The 2016 edition of the International Truck, Trailer & Equipment Show succeeded in creating a vibrant business platform for the heavy vehicle industry in the Australian freight capital of Melbourne, according to the organisers.
Even though challenging market conditions forced a number of prominent truck OEMs to stay away from the fifth instalment of the Show, the 2016 event saw a turnout of approximately 6,500 attendees per day, and the most product premieres in the Show’s history.
“With our second highest exhibitor turnout ever (400 plus) and a record number of Australian and world firsts at the Show, ITTES has maintained its position as an important business platform for the heavy-duty trucking industry,” said Simon Coburn, Show Director. “Exhibitors need a central platform for doing business in the nation’s freight capital, and we delivered.
“The trailer and ancillary equipment industries were especially well represented in 2016, with companies such as Krueger Transport Equipment, Australian Trailer Manufacturers and Muscat reporting strong sales.
“Tier one suppliers that invested in the Show were also handsomely rewarded as many key decision makers attended that had the authority to buy on the spot. Numerous exhibitors confirmed that the value of transactions made here in Melbourne was considerable.”
According to Coburn, the amount of businesses who chose to celebrate their anniversaries in Melbourne proved just how important the event is for the transport community at large.
“We celebrated the 70th anniversary of Bartlett Equipment at the Show, as well as the 60th of SAF-Holland, the 40th of Brimarco and the 30th of Freightmaster Trailers, indicating how deeply ingrained ITTES is in the local business culture and which pulling power it has globally,” said Coburn.
“Volvo Trucks also used the event to launch its new ‘Stop, Look, Wave’ campaign to educate school children on the importance of communicating with road users, indicating just how important ITTES is as a tool to enhance importance brand and community messages.”
In re-designing the Show after the 2014 instalment, the organisers also incorporated a Live Test Track into the event, as well as a dedicated Waste Management in Action and Roads & Civil Works component.
“Having the opportunity to experience equipment live and in action on the Test Track was a highlight for many visitors and showed how different Melbourne is to other events of its kind the world,” said, Coburn. “Adding two additional shows to the line-up was a logical decision. Both waste management and road and civil construction play a powerful role in the Australian economy and are directly linked to road transport, so physically bringing them together was a great opportunity for everyone involved.
“Exhibitors like Volvo and Iveco, both of which used the new Waste Management in Action platform to launch new equipment, certainly capitalised on this new multi-channel opportunity and based on that experience, we are confident that we have laid a strong foundation to grow from.”
Visitor numbers over the course of the event were down slightly, with Coburn saying the tough economic climate and absence of some of the big names affected it notably.
“Since we reduced the duration of the event from three to four days, visitor turnout was down slightly, but that didn’t affect Melbourne’s performance as the show that brings together the industry’s key decision makers,” he said. “They were here in force again, and they were here to do business.”
The Melbourne Truck Show also received support from bodies such as the Australian Trucking Association, Victorian Transport Association, National Bulk Tanker Association and the Australian Road Transport Suppliers’ Association, all of which hosted special events around the Show to emphasise its importance as a place for industry to get together and debate key issues. The National Heavy Vehicle Regulator was present with a stand, too.
“We were impressed by the amount of transactions that took place at the Melbourne Truck Show and the business that has been done,” said Peter Anderson, VTA CEO. “It’s important to have such an event here in Victoria and I commend the organisers on a job well done in a difficult environment.”
According to Coburn, the sentiment on the show floor was positive from both exhibitors and attendees, who voiced their enthusiasm for the show.
“For us, ITTES 2016 provided a clear reminder of the importance of the Melbourne Truck Show to the industry and the trucking community at large,” said Coburn. “There is no denying the feel of the Show has changed over time, but at the core, it’s still very much the place where business is being done.
“There was so much happening in and around Melbourne because the Show brought together all these key personalities in the one place. It goes to show that the Melbourne Truck Show still has a very special magnetism to it, even to those not exhibiting.”