A new tire industry-only segment is being rolled out for the Nov. 2-5 Specialty Equipment Market Association (SEMA) Show in Las Vegas. The “Global Tire Expo – Powered by TIA” replaces the previous “Tires, Wheels & Equipment” section.
The new event “will now unite exhibitors from all sectors of the tire industry in our own, tire-focused area,” reports Wayne Croswell, president of the Tire Industry Association (TIA).
To reinforce the “tires-only” atmosphere, the Expo will have its own branding, entrance and color scheme. Tire manufacturers’ booths will be placed in the center to provide a greater level of prominence, and the TIA “will work with them on a one-on-one basis to assist them with every aspect of exhibiting at the show,” according to Croswell.
The Expo is to also include expanded educational sessions targeted to the tire market. The tracks are “TPMS at 10,” “Tires at 2” and “Management at 4.”
One of the Tires at 2 sessions will retain the TIA’s popular “Successful Tire Dealers Share Their Secrets” gathering.
In addition, SEMA will place a permanent TIA representative on both its Show Committee and Tire & Wheel Council.
TIA officials say they will also continue their outreach to the tire manufacturers to better ensure their representation in the Expo activities.
SEMA is also making a special effort to reach out to the tire manufacturers on an individual basis to find new, innovative ways they can reduce the cost of exhibiting at the Expo, Croswell says. Exhibitors are eligible to receive a one-on-one audit of their show plans, which could save up to 20 percent on their show-related spending.
Recognizing that the SEMA Show serves as the premier trade show for the tire industry, the TIA and SEMA announced late last year a joint effort in which the two organizations vowed to work closely with one another to provide the tire industry with greater value, according to Croswell.
“By working with TIA, we have created the Global Tire Expo to meet the needs of the tire industry,” says Chris Kersting, SEMA’s president and CEO. “We’re excited and confident that the 2010 SEMA Show and the Global Tire Expo will be more meaningful and relevant than ever before for tire manufacturers and buyers.”
Kersting points out that the event has the added benefit of drawing more than 50,000 potential purchasers from all over the world, including those not currently in the tire market. “Many buyers at the SEMA Show are looking to expand their product lines to include tire-related products. The dedicated floor section and the other new programs will help buyers discover the potential that the tire industry has to offer,” he says.
“Tire manufacturers can now rest assured that they will literally have a ‘seat at the table,’” asserts TIA Executive Vice President Roy Littlefield, adding that “their concerns will receive the timely attention they deserve, and, what is even more exciting is the fact that they will no longer just be exhibitors – they will be true partners in this event.”
In an open letter to the tire industry, Littlefield apologized for the recent past performance of the annual tire convention, noting that “between the drastic downturn in the global economy and some complacency on the part of TIA and SEMA, some of you may feel that the show might have lost its way.”
He goes on to note that TIA and SEMA officials “have listened, and we have made some major, substantive and exciting changes that we believe should give you cause to ‘come home’ this year.”
