Analysis: Tire Cologne versus Reifen / Automechanika

-London – Walking through to west entrance at Messe Essen to last week's Reifen expo, the first thing to strike me was the sheer scale of the event: most major tire makers were represented among the 675 exhibitors, many with large-scale, eye-catching and – I am sure – highly costly stands and displays.

This, and the impressive range of exhibits for all sections of the tire supply chain across all 13 halls, and supporting events for the estimated 20,000 visitors, made it all the more baffling as to how and why this well-established tire trade should now face an uncertain future.

As ERJ previously reported, Reifen’s main backer, German tire trade association the BRV, fell out with Messe Essen, apparently over the pace of investment in facilities at the show, and decided – with support form several major tire makers – to start up a rival expo in Cologne from 29 May - 1 June 2018.

Messe Essen initially tried to compete head on with the new Tire Cologne show, before recently deciding instead to co-locate Reifen with aftermarket show Automechanika, 13-15 September 2018, at Messe Frankfurt, with which it had formed a global alliance two years ago.

As evidenced by the rival billboard adverts, some placed side-by-side around the town of Essen. organisers of Tire Cologne and Reifen/Automechanika both know they still have a battle on their hands to win the hearts, minds and cheque books of many tire-trade exhibitors and visitors.

Over the next few months, it will hopefully become clearer whether one, both or neither of these shows can recapture and carry forward the success built up over almost 60 years at Reifen in Essen.

In the meantime, please click ERJ’s Tire Expo Survey to let us know your views.