31st Oica Exhibition Committee Meeting

Geneva, March 7, 2007

Transpotec-Logitec 2007 Rationale and Strategy

by Emilio di Camillo

Pacchetto

Facts & figuresBehind the

Marketing Strategy

Truck Shows and the Marketing Mix

Automotive Shows have lost some importance in the past due to widespread use of the modern information and communication means. However still very important tool of the marketing mix when conceived and organized to meet the real needs of the customer. In particular economic operators evaluate positively and attend only the events having:

• an optimal localization• participated by the entire

International Production• operators of the Sector

properly represented

Personal sales/field work 79%

Trade fairs and exhibitions/shows 74%

Direct advertising 61%

Online activities 59%

Company presentations 55%

Public relations 42%

Advertising in trade magazines 41%

Presented by Mr Bock - Mercedes - Oica march 2003

... % of German companies which have stands at trade fairs* regard the following as very important or important in B-to-B communications:

Trade fairs in the communications mix

Rationale of a Show

European ScenarioItalian MarketLocationCalendar

European Scenario

0200400600800

100012001400160018002000

2003 2004 2005 2006

Registrations <3,5t

ItalyUE

0

100

200

300

400

2003 2004 2005 2006

Registrations >3,5t

ItalyUE

020406080

Roads Rail Pipel. Waterw.

E.U. Goods Transport Modes in %

197019902005

ITALIAN MARKET

0

100

200

300

400

500

C.V.<3,5 Trucks

Buses Total

Industrial Vehicles Production 2005

0102030405060708090

Roads Rail Pipelines

Goods Traffic Modes in %

197019902005

0

50

100

150

200

250

2003 2004 2005 2006

Industrial Vehicles Market - Registrations in .000units

Trucks V. Comm <3,5

Italy in brief

Among major Markets in E. U. (25 countries)for:

C.V. Production (20%) Registrations (11%)

Volume of goods transported (11%)

…..and Football World Champion !

Location

Some Economic Data on Milan Area

• Population 9,,5 million units (16% of Italian population)

• 4,1% unemployment• GNP € 300 million (21%)• GNP per capita € 31.500 (26%

over Italian average and 36% over EU average) – among most important European regions

• 36% of Italian imports• 29% of exports• Main Logistic network in Italy• The area moves 22% of total

road transport of goods

How to get there

Milan and ….

…..surroundings

Milan Fair - Overview

The Milan Fair Ground in figures• Total Covered Area 350.000 sqm • Outside area 60,000 sqm• More than 4.000 parking places for

exhibitors, near the halls• 20.000 parking places for visitors• Excellent infrastructures,a perfect logistics,

all kind of services available - outstandingroad, railway, metro and air links.

The largest Fair Site in Europe

Area used by 2006 Transpotec

Covered Area 160.000Outdoor Area60.000

220.000

150.000156.000

130.000120.000

110.000100.000

92.000

52.000

24.000

1988 1990 1992 1994 1996 1998 2000 2002 2004 2006

800 exhibitors - 150 foreign

15%9%

55%

21%

Motor VehiclesVehicle Bodies and TrailersComponent and PartsLogistics

Main Display Sectors

Motor vehicles• Commercial Vehicles and Trucks, On and Off Road VehiclesVehicle Bodies and Trailers• Light, medium and heavy trucks bodies• Trailers and semi trailers • Dumpers• Tanks, Tank containers, Swap bodies,• Ambulances, Armored vans, Fire fighting vehicles, Service shop Vans• Urban Waste Collection and Transport, Sewage extraction tanks.• Vehicles for Municipalities – Sweepers, Snow removals, etc• ADR and ATP VehiclesVehicle components, Parts, Accessories and Equipments• Components and spare parts for Motor Vehicles, Bodies and Trailers• Refrigeration equipments for vehicles and containers• Moving equipments and fittings• Fork lifts • Dangerous substance transport control devices (ADR)• Cranes and lifting systems• Burglar alarms and anti-theft devices• Satellite control systems• Garage equipment and services • Washing systemsLogistic Services• Transport companies, Express couriers• Warehouses and Interports, Combined and Intermodal Infrastructures• Equipments,Vehicles and Systems

Display Area in 2007

Main Competitors

• Data from VDA 2006*• Area (gross) 250,000 • Halls 220,000 • Outdoor area 30,000• Area price sqm € 100*Including busses

Transpotec price per sqm € 80(for comparable area)

• Data from RAI (2005)• Area 110,000 sqm• Halls 100,000 sqm• Outdoor area 10,000 • Area price sqm € 78 member

€ 104 nonmembers

Calendar• The 2006 edition encountered some problems due to the shift from

Verona to Milan and to the scheduled dates.• Problems with Verona Fair completely overcome (Verona Fiere is

now shareholder of TL.TI. Expo – owner of Transpotec)• Given the dimension of Milan Exhibition and relative investment

most Manufacturers pressed for a date as far away as possible from IAA in Hanover, therefore in the odd Years.

• The only available date in Milano Fair’s schedule of big events was at the beginning of October 2007, unfortunately somehow close to the Amsterdam Truck Show.

• Oica Assembly last September accepted our request for the proposed dates – 4/7 October 2007 and correspondingly included Transpotec in that period in the official Calendar.

• For 2009 we are working with Milan Fair to fix a date to avoid any overlapping with Amsterdam and remain still as far as possible from Hanover.

Truck Manufacturer’s participation to 2007 Transpotec-Logitec

As of the end of February we have the following official confirmations:

• Fiat Group (both Fiat auto for Commercial Vehicles and Iveco for Trucks) for a total of 20.000 sqm.

• Daimler Chrysler – Commercial Vehicles and Trucks for a total of 4.500 sqm.

• Renault – Commercial Vehicles

It is of course too early to have a complete list of participants. All other Manufacturers have been regularly contacted and will make their decisions in the next weeks.

We are confident that the confirmed presence of Fiat Auto and Iveco, absent last year, and of the Daimler group, two absolute leaders in the Industrial Vehicle Sector, will help in convincing others toparticipate.

Visitors – Evolution since 1996

125.000**

83.000*99.00096.000

82.00076.00071.000

1996 1998 2000 2002 2004 2006 2007

*data certified by ISFCERT - 2006 Edition** estimated visitors

Logitec

Average European Logistic costsshare on net sales Share of Logistics & Transport on

Production values

0

10

20

30

40

50

60

70

80

90

100

Europe Italy

TotalCost of prod.Logis. & Trasp

4600

730

3870

900

185

715

INDUS TRY

TRADE &DIS TRIBUTION

TRANS P OR T&LOGIS TICS

S ERVICES

OTHER

INDUSTRY 41 %

TRADE / DISTRIBUTION

37 %

TRASPORT LOGISTICS

10 %

SERVICES 6 %OTHER 6 %

• 2006 Logitec data

Many visitors expected for 2007 Logistic Exhibition

• 180 exhibitors (40 foreign)

• 12.000 certified visitors*

*Data certified by ISFCERT - 2006 Edition

Communication Activities• Advertising on the main Italian and international

specialized magazines, radio spots on the principle national channels and billboards across the country.

• Press conferences and Road shows in Italy and over the main international fairs and developing markets.

• Partnership with leading editorial groups (Il Sole 24 Ore, Gruppo Espresso, etc.

• Inserts on the main national newspapers, targeting the various customers segments (Industrial & Commercial Vehicles – Logistics).

• Press Day on the eve of the Show to present Exhibitor's premieres to Italian and International press.

Other Activities

• New Product launches official presentations already scheduled

• Meetings and Conventions on the most actual and relevant transports and logistics issues (Pan-European Policies and Normative, Environment, Safety, Sustainable Transports, RFID, etc).

• Events and driving tests in the 60.000 m2

outdoor area, using the latest novelties of vehicles manufacturers

See you all in Milanand thank you

for the attention