11-15 September Messe Frankfurt, Frankfurt, Germany. Attending Officer: MS LOW SZE SHEEN, Senior Executive, Marketing & Development

Transcription

1 11-15 September 2018 Messe Frankfurt, Frankfurt, Germany Attending Officer: MS LOW SZE SHEEN, Senior Executive, Marketing & Development 0

2 1.0 Overview of Automechanika Frankfurt 2018 marked the 25 th anniversary of Automechanika Frankfurt which hosted more than 5,000 exhibiting companies and successfully drew 136,000 trade visitors from 181 countries which achieved the highest record in the trade fair history. The event spanned across a total exhibition floor space of approximately 315,000 sqm which comprised of all 23 exhibition hall levels in Messe Frankfurt as well as the outdoor exhibition area. The 1 st edition of Automechanika the International Exhibition for Automobile, Workshop, Filing Station and Garage Equipment was started off on 18 September 1971 when the International Motor Show (IAA) was cancelled seven months earlier due to an economic crisis. 415 exhibitors, 67 of them from other countries, presented their latest products over the nine days of the exhibition. Around 71,000 visitors from 63 countries attended Automechanika For more than 5 decades, Automechanika series have expanded vastly especially abroad and positioned itself as the largest trade fair for the automotive aftermarket in the world. Currently, there are about 16 Automechanika events staged in 15 countries around the world. Organized by Messe Frankfurt Exhibition GmbH, Automechanika Frankfurt 2018, the biennial event was held from 11 to 15 September All areas of the automotive aftermarket industry, retail and workshops were covered comprehensively during the event. All 23 exhibition halls were segregated into different sections by products type, namely the classic cars, REIFEN, Alternative Drive Systems & Digital Solutions, Parts & Components, Repair & Maintenance, Electronics & Systems, Accessories & Customizing, Dealer & Workshop Management, and Car Wash, Care & Reconditioning. The mega trends demonstrated at the fair were digitization, clean vehicles and classic cars. Automechanika Frankfurt exclusively presented the whole value chain for the business of vintage and classic cars which cover parts and paint manufacturers, insurers, finance solution providers, start-ups and many more. The co-located REIFEN show which is specially cater for tyres, previously been held in Essen is now taking place for the first time in the new Hall 12. The same hall which made up from a gross area of 33,600sqm is deemed as the biggest and most modern hall of the western part of the fairground. The next Automechanika Frankfurt is scheduled to take place from 8 12 September

3 Diagram 1: Automechanika Frankfurt 2018 Exhibition Floor Plan 2.0 MREPC s Participation MREPC continued to participate in Automechanika Frankfurt 2018 by leading 9 Malaysian rubber automotive components manufacturers under a pavilion which spanned 91 sqm located at Hall 1.2, one of the exhibition halls accommodate for parts and components. Each of the co-exhibitor under MREPC Pavilion, including MREPC occupied 9.1 sqm booth space respectively. Table 1 - List of MREPC Pavilion Participating Malaysian Manufacturers No. Company Booth No. Products 1 ASAP International Sdn 2 Associated First Rubber (M) Sdn E15-C E15-G Examination, High Risk, Latex & Nitrile Cleanroom Gloves Specialized in manufacture all kinds of rubber moulded parts, O-rings, diaphragm, seals, grommets, 2

4 gaskets, automotive and motorcycle industry parts and components. 3 Fudex Rubber Products (M) Sdn E15-F Radiator hose, fuel hose, vacuum hose, heater hose, L-shaped and straight hose, and moulded rubber products for automotive and industrial 4 Good Rubber Works E15-I Radiator hose, fuel hose, flexible hose, heater hose, Industries Sdn junction hose, straight wrapped hose 5 H.M.L Auto Industries Sdn E15-D Engine mountings, suspension and control arm bushings, strut mount, center bearing, air hose, C.V. boots, steering boots and spring bumpers for passenger and lightweight vehicle 6 Kossan Industries Sdn E15-H Moulded rubber-based components (with and without metal) for NVH & suspension system trucks and passengers cars 7 Kumpulan Jebco (M) Sdn E15-B Customized rubber mouldings for automotive, railway and industrial sectors 8 Pro-Tec Marketing Sdn E15-J Ignition components, ignition wire sets, ignition coils, silicon parts 9 Supreme Eva Sdn E15-E Rubber exercise mat, gym rubber flooring, industrial rubber EVA foam There were another 2 MREPC members who participated in the 5-day event on their own, namely Goodlife Elastomer (M) Sdn and Sun Rubber Industry Sdn. Both companies have secured their booth space at the new Hall 12 (Car Wash, Care & Reconditioning Section) and Hall 12.1 (REIFEN Section) respectively. Table 2 - List of MREPC Members Participating on Their Own No. Company Booth No. Products 1 Goodlife Elastomer (M) Sdn D37, Hall 12 Piping leap rings, rubber grommets, rubber gaskets, rubber seals, rubber foots, rubber finger and O-rings 3

5 2 Sun Rubber Industry Sdn A52, Hall 12.1 Retread materials (procured tread liner, cushion gum, camelback compound, orbitread compound, sidewall veneer, gum cord, cementing gum) and rubber compound (carbon black master batch, custom made compounds) 2.1 MREPC Display of Rubber Automotive Components A customized glass showcase has been designed for the display of wide array of Made in Malaysia high quality rubber automotive components. The products exhibited including O-rings, gaskets, C.V. boots, rubber hoses, grommets, rubber mat, ignition cable set, engine mountings, weatherstrips and precured tread liner. MREPC Display of Rubber Automotive Components 2.2 Promotion of MREPC Mobile Application Apart from the regular promotion of products display, MREPC attending officer also introduced the MREPC mobile application which was newly developed early of this year to visitors at Automechanika Frankfurt Guidance and information on the download sites, application features were carefully explained to the visitors. 4

6 The co-exhibitors under MREPC Pavilion too, learned about the mobile application advantages particularly, on how the relevant trade enquiries will be diverted to them. Promotion of MREPC Mobile App at Automechanika Frankfurt Trade Enquiries A total of 30 trade enquiries from 5 different regions and 21 countries were received during the 5-day event. Importers and traders are the major group of visitors to MREPC booth. Day 2 marked the highest number of enquiries received with total of 13 enquiries whereas Day 4 recorded the lowest number with only 3 enquiries. There were 5 enquiries received each day on Day 1 and Day 3 respectively and 4 enquiries recorded on the last day. The two most highly sought after rubber products are the Seals, Gaskets & Washers, 29% (9 enquiries) as well as rubber automotive components (RAC) in general, 29% (9 enquiries) which made up about more than half of total number of trade enquiries received. The rest of the enquiries were on hoses and engine mounting, with 10% (3 enquiries) each, CV Boots contributed 6% (2 enquiries) and other rubber products such as latex thread, belting, rubber gloves, bushing and car bumpers which comprise a total of 16% (5 enquiries). 5

7 Trade Enquiries by Product Categories C.V. Boots, 6% Engine Mounting, 10% Others, 16% Hoses, 10% Seals, Gaskets & Washers, 29% Rubber Automotive Components (RAC), 29% Diagram 3 Breakdown of Trade Enquiries by Product Categories Majority of the enquiries received were from European countries which accounted for 40% (12 enquiries), whereas the rest were made up by the Americas (North & South America), 23% (7 enquiries), followed by Asia, 17% (5 enquiries), then Middle East with 13% (4 enquiries) and North Africa, 7% (2 enquiries). Further breakdown of the enquiries received by individual countries showed that Germany and India contributed the highest number, which is 4 enquiries each, followed by Belgium, Brazil and Peru with 2 enquiries each, whereas only one enquiry per country recorded from the remaining 16 countries. Trade Enquiries by Countries Europe North & South America Asia Middle East North Africa Diagram 4 Breakdown of Trade Enquiries by Countries 6

8 Majority of the visitors to MREPC booth were importers (56%) and traders (23%). Visitors Profile Others, 8% Manufacturers, 13% Traders, 23% Importers, 56% Diagram 5 Breakdown of Visitors Profile 7

9 Various Views of Visitors at MREPC Pavilion 4.0 Business Matching 4 business matching sessions were arranged for 4 prospective buyers during the 5-day event. Three of the prospective buyers were sourcing for seals, gaskets and washers particularly O-Rings and only one of them was looking for engine mounting. Table 6 Listing of Buyers Attended Business Matching ssessions Company Country Products Mega Diesel Morocco Seals, Gaskets and Washers (O-Rings) Muvida Lithuania Seals, Gaskets and Washers (O-Rings) Stamot Switzerland Seals, Gaskets and Washers (O-Rings) Samirodeh Saudi Arabia Engine Mounting Business Matching Session 8

10 5.0 Advertisement & Promotional Two pieces of floor graphics were subscribed to further promote Malaysia as the source for quality rubber automotive components and enhance the presence of MREPC Pavilion at Automechanika Frankfurt The striking colour floor graphics also served as direction guide for the crowd or prospective buyers to MREPC pavilion from the two main entrances which are also the exits of Hall1.2. Floor Graphics at the Entrances/Exits of Hall 1.2 A promotional flyer consists of comprehensive contact details for all Malaysian rubber automotive components manufacturers participating under MREPC Pavilion as well as on its own was distributed to the visitors. MREPC Manufacturers Promotional Flyer 9

11 6.0 Visit by TARCC Two representatives from the Tun Abdul Razak Research Centre (TARCC) namely Ms Norain Tyler and Ms Sarah Mahyudin visited MREPC s booth. The main objective for both representatives to conduct the approximately two and half days of to the show was to promote the commercialization of Ekoprena and Pureprena, particularly Ekoprena on the production of tyre due to the advantages it provides on lower rolling resistance, improved wet/ice grip and negative carbon footprint. Ms Norain and Ms Sarah shared that there are huge potential for the commercialization of Ekoprena particularly for markets which are highly concern on the sustainability and green products such as Europe. However, the hindrances at the moment are mainly the high cost of production for the material as compared to other types of rubber and limited supply of the material itself. 7.0 Conclusion Automechanika Frankfurt served as an ideal networking platform for MREPC and the participating Malaysian manufacturers to interact with importers, traders and visitors of the automotive aftermarket market, not only those from Europe region but the rest of the world as well. The exhibition was successful in general and it is growing in terms of size and number of visitors. However, according to the directive from MREPC Management Meeting held on 18 October 2018, the management has decided not to organize MREC-led pavilion if the same location/hall is being offered. 10