ESSEN, Germany—The Reifen tire trade fair's decision to move from its traditional home in Essen after 60 years and co-locate with Automechanika in Frankfurt, Germany, in September 2018 likely will impact more than one event and one city.
The move to cooperate opens up the opportunity to include Reifen and its emphasis on tires with Automechanika trade exhibitions, which cater to the auto aftermarket, in 14 additional locations in 13 countries worldwide, organizers of both trade fairs said in a press conference May 24 on the first day of Reifen 2016 in Essen.
“This is the roll out in the upcoming years to put the Reifen next to Automechanika shows around the world,” said Michael Johannes, vice president of Messe Frankfurt Exhibition G.m.b.H. “This will be step by step. It's not coming overnight, but we are working to bring Reifen to our Automechanika shows.”
This includes in the U.S., where the next North American Automechanika is scheduled to take place July 26-29, 2017, in Chicago.
“I am quite optimistic that it will be a significant part in Chicago in 2017,” Johannes said.
Asked whether this will put the combined Reifen/Automechanika Chicago in direct competition with the huge Specialty Equipment Market Association (SEMA) show held annually in Las Vegas, Johannes said: “SEMA is in the West and we are in the Northeast so I think there is enough room.”
The two shows, he added, also are slightly different in concept.
“We think that the merger of Reifen and Automechanika is just a logical step to do, because we know that there are lower and lower margins in the tire business and people want to compensate for this in order to get more and more into the garage and workshop concept,” he said. “This is a global trend that we see everywhere and also the car dealers who are more and more into the tire business in the future.”
Reifen and Automechanika, both held biennially, decided to co-locate their trade fairs to address this changing tire and automotive aftermarket.