FRANKFURT – International trade fair companies in Messe Essen and Messe Frankfurt have announced they will enter into a strategic partnership with regard to their premier global automotive trade fairs Reifen and Automechanika. With this new cooperation, the partners want to exploit synergistic effects in sales and marketing across borders. After Reifen 2016, Messe Essen and Messe Frankfurt plan to link their two premier global fairs closely with each other. 
Reifen at Messe Essen and Automechanika Frankfurt are the leading fairs in their sectors: Reifen as a special fair for the tire sector and Automechanika for the aftermarket in the automobile industry with the specialist target groups from garages, service and trading. Both events are among the most international fair events in Germany: around 70 percent of the exhibitors at Reifen and more than 80 percent of the exhibitors at Automechanika come from abroad. Both Reifen and Automechanika attract above-average numbers of visitors with decision-making powers, the two organizations say.
"In the series of our 14 Automechanika fairs, there are a few which are already strongly set up in the field of tires, 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," said Detlef Braun, managing director of Messe Frankfurt.
Oliver Kuhrt, chairman and CEO of Messe Essen, said he sees similar advantages for Reifen. "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," Kuhrt said. "Thus, we are creating an outstanding surplus value for our joint customers which they cannot find anywhere else."
The bundling of the sales resources forms one main focal point of the partnership, the two companies noted. 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 includes the offshoot events 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," said Kuhrt.
For more information, visit www.reifen-messe.de or www.automechanika.messefrankfurt.com.
