It was organized by Messe Frankfurt, endorsed by the Malaysia External Trade Development Corporation (MATRADE) and supported by the Malaysia Automotive Institute (MAI). MATRADE has supported Automechanika Malaysia since 2003 and MAI has been involved in the show since 2011.
The biennial show saw a 25% increase in exhibitors with 166 exhibitors from Australia, Bangladesh, China, Germany, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the Netherlands, Singapore, Taiwan, Thailand, Turkey, the United Arab Emirates, the United Kingdom and the United States.
Nearly 4,500 visitors from 56 countries and regions attended the show to source the latest products. The top five visitor countries and regions outside Malaysia were China, Singapore, Bangladesh, Indonesia and Sri Lanka.
Opening the show, YB Dato’ Mukhriz Tun Mahathir, Deputy Minister (Trade) of International Trade and Industry, Malaysia said: "Automechanika Malaysia is one of the highlights of the local automotive industry’s calendar and Malaysia is proud to host the region’s largest automotive parts, equipment and services trade fair. It is heartening to see that this year’s theme is ‘Go Green’. This demonstrates the industry’s commitment towards adopting better practices towards reducing the overall industry carbon emissions impact. In an effort to encourage more ‘green’ vehicles on the roads, the reviewed National Automotive Policy has put in place several incentives to attract the increased utilisation of newer technologies such as electric and hybrid systems within the local automotive sector.”
As part of the “Go Green” theme, Automechanika Malaysia 2011 created the “Green Zone” which was supported by MAI. It offered an opportunity for exhibitors to display their eco-friendly vehicles and the latest sustainable automotive products and technologies. In addition there was a “Green Showcase” which also highlighted sustainable products and technologies from green exhibitors.
Exhibiting in the “Green Zone” was Malaysian company Vectrix (M) Sdn Bhd showcasing its electric vehicles which will become the first of its kind in Malaysia when it receives government approval. “We aim to promote ‘green’ technologies to the industry and find a dealer in Malaysia and other Asian countries. We’ve received a lot of buyer enquiries and they are interested in becoming our dealers,” says Irlan Norris Ishak, business development manager. He added that Asia will become the world’s largest market for ‘green’ vehicles according to an industry analysis and that Vectrix wanted to be the first to capture the market.
First time Singaporean exhibitor Our Workshop System, a specialist in fuel consumption and CO2 emission reducing additives and lubricants, was also happy with the show’s “Go Green” theme. “Many customers visited us after they saw our products displayed in the ‘Green Showcase’,” said Victor Yong, general manager, export sales. “We’ve had valuable meetings with many buyers from China, Singapore and Malaysia and I am glad that many of them have purchasing authority. The show is indeed a good ice-breaker to talk to business partners.”
A number of leading industry companies such as Flennor GmbH, Huichang Company, Jewelultra Ltd, KCW Corp, Launch Tech, Lubrimaxx, Newera Equipment Supply, PT Astra Otoparts, Ring Plus Asia Ltd, Tabernacle, Unipac and Yonming Group, showed their support for Automechanika Malaysia.
Singaporean pavilion exhibitor Tabernacle (Auto) Services is one of the market leaders of automotive franchising workshop for vehicle repair business. The Malaysian agent Glow Corporation Sdn Bhd, a one-stop supplier for workshop supplies was satisfied with the buyer quality. Michael S C Ng, the company’s managing director says, “Automechanika Malaysia draws the right buyers. We’ve received a lot of customer enquiries and our booth has been very busy. ”
Sharing a similar view was Chinese pavilion exhibitor Michelle Ye from Huichang Company, a steering pump manufacturer. “We are developing the South East Asia market and are here to find new business opportunities. I am happy that our booth has been crowded with visitors and we received many useful sales contact. We have participated three trade fairs recently and this one is the best,” she says.
First time exhibitor KCW Corporation is Korea’s leading wiper supplier, supplying vehicle manufacturers such as GM, Honda, Hyundai, Kia, Mazda and Nissan.
Lubrimaxx Pty Ltd from Australia, a manufacturer and wholesale supplier of high grade lubricants and cleaning products, was also impressed by the visitor quality. “Since we are still quite new in Malaysia, we are here to raise brand awareness. The show is very well organised and has more visitors than we expected. There is a broad mix of visitors and we’ve received many interesting enquiries,” says Darren Harman, national sales manager.
Malaysian exhibitor Unipac Engineering (M) Sdn Bhd is a market leader specialising in automotive equipment and representing well-known brands such as Beta, Corghi, Dura, Flexbimec, Ravaglioli, Samoa and Stenhoj.
Visitors were equally happy with the show’s overall quality. First time visitor Lee Wei Siang, assistant manager, Sing Foh Automotive Service from Malaysia comments: “I am looking for engine parts and I want to find new industry information here. This trade fair offers an extensive product range and the product quality is good. The show is international and the exhibitors are of high-level standard. I’ve already found some potential suppliers at the show.”
Desmond Yu, Chuang Li Auto Enterprise was also happy with the exhibitor quality. “The visitor flow is good. Also, the exhibitors are international and I have made good business contact,” he says.
In line with the show’s “Go Green” theme, Automechanika Malaysia 2011 hosted the “Green: Prospects and Future Potentials for Automotive Industry” seminar, organized by the Malaysia Automotive Institute (MAI), Automotive Aftersales Industry (M) Sdn Bhd (AAI) and Messe Frankfurt (HK) Ltd.
Dato Mohamed Rafie Sain, CEO, Automotive Aftersales Industry (M) Sdn Bhd (AAI) spoke at the “Greening the Automotive After Sales Industry” session. “We organized the seminar because we want to let the public understand the importance of sustainability for the automotive aftersales industry,” he explains. “In addition, we would like to educate the industry on the concept of high connectivity between ‘green’ and safety and the seminar is a good start.”
Datuk Dr Wan Mohamed Wan Embong, president, Proton Vendor Association shared his insights into the topic of “Vendor Initiatives on Green”. He commented: “The Malaysian government aims to reduce CO2 emissions by 40% by 2020 compared to 2005 levels. It is important for us to create an awareness of going ‘green’ to the industry and the seminar is an excellent opportunity to educate them step by step.”
Audience member Karl DeSouza, vice president, business development South East Asia, EDAG Malaysia, a vehicle design consultant company, was impressed with the seminar. “The seminar is useful for networking. Also, I gained good industry perspectives from the speakers and these topics are relevant to my business. It’s good to know how the government and the industry are responding to the green issue,” he says.
Another fringe programme event was the Federation of Automobile Workshop Owners’ Association of Malaysia (FAWOAM) Annual Convention. “Automechanika Malaysia is a platform for our members to explore new technologies and equipment. In addition, our members can benefit by participating in the concurrent training workshops,” says President Kong Wai Kwong.
Per Lyngsaa Madsen, area sales director, Car-O-Liner AB, spoke at the “Training on Collision Repair Theory and System” session. “We aim to raise technician awareness about the importance of updating latest repair techniques and information. It is very important to educate them on how to repair vehicles correctly because it relates very much to road safety,” he says.
Automechanika Malaysia is one of 13 global Automechanika fairs held in Asia, Europe, North America, South America and Africa. For further information about Automechanika Malaysia or other individual shows, please visit www.automechanika.com or email [email protected].
