German trade fairs to join forces in 2016

Posted on May 27, 2014
Oliver Kuhrt, chairman and CEO of Messe Essen (left), and Michael Johannes, vice president of mobility and infrastructure for Messe Frankfurt Exhibition GmbH, sign a partnership agreement for Germany's tire and automotive service trade shows.

Oliver Kuhrt, chairman and CEO of Messe Essen (left), and Michael Johannes, vice president of mobility and infrastructure for Messe Frankfurt Exhibition GmbH, sign a partnership agreement for Germany's tire and automotive service trade shows.

After the 2016 Reifen Trade Fair in Essen, Germany, the global tire exhibition will be joined with Automechanika Frankfurt.

The strategic partnership was announced at the opening of Reifen. The show runs through May 30.

Representatives for Messe Essen and Messe Frankfurt said that the partners “want to exploit synergetic effects in sales and marketing across borders,” creating an attractive package for exhibitors.

Reifen at Messe Essen and Automechanika Frankfurt are the leading fairs in their sectors, said show organizers. Reifen focuses on the tire sector and Automechanika the automotive aftermarket.

Both events are among the most international fair events in Germany, with around 70% of the exhibitors at Reifen and over 80% of the exhibitors at Automechanika coming from abroad. “Reifen and Automechanika attract above-average numbers of visitors with decision-taking powers; they are the leading meeting places in their sectors.”

“In the series of our 14 Automechanika fairs, there are a few which are already strongly set up in the field of tires, e.g. Automechanika Dubai or Johannesburg, Moscow and Istanbul,” said Automechanika representatives. “With Reifen Essen, we have found an appropriate partner to expand this part of the portfolio even further for the whole brand."

Detlef Braun, managing director of Messe Frankfurt, and Oliver Kuhrt, chairman and CEO of Messe Essen, see advantages for the partnership.

"Due to the cooperation, we are improving the garages and car service sections in Essen and are extending the value added chain at Reifen in this way,” said Kuhrt. “Thus, we are creating an outstanding surplus value for our joint customers which they cannot find anywhere else."

The bundling of the sales resources forms one main focal point of the partnership: Messe Essen will support its exhibitors with regard to their participation in Automechanika events at home and abroad. In addition to Frankfurt am Main, this will firstly relate to the offshoots in Chicago, Dubai, Istanbul, Moscow and New Delhi.

The sales teams in Essen and Frankfurt will cooperate closely for this purpose. "Our exhibitors will profit from the fact that we will open up new markets for them; at the same time, we will raise the customer loyalty in this way. And we will increase the internationality in Essen once again because we are making Reifen even better-known abroad," said Kuhrt.

Reifen is the premier global tire show for the tire sector, covering the preliminary stage of production via manufacture and trading up to retreading and recycling. Some 670 exhibitors from 44 countries, including the 20 largest tire manufacturers and all the important wheel rim producers, are presenting themselves at Reifen 2014.

Automechanika Frankfurt is the premier global fair in the automobile industry. It had 4,597 exhibitors from 74 countries at the last show in September 2012.

For more information, see and

Related Topics: Automechanika Frankfurt, Messe Essen, Reifen Essen, trade shows

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