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2017 Car Wash Show Europe: Expanding success with 23% more visitors and industry-leading innovations

THE CHALLENGE

Expanding and enhancing European market presence
 

Building on the success of our launch of the first-ever Car Wash Show Europe in 2015, the International Carwash Association (ICA) set out to make the second edition in 2017 even bigger and better. The focus was on addressing the evolving needs of the European market, expanding exhibition space, and increasing engagement through educational sessions and exclusive networking opportunities. 

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Brand International Carwash Association

Industry Non-Profit

Service Conferences, Trade Shows & Advocacy

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THE SOLUTION

Innovative event strategies and expansions

In 2017, ICA and MCI expanded on the event’s initial success by increasing the exhibition space by 30% and introducing more opportunities for networking and learning. Car Wash Show Europe 2017 focused on key areas of growth: 

  • Expanded Exhibition Space: With over 90 exhibitors, including the world’s largest car wash company, WashTec, the event showcased cutting-edge products and services tailored to the European market. 
  • Educational Sessions: Held at the centre of the exhibition hall, seminars focused on new car wash concepts, emerging technologies, and pan-European consumer insights. 
  • Car Wash Tours: Exclusive tours attracted 30% more participants than in 2015, providing attendees with firsthand exposure to successful car wash operations. 
  • Innovation Centre: The shared exhibition space introduced the latest industry advancements, where the most pioneering product, The Car Wash App, won the Innovation Award. 
  • Best Booth Award: A new feature for 2017, this award recognized two exhibitors—Brushcom/SONAX and Kenotek—for their exceptional booth designs and unique product offerings.  
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International Carwash Association - The Car Wash Show 2017

THE RESULTS

Increased attendance, exhibitors and engagement

Car Wash Show Europe 2017 exceeded expectations with impressive growth in both attendance and engagement: 

  • 23% Increase in Visitors: The 2017 edition saw a 23% rise in attendees compared to 2015, with a notable improvement in visitor quality. 
  • Positive Visitor Feedback: 83% of exhibitors praised the quality of visitors as very high, with 91% noting the relevance of the audience. 
  • Increased Exhibitor Space: With 30% more exhibition space, over 90 exhibitors—including major industry players like WashTec—showcased their latest innovations. 
  • Car Wash Tours: Participation in the car wash tours grew by 30%, providing valuable insights into European car wash operations. 
  • Successful Educational Sessions: The seminars, held on the trade show floor, were well attended and provided critical insights into consumer preferences, emerging technologies, and trends across three continents.
     

Partnering with MCI means more than just organising an event – it's about creating experiences that resonate, inspire, and deliver measurable results. With our proven expertise in innovative event strategy, tailored marketing solutions and deep industry insights, we help trade organisations reach new heights.  

Whether you're looking to expand your reach, boost engagement or showcase the latest industry innovations, MCI will partner with you to ensure you drive lasting impact through tailor-made visibility and outreach, market research and insights, technology and digital transformation, global expansion and market entry – and that your next trade show exceeds expectations.  
 

Let us bring your vision to life and set the stage for success. Contact MCI today. 

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