Motor Show and 4x4FEST: two great brands together, at last, to offer a breathtaking show

The world of off-road at the Motor Show thanks to CarraraFiere and to its 4x4FEST

Carrara, July 1, 2016

Pursuing the guidelines given to Exhibitions by the Minister of Economic Development, Carlo Calenda, CarraraFiere and BolognaFiere have found themselves in agreement with respect to the enhancement of the concept of “trade fair network”. A concept which, indeed, seems perfectly in line with the idea that the new management of CarraraFiere has been carrying on for some time now, and that led to the creation alliances and synergies throughout Italy. Today, we celebrate the “marriage” between the most important European trade show dedicated to the world of four-wheel drive, 4x4FEST, and the event that, over the years, with its ability to combine entertainment and innovation, has been capable of attracting crowds of visitors from abroad and all Italian regions: the Motor Show.

This morning, during the Motor Show press conference held in Milan, the joint initiative between the two events has been presented.

“The two fairs have a very similar core: in fact, they both count on spectacular performances and on the highest technical ability and innovation on the side of exhibitors, thus ensuring all fans of two and four-wheel drive a lot of fun, but also the chance to see and test themselves the latest cars and accessories on the market” – affirms the President of CarraraFiere, Fabio Felici – “On this common basis, CarraraFiere and BolognaFiere are happy to start working together, to assemble their experience and professionalism in order to create a unique and exciting show, as well as a significant synergy in line with the strategic directions requested by the Government for the trade fairs industry”.

“In a general perspective, over the years B2C fairs (Business to Consumer) have lost their utility function for companies. Both Motor Show and 4x4FEST have been able to give an active response to this problem by creating events that combine fun, audience involvement and goods exhibition” – declares enthusiastically CarraraFiere CEO, Luca Figari – “This new approach to the fair will be even clearer in the future editions of 4x4FEST, scheduled from October 14 to 16 in Carrara, and at the Motor Show taking place in Bologna. For CarraraFiere, this strategy further confirms that, working hard on the exhibitions’ projects, reinterpreting and innovating the concept behind every single exhibition, there can be a real trend reversal: from September 2015 till today, in fact, all the events organised by CarraraFiere have reported a very positive income and achieved an unparalleled audience success”.

Thanks to its specialization in the field of all-wheel drive, CarraraFiere will realise for the occasion an off-road trail where the public can test off-road vehicles provided by different brands: an area dedicated to strong emotions with a track that will offer entertaining moments alternated with test drives, in a way to allow the Motor Show audience to approach the off-road world. At the same time, all-wheel drive, quads and SUVs’ fans will have the chance to enjoy the double show offered first by 4x4FEST and, only two months after, by the Motor Show. The two reference events of the sector in Italy and Europe finally get together to offer their visitors and all off-road lovers a real full immersion of highest professional value and greatest emotional impact.

The partnership established between the two events will allow organisers to develop synergic actions related to communication so as to guarantee an even greater (if possible) audience success, and to show the whole world the all-Italian ability to promote the “Made in Italy” brand, as well as the entire national territory through events of strong appeal such as 4x4FEST and Motor Show. Starting from this year, the synergy between the two events confirms that a path of sharing among Italian fairs can exist and be an absolutely practicable strategy.

Head of Communications, Promotion and Marketing Dept
Laura Malavolta (

Press Office 4×4 Fest
Désirée Baldini