Messe Frankfurt South Africa has announced the 2025 launch of the Automechanika Buyers and Visitors Sub-Saharan Africa (SSA) Roadshow—a pioneering initiative designed to strengthen regional ties across the continent’s automotive aftermarket. Set to kick off in Gaborone, Botswana, on 6 May 2025, the roadshow will journey through Kenya, Zimbabwe, Zambia, Mozambique and Namibia, building momentum ahead of the 10th edition of Automechanika Johannesburg, taking place from 28 to 30 October 2025 at the Gallagher Convention Centre.
A Vision for African Collaboration
At the heart of the SSA Roadshow lies a strategic ambition: to catalyse cross-border business opportunities and support the growth of Africa’s dynamic aftermarket landscape. Michael Dehn, Managing Director of Messe Frankfurt South Africa, underscores the roadshow’s significance in today’s shifting economic environment.
“The Automechanika SSA Roadshow is a testament to our commitment to fostering regional collaboration and unlocking the potential of Sub-Saharan Africa’s automotive aftermarket, especially in times where suppliers have to be on the lookout for new markets,” says Dehn.
“Starting in Botswana, this initiative will empower businesses to connect with new markets and showcase their innovations. We are excited to bring the Automechanika brand closer to industry professionals across the continent, paving the way for a transformative experience at Automechanika Johannesburg 2025.”
Unlocking Emerging Markets
The roadshow aims to engage and inspire stakeholders across key SADC territories, connecting buyers, sellers, and industry experts under one regional umbrella. As it winds through some of Africa’s most promising automotive markets, the tour offers businesses the opportunity to explore new distribution channels, forge strategic alliances, and preview what’s to come at the landmark Johannesburg exhibition.
From vehicle parts and accessories to repair and maintenance innovations, car wash and reconditioning solutions, and the latest in digitalisation and mobility tech, the roadshow provides a platform to discuss global trends and showcase solutions adapted to the continent’s evolving needs—including the growing momentum behind electric vehicles and e-mobility.
Spotlight on Botswana: The Roadshow’s First Stop
The choice to launch the SSA Roadshow in Botswana is no coincidence. Often recognised for its political stability and forward-thinking economic policy, Botswana presents an exciting growth frontier for the automotive aftermarket.
“Botswana’s automotive industry represents a significant untapped potential for investors and entrepreneurs,” Dehn explains. “Its growing middle class, improving infrastructure, and commitment to economic diversification make it a fertile ground for business.”
Opportunities abound across vehicle assembly, parts manufacturing, electric vehicle charging infrastructure, and specialised servicing. As a SACU member, Botswana offers duty-free access to neighbouring markets—an attractive incentive for manufacturers and suppliers. Add to that the proximity to South Africa’s automotive powerhouse, and Botswana becomes a strategically advantageous entry point into the region.
A Pan-African Platform for Brands and Buyers
Beyond its role in facilitating regional dialogue, the SSA Roadshow offers exhibitors exclusive brand-building opportunities ahead of Automechanika Johannesburg. From tailored sponsorship packages to premium space allocations, participating companies can amplify their reach across multiple African markets and engage directly with influential decision-makers.
Meanwhile, visitors will gain early access to insights on emerging technologies, sustainability-driven solutions, and best practices shaping the future of the global aftermarket—all of which will be unpacked further at the Johannesburg event in October.
The Road Ahead
The SSA Roadshow is more than a prelude—it’s a blueprint for a more connected, innovative, and collaborative African aftermarket sector. For forward-thinking businesses looking to navigate the next phase of growth, it offers a rare opportunity to make meaningful inroads across borders and position themselves for long-term success in an increasingly integrated continental economy.
For more details on how to participate in the Roadshow or exhibit at Automechanika Johannesburg 2025, contact Tracy Gounden at [email protected] or 082 063 8157.
