The fair companies in Essen and Frankfurt will enter into a far-reaching strategic partnership with regard to their premier global fairs Reifen and Automechanika, the representatives of both companies announced that on May 27. With the cooperation, the partners want to exploit synergetic effects in sales and marketing across borders, e.g. due to attractive package solutions for exhibitors. After Reifen 2016, Messe Essen and Messe Frankfurt will therefore interlink their two premier global fairs closely with each other.

Messe Essen GmbH, Norbertstraße, 45001 Essen, Germany http://www.messe-essen.deReifen at Messe Essen and Automechanika Frankfurt are the leading fairs in their sectors: Reifen as a special fair for the tyre sector and Automechanika for the after-market in the automobile industry with the specialist target groups from garages, service and trading. Both events are amongst the most international fair events in Germany: around 70 percent of the exhibitors at Reifen and over 80 percent of the exhibitors at Automechanika come from abroad. Reifen and Automechanika attract above-average numbers of visitors with decision-taking powers; they are

the leading meeting places in their sectors.


Value for Customers

In the series of our 14 Automechanika fairs, there are a few which are already strongly set up in the field of tyres, e.g. Automechanika Dubai or Johannesburg, Moscow and Istanbul. 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, describes the advantages for Messe Frankfurt. Oliver P Kuhrt, Chairman and CEO of Messe Essen, sees similar advantages for Reifen and sais, “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. Thus, we are creating an outstanding surplus value for out joint customers which they cannot find anywhere else.”

From Frankfurt to New Delhi: Reifen Goes Automechanika Worldwide

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,” Kuhrt said.

With the strategic partnership, Messe Essen is setting the points for the successful national and international refinement of Reifen. Even today, Reifen is already the premier global fair in the tyre sector. It is the only fair to cover the complete value added chain of the tyre: from the preliminary stage of production via manufacture and trading right up to retreading and recycling. 670 exhibitors from 44 countries, including the 20 largest tyre manufacturers and all the important wheel rim producers, are presenting themselves at Reifen on May 27 – 30. 


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