Autosport International Show Celebrates 20 Years

The much-hyped snow storm that turned much of the United Kingdom white earlier in the month did not prevent Autosport International, Europe’s largest motorsport trade show, from celebrating its 20th anniversary in style at the National Exhibition Centre in Birmingham, UK, on 14-17 January 2010. Reportedly, over 85,000 visitors made the trip to the West Midlands, helping trade to increase by 10 per cent on the previous year in spite of the weather. Perhaps a general thawing in the global economic situation was more on the minds of visitors than the snow drifts hastily formed by NEC staff clearing the car parks for visitors when Tyres & Accessories arrived on Thursday 14 January to take in stands representing tyre manufacturers Dunlop, Pirelli, Yokohama and Hoosier Tire, as well as the many other automotive products and servicing equipment on display.

Autosport International also states that it is a prominent show for world trade, with approximately 4,000 overseas visitors attending. The show aims to provide an outlet for global exhibitors wishing to extend their customer base to European countries. This year, Autosport International attracted first-time exhibitors from countries such as Argentina and Taiwan as they search out fresh business and partners. Back again for 2010 were AP Racing (brakes & clutches), Capricorn (components), Koni (suspension), Mountune (engines) and Quaife (transmissions) who, among the other trade exhibitors, were aiming to add to the $700 million worth of business that was generated at the event last year.

“The fact that so many representatives from the world’s motorsport industry are at the show proves that it is a vital event for anyone involved in the sport, but especially for those wanting to generate new opportunities and increase their company brand and product awareness around the world,” Autosport International Show director, Ian France said.

Of course, the Show also functions as an important brand awareness opportunity amongst end-user consumers, with many of the approximated 85,000 visitors coming to the show in this capacity. For them, the show provides the spectacle of big-name presence: reigning Formula One World Champion Jenson Button made his first public appearance as a Vodafone McLaren Mercedes Formula One driver as the countdown to the start of the 2010 season got underway. “I always look forward to attending Autosport International. I’ve been there many times over the years, and it’s become a real date for my diary. It is an event that fills in the long gap between seasons, and which allows thousands of people to enjoy and talk about motorsport during these extremely cold winter months,” said Button.

30 years of the World Rally Championship were also on display in the guise of ten spectacular rally cars on the Motorsport News World Rally Feature. “This is a fantastic selection of cars from the last 30 years of world rallying,” said Autosport International Show director Ian France. “Every year the Rally Feature display is one of the most popular aspects of the show, and with some of the sport’s legendary world championship cars running in the Live Action Arena, January’s show really promises to be a wonderful spectacle for every rally fan.” Naturally, tyre supplier for the series Pirelli was also showing its rallying rubber on its stand.

Yokohama-supplied World Touring Cars was also represented by triple FIA World Touring Car Champion Andy Priaulx, making a guest appearance on the Saturday. “The show is a must-attend for everyone involved in motor racing,” said Priaulx. “When you’re racing it can be hard to get around the paddock and meet everyone, but Autosport International provides the perfect opportunity to kick-off the season by catching up with other drivers, teams and sponsors, as well as meeting the fans.

Finally, Tyres & Accessories was particularly drawn to the Cruden stand, where the simulator-manufacturer was allowing visitors to test out its new fourth generation Hexatach simulator, launching at Autosport International. The three-seater Hexatech 3CTR is designed for race teams, motorsport companies and drivers as a professional full motion simulator with realistic G-force simulation, seat belt tensioners and realistic steering feedback. It certainly warmed up Tyres & Accessories after the frozen temperatures and 50mph speed limit on most of the M6.