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AUTOMECHANIKA
A Showcase for Reifen at Automechanika Frankfurt
Tyre shows in Europe are a highly competitive arena, and 2018 has seen two major exhibitions both being staged in Germany within the space of only four months, much to the discontent of many players in the market. There is no doubt that both political and business strategies have contributed to this intense rivalr y between Reifen and The Tire Cologne.
The Tire Cologne event took place in May and was highly successful, but recently at the end of September it was the turn of Reifen who for the first time had switched their event to Frankfurt to become part of Automechanika Frankfurt 2018, one of the world’s largest automotive exhibitions that effectively brings manufacturing, retail and automotive workshops all together under one extensive venue.
It was generally considered in the European tyre market that the switch from Essen to Frankfurt was a very bold move...and possibly a dangerous gamble. So, would it be successful? And how would the number of retreading and recycling businesses (some of whom had already exhibited in Cologne) react to the new show format? RetreadingBusiness attended the show to find out. The Automechanika Frankfurt 2018 show as an overall entity was certainly a resounding success, breaking a number of significant records as it celebrated its 25th Anniversary as a Biennial international trade fair, including the highest ever number of visitors along with more exhibition space than ever before. There was also a record breaking 136,000 visitors from 181 countries.
However, the all-new Reifen event proved to be less than sparkling, as it occupied just one hall (12A) at this huge show spanning 23 exhibition halls, and was placed on the upper level of the centre. Retreading Business spoke with a number of companies from the retreading and recycling sector including Matteuzzi, Cima Impianti, Elgi Rubber, Reinheimer, Sun Rubber, Italmatic and Salvadori, who all expressed disappointment with only being represented and promoted in just a single hall.
To be fair, the decision on the part of Messe Essen to partner with Automechanika was partly about being able to develop the Reifen brand at the various regional
Reifen exhibitions around the world, and indeed there are many markets where the inclusion of the Reifen brand offers a sound addition to the Automechanika brand. However, on the strength of the exhibitor turn out in Frankfurt, it is hard to imagine the organisers being able to promote Reifen as a real competitor to the Tire Cologne in Europe next time round.
The Reifen Hall at Automechanika Frankfurt 2018
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