What is the secret of the success of Automechanika as a trade-fair brand?
MJ: The success rests on several factors. In the first place, we always set the same standards and insist on the same level of quality – irrespective of which trade fair you attend abroad; if it's says Automechanika on the tin, then that's what you'll find inside. We keep developing the concept for the show in Frankfurt and then adapt it for all the trade fairs abroad. This relates, for instance, to the structure of the product groups, strict brand management, etc. In the second place, our strategy for international involvement has contributed significantly to the success of the brand. In 1997, we began to export Automechanika abroad. This was very successful and further shows abroad followed. Automechanika is now represented at 14 locations in 13 countries and on four continents. Thirdly, we have built up a large international network over the years. We now have representatives, partners and associations in 160 countries to assist us. Through them we have got to know the regional markets and their particular features very well and, of course, we watch the markets very closely. Fourthly, we listen carefully to our customers. This happens both through direct discussions with them, but also through selected exhibitors and visitor polls, which we conduct at Automechanika shows. The latest example of this kind of response is Automechanika Jeddah, which we are organising for the first time in January 2016 in Saudi Arabia: because our customers want to gain a foothold in this market.
Why did it take you so long to come to the USA?
MJ: The US automotive service market is the most important and biggest in the world. Our customers want to be represented there. Thus, it is important for the Automechanika brand to be positioned there. We managed to do this by positioning Automechanika Chicago as the largest US platform for first-class technical training and management seminars for motor vehicle mechanics and garage owners. The search for partners was not an entirely easy one. In UBM Advanstar we have found an extremely competent and experienced partner. They have acquired a great deal of expertise in the exhibition and event business, with some 50 trade fairs of their own. I am, therefore, all the more delighted with the tremendous result: altogether more than 460 exhibitors have signed up for the first Automechanika Chicago.
What major challenges do you see for the Automotive Aftermarket Industry in the near future?
MJ: The automotive industry is facing some far-reaching changes. Issues such as the connected car, driverless vehicles and alternative propulsion technologies are coming to play an increasingly important role and will dramatically change the motor-vehicle industry over the next few years. This will also impact on the automotive service industry.
Messe Frankfurt has been investing in automotive events like truck shows, auto shows and engineering shows lately. What is the strategy behind it?
MJ: We would like to extend our expertise and our portfolio in the automotive sector further and consolidate our position as the leading trade-fair organisers in the motor-vehicle sector. For that, we need more points of contact with existing and potential customers and will need to go down the path of diversification. Our objective is to reflect the entire value-creation chain in the sector and include the various segments such as cars, trucks, buses and bikes as well as engineering and logistics, in order to exploit the synergies that exist between them.
What would you say is the most important requirement for doing a good job in the trade-fair business?
MJ: I think that networking and teamwork is absolutely essential in my job. I like dealing with people and am always open to new things. I enjoy chasing up topics and developing them. It requires both strategic thinking and the ability to generate enthusiasm, as well as patience and perseverance: not every new event becomes an immediate success.
What markets will you be targeting next?
MJ: As far as Automechanika is concerned, we have already achieved pretty good worldwide coverage. In this respect, we'll be organising rather more regional trade fairs. As for the other automotive trade fairs and congresses, we are still just at the beginning. We have already been researching some interesting topics and agreed on some new locations on the world map.
How many miles do you fly per year?
MJ: To be honest, I don't know exactly. But it has got to amount to quite a lot over the year. It is not unknown for me to have visited three different continents within one week, although that is pretty exceptional. Whilst I like travelling, I do, however, also enjoy spending my time at home with my family.
