Automechanika South Africa is just the latest addition to a brand that has enjoyed enormous growth since it was created by Messe Frankfurt in 1971. With an international portfolio of 13 events in 12 countries it can now claim to be the world’s leading business to business trade fair brand.  That claim is based on 2008 figures of 10,500 exhibitors, 370,000 trade visitors and 700,000 square metres of sold exhibition space at all Automechanika events.

A new automeckanika trade fair was inaugurated in South Africa in 2009 despite a global recession that has not spared the country. Of course, the decision to award the 13th Automechanika franchise to Johannesburg was taken well before the present economic crisis cut a swathe through the global automotive industry. It was understandable therefore, that both the brand’s owners, Messe Frankfurt, and their South African partners, Dogan Trading, were concerned about just how deeply the downturn would affect the show.

In the event over 400 exhibitors and 8000 visitors ensured the success of the inaugural  show, which took place at the Johannesburg Expo Centre from March 18 - 21. These numbers paved the way for an early decision by Messe Frankfurt to extend the Automechanika contract with their South African partners, ensuring that show will become a regular fixture on the automotive parts and aftermarket industry calendar.  

Some of the auto supply sector’s biggest names including Robert Bosch, Tenneco and ZF were in attendance in Johannesburg, together with a broad spectrum of companies from around the world including a significant number of Chinese and Turkish suppliers. This global interest in the South African market was seen as a major plus point by the Automechanika brand’s owners.

“The high level of international participation is very promising for the future,” said Detlef Braun, Managing Director of Messe Frankfurt. “The exhibitors told us the quality of visitors was good, so if they are happy, we are happy,” he said.  Organisers had initially hoped around 250 companies would buy exhibition space at the fair. In fact, around 420 exhibitors took part. Between them they bought 25,000 square metres of space - ­­­ more than double the expectation. ­­

South Africa is widely recognised as a market with huge potential for the automotive supply industry. The total vehicle parc is currently 8.1 million vehicles of which around 5.5 million are passenger cars according to the country’s Retail Motor Industry organisation.  However, car ownership per capita in the country remains relatively low by European standards and across the continent of Africa is estimated at just 58 vehicles per 1000 people. This compares to 587 cars per 1000 people in Germany and 850 per thousand in the USA.

“South Africa is a real powerhouse for the automotive industry,” said Detlef Braun. “You have some of the leading automotive manufacturers here and Johannesburg is the key place where business is done in southern Africa.  The next Automechanika South Africa takes place in March 2011.