The Tire Cologne – larger in 2024, but missing some big names

Major industry trade fair The Tire Cologne is drawing near and will take place between 4 and 6 June. Following its debut in 2018 and first post-pandemic show in 2022, this third instalment promises to be a significant event for the tyre and wheel industry. Advance ticket sales for the three-day event have commenced and show organiser Koelnmesse has now published an exhibitor list online. Three of the world’s largest tyre makers don’t appear on it.

As of 20 March, this list includes 273 confirmed exhibitor stands, a notable increase from the 200 stands two years ago. Koelnmesse indicates that the online exhibitor list is not yet exhaustive.

In a statement shared with our German sister Reifenpresse.de yesterday, Koelnmesse said there are “currently 245 exhibitors listed in the exhibitor search.” The organiser explains that exhibitors “always have their own stand in our system,” adding that group registrations are currently pending or aren’t yet listed. In addition to the “300 exhibiting companies” that Koelnmesse anticipates, the organiser says will give all exhibitors “the opportunity to register their brands in the system.”

This will increase the total number of “companies and brands” attending The Tire Cologne 2024. The official 2022 post-show review reported the presence of 300 companies and brands, and earlier this year, trade fair director Ingo Riedeberger expressed an aim to grow this figure by 50 per cent. Markus Majerus, PR manager at Koelnmesse, concedes it remains to be seen whether the exhibitor list will include 450 companies and brands by June.

No Bridgestone, Goodyear or Michelin

However long the final exhibitor list ends up being, it appears the world’s three largest tyre manufacturers won’t attend The Tire Cologne as exhibitors. Michelin and Goodyear, who were present in 2022 (the latter represented by its Goodyear Retail Systems business) will stay away in 2022, while Bridgestone will be absent for a second consecutive show.

Koelnmesse comments that “there is a lot of movement in the market and it is quite natural that some premium manufacturers either do not have the opportunity to exhibit, or are pursuing other marketing strategies.”

Markus Majerus seems unfazed that three tyre majors are staying away, nor does he dwell upon the exhibitor headcount. “I am firmly convinced that today it is no longer just about topping exhibitor and visitor numbers, but about further developing the trade fair. By this I mean discussing even more socially relevant topics and achieving results in the spirit of thought leadership. One example that illustrates this idea is the signing of an end-of-life tyre resolution, calling for a more sustainable approach to used and new tyres, as part of The Tire Cologne.”