Messe Frankfurt South Africa has announced the launch of its 2025 Automechanika Buyers and Visitors Sub-Saharan Africa (SSA) Roadshow, a strategic initiative designed to connect automotive aftermarket businesses in SSA and encourage visitors from the region to attend Automechanika Johannesburg 2025.
The roadshow will commence in Gaborone, Botswana, on 6 May 2025, before moving on to Kenya, Zimbabwe, Zambia, Mozambique and Namibia ahead of the 10th anniversary event at the Gallagher Convention Centre in Johannesburg, from 28 to 30 October.
A Vision for African Collaboration
Michael Dehn, Managing Director of Messe Frankfurt South Africa, emphasises the significance of the roadshow: “The Automechanika SSA Roadshow is a testament to our commitment to fostering regional collaboration and unlocking the potential of Sub-Saharan Africa’s automotive aftermarket, especially in times where suppliers have to be on the lookout for new markets.
“Starting in Botswana, this initiative will empower businesses to connect with new markets and showcase their innovations. We are excited to bring the Automechanika brand closer to industry professionals across the continent, paving the way for a transformative experience at Automechanika Johannesburg 2025.”
A Gateway to Emerging Markets
The SSA Roadshow facilitates connections between automotive aftermarket businesses and regions, inviting them to visit the show in Johannesburg. By touring key SADC markets the roadshow enables exhibitors to join the roadshow, fostering regional collaboration and mutual business growth.
The roadshow’s initial stop in Gaborone brings together industry leaders, suppliers, and buyers of vehicle parts, components, accessories, management and digital solutions, repair and maintenance products, car wash and reconditioning solutions and electronic systems. It will also explore the global trends and the latest developments in the automotive industry, including electric vehicles and e-mobility.
Botswana’s Thriving Automotive Aftermarket
“Botswana’s automotive industry represents a significant untapped potential for investors and entrepreneurs,” continues Dehn. “As one of Africa’s most politically stable and economically progressive nations, Botswana offers new opportunities.”
The country’s growing middle class, improving infrastructure, and government initiatives to diversify the economy beyond diamonds create favourable conditions for automotive ventures. Promising areas for investment include vehicle assembly operations, aftermarket parts manufacturing, electric vehicle infrastructure development, and specialised maintenance services.
Botswana’s membership of the Southern African Customs Union (SACU) provides duty-free access to neighbouring markets, while its proximity to South Africa, the continent’s largest automotive market, offers logistical advantages. The government’s focus on skills development and investment incentives through the Botswana Investment and Trade Centre (BITC) further enhances the sector’s appeal.
Dehn says that Botswana represents a significant opportunity for forward-thinking automotive businesses due to its relatively low market saturation compared to other African nations and increasing regional integration through the African Continental Free Trade Area (AfCFTA). “By establishing a presence in Botswana early on, businesses can gain a competitive advantage in a developing market,” he says.
Regional Reach for Exhibitors and Visitors
The SSA Roadshow provides exhibitors with exclusive sponsorship opportunities to enhance their brand visibility across multiple countries to complement their participation at Automechanika Johannesburg. From customised marketing packages to prime locations at roadshow events, businesses can engage with a diverse audience and establish long-term relationships.
Visitors, comprising trade professionals and decision-makers, will benefit from insights into emerging technologies, sustainable solutions and industry best practices, all of which will be showcased at Automechanika Johannesburg 2025.
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