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From speedarena.com Event Features As international auto shows go, the Essen Motor Show held in the northwestern German town by the same name is most closely compared to the SEMA Show in Las Vegas. Like SEMA, the show’s primary focus is the customization and the aftermarket with a strong but incomplete presence by car manufacturers. Unlike SEMA, Essen is not a professional trade show. While business is hashed out in booths around the Essen Messe, over 400,000 regular auto enthusiasts and owners also attend in droves to see that which is displayed, and even walk out of the show with parts as several halls are more market and swap meet than they are display areas.
Essen has been operating since 1968. The event holds to a concept that divides the show into four main categories: Automobiles, Tuning, Oldtimers and Classic Cars. Motorsport is important to the German public, so it’s no surprise that motorsport represents a big part of the showing at this event. Racecar drivers and team members commonly interact with the crowd, while vintage and modern racecars are seemingly everywhere, from the newest F1, Sportscar , Rally, Touring and DTM racers to vintage Grand Prix cars like the 1930’s silver arrows from Auto Union and Mercedes-Benz. Numerous Formula 1 cars were brought out for the event, including official factory displays by Toyota and Honda. We also spotted one of the Red Bull cars handsomely lifted from the ground on aluminum wheel bases. Many of those attending the Essen show are of the rally target demographic. As such, it’s no surprise to see everything from the WRC Skoda to privateer rally cars like several Subaru Imprezas we found. Touring car is also important, and there’s none moreso in Germany than the homegrown DTM series. Audi had perhaps the largest number of cars on display, with all three liveries of A4 currently campaigned, as well as a retired TT DTM. Adjoining one of the Audis in the DTM stand was also a Mercedes CLK in its striking satin silver finish. Other tin-tops were also shown, such as the SEAT Leon Super Copa and a BMW from the World Touring Car Championship.
Audi billed that it would have several of its drivers on hand at the stand, though we missed them the day we were there. This didn’t stop many showgoers from gobbling up the free signature photo cards handed out by the attendants in the Audi stand. Interestingly, we also heard a rumor about Audi’s star driver Mattias Eckstrom while attending the show. There’s already been question of Audi’s future in the DTM and the DTM itself. Would the young Swede go to Sportscar, where Audi is certainly to continue? We heard young Mattias is reknowned for being a highly capable driver in virtually any sort of racecar, but that he has a particular fondness for rallying. Could this mean a jump to Skoda? If historical cars are of more interest to you than tuned showcars, there’s still something to see. Whole halls are dedicated to historically significant cars and racecars as well as upscale vintage cars offered for sale. The historical motorsport display was particularly awe-inspiring, rather casually containing greats such as ‘30’s era silver arrows from Mercedes-Benz and Auto Union, as well as the Porsche awesome Porsche 962 and birdcage Maserati were just some of many in this highly impressive display. Not just in that exhibit, we found a Gulf livery Porsche 917 on display in Hall 3. Most of the big names in the car industry are here, this includes a majority of automotive manufacturers primarily from Germany, France, Italy and Japan. Tech Art, Abt Sportsline, Hartge, Heico Sportiv are just a few in the range of German tuning houses that make a showing. OEMs like Continental Tires, Eibach, KW and H&R all turn out as well.
From the displays of industry exhibitors, ranges hall after hall of vendor with more aftermarket taillights, grilles, body kits and subwoofer boxes than you can shake a forest of sticks at. If new parts aren’t your bag, the halls are also populated by vendors for used vintage parts, scale model cars, automotive books and more. If historical cars are of more interest to you than tuned showcars, there’s still something to see. Whole halls are dedicated to historically significant cars and racecars as well as upscale vintage cars offered for sale. In total, 570 exhibitors populated the Messe at Essen this year, offering several days worth of area to investigate, picking up giveaways like key chains and posters along the way, even if you’re not ready to drop some Euros on parts. In the meantime, show-goers walk wide-eyed through no less than 12 show halls, some of which are two floors. If you make the trip, plan several days of attendance. If you’re in the industry, try for their press/industry day as it’s much less crowded. Sadly, this day normally falls on or very close to the American holiday of Thanksgiving. However, the show runs for about a week and a half, so if you’re ready to brave the crowds and cold weather of Northern Germany in late November or early December, this show may be for you. © Copyright
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