East region.

Sheikh Sultan Bin Mohammed Bin Sultan Al Qassimi, Crown Prince and Deputy Ruler of Sharjah will open the event on Thursday at Expo Centre Sharjah.

This year the IAS will run in conjunction with the Middle East Motor Tuning Show (MEMTS), a lively exhibition where the region’s major tuners and modifiers will unveil the latest customisation gadgets and technology and be on hand to offer advice on the best add-ons for different vehicles.

The IAS and MEMTS, which will collectively span 58,000 sq m of indoor and outdoor space, is supported by the Sharjah Chamber of Commerce and Industry and the Emirates Motor Sports Federation.

Both the events offer fun for the family with new models, interactive off-road circuit, design competition and awards.

A number of dealers are using IAS as an opportunity to premiere new models in the UAE or give them their first eagerly-awaited public viewing, said a top official.

“IAS has an enviable track record for onsite car sales and orders. We have created an interactive exhibition which makes it easy for visitors to physically compare or even test drive different makes and models all under one roof, which has to be preferable and less time-consuming than visiting different dealer showrooms all over the UAE,” said Saif Al Midfa, director general of Expo Centre Sharjah.

Arabian Automobiles, which has the largest stand, is putting the Infiniti M luxury sedan on public display for the first time, while Al Nabooda has the new Volkswagen Touareg, launched just a couple of weeks ago on show.

Other notable exhibits include the Mercedes-Benz SLS AMG and R-Class facelift 2011, the Audi R8 Spyder, RS 5, and Al Habtoor Motors showcasing the new Mitsubishi ASX crossover for the first time at any exhibition.

For vintage car enthusiasts, this year IAS will also host a unique collection of more than 20 cars provided by Sharjah’s Classic Car Museum. Five of these cars were driven by Sheikh Sultan bin Mohammed bin Sultan Al-Qasimi, the Ruler of Sharjah, including a 1928 Rolls Royce and a 1949 British made Relay, Al Midfa noted.

'The show will be a treat for the eyes and ears as tuning experts and professional drivers show off their skills in drifting. Top car contest judges will pick best customised, modified and tuned cars, while car owners can visit the dyno-test area, which tests the power output from vehicle engines.

Every evening, Emirati driving pros will meet and greet visitors and experts from the Emirates Motor Sports Federation will be on hand during the day to offer tips and guidance to both car and motorbike enthusiasts, said Al Midfa.

The Nissan 4x4 Zone, meanwhile, will give visitors the opportunity to drive, or be driven, around a purpose-built assault a one metre deep water course, tackling log tracks, 45 degree incline wall, potholes and soft sand.

Elsewhere, Mohammed Ben Sulayem will present the trophies at Middle East Motor Awards (MEMA) as chosen by a select group of motoring journalists from across the region on Thursday.

The awards span 17 categories from Best Sports Car to Best Large SUV and Best Exotic Car, while there will also be two special Hybrid categories – Saloon and SUV.

But the awards do not stop at the Memas; the Tuning Show has also developed its own competition. The Custom Design Cup, which will also be presented this weekend, which asked budding designers to re-work the interior and exterior of a Ford Mustang.

The judging panel then set to work, before US celebrity mechanic Bear Garcia and his team at Bespoke Auto Design set to work bringing the winning design alive. The new look car will be unveiled by Sheikh Marwan bin Rashid Al Mualla, the brother of the Ruler of Umm Al Quwain, chairman of the Emirates Motor Sports Federation and owner of the UAE MotorPlex.-TradeArabia News Service