Sunday, 15 October 2006 22:25
Impressions from Automechanica 2006
Automechanica, one of the main exhibitions for automotive aftersales applications such as service and spare parts, is organized bienally by turns with Equip Auto in Frankfurt. Automechanica was organized on 12-17 September 2006 this year including more than 4.600 participants from 72 different countries within the field of parts and system, repairment and maintenance, accessories and modified products, service concepts and car wash within 300.000 m2 including total 20 floors, nine closed and one open exhibition areas. This year, the number of visitors are more than 165.000, including 60.000 foreigner visitors, representing a 4% increase in comparision with the previous year. 2.500 companies for parts and system exhibited in Hall 1,2,3,5 and 6, around 1.000 companies for repairment and maintenance equipment exhibited in Hall 8 and 9 and also in open exhibition area, 750 companies for accessories and modified products exhibited in Hall 4.0, 4.1 and 4.2 and finally over 350 companies for service concepts and car wash systems exhibited in open exhibiton area. There were 1.105 German and 642 Italian exhibitors whereas 201 Turkish companies exhibited in Automechanica as well. Turkey occupied the sixth position with those 201 participants in front of USA, Spain, France, Netherlands, India and Brasil. Turkey also made its presence felt by means of its exhibitors and visitors. It was nearly possible to come accross a Turkish visitor in each booth. In addition, I was able to see one of my old-friend whom I could not find so much oppurtunity to see in Turkey. I met and had conversation with many friends in the cafes and stands of Automechanica. They have reflected their optimistic expectations about the future.
Turkish exhibitors have found wonderful conditions within the exhibition. They were visited by many professional visitors and signed many supply contracts. As customers know Turkish standarts meet international standards, they did not make any inquiry about the quality level. What customers focused on were delivery and logistics. Since Chinese manufacturers reduced the prices to the bottom level, we had to focus on different aspects of competition. While chatting with Ms. Sibel at the booth of EKU, a leading drum and disc manufacturer of Turkey and Europe, I realized that the main problem of our manufacturers is Chinese competitors. Ms. Sibel said “The future shall be more difficult and subject to fierce competition. Chinese used to visit the exhibitions, call at our booths and take photos in the past. Nowadays, they call at our booths again and offer to make production for our brands. We are one of the leading companies in Europe in our field. We supply original drums and discs to many manufacturers. We make additional investments to expand our production capacity. However the competition with Far East is getting more and more fierce everyday and annoying us. We have worked a so hard to reach this position. In fact, we have to work more.” She was totally right. Thomas Friedman indicates that the obstacles between human beings and societies can be removed by the developments in the field of logistics and technology within his book with the title of “The World Is Flat”. Automechanica is another example of a flat world. Over 4600 companies exhibited their products within an area above 300.000 m2 and 165.000 visitors from 90 countries visited the booths, saw the products and established business connections. A survey which was implemented among visitors indicated that visitor satisfaction is over 90%. This is a true and irrefutable proof of the success of the exhibition.
One of the main innovations within Automechanica this year were the stands of manufacturers regarding their after-sales services. Toyota has exhibited in Automechanica the first time this year. The other manufacturers which had stands to exhibit their after sales services were Audi, Daimler Chrysler, BMW, Skoda, VW and Seat. The manufacturers whose profits have been decreased recently due to Block Exemption Rules are trying to increase their revenues by means of after sales services. Considering the fact that profit obtained from after sales services is nearly 50% of the total profit, we can see the significancy of aftersales services for manufacturers. However, the competition within after sales services filed is rising too. Companies such as Bosch Car Service, Auto Plus, AutoFit,1A Autoservice have been trying to extend their service concepts. Companies such as AutoCrew provide consultancy services to unauthorised services for development. Block Exemption Rules shall be in full force and effect in Turkey as of the beginning of 2007. Thus, many new concepts shall be implemented within after sales services in Turkey, and, as a result of this, the competition shall probably be more and more fierce within after sales services.
Another point which I have paid attention within the exhibition was organisation of exhibition. Almost 180-190.000 visitors and exhibitors have visited Frankfurt due to exhibition. In other words, visitors and exhibitors corresponding nearly 30% of its own population (650.000) have visited, and used accommodation, food and beverage and transportation facilities within the city. Nevertheless, I have not observed any problems within the city due to huge number of visitors and exhibitors. People who have come to Frankfurt for the exhibition felt theirselves like home in a flat world. They have visited the exhibition with company information and plans in their pocket pc. Since the fairground is so large, visitors got really exhausted, but they also noted down the date of next Automachanica-16-21 September 2008- to their memo books and departed from Frankfurt.
