Issue: Apr 2013


Automechanika Kuala Lumpur sets new record for exhibitor and visitor attendance



Top industry speaker line-up at co-organiser events

by James Hilton

Automechanika Kuala Lumpur, Malaysia’s leading international trade fair for the automotive industry targeting trade visitors from ASEAN, attracted a record number of exhibitors and visitors when it was held 7 – 9 March 2013 at the Kuala Lumpur Convention Centre, Kuala Lumpur, Malaysia.

Automechanika Kuala Lumpur is organised by Messe Frankfurt (HK) Ltd in collaboration with the Malaysia External Trade Development Corporation (MATRADE). It is supported by the Malaysia Automotive Institute (MAI) together with 17 local and overseas organisations.

The biennial show was opened by the Ministry of International Trade and Industry Deputy Minister YB Dato’ Jacob Dungau Sagan and attracted 190 exhibitors from 18 countries and regions who exhibited their latest products and technologies in 5,000 sqm.

More than 78 percent of the exhibitors were from the overseas countries and regions of Australia, China, France, Germany, Hong Kong, India, Indonesia, Iran, Italy, Japan, Korea, Pakistan, Singapore, Taiwan, Thailand, UK and the US. The total number of exhibitors showed a percentage increase of 15 percent compared to the 2011 show. Visitors numbered nearly 4,500 with 15 percent coming from overseas. Among the 60 visiting countries and regions, the top 10 visiting countries (excluding Malaysia) were Australia, China, India, Indonesia, Japan, Pakistan, the Philippines, Russia, Singapore and Thailand.

Commenting on the show Ms Fiona Chiew, Deputy General Manager, Messe Frankfurt (Shanghai) Co Ltd said: “This year’s show was the busiest ever, confirming it as one that targets the ASEAN region and this was especially recognised by the returning pavilions from China and Singapore and the new pavilions from Europe, India and Taiwan. In addition, the support we received from different industry organisations and associations has firmly established the show as one that offers significant regional business opportunities.”

Show is rated as a high-quality regional event

A number of leading brand names exhibited at the show such as Beta, CMC, Corghi, Launch Tech, Mazda, Ravaglioli, Shell Helix and Stahlwille. First time exhibitors were very happy with the results achieved at the show. For example, Singaporean company, HTL International Pte Ltd wanted to create brand awareness for new and existing products, which included a 3-D alignment product from Italy.
Mr Joseph Tan, the company’s General Manager said: “The right trade visitors are here. I have seen people from Asia and the Middle East so this show is good for the region. It is an essential place for everybody to meet as you don’t have to trade so far and wide to meet people. When we are here everyone can come and see us.” Also from Singapore, Mr Warren Quek, Sales Manager, Automotive Aftermarket, Continental, agreed that the show targeted the ASEAN region.

US exhibitor Sonnax Industries Inc wanted to know more about the emerging ASEAN markets. Mr Joseph Lombardi, Director, International Sales explained: “We are getting more and more enquiries from this emerging market and felt that we should have a presence to get a better market feel as to what kind of future we could have here.” Sonnax designs, manufactures and distributes products to the aftermarket and commercial vehicle industries.

German exhibitor Bizol, part of the first ever European Pavilion, was showcasing its motor oil products to help their local business partner generate new business leads in an expanding domestic luxury car market. Mr Alex Singer, the company’s Sales Manager said: “This show is good for our business because we get a sniff for the market here. I think we can also give our partner the possibility of addressing new market segments that he is not targeting.”

Malaysian exhibitor SKI Industry Sdn Bhd, a suspension parts manufacturer, was exhibiting for the third time and Mr Wong Eng Ee, the company’s General Manager said: “Shows like this are important so we can expose ourselves to the world. Our production is in the rural area so we have to come to the place where everybody is coming to, to show what we can offer.”

Ningguo Feiying Auto Spare Parts Co Ltd from China manufacture brake linings as well as clutch discs and covers and the company credited the show with helping them to break into the ASEAN market. Mr Jeffery Hau, the company’s Foreign Trade Manager explained: “The show helped me to open up the Southeast Asian market as I am able to meet buyers from Malaysia, Thailand, Vietnam, Cambodia and Singapore. I’ve already got three orders.”

Visitors to Automechanika Kuala Lumpur included Mr Daniel Lawson, Managing Director of Roadmasters Automotive Products, Australia who was looking for brake and clutch suppliers. “I have found some interesting suppliers. I think even though it is not as big as Automechanika Frankfurt or Automechanika Shanghai, you tend to get companies here that you don’t find at those shows and you can find good small suppliers and products.”

Local Malaysian visitors included Mr Vaya Tharasan, Managing Director, Micro Auto Service and Trading Sdn Bhd who was visiting the show for the third time. “Shows like this are good for my business because you get more contacts, dealers and distributors and sometimes we find products that are not available in locally. I also want to increase my knowledge and see what’s happening in the market.” Mr Paul Lin from Simar HT Marketing, Malaysia added: “This is a good show for me to obtain industry information from leading global and overseas companies and get contacts.”

Grand final of Automechanika Kuala Lumpur Mechanics Challenge attracts large crowds

The grand final of the popular Automechanika Kuala Lumpur Mechanics Challenge attracted large crowds when it was held on the first and second days of the show. The event was co-organised with MAI, the Department of Skills Development of Malaysia (JPK) and the Federation of Automobile Workshop Owners’ Association of Malaysia (FAWOAM). The sponsors were Shell Helix, Mazda, Unipac and Stahlwille.

Commenting on the event, MAI’s Chief Executive Officer Mr Madani Sahari said: “As vehicles of today continue to increase in complexity with advanced technologies, auto technicians must be made aware and be trained to meet these increasing advancements in the auto industry. The Mechanics Challenge has provided such a platform, as well the opportunity for working technicians to demonstrate their automotive knowledge and problem-solving capabilities by resolving ‘real world’ repair challenges.”

Representing one of the sponsors, Mr Richard Tan Che Chong, Far East Region Representative of Eduard Wille GmbH & Co Kg, Malaysia, added: “We sponsored the Stahlwille tool sets for the onsite competition where the mechanics and our end users, were able to feel, sense and appreciate the difference of high quality tools in their own hands. This educated them in the importance of safety and proper usage of tools.”

The winning team was SLC Tyres (PG) Sdn Bhd and speaking on behalf of the Penang Motor Vehicles Workshop Owners Association, where the team is based, association Secretary Mr Khor Kong Siah said: “Through the competition, the team’s knowledge and technique was enriched. They also had information exchange and learned from each other. Since the show invited many companies to be the sponsors for cars and products, the team members were able to learn to new technologies and use new tools.”

Top industry speaker line-up at co-organiser events

The first day of Automechanika Kuala Lumpur marked the inaugural Malaysia Automotive Institute Aftermarket Conference with its theme of Automotive Aftermarket: Towards Sustainability Development.

Speakers included Prof Dr Chen Ming, Executive Chairman & Secretary-General, Alliance of Auto Recovery Technology Innovations (AARTI), Shanghai Jiao Tung University. His topic was ELV Program & Extended Producer Responsibility in China. He commented: “This conference is good for the industry. We are just at the beginning of recycling with 10 years experience and we are sharing some of our experiences and hope Malaysia can achieve big success in this area.” Other topics included the Japan Automotive Recycling System, The ECO Experience presented by Mr Ishii Hiromichi, Director, ECO-R Co Ltd, Japan.

Commenting on the overall MAI conference, attendee Mr Hasbullah Bin Abdul Rahman, General Manager, Research & Development Department, Delloyd R & D (M) Sdn Bhd, Malaysia said: “It was useful to have the MAI conference held during AMKL. I learned a lot from the conference.”

The Federation of Automobile Workshop Owners’ Association of Malaysia (FAWOAM) Annual Convention was held on second and final day of the show. Mr Too Peng Huat, President of FAWOAM explained the format: “We presented a series of management programmes about risk management, and how to properly insurance an automotive workshop. For the consumer conscious there was also a session talking about handling consumer complaints and the Small Claims Tribunal.”

Automechanika Kuala Lumpur is one of 12 Automechanika fairs held in Africa, Asia, Europe and Central and South America. The next event will take place 19 – 21 March 2015 at the Kuala Lumpur Convention Centre, Malaysia.

For further information about Automechanika Kuala Lumpur, please visit www.automechanika-kl.com / www.automechanika.com or email: autoasia@hongkong.messefrankfurt.com

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