In mid-September, the Australian Automotive Aftermarket Association, with support from the Victorian Government, led a trade mission to the world’s largest automotive aftermarket trade show, Automechanika Frankfurt. Ten member companies participated in the largest National pavilion in over a decade, including; Australian Clutch Services, Dobinsons Spring & Suspension, Don Kyatt, Fulcrum Suspension, Mackay Automotive, Penrite Oil, Powerdown, Whiteline and TJM Products. A number of Australian companies exhibited outside the National Pavilion including Lumen & ARB.
The 22nd Automechanika Frankfurt exhibition confirmed its role as one of the leading international trade fairs for the automotive industry, spanning 305,000m² and setting a new record of over 4,500 exhibitors from 74 countries and 148,000 visitors. “The aftermarket is booming and, despite the current economic disruptions, Automechanika has once again proved to be a reliable constant”, said Detlef Braun, Member of the Executive Board of Messe Frankfurt. The results of the exhibitor poll indicate that the quality of visitors to the fair has risen further in comparison to Automechanika 2010. 70% of all exhibitors were satisfied to extremely satisfied with the quality of visitors to the fair compared to 64% at the last Automechanika.
When asked about the success of this mission, AAAA Senior Manager – Government Relations and International, Ben Bartlett stated “we are receiving extremely positive feedback indicating strong export outcomes from this show. Australian companies that participated in the 2010 mission achieved multi-million dollar sales, and with the extremely high calibre of visitors to the show this year, we are expecting even better results.”
Adrian Solah from TJM Products said “Automechanika Frankfurt was a successful show for TJM Products, there was a great number of quality visitors to the event and good quality enquiries on our range of products. It was great to have the support of the AAAA team who ensured all aspects of the event went seamlessly for us”.
Many visitors seek out the National Pavilion due to the reputation Australian manufactured products have within the global market. Australian aftermarket products are highly sought after because they are based on new, innovative technologies and are manufactured to the highest standards. “The National Australia Pavilion at Automechanika Frankfurt has become a real destination for many buyers due to the quality and range of products on offer” said Bartlett.
Darrell Parsons from Mackay Consolidated said “Mackay have exhibited at Automechanika Frankfurt for many years, and the show is now a key element in supporting and growing our export business further. As an international exhibition, this show provides us the platform to prospect for new global business, build our relationships with many of our customers and gather valuable market information and trends.”
Automechanika Frankfurt opens up opportunities in a wide array of markets with visitors from over 170 countries in attendance. In addition to the Western European market, buyers from Eastern Europe, United Kingdom, Asia and Russia were also in attendance.
“Penrite Oil Company exhibited for the first time at Automechanika Frankfurt 2012 as part of the AAAA contingent. Despite the undoubted economic difficulties in the region, we found both the number and quality of the visitors to the show to be high. Obviously, many businesses are of the belief that tough times provide for future opportunities and these were definitely the type of people we wanted to talk to about a quality range of lubricants from “down under” said Garry Padey.
“Being a part of the AAAA contingent helped with what we hope will become a very successful exhibition for us. Their organisation of the stand build, shipping, shared meeting room, and various events throughout the show certainly made the job for us much easier and more successful. Having the support and fellowship of other Australian businesses at the exhibition was also a great added bonus to us” he went on to say.
The next Automechanika Frankfurt will be held from 16 to 20 September 2014. For any questions regarding this mission or future export missions into other markets, please contact Ben Bartlett in the AAAA National Office on 03 9545 3333.
