Full of Bologna at Autopromotec
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Marketing & Advertising Editor
The Auto Channel
Bologna, Italy May 23, 2008; Autopromotec, the 40 year old, international trade exhibition of equipment, products and services for the automotive and transportation industries that started today in Bologna, Italy, the historic city North of Florence has at-tracted exhibitors from 49 nations to 1 million square feet of displays.
This is the premiere show for suppliers of tools, equipment, services and tech-nology to the automotive service industry, because Italian companies have been innovative leaders in this vital component of the industry.
While most auto dealers and car manufacturers attempt to keep service in-house, once a new car’s warranty period is over, the service, repairs and accessory business goes to independent shops. It’s a gigantic business, which just keeps on growing.
Now that better, more reliable vehicles are being made by all manufacturers, new car dealer’s warranty business has dropped as much as 50 to 60% impacting profitabil-ity and certainly the all-important Consumer Satisfaction Index.
The foundation of a high CSI is made with good, prompt and reliable service – and innovative programs are being launched by domestic and international brands to help dealers do more service business. A business that has been the domain of inde-pendent and chain specialists.
Over the next few days I’ll be looking, talking and questioning what is new, unique, and innovative in this key area of automobile business during this international show. A new auto marketing equation is being developed, and a component of it just might be at Autopromotec.
Of the 1,404 companies attending, 47 are exhibitors from the U.S. who have ob-tained U.S.A. Trade Fair Certification, the trade exhibition certification by the U.S. Department of Commerce, which is an important tool for doing international business.
“The Italian Trade Commission,” said Patrick Capriati, a senior marketing officer of the Trade Promotion Section of the Consulate General of Italy, “has worked with vari-ous industry associations to develop a presence for American manufactures, while simultaneously fostering media coverage and industry relationships.”
During the next few days, 100,000 automotive trade visitors from 109 countries are expected to roam the vast exhibit space to see what’s new or technologically ad-vanced in spare parts, service equipment, components, tires, car washing equipment and service networks. The question most buyers will ask themselves is “Will it sell back home and will it make my business more productive and profitable?”
This area of Italy, known as the Valley of Cars, is also the home of two rather well known luxury automobile manufacturers, Ferrari and Lamborghini, and is also a leading supplier of specialty auto service parts, tools and components. More from Bo-logna and the 1st day of the show tomorrow.
