IFEMA AND MESSE FRANKFURT SIGN AN AGREEMENT TO LAUNCH MOTORTEC-AUTOMECHANIKA Ibérica
IFEMA and MESSE FRANKFURT have reached an agreement to jointly organise a major automotive parts and aftermarket fair called MOTORTEC-AUTOMECHANIKA Ibérica, which will be the most important in the Iberian and Latin American market. The first edition of the event will be held from 29 March to 2 April 2011 at the Feria de Madrid.
The document that has sealed the alliance between the institutions was signed today at a press conference called to launch MOTORTEC-AUTOMECHANIKA Ibérica. Detlef Braun and Stepher Kurzawski, Messe Frankfurt Management Committee member and Vice President, respectively, took part in the ceremony; while Chairman of the executive committee Luis Eduardo Cortés; and Managing Director Fermín Lucas were there as representatives of IFEMA.
MOTORTEC AUTOMECHANICA Ibérica will be MESSE FRANKFURT's first foray in Spain. The trade fair company has built a global network comprising 28 affiliates, 5 branches and 52 international business partners, with "made by Messe Frankfurt" events in more than 30 locations around the world. This time it will be collaborating with Spain's leading trade fair operator, with the objective of combining their assets and developing market strategies in southern European and Latin American markets where IFEMA has widespread influence.
MOTORTEC-AUTOMECHANIKA Ibérica will be a significant step forward with the addition of leading markets in the aftermarket sector. MOTORTEC is the pioneering trade fair for the Spanish and Portuguese markets, whose main values are the potential of the Spanish market, its importance in some foreign markets such as Portugal and Latin America, and the backing of one hundred per cent of the business associations in the different segments of the automobile sector. AUTOMECHANIKA is the world's leading aftermarket trade fair, with affiliates in key markets in the automotive sector, and a high level of penetration and influence in the international market.
This joint project involves two lines of action. The most important is transference of know-how, which can be summarised as the process by which knowledge and experiences are exchanged in reference to events marketing strategies carried out by both institutions.
The second line of action will work to drive the international potential of MOTORTEC-AUTOMECHANIKA Ibérica, thus increasing opportunities for internationalisation for exhibiting companies and opportunities for access to new buyers on the world markets. This process will be developed through the Messe Frankfurt delegations and Automechanika affiliates around the world, where there fair will have a constant presence.
To guarantee efficient collaboration, a marketing plan will be carried out through consultancy, market research and analysis, and a search for ways of securing growth in its two areas of analysis: participating companies and trade visitors, through Messe Frankfurt and Automechanika's international partners in the target countries.
International leadership
The idea behind the alliance between MOTORTEC and AUTOMECHANIKA is to develop the international potential of the new trade fair by establishing its leading position in the Iberian Peninsula, increasing its weight in Europe and other world markets, as well as driving its influence in Latin America, harnessing Spain's potential as a gateway for Latin American companies to enter the European market.
To do this, one of the great values that MOTORTEC contributes is the commitment and support of Spain's main industry associations, which include Sernauto, Asetra / Conepa and Ganvam, as well as Portugal's National Association of Vehicle Trading and Repair Companies, Anecra, which has made it a unique aftermarket event on the Iberian Peninsula.
Spain is Europe's second-most-important automotive parts market after Germany, representing business worth around 30,000 million euros, 18,000 million of which involves the export market. There are around 950 businesses in the Spanish industry, providing approximately 210,000 jobs. Expectations for the sector's recovery as a result of vehicle repairs and maintenance are high. In fact the economic crisis, strict government inspections and a more competitive market are expected to lead to growth of between 10 and 15%, and are all factors expected to play a role in favour of the success of this new trade fair.
IFEMA joins forces with MESSE FRANKFURT
The trade fair world is evolving as a result of factors such as market globalisation, the demands of the new economic situation and increasing pressure from new technologies used in business dynamics, making the search for new alternatives vital when it comes to marketing trade fair events. The market has close connections with trends in other substantial sectors of the economy, and is searching for new routes for expansion and new business formulas to achieve deeper market penetration and diversify objectives.
In this context, the collaboration between IFEMA and MESSE FRANKFURT to organise the MOTORTEC-AUTOMECHANIKA Ibérica fair in Madrid is backed by two leading fairs in their respective markets, guaranteed by a valuable exchange of knowledge of fair marketing. Since 1991, MOTORTEC has been growing in terms of business participation and international buyers, to become the sector's most influential fair in the Iberian Peninsula. On the other hand, there have already been 20 editions of AUTOMECHANIKA with figures that bear witness to its high international profile. It has received more than 160,000 visitors, accommodated almost 4,500 exhibitors from different countries and has 12 affiliates in different continents, which are established ways of permitting sector companies access to local markets.
Both organisations want to use this initial experience to explore the possibility of driving new projects together. In this sense, these organisations, both leaders in their own markets, and the complementary nature of their main fair activities opens the way to future collaboration which will be organised over the coming years.
MESSE FRANKFURT is Germany's leading trade fair company. The group, through its affiliates and branches, has a presence in more than 150 countries. Messe Frankfurt organised more than 90 fairs in 2009, more than half of which took place abroad.
IFEMA is Spain's leading trade fair company. IFEMA organises around 80 trade fairs every year, a line up that includes some of the most prestigious international events, such as the International Tourism Trade Fair FITUR, the International Contemporary Art Fair, ARCOmadrid, and the CIBELES Madrid Fashion Week, to name but a few.
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