SEMA News—February 2011
SEMA Show Welcomes Inaugural Global Tire Expo—Powered by TIA
By Carr Winn
This year’s SEMA Show included a specially designed, purpose-built headquarters for the tire industry. A show within a show, the Global Tire Expo—Powered by Tire Industry Association (TIA) was created to focus attention on tire-industry innovations and opportunities. Judging by the positive reactions of all involved, the Expo concept turned out to be a great idea.
In fact, the inaugural Global Tire Expo captured media attention long before the first attendee walked into the Las Vegas Convention Center. Leading up to the Show, magazine and newspaper headlines created high expectations, announcing the premiere of a tire-industry-only part of the traditional SEMA Show.
The new area was opened up to exhibitors from all sectors of the tire industry—from automotive, to commercial, OTR, retreading, recycling and more.
“By working with TIA, we created the to meet the needs of the tire industry,” said Chris Kersting, SEMA president and CEO. Branding a special section of the Convention Center as dedicated exclusively to the tire industry was also a tremendous opportunity for buyers. Kersting pointed out that many buyers at the SEMA Show were looking to expand their product lines to include tire-related products. By introducing performance industry buyers to tire industry exhibitors, the setting within SEMA creates new customers and new opportunities for both groups.
For both exhibitors and buyers, the 2010 Global Tire Expo more than delivered, even when examining only the initial statistics. Show management indicated that tire- and wheel-related new-product submissions for the New Products Showcase were up 14%. In addition to product premieres, the number of wheel- and tire-industry exhibitors was up more than 11%, representing a total of 197 companies in the Global Tire Expo, including 39 first-time SEMA Show exhibitors.
TIA’s Executive Vice President Roy Littlefield clearly recognized the potential for success with the inaugural Global Tire Expo. Littlefield was extremely optimistic in an interview with Tire Review magazine. “The strong exhibitor presence is proof positive that TIA’s and SEMA’s efforts are reaping positive results,” he said. “We appreciate the support these manufacturers are showing and are especially pleased to know that the new Expo is resonating with them.”
In addition to the number of exhibitors and new products, the Global Tire Expo also included expanded educational sessions targeted to the tire market. The tracks included TPMS at 10, Tires at 2, Truck Tires at 10 and Management at 4. Littlefield explained that the substantial educational offerings further reinforced that the 2010 Expo was a must-attend event.
“The educational sessions offered at the Expo provide tire-industry attendees with the best of both worlds. They can get up-to-the-minute, relevant, entertaining information from some of the world’s leading experts in the tire industry and still have enough time to make important business contacts and meet plenty of potential suppliers,” Littlefield said.
In SEMA Show Daily, the trade newspaper distributed prior to the SEMA Show as well as on site at the Las Vegas Convention Center, Tire Review magazine hosted a section dedicated to the new Global Tire Expo—Powered by TIA. The headline in Issue 1 spoke volumes: “Tire Pros Flocking to First-Ever Global Tire Expo.” Capping that endorsement, the story opened with a powerful statement about the new endeavor. “It’s been a long time coming, but the North American tire industry finally has a Show of its own.”
While the 2011 Show is almost a year away, it’s clear that momentum is already building. For more information on exhibiting at the 2011 SEMA Show/Global Tire Expo, visit www.SEMAShow.com/buyabooth.