The power of celebrity emerged at the 3rd Philippine International Motor Show where the vast exhibition space burst at the seams, not only with the latest luxury sedans, SUVs, hatchbacks, and hybrids, but also with entertainment.

Hyundai Asia Resources, Inc. (HARI) gathered an artistic powerhouse: world-class artist Lea Salonga, prima ballerina Lisa Macuja, and singing wonder Charlie Green, to kick-start its eco motoring campaign entitled "The Wonderful World of Hyundai."

Filharmonica, conducted by maestro Gerard Salonga, provided the music as the crowd enjoyed PIMS’s first-ever augmented reality (AR) and 3D show in their 3D cyan glasses.

During the presentation, Hyundai launched its sci-fi and space-inspired concept car: the iX-Metro Hybrid Electric Crossover Utility Vehicle. The fifth concept car in the Hyundai Namyang Design (HND) series, the iX-Metro has a triangular overall design theme and is equipped with an eco-friendly, hybridized petrol engine.

Columbian Autocar Corp. (CAC), manufacturer and distributor of Kia in the country, also transformed its trade space into a vast wilderness and showcased the scenic cantata "A Night at the Savannah," led by renowned singer Dulce and the Douglas Nierras' Powerdance. Shortly after, Kia unveiled a massive glass case containing the new Cadenza, which was guarded by two tigers that symbolized the auto brand's aggressive stance.

A production version of Kia's KND-5 concept car, the new Cadenza is a luxury sedan with sleek lines, a tiger-nosed front grille, modern taillights, and a raft of high-tech features. It is yet to be released in the Philippine market.

One of the biggest first-day revelations at the motor show was TV host Ryan Agoncillo emerging from the Chevrolet Cruze as its newest endorser and celebrity endorser.

A four-door compact sedan with a 1.8-liter all-aluminum engine, the Chevy Cruze is Covenant Car Co.’s maiden offering for 2010 as the exclusive distributor of Chevrolet vehicles locally.

Respected musician and composer Ryan Cayabyab serenaded the crowd with a piano number, highlighting the luxury lineup of BMW Philippines.

Veteran comedian Nanette Inventor professed love and passion in her feel-good repertoire during the launch of the Isuzu D-Max variants. "Love lasts, and so does my tried-and-tested Isuzu," said Ms. Inventor in her spiel.

A preview of the Isuzu Challenge 2010, a major eco-driving event seeking to gauge the reliability and eco-friendliness of Isuzu diesel engines, flashed before the audience as ethnic drums and performances kept the festive mood alive.

Ethereal in white, TV host Bianca Gonzales was one of the pretty program hosts during the media launches. She graced Honda Cars Philippines, Inc.’s introduction of the U3-X, the world’s first personal mobility device. No less than HCPI president Hiroshi Shimizu rode on the U3-X to demonstrate its multidirectional capability credited to Honda’s ASIMO research.