Global Tire Expo to Debut at SEMA 2010

The Tires, Wheels & Equipment Section of SEMA Show in Las Vegas is regarded as one of the major fixtures in the international tyre industry calendar. For years it has, as describes Tire Industry Association executive vice president Roy Littlefield, been “like coming home”, a place to catch up with old friends and colleagues, see valued customers face to face and learn the latest developments in the tyre industry. Yet Littlefield observes that, between the drastic downturn in the global economy and what he describes as “some complacency on the part of TIA and SEMA”, some within the industry may feel that the show might have lost its way.

“For that, on behalf of TIA, I want to personally apologise,” states Littlefield in a letter released on March 30. “But, I am also taking this opportunity to tell you that both TIA and SEMA have listened, and we have made some major, substantive and exciting changes that we believe should give you cause to ‘come home’ this year.”

These changes include the elimination of the old Tires, Wheels & Equipment Section of the SEMA Show. As of 2010, this is being replaced by the “Global Tire Expo – Powered by TIA”. This new part of the SEMA Show will, says Littlefield, be completely tyre industry focused. “Only those in the tyre industry will be permitted to exhibit,” he reports. “And, the Expo is open to all segments of the tyre industry, from automotive and commercial tyre dealers to retreaders and recyclers.” To reinforce this new focus, the Expo will have its own branding, entrance units and colour scheme. Tyre manufacturers’ booths will be placed in the centre in order to provide a greater level of prominence, and the TIA will work with them on a one-on-one basis to assist with every aspect of exhibiting at the show.

“The Expo has one goal – to be THE tyre industry event of the year – for everyone in the tyre industry,” exclaims Littlefield. “If you felt as though your voice was not heard by show officials in the past, you can now rest assured that it will be heard from here on out. That’s because SEMA has agreed to seat a permanent TIA representative on their SEMA Show Committee, as well as on their Tire & Wheel Council. So, in essence, every tyre industry professional now has “a seat at the table” and is a true partner in this event.”

The Expo will also include an expanded educational programme, with sessions relevant to the tyre industry held every day during the show. “Attendees will get relevant, timely information on TPMS, tyre service and business management topics from the best minds around. These will be education sessions you’ll definitely want to attend,” comments Littlefield.

“Whether you’re in Shanghai, Johannesburg, Munich, Sao Paulo, or Peoria, it won’t take you long to find someone who has heard of Las Vegas,” the TIA executive vice president continues. “It’s a special place. This is also true for people in the tyre industry. It’s one of the premiere destinations for tyre industry professionals – people you can meet, learn from, and, most importantly, sell your products to.”

“Today ushers in a new day for the tyre industry. With the creation of the Global Tire Expo – Powered by TIA and the fact that it will now unite exhibitors from all sectors of the tyre industry in our own, tyre-focused area, we are optimistic that it will become the premiere event in the world for the tyre industry,” adds TIA President Wayne Croswell.

TIA and SEMA announced late last year that the two organisations would work jointly to provide the tyre industry with greater value in the SEMA Show. “By working with TIA, we have created the Global Tire Expo to meet the needs of the tyre industry,” states SEMA president and CEO Chris Kersting. “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 tyre manufacturers and buyers.”