Published on May 27, 2014

Automechanika, Reifen trade shows to cooperate

(Tire Business photo by Bruce Davis)
Oliver Kuhrt (left), managing director of Messe Essen G.m.b.H., and Michael Johannes, vice president, Messe Frankfurt G.m.b.H., announce the partnership of their two bodies to cross-promote their respective Reifen and Automechanika trade shows.

ESSEN, Germany (May 27, 2014) — The organizers of the Reifen and Automechanika trade shows for the tire and automotive service markets have agreed to cross-promote their shows in order to “exploit synergistic effects of sales and marketing” across borders.

The strategic partnership will begin with Automechanika shows scheduled in 2014 for Dubai, United Arab Emirates, Moscow, Frankfurt and Buenos Aires. The effort will continue for the inaugural Automechanika Chicago, scheduled for April 24-26, 2015, and Reifen China later this year, according to Michael Johannes, a vice president for Messe Frankfurt G.m.b.H., and Oliver Kuhrt, managing director of Messe Essen G.m.b.H.

The Reifen trade show, which has taken place in Essen every two years since 1960, will continue to be based in Essen, Messrs. Kuhrt and Johannes said at press conference at the Essen Fairgrounds today.

 For more exclusive coverage by Tire Business Special Projects Reporter Bruce Davis of the Reifen 2014 trade show in Essen, Germany, keep checking back to tirebusiness.com.

The two trade fair promotion entities’ cooperation for Reifen in Germany will start after the 2016 show, however, because Messe Essen and the German Tire Trade Association (BRV) have a co-sponsoring contract covering that event. The BRV intends to stage its own trade show in 2018 in Cologne, Germany.

Tire Business photo by Bruce Davis
The organizers of the Reifen and Automechanika trade shows are planning to cross-promote their events under the "Unique/United" banner.

“With Reifen Essen, we have found an appropriate partner to expand this part of the portfolio even further for the whole brand,” said Detlef Braun, managing director of Messe Frankfurt.

The partners hope to attract more tire-centric exhibitors and visitors to the various Automechanika events, and more auto service-oriented exhibitors and visitors to the Reifen shows, the executives said.

It’s possible, for example, to have a Reifen-sponsored pavilion within Automechanika, Mr. Johannes said.

In the U.S., Messe Frankfurt is partnering with Advanstar Communications Inc., the Santa Monica, Calif.-based trade show organizer and trade magazine publisher, to stage Automechanika Chicago, which they claim will be the largest U.S. trade show dedicated to high-end technical training and management classes for automotive technicians and shop owners.

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To reach this reporter: bdavis@crain.com; 330-865-6145.

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