For the tire makers, there is no longer any reason to exhibit in Cologne. On the contrary: All the national and international companies that want to use the additional synergetic effects of a premier global show like Automechanika for themselves will be grateful to be able to ‘kill two birds with one stone' in Frankfurt from 2018.
ERJ: What are your expectations for Reifen alongside Automechanika at Messe Frankfurt in 2018?
Kuhrt: I am expecting two premier global shows in one place that will harmonize ideally, complement each other and become the most important date of the year in the sector.
Reifen and Automechanika will supply valuable stimuli for the tire sector and the automotive aftermarket, particularly as far as the development of new revenue models and business fields is concerned.
We are bringing together not only two shows but also sectors, markets, and people. There has not yet been anything comparable in this form.
ERJ: What stage are you at now and what is your strategy to develop the Reifen expo going forward?
Kuhrt: First of all, we are happy to now move into the implementation phase with the new concept of “Reifen Parallel to Automechanika.”
The prerequisites are more than favorable: On the occasion of the current Reifen 2016, we are registering a new record number of exhibitors, and the sector's trust in the Reifen brand is stronger than ever.
At the same time, a lot of people are becoming increasingly aware that, with the new closeness between Reifen and Automechanika, the model of the isolated tire show will become outdated in the long term. The sector must find new revenue structures and open up the automotive aftermarket for this purpose. A pure tire show will no longer help anybody in future.
ERJ: How will that work out in practice for exhibitors and attendees in 2018?
Kuhrt: In Frankfurt am Main, we will continue to appear as a strong independent brand and event. Only the environment will change and will become considerably more attractive due to Automechanika.
Of course, we will turn one or other setscrew together with Messe Frankfurt beyond 2018, too.
One absolutely exciting subject is, for example, the advancing digitization of shows.
Even now, we are already making our exhibitors and visitors attractive offers in order to extend the show experience digitally.
Nevertheless, we see even further room to maneuver here in the medium term. In this respect, emphasis will always be placed on the show success of our customers – no matter whether in Frankfurt, worldwide or on the data highway.
This interview appeared originally in European Rubber Journal, a United Kingdom-based sister publication of Tire Business.