Hu said that as living standards improve and car ownership increases, customization is becoming fashionable among an increasing number of people.

She said: “CICAE 2009 will present a new award for the Best Customized Car, chosen by the fans themselves. This year, we have included a competitor & fans communication area and many other interactive activities to explain the concept of customization.”

CICA aims are to promote and regulate the customization industry in China, enhance communication and cooperation within the industry, and contribute to its internationalization.

The exhibition will showcase all aspects of customization from exterior and interior design, in-car audio systems, powertrain and off-road features and so on. Fashion, individuality, passion, creativity, youth, action, and energy are the catch words of this year’s show.