Luiz Bellini, Portfolio Director for RX’s automotive and mobility events in Brazil, reflects on the strong performance of the country’s road freight sector through the pandemic, and the role of Fenatran in driving business growth and innovation.
The road freight sector is the main logistics mode in Brazil, responsible for transporting 60% of everything the country produces. Over the last two years, it was one of the few sectors in Brazil that managed to thrive during Covid-19, bolstered by the growth of e-commerce, agribusiness and construction.
Even with the global semiconductor crisis and higher fuel and freight costs, the sector exceeded expectations.
The growth in production and sales of trucks also boosted the trailer and semi-trailer segment, which grew 33% compared to 2020, as well as the monitoring services and technology segment. According to José Carlos Spricigo, president of ANFIR (National Association of Road Implement Manufacturers),
“Even in the second year of the crisis caused by the pandemic, the industry was competent and knew how to take advantage of market opportunities, continuing the growth trend to the end.”
However, even with the sector thriving, it was not possible to hold Fenatran in 2021. Announced in June last year, the postponement of the trade show from October 2021 to November 2022 was a decision supported by exhibitors and our key partner associations – NTC, ANFAVEA and ANFIR. Almost all of the contracts were maintained and we were able to prepare for a robust event this year.
The Fenatran Digital Route
In March 2021 we were already aware that it would be difficult to hold the in-person trade show in October. So, we focused on digital and Rota Digital Fenatran 2021 was born. The work was intense, both in terms of planning and because we were also awaiting the arrival of our new show manager Ana Paula Pinto.
Leading this initiative was both magical and, at the same time, a paradigm shift. Fenatran Digital Route 2021 brought together more than 100 experts from the road freight transport, logistics and urban distribution sector in the digital world.
We organised five virtual events between May and November, and summarised the coverage in five subsequent ‘E-book Reviews’ and a special C-Level edition produced for the first time in Fenatran’s history. This content is all available to view on demand at Fenatran.com.br.
We launched exclusive webinars and podcasts from Volvo, Scania, Iveco, Cummins, FreteBras, among other brands, that demonstrated a new way to launch products and hold awards and live shows.
We innovated with the Virtual Test-Drive of DAF and VOLVO trucks, a pioneering and disruptive experience that allowed the public to digitally test drive these amazing vehicles anywhere in Brazil, generating leads for truck sales.
In summary, the Fenatran Digital Route impacted more than 3 million people via Fenatran emails marketing, newsletters and social media. It was 10 months of intense work in 2021, involving a team of more than 40 people, who created a new way of holding the Fenatran event!
For 2022, our plan includes two virtual events and an ongoing series of content, culminating in the realisation of the physical trade show from November 7 to 11.
Great expectations for Fenatran 2022
We started this year with the trade show practically sold out. So, in March, we made the decision to open another pavilion to accommodate the waiting list of more than 40 exhibitors. The 2022 event will be even bigger than the last edition, with seven Pavilions and 90,000 square meters of exhibition space.
Once again, we will offer the Fenatran Experience, which allows visitors to test drive trucks and commercial vehicles on a 2-kilometer track.
In addition, we intend to foster business at the trade show with national and international business roundtables. We anticipate more than 250 meetings and 95,000 leads, with more than BRL 9 billion in business opportunities (USD 1,6 billion).
To improve the visitor experience, we have created a Content Arena to address key topics such as fleet management, sustainability, the energy matrix and other issues relevant to the road freight transport and logistics sector.
Within Fenatran attendees will also find MOVIMAT, a segment of the event dedicated to the latest materials handling and intralogistics equipment and technology, designed to optimise product costs and make logistics operations more efficient, agile and competitive
Future trends in the headlights
Fenatran brings together the leading truck manufacturers in Brazil, alongside the most important road implement manufacturers and the entire value chain of the road cargo transport and logistics sector.
The trade show receives more than 65,000 visitors from the largest industries, transport companies, distributors, e-commerce and other sectors who attend the show to keep abreast of the latest market trends.
Among the key issues currently dominating the sector are the 'last mile' (or direct to consumer), sustainable transport and the ESG agenda, which has drawn the attention of investors, on-board technology and autonomous driving systems, in addition to the country's energy matrix and government investment and policies for replacement of the transport fleet.
These trends will be discussed at the Content Arena as well as at more than 30 parallel events that take place at Fenatran. We will also welcome important political authorities, host business meetings and promote a technical agenda to discuss the future of the sector.
Fenatran is one of the most important transport trade shows in the world, with more than 20 editions. The event, representing the road cargo transport and logistics sector, is traditionally held at the end of the second semester in odd years and receives more than 65,000 visitors. The last edition of Fenatran, held in 2019, with more than 90,000 square meters of exhibition space and 15,000 square meters of external area for test-drives of trucks and commercial vehicles, brought together more than 450 national and international companies. Find out more at Fenatran.