Q&A: An exclusive look at UNITI expo 2016 - Professional Carwashing & Detailing

Q&A: An exclusive look at UNITI expo 2016

In this exclusive Q&A, Bruno Boroewitsch, co-founder and current co-organizer of UNITI expo, shares an inside look into UNITI expo 2016.
Bruno Boroewitsch, co-founder and current co-organizer of UNITI expo

Organized by UNITI-Kraftstoff GmbH in cooperation with management consultancy, WDM and communications agency, com-a-tec, UNITI expo 2016 will take place June 14-16 in Stuttgart, Germany.

The expo, which is held every two years at the Stuttgart Exhibition Centre, is considered by its organizers to be the “leading trade fair for retail petroleum and carwash sectors in Europe.”

The high demand from exhibitors has triggered UNITI expo’s exhibition space to grow by nearly 40 percent — from 269,098 square feet, or 25,000 square meters, in 2014 to approximately 376,737 square feet, or 35,000 square meters, this year; and, approximately 400 exhibitors from 30 countries will participate in the 2016 event.

Moreover, according to a recent press release, H2 MOBILITY Deutschland GmbH & Co. KG will be presenting hydrogen, the emission-free fuel, for the first time, as well as the service station technology for deliveries, storage, refuelling and payment.

In an exclusive Q&A, the Professional Carwashing & Detailing team speaks with Bruno Boroewitsch, co-founder and current co-organizer of UNITI expo, for an inside look into the global event and a sneak peek of what visitors can expect to experience during UNITI expo 2016.

Boroewitsch is the CEO of com-a-tec GmbH, a communications company which also operates PetrolPlaza. In 1989, he obtained a Master of Development Administration (MDA) with a specialization in technology marketing. His was first introduced to the industry when he was appointed head of marketing and communication in the Petroleum Equipment Division of Mannesmann Kienzle.

Boroewitsch delves into the background of the UNITI expo, how this event compares to previous expos, maximizing the expo’s return on investment and more in the special Q&A provided below.


PC&D: Can you please explain the functions and purpose of the UNITI expo as well as your role with the event?

BB: UNITI expo is the leading trade fair in Europe for the fuel retailing and carwash industries. It takes place every two years in Stuttgart, Germany. Our aim is to gather under one roof all the relevant players of the industry to showcase their latest products and share exciting ideas and innovations.

Basically, our purpose is that anyone who attends UNITI expo will leave with an accurate picture of the present and future of the industry. Unlike other shows, UNITI expo has a very high international approach, and we will be welcoming professionals from all over the world.

As the CEO of com-a-tec, one of the three parties that organize UNITI expo, I am co-founder and current co-organizer of the trade fair. My main duties evolve around international marketing and exhibitor sales, while com-a-tec is responsible for the organization of the event.


PC&D: Overall, how will this year’s expo compare to previous years? Are there any new additions being offered this year?

BB: UNITI expo 2016 will be more universal than the previous edition. We have improved the internationality of some areas which previously were more focused on the German market, such as Car Wash and Logistics & Transport. Also, in this year´s edition the conferences and seminars will take place in the exhibition areas, therefore making it easier to attend both.

For this edition, we set a bigger focus on the professional carwash sector; we deal with it as a wholly independent sector. We have dedicated around 96,875 square feet (9,000 square meters) to the themed area “Car wash & Car care.” This is three times more space than in the previous edition, and we have already doubled the number of exhibitors.

Leading manufacturers of carwash equipment, accessories and wash chemicals support UNITI expo as the new leading trade fair for Europe.

The high demand coming from exhibitors has caused the exhibition space of UNITI expo to row by almost 40 percent — from about 269,098 square feet, or 25,000 square meters, in 2014 to approximately 376,737 square feet, or 35,000 square meters, this year.  We will welcome around 400 exhibitors at UNITI expo 2016.


PC&D: Understandably attending industry events, such as the UNITI expo, requires an investment in time and money. How can attendees best ensure a positive ROI from attending this year’s show?

BB: Yes, I have been visiting industry events all over the world for many years so I completely understand this point. We have spent a lot of time designing the event so it maximizes the investment made by the exhibiting and visitor companies. UNITI expo is a three-day, compact event that aims for maximum efficiency, both in terms of time and money.

First, we have optimized the design of the trade fair to make it time efficient. A visitor can find exactly what he or she is looking for in a short period of time as a result of a carefully planned exhibiting area. However, in my opinion, the strongest reason for visiting the UNITI expo is that you can find out everything about the market in just three days — a complete overview in one single event.

As for the ROI for exhibitors, there is no other exhibition where they can meet visitors from so many different countries. Instead of going to various locations, which involves heavy costs, they can meet clients from across the world in one event.

Apart from the detailed organization of the trade fair, UNITI expo takes place in the modern complex of Stuttgart Messe, which is only five minutes away by foot from the international airport, making the access to the event very easy and convenient.


PC&D: Please explain some of the scheduled seminars and other networking opportunities for carwash owners and operators at this year’s event and why should they attend?

BB: UNITI expo 2016 has an ambitious and complete conference program. Three forums will take place: the International Forum, about technology, market development, alternative fuels and digitalization of transport and infrastructure (in English); a Car Wash Forum in English and German, which will cover all the key topics related to the present and future of the industry; and a third forum on convenience and food services. Apart from these three forums, a number of seminars about software and construction will also take place.

For visitors, as the leading trade show in Europe, UNITI expo is the best place to learn about all the latest products and innovations. Our great conference program and exhibitor listing will ensure visitors get a complete overview of the market.

Meanwhile, UNITI expo is an ideal platform for exhibitors to enter new markets and showcase their products to an international crowd. All major oil companies will be attending the trade fair, presenting great business opportunities for exhibitors.

Additionally, an exhibitor network party will take place on the first night of the trade fair, for which exhibitors can invite guests and customers.

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