Today, the 17th edition of the 4x4Fest Carrara, the National Show dedicated to off-road vehicles, comes to a conclusion with numbers that are still rising compared to the last two editions. Indeed, over 33.000 visitors reached Carrara from all over Italy, with a high percentage of people attending the event for the first time. 32.000 visitors were recorded during last year’s show, which allocated 12.000 sq.m. to bicycles, whereas this year all the 33.000 visitors were related exclusively to the off-road world. According to a sample survey conducted by CarraraFiere to assess the effectiveness of communication and marketing activities in the months prior to the event, it was found that for many visitors it was the first time at 4x4Fest. As a percentage, 37% of visitors came from Northern Italy, 48% from the centre and the remaining 15% from Southern Italy.
The growing presence of visitors has been perceived by the exhibitors as an extremely professional and interesting sign, to be related to the proposals by the exhibiting companies: “I am satisfied with the extremely positive feedbacks received from our exhibitors”, declares the General Manager Luca Figari. “Thanks to the promotion and communication strategies we carried out, we were able to attract a segment of public, both professional and enthusiastic, that this year has visited the 4x4Fest for the first time. This element, in addition to the great work by our commercial department which has brought new brands to the fair, confirms once again that the road undertaken years ago to renew the events by CarraraFiere is the right one. Our job to further enrich the 2018 edition will begin right tomorrow: we feel strong about this success and we are comforted by the satisfaction expressed by our exhibitors”.
On the exhibiting side, 52.000 square metres were occupied, with a 25% increase in sales space, still considering the fact that this year the bike show was not there; more than 200 brands present, with increasing foreign attendance; 111 brands of accessories (including 5 foreign ones) and 8 car manufacturers: Great Wall, Jeep, Land Rover, Mitsubishi, SSangYong, Suzuki, Toyota and Uaz. Present also the most important manufacturers for the quad sector: Polaris, Can Am, Arctic Cat and CF Moto and 3 new entries for the world of tyres: BF Goodrich, Malatesta and Pirelli.
To be remarked, this year, that Suzuki and Toyota chose Carrara to preview their new cars: for Suzuki, the New SWIFT 4WD ALLGRIP, and for Toyota for the new Toyota Land Cruiser, further highlighting the great trust of such brands in 4x4Fest.
Massimo Nalli, General Manager of Suzuki Auto, explains: “4×4 Fest is part of the Suzuki brand DNA. A leader always looks for another leader: this is why we turned to CarraraFiere to launch the new Swift hybrid 4wd All Grip, as 4×4 Fest is the reference event in the off-road world, in Italy and in Europe. The setting of the Tuscan territory perfectly completed this, to outline a media event with significant prominence for the promotion of our brand. It is also thanks to the Carrara fair if our sales are rising of more than 40% compared to 2016”.
For Riccardo Taglioni, Communications & External Affairs Manager at Toyota Motor Italia:
“This trade fair represents for us the reference point to reach the ideal target of off-road enthusiasts, to be used as a lever to “warm up” the image of the brand. At 4×4 Fest we bring the national preview of Land Cruiser, a European preview that differs from what has been done in many other countries, along with the whole range of Toyota 4×4 which encloses the very essence of the brand “tradition and innovation”. We look forward to coming back again next year with new, important 4×4 products”.
The success of the show is reconfirmed once again by the combination of exhibition (with all the range of cars, accessories, processing, preparation, spare parts and services dedicated to the off-road passion), shows, performances, rallies and then test-drives, organised on the track set up for the occasion ‒ also completely renovated this year for a full adrenaline ride ‒ with the cars made available by the exhibiting car manufacturers.
This year the total number of test drives amounts to about 3.700: an absolute record.
Other interesting numbers include participation in the rallies: 60 crews for the first Toyota single-brand rally held by Federazione Italiana Fuoristrada (F.I.F.) and 50 for the Mitsubishi Day; 220 cars took part in the Fantiscritti marble quarries Tour and 180 for the Corchia Tour, at the discovery of Versilia, with an average of the three people for each crew for both tours.
The Quad IMI SNQ School recorded 100 members on Saturday 14th October and 110 on Sunday at the practical driving courses for kids (aged more than 8 years old) held by the instructors of National Quad School: a boom of registrations, from Switzerland to Sicily.
560 registrations were also recorded by Fabio Fasola’s Enduro Motorbike School, with a great participation of children.
Fabio Felici, President of CarraraFiere, comments on this: “We work all year long with passion and great attention to the 4x4Fest, always keeping in mind what our exhibitors are looking for; indeed, exhibitions must be at the service of companies to ensure a quality visit. This is why, today, we are very happy with the results of this edition: the sample survey we conducted on visitors shows a high percentage of new enthusiasts in the industry and a large variety in the regions of origin, with all of Italy well-represented, not to mention visitors coming from abroad. But the most important thing – concludes Felici – is not just the number of visitors, but their quality: a very targeted audience that compares, chooses, buys and visits the fair, knowing that what they are looking for is exactly there”.