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Passion in pole position in Bologna

Motorshow 2017


The revival of the event, the news, the global automotive scenario. We interviewed Rino Drogo, Motorshow Director, waiting for the next edition of one of the city’s most anticipated events.

Guido Gambassi

Bologna is getting ready to host the 2017 edition of the Motorshow from December 2  - 10, with hundreds of thousands of enthusiasts from all over Italy expected to attend. After years of uncertainties, two cancelled events in 2013 and 2015 and the bite of the economic recession, that seemed to have somewhat dampened the traditional Italian passion for everything that involves engines and automotive technology, the event returned to former glory thanks to a new management. We talked about it to the director, Rino Drogo.


Director, let’s start from last year’s edition, the revival.

2016 was a very important year as it marked Motorshow’s return and revival, it was the first edition organized directly by BolognaFiere, and thanks to the contribution of both sponsors and exhibitors the event turned out to be a rather intriguing one. The public’s response was very encouraging and so was the participation of the exhibitors, and this makes us very hopeful for the next edition as well as the following ones.


So, after a careful evaluation, can we say that the 2016 edition of the Motorshow was a great investment for both the industry and the city?

Absolutely; the results were very important because, besides the figures (real certified numbers: we had 227,000 visitors), the real success was in the wide approval we received by all participants. In fact, a survey we performed among visitors revealed a very high degree of satisfaction: we received only positive and encouraging  comments prompting us to continue on this path, especially because motor enthusiasts look forward to events such as the Motorshow. We’re talking about a rather atypical event in the automotive industry, because - as I keep repeating - the Motorshow is not and does not want to be a salon, considering that at the moment, it seems to me, even traditional salons are somehow suffering. It’s a combination of events encompassing the worlds of four and two wheels all around, 360 degrees.


What does the 2017 edition look like? And, what are some of the news we can expect to see?

Well, the entertainment side of the event will be richer, while the B2B segment will be catered for in a hall dedicated to the aftermarket, created with the collaboration of “il Giornale del Meccanico” (the Mechanic’s Journal) and the precious assistance of some of the industry’s main networks, not to mention the important contribution of Autopromotec, one of our main partners and an important aftermarket trade show in Bologna, specialized in automotive ​​accessories and OEM components, which views the Motorshow as an opportunity to showcase their biennial event. Many of our visitors work in the automotive industry. But the general public enjoys being involved, the direct contact. Also the aftermarket, mind you: one of last year’s  most appreciated events was a competition between the different service networks, where the public was able to experience firsthand how the professionals work, making it a proactive event. In addition, this year, we will have more test drives, more entertainment, more performances, more culture and contents, with the public becoming increasingly involved in the event,  rather than just onlookers as if visiting a dealership. Ferrari will be back by popular demand, which was one of the first things the public asked for, and will be present with a dedicated day, with many cars as well as the Ferrari Museum. Then, of course, motorbike enthusiasts will also have their fill, with a motocross track, within Area 48, which will be called Motul Arena once again, and will host a number of shows and spectacular exhibitions. Free-style motocross, quads and snowmobiles will put on a show for the public, while the exhibition halls will house several motorcycle brands, even though we do not wish to compete with EICMA which ends two weeks before. A specialized magazine will organize and manage an exhibition of about 70 custom-made motorbikes, scramblers and cafe racers. The aim, therefore, is to gather all the enthusiasts from a variety of niches. And of course, looking at the general passion for motorcycles, we could not forsake a section dedicated to innovation, the Innovation Area, where Italian and foreign universities will showcase their studies and prototypes.


Will the public be able to appreciate those traditional events that made the Motorshow so popular in the past?

Definitely, thanks to our collaboration with ACI Sport the Classic Passion section will double, and we will have a Classic Racing Passion hall that will host only cars of historical interest that have a racing past, then we will have a section dedicated to the market, Classical Market Passion, where the public will admire vintage cars, motorcycles and components, not to mention vintage car races with classic F1 single-seaters and more from the Portello team.


Looking at mobility as a whole, great changes are taking place and more are looming on the horizon.  New sustainable solutions keep being offered. How can passion for engines that roars, for the race tracks, and a vision of a whole new type of mobility coincide?

Well, we can play our part by fostering a passion for these different experiences, and through our event we will turn the lights on autonomous vehicles, ADAS systems, new forms of power supply starting from electricity, and other key issues for the future of mobility. For everything else the manufacturers themselves will unveil their own technologies. Some will certainly do this by presenting new creative ideas, as Volvo clearly stated, but also brands such as Tesla, Hyundai and Kia will show their vision of the future. Our goal is to return to the automotive industry an event that will become increasingly important for car enthusiasts, where amateurs as well as those attracted by new technologies meet, with a focus on direct and active involvement of the public, and a direct interaction with the sector’s premium players.

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