"The electric car will become the iPhone of the automotive industry."

06.09.2010 13:56:52, MunichExpo GmbH

From October 19-21, 2010, both trade fairs eCarTec, 2nd International Trade Fair for Electric Mobility, and MATERIALICA, 13. International Trade Fair for Material Applications, Surfaces and Product Engineering will take place at the New Munich Trade Fair Centre. Robert Metzger was interviewed and will give visitors an idea of what to expect.


Why are the eCarTec and MATERIALICA trade fairs taking place simultaneously again?
MATERIALICA, which used to be a researchers’ trade fair, has developed into a modern industry and suppliers' trade fair and is considered Europe's top event for material-driven and supplier-oriented product innovations. Over the past 12 years, MATERIALICA has made a considerable contribution to making innovative technology solutions for the core industries automotive, aerospace, mechanical engineering, medical technology and sports and consumer goods come true. eCarTec 2009 will present electric vehicles, storage technologies, drive and engine technology and will also cover the topics of energy, infrastructure and financing. The large number of representatives from the automotive industry will promote a synergy effect between both trade fairs.

To what extent does MATERIALICA influence eCarTec?
The main focus of MATERIALICA is on important engineering and material topics such as composites, lightweight metal design, high-performance and functional ceramics, surface and nanotechnology. Electric mobility, however, can also benefit considerably from lightweight design, which is one of MATERIALICA’s core topics. Batteries included in electric vehicles add weight that, again, has to be saved elsewhere. Moreover, the use of composites and lightweight metal components for this purpose is of course of major importance. MATERIALICA considers itself a link between the engineering and supply industry. In addition, the connection of material, technology, and design is becoming increasingly important. To be able to address this connection, the MATERIALICA Design + Technology Award will take place this year for the eighth time. Our goal is to highlight the relevance of materials for industry-oriented applications and to trigger a discussion among designers, material manufacturers, developers, engineers, and producers. Designers have known for a long time that the success of a product and its design also depends on the right choice of materials.

In what way has eCarTec changed since last year? What are the key topics?
The active international interest in eCarTec highlights the worldwide importance of this trade fair and the topic of electric mobility. It was not until this year that many companies discovered the great potential of electric vehicles, their technical components and the corresponding infrastructure and are now recognizing this promising market. 195 exhibitors came to eCarTec's premiere in 2009, and we have managed to double that number to 400. Furthermore, we are particularly happy to learn that the major car builders BMW, Mitsubishi, Renault, and Peugeot will be presenting their very own range of electric serial models that can even be purchased. In addition, many other global players such as Siemens, Infineon, Panasonic, Philips, Robert Bosch, EBM-Papst, Johnson Controls, Bitrode or AVL List will all be present. The RWE-Autostrom-Roadshow will also be held for the second time at this year’s eCarTec and will complement the four out of five major energy providers E.ON, EWE, Vattenfall, and EnBW as exhibitors at this event. Large joint stands from the Netherlands, Hungary, Slovenia, and Austria will demonstrate bundled technological know-how from the respective countries.

When will the electric vehicle become a product for the masses?
There is no alternative to the electric vehicle. Electrification of cars is absolutely necessary and there is no turning back. According to a current study by Bain & Company, 50% of all newly registered vehicles will be equipped with an electric drive by 2020, as an additional component in the form of a Range Extender or as full or plug-in hybrid versions. I am convinced that the electric car will become the iPhone of the automotive industry. A giant leap and system change! Corporations have to react now to be able to position themselves for the promising markets of tomorrow. The first step will be to focus on electric motorbikes, short-range and utility vehicles, but also on electrically driven sports cars.

Is there an area of exhibitors at MATERIALICA that has posted particularly strong gains?
When considering the importance of electric mobility and the aerospace industry, which is located in the wider area of Munich, the lightweight areas COMPOSITES and METAL LIGHT have developed quite strongly. In addition, the innovation topic NANO reveals a clear upward trend. In the area of COMPOSITES, we are happy to welcome Ticona, an important global player, to our event. Berlac, Deutsche Edelstahl, Diab, Evonik, Parabeam, Sasol, Saint Gobain, Schott, Secar, Teijin, and Zoz are some of the many exhibitors at this year’s trade fairs.

What kind of visitors are you trying to attract with MATERIALICA?
We are trying to approach the industries in motion, basically the high-tech industries that focus on motion. This also explains our MATERIALICA claim "Product Engineering in Motion". MATERIALICA’s target group is mainly composed of visitors from the automotive, aerospace, automation, engineering, technical sports, and consumer goods industries. We are trying to approach strategic decision-makers from the above-mentioned industries, such as development engineers, construction engineers, and designers.

Will the eCarTec Conference also take place this year alongside the trade fairs?
Yes. We are organizing the two-day conference with our strong partners from Bayern Innovativ and their respective clusters. The conference participants will find a current and miscellaneous conference program. Representatives from E.ON, Infineon, BMW, AUDI, or Siemens will provide information about energy topics, markets and clients, technological challenges, supplier strategies, research highlights and give first-hand reports from pilot projects and model regions.

The program schedule of MATERIALICA was systematically expanded over the past years. What are you offering this year?
Our concept is: One conference for each topic. We seek to combine competence and create added value for visitors and exhibitors alike. MATERIALICA should not only be regarded as a trade fair, but also as a meeting point for members of the respective industries and as a hub where information and knowledge can be exchanged. This year, we are offering conferences that cover the topics of composites, lightweight metal design, ceramics applications, surface, and design. The multitude of conferences will enable experts of all MATERIALICA topics and target industries to communicate their knowledge more extensively and in more depth. This will attract even more visitors to this successful specialist trade fair.

The eCarTec Award for electric mobility has become an official Bavarian State Award and is granted in seven categories. Each category comes with prize money of €7,500.
This is a clear sign that electric mobility has also become an important political topic. Dr. Peter Ramsauer, Federal Minister for Traffic and patron of eCarTec, explains this correlation as follows: Germany is planning to become a leading market for electric mobility. That is why the Federal Government is planning to invest over €2 billion in infrastructure, research, and technology in the coming years. As usual, plans like this are implemented fast in Bavaria. Consequently, the Bavarian Minister of Economics, Martin Zeil, has created the Bavarian State Award for electric mobility. The eCarTec Award seeks to honor the most innovative and promising projects, technologies, and vehicles from the field of electric mobility. By participating in this award, enterprises can outline their innovative competence and gain a valuable marketing instrument to position their products on the market even more successfully. The prize money of €7,500 per category is an additional incentive.

This year, you will be providing a huge test track for electric vehicles at eCarTec…
Enthusiasm comes from one’s own experience. We want the final consumers to be able to experience this new technology and to get away from the ecomobile image. Those who have sat behind the wheel of an electric car will be surprised by its incredible acceleration. An electric car –compared to combustion engines - offers full performance from the very start. Approximately 100 electric vehicles that are ready for test drivers will be available at the test track on-site. In addition, cars, motorbikes, and scooters are provided.

How many visitors do you expect?
Our concept is: one entry fee, two trade fairs. Visitors to eCarTec may also visit MATERIALICA for free and vice versa. This, as mentioned before, is a good way of creating good synergy effects. We are expecting a total of 20,000 international visitors.

Thank you very much for this interview.

About the trade fairs eCarTec and MATERIALICA
At eCarTec, which will take place from October 19 to 21, 2010 at the New Munich Trade Fair, leading manufacturers will provide an overview of the current situation of electric mobility. The trade show will feature electric vehicles, storage technology, drive and engine technologies, energy, infrastructure and financing. An additional training area where experts and end consumers can test the latest electric vehicles and familiarize themselves with this technology is also incorporated. This trade fair focuses on developers, construction engineers, designers, managers, traders, car fleet managers, private car buyers and decision makers from politics and public authorities. At its successful grand opening in 2009 eCarTec welcomed 195 companies and over 10,000 visitors. MATERIALICA - 13th international specialist trade fair for material applications, surfaces and product engineering will take place alongside eCarTec. The large number of representatives from the automotive industry will promote a synergy effect between both trade fairs. MATERIALICA considers itself a link between the engineering and supply industry.
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eCarTec Munich, Allemagne
23.10.2012 - 25.10.2012