Share this on
The third episode of Autopromotec Talks took place in Rome: Made in Italy as the protagonist
Autopromotec Editorial Staff
The third Autopromotec Talk was held in Rome on 10 December, entitled ‘When every part counts: the value of Made in Italy in automotive components and after-sales’, moderated by Giuseppe De Filippi, deputy director Tg5.
Renzo Servadei, Autopromotec's CEO, explained how this exhibition is the most specialised international exhibition of automotive equipment and aftermarket. In its sixty years of history, Autopromotec has grown edition after edition to become the leading international event capable of bringing together all the product sectors of the automotive aftermarket: from tyres to car service, from workshop equipment to spare parts. It is the sector's longest-running exhibition in Italy and Europe, celebrating its 30th edition in 2025 in Bologna from 21 to 24 May. The exhibition offers an outlook on the best tools at the service of the workshop aftermarket, everything revolving around the wheel, spare parts and car service.
Introducing the works, Alessandra Pastorelli, Head of Office II of the Dir. Gen. Promozione Sistema Paese of MAECI (Ministry of Foreign Affairs and International Cooperation), emphasised the importance of Made in Italy and exports. She explained how the geopolitical context imposes an extra effort to support our companies. The Italian components industry has a challenging road ahead of it, but also one full of opportunities, especially abroad. Minister Tajani wanted a general instrument, which he then decided to call ‘Growth Diplomacy’, aimed at bringing together private institutions and institutions involved in supporting the internationalisation of our companies. It is a team effort, with the aim of promoting our industry and accompanying it in an ever-changing world. It is a work that also involves the Associations. Among the instruments of Growth Diplomacy are the important activities carried out by our diplomatic-consular network through integrated promotion projects. The trade fair sector plays a key role in internationalisation. In the 2012-2019 period, companies belonging to the Technology macro-sector that participated in trade fairs achieved an improved turnover of +5.4% compared to those that did not participate. Attention is given to new markets, including those in South America, Asia, and especially Africa, through the Mattei Plan. Lastly, the Ministry of Foreign Affairs, together with ICE, is developing an export acceleration programme based on the collection of new professional contacts (lead generation) for our companies (institutional and private) in foreign markets, through a media communication campaign for Made in Italy in the main destination countries for Italian and emerging exports. The action, which is about to be defined in detail, will be carried out over the next two years, considering two sectors to focus on in each of the 20 countries identified.
In addition to these activities, there are other promotional activities carried out by ICE Agenzia aimed at protecting Italian products around the world, as Andrea Mattiello, ICE Agenzia Goods Office, explained. ICE-Agenzia for the promotion abroad and internationalisation of Italian enterprises (ITA, Italian Trade Agency) is the government agency in charge of assisting Italian companies in their internationalisation processes, promoting the image of Italian products worldwide and attracting foreign investments. Its mission is to promote Made in Italy in the world by helping Italian companies, especially SMEs, to grow in foreign markets, in close connection with the other stakeholders in charge of the internationalisation of the Italian System. The Agency is subject to the powers of direction and supervision of the Ministry of Foreign Affairs and International Cooperation, which exercises them, for matters within their respective spheres of competence, in agreement with the Ministry of Enterprise and Made in Italy. ICE Agenzia is promoting the 30th edition of Autopromotec with a targeted support project because, with more than 1,200 exhibitors from all over the world and an expected professional audience of more than 100,000 visitors, Autopromotec confirms itself as a unique platform for the entire automotive service ecosystem. In these sectors, many companies export more than 90 per cent of their production. For this reason, the support of MAECI and the ICE Agency is crucial to support a sector that determines an important share of GDP for the entire country.
The numbers of the sector were instead illustrated by Gianmarco Giorda, Director General of ANFIA (Associazione Nazionale Filiera Industria Automobilistica).
Today, about 75 per cent of the value of a car is given by its components and a car with an ICE (Internal Combustion Engine) consists of about 30,000 parts. In Europe, the automotive components supply chain invests EUR 30 billion per year in R&D and registers around 40,000 new patents (CLEPA data). In Italy, components are one of the leading export sectors, with a positive trade balance for more than 20 years and a trade surplus of more than EUR 5 billion. In general, the success of Italian components at international level derives mainly from the high quality of the products and the companies' propensity for innovation, which are also characterised by a high degree of flexibility in customer service. The crisis in demand for motor vehicles in Europe and Italy, the increase in production costs and the slowdown in investments in new mobility technologies are creating the conditions for a possible worsening of the scenario regarding the impact of industrial transition on employment. For one in three companies, in fact, a contraction in employment is expected, but the negative picture is also evident for gross fixed capital formation, for which the balance between growth and decrease prospects is -19%. Unfavourable expectations concern all categories of operators, except for the cluster of aftermarket specialists. There is an urgent need to implement industrial policy measures for the competitiveness of companies.
After the framework offered by the Ministry and those representing the sector, the floor went to the companies who spoke about their successful Made in Italy status.
Luciano Palmitessa, Ceo of Unigom, explained how the IAM (Independent Aftermarket) is a strategic and resilient pillar of the Italian economy, contributing over EUR 10 billion in turnover and employing 260,000 people.
The IAM stands out from the OE (Original Equipment) sector, focusing on in-use vehicle maintenance, with significant numbers:
- 90,000 independent workshops, including 20,000 general workshops and 21,000 body and tyre shops;
- 800 distributors and 4,800 spare parts dealers;
- An economic impact equal to 0.5% of Italy's GDP.
Each car contains around 60 kg of rubber, divided equally between tyres and essential functional components such as silentblocks, brake hoses and engine mounts. These invisible elements are crucial for safety, comfort and reliability.
The Italian component sector is under pressure from foreign competition; however, some companies like UNIGOM have chosen to invest in local production, promoting innovation and the distinctive quality of Made in Italy. Thanks to this approach, they ensure that their products offer durability and reliability, safety for end customers and superior performance, appreciated by professionals.
Defending Made in Italy is not just a strategic choice, but a commitment to the future of Italian industry, which continues to distinguish itself through excellence and innovation.
Cinzia Motta, OMCN's sales manager, reminds us how lift trucks are, in theory, the most dangerous equipment that can be found in a workshop and how attention to safety is therefore fundamental.
Made in Italy in the lift truck sector represents not only manufacturing excellence, but also regulatory excellence, contributing to the definition of European safety standards such as the recent EN1493. The new standard introduces more stringent safety requirements, imposing third-party certification and regulating aspects such as load distribution and arm blocks in the two-column configuration, guaranteeing greater protection for operators.
The value of ‘Made in Italy’ lies in the quality of the production processes: from design, which involves engineers, programmers and designers, to the use of innovative technologies and sustainable materials, and the protection of the environment and social rights. Producing in Italy means respecting high standards of environmental and social impact, guaranteeing a responsible supply chain.
However, Made in Italy is threatened by practices that abuse the brand without respecting its values, such as the import of foreign semi-finished products that are superficially processed in Italy. Defending Italian SMEs means protecting not only the quality of the product, but also the entire system of safety and sustainability, which makes ‘Made in Italy’ a unique model in the world.
Marco Costamagna, President of Federlavaggi, continues with safety regulations, emphasising how Italian car washes are also protagonists on the ESG front: from water purification systems for recycling water (25 million cubic metres in total) to Industry 4.0 machinery, the sector invests in sustainability and safety, with standards certified by UNI EN standards. This combination of tradition and innovation consolidates the role of Italian car washes as a symbol of quality, competitiveness and environmental respect on the international scene. Federlavaggi represents the industrial excellence of the carwash sector, enhancing Made in Italy through innovation, sustainability and patented technologies. With more than 150 patents protecting cutting-edge solutions, from brushes to water recycling systems, the Italian sector stands out globally, with 50% of its turnover export-oriented and a growing presence in Europe, the Middle East, Africa and the Far East.
The sector generates a total turnover of EUR 2.5 billion per year and a direct workforce of about 1,000 people, not counting the dealers, managers and operators of the more than 14,000 plants operating in Italy. With an average of 6 washing cycles per motorist and peaks of 18 for new vehicles, Italy is the European leader in terms of plant density, with one for every 3,000 motorists.
Antonio Cirillo, Sales and Marketing Manager of Kimicar, tells how the Italian vehicle care and cleaning chemicals sector also represents a globally recognised industrial excellence, thanks to its quality, innovation and sustainability. With the highest number of operators in Europe - around 20 manufacturers compared to Germany's 6, despite a larger population - Italy stands out for an almost entirely national industrial fabric, with 95% of companies being Italian-owned. Italian products stand out for their excellent quality/price ratio, the higher chemical concentration in the product compared to the percentage of water, sustainability and compliance with environmental regulations, elements that make them competitive with European competitors. Made in Italy, for the car care sector, is not just a label, but a real added value. Abroad, the Italian flag and the words ‘Made in Italy’ are synonymous with quality and reliability, capable of replacing local products or those of other European countries. At the regulatory level, Italy is distinguished by particularly strict environmental regulations, which have led companies to develop cutting-edge solutions in terms of ecological compatibility. This competitive advantage not only protects the environment, but also further strengthens the image of Italian industry as a leader in the sector. Made in Italy, therefore, is not just a symbol, but the result of an industrial system that combines tradition and innovation to offer the world products of excellence.
Also for Gianni Menghini, President of Meclube, Made in Italy is not just a mark of origin, but a unique philosophy that tells of the passion, quality and creativity of an entire country. Meclube represents Italian excellence in the design and development of lubrication equipment for garages, with the aim of improving and facilitating daily work in garages. This approach is reflected in every aspect of production, from traditional craftsmanship to the most modern industrial innovations, making Italy a global benchmark for excellence and design. Buying an Italian product means choosing not only quality and reliability, but also supporting a production chain that values local work, from conception to sale. Each product is the result of a culture handed down from generation to generation, where attention to detail and care for ‘beautiful and well-made things’ are fundamental pillars. Italian companies, especially in the components and equipment sector, offer not only products, but innovative technological solutions that reflect the flexibility and creativity of our country. The strength of Made in Italy lies in its ability to combine tradition and innovation, turning every challenge into an opportunity.
Francesca Paoli, CEO of Dino Paoli srl, closed the event by describing how from a small company founded in 1968, in Reggio Emilia, specialising in the production of screwdrivers for commercial and road vehicles, the company today represents an entrepreneurial history of excellence, achieving world leadership in the sector. The company, based in the heart of the Motor Valley, created a special screwdriver for mechanics who had to change tyres at exceptional speeds during races. Today, virtually all F1 teams and major motorsport championships have at least one Paoli, with which they set record after record at pit stops. After conquering F1, the company conquered Nascar, because in the past many Nascar teams would bolt 2 out of 5 bolts to speed up pit stops. At a certain point, drivers refused to continue racing in those unsafe conditions and, in 2017, Paoli succeeded in winning the Nascar tender, marking an epoch-making change of pace in terms of numbers and technology: the solution now adopted is parity and safety with real-time telemetry.
The company, which has always been attentive to anticipating market needs and sustainability, has made the official advent of electric screwdrivers in F2 possible in 2023. Unlike the pneumatic screwdriver, the electric one does not require pipes, fittings, trolleys and other equipment that weigh down the teams' movements, also in environmental terms: with Paoli's innovation, the average weight has dropped from 900kg to 300kg. A story of continuous innovation of an Emilia-Romagna SME now ready to face the challenges of aerospace. A story of Made in Italy.
Introducing the works, Alessandra Pastorelli, Head of Office II of the Dir. Gen. Promozione Sistema Paese of MAECI (Ministry of Foreign Affairs and International Cooperation), emphasised the importance of Made in Italy and exports. She explained how the geopolitical context imposes an extra effort to support our companies. The Italian components industry has a challenging road ahead of it, but also one full of opportunities, especially abroad. Minister Tajani wanted a general instrument, which he then decided to call ‘Growth Diplomacy’, aimed at bringing together private institutions and institutions involved in supporting the internationalisation of our companies. It is a team effort, with the aim of promoting our industry and accompanying it in an ever-changing world. It is a work that also involves the Associations. Among the instruments of Growth Diplomacy are the important activities carried out by our diplomatic-consular network through integrated promotion projects. The trade fair sector plays a key role in internationalisation. In the 2012-2019 period, companies belonging to the Technology macro-sector that participated in trade fairs achieved an improved turnover of +5.4% compared to those that did not participate. Attention is given to new markets, including those in South America, Asia, and especially Africa, through the Mattei Plan. Lastly, the Ministry of Foreign Affairs, together with ICE, is developing an export acceleration programme based on the collection of new professional contacts (lead generation) for our companies (institutional and private) in foreign markets, through a media communication campaign for Made in Italy in the main destination countries for Italian and emerging exports. The action, which is about to be defined in detail, will be carried out over the next two years, considering two sectors to focus on in each of the 20 countries identified.
In addition to these activities, there are other promotional activities carried out by ICE Agenzia aimed at protecting Italian products around the world, as Andrea Mattiello, ICE Agenzia Goods Office, explained. ICE-Agenzia for the promotion abroad and internationalisation of Italian enterprises (ITA, Italian Trade Agency) is the government agency in charge of assisting Italian companies in their internationalisation processes, promoting the image of Italian products worldwide and attracting foreign investments. Its mission is to promote Made in Italy in the world by helping Italian companies, especially SMEs, to grow in foreign markets, in close connection with the other stakeholders in charge of the internationalisation of the Italian System. The Agency is subject to the powers of direction and supervision of the Ministry of Foreign Affairs and International Cooperation, which exercises them, for matters within their respective spheres of competence, in agreement with the Ministry of Enterprise and Made in Italy. ICE Agenzia is promoting the 30th edition of Autopromotec with a targeted support project because, with more than 1,200 exhibitors from all over the world and an expected professional audience of more than 100,000 visitors, Autopromotec confirms itself as a unique platform for the entire automotive service ecosystem. In these sectors, many companies export more than 90 per cent of their production. For this reason, the support of MAECI and the ICE Agency is crucial to support a sector that determines an important share of GDP for the entire country.
The numbers of the sector were instead illustrated by Gianmarco Giorda, Director General of ANFIA (Associazione Nazionale Filiera Industria Automobilistica).
Today, about 75 per cent of the value of a car is given by its components and a car with an ICE (Internal Combustion Engine) consists of about 30,000 parts. In Europe, the automotive components supply chain invests EUR 30 billion per year in R&D and registers around 40,000 new patents (CLEPA data). In Italy, components are one of the leading export sectors, with a positive trade balance for more than 20 years and a trade surplus of more than EUR 5 billion. In general, the success of Italian components at international level derives mainly from the high quality of the products and the companies' propensity for innovation, which are also characterised by a high degree of flexibility in customer service. The crisis in demand for motor vehicles in Europe and Italy, the increase in production costs and the slowdown in investments in new mobility technologies are creating the conditions for a possible worsening of the scenario regarding the impact of industrial transition on employment. For one in three companies, in fact, a contraction in employment is expected, but the negative picture is also evident for gross fixed capital formation, for which the balance between growth and decrease prospects is -19%. Unfavourable expectations concern all categories of operators, except for the cluster of aftermarket specialists. There is an urgent need to implement industrial policy measures for the competitiveness of companies.
After the framework offered by the Ministry and those representing the sector, the floor went to the companies who spoke about their successful Made in Italy status.
Luciano Palmitessa, Ceo of Unigom, explained how the IAM (Independent Aftermarket) is a strategic and resilient pillar of the Italian economy, contributing over EUR 10 billion in turnover and employing 260,000 people.
The IAM stands out from the OE (Original Equipment) sector, focusing on in-use vehicle maintenance, with significant numbers:
- 90,000 independent workshops, including 20,000 general workshops and 21,000 body and tyre shops;
- 800 distributors and 4,800 spare parts dealers;
- An economic impact equal to 0.5% of Italy's GDP.
Each car contains around 60 kg of rubber, divided equally between tyres and essential functional components such as silentblocks, brake hoses and engine mounts. These invisible elements are crucial for safety, comfort and reliability.
The Italian component sector is under pressure from foreign competition; however, some companies like UNIGOM have chosen to invest in local production, promoting innovation and the distinctive quality of Made in Italy. Thanks to this approach, they ensure that their products offer durability and reliability, safety for end customers and superior performance, appreciated by professionals.
Defending Made in Italy is not just a strategic choice, but a commitment to the future of Italian industry, which continues to distinguish itself through excellence and innovation.
Cinzia Motta, OMCN's sales manager, reminds us how lift trucks are, in theory, the most dangerous equipment that can be found in a workshop and how attention to safety is therefore fundamental.
Made in Italy in the lift truck sector represents not only manufacturing excellence, but also regulatory excellence, contributing to the definition of European safety standards such as the recent EN1493. The new standard introduces more stringent safety requirements, imposing third-party certification and regulating aspects such as load distribution and arm blocks in the two-column configuration, guaranteeing greater protection for operators.
The value of ‘Made in Italy’ lies in the quality of the production processes: from design, which involves engineers, programmers and designers, to the use of innovative technologies and sustainable materials, and the protection of the environment and social rights. Producing in Italy means respecting high standards of environmental and social impact, guaranteeing a responsible supply chain.
However, Made in Italy is threatened by practices that abuse the brand without respecting its values, such as the import of foreign semi-finished products that are superficially processed in Italy. Defending Italian SMEs means protecting not only the quality of the product, but also the entire system of safety and sustainability, which makes ‘Made in Italy’ a unique model in the world.
Marco Costamagna, President of Federlavaggi, continues with safety regulations, emphasising how Italian car washes are also protagonists on the ESG front: from water purification systems for recycling water (25 million cubic metres in total) to Industry 4.0 machinery, the sector invests in sustainability and safety, with standards certified by UNI EN standards. This combination of tradition and innovation consolidates the role of Italian car washes as a symbol of quality, competitiveness and environmental respect on the international scene. Federlavaggi represents the industrial excellence of the carwash sector, enhancing Made in Italy through innovation, sustainability and patented technologies. With more than 150 patents protecting cutting-edge solutions, from brushes to water recycling systems, the Italian sector stands out globally, with 50% of its turnover export-oriented and a growing presence in Europe, the Middle East, Africa and the Far East.
The sector generates a total turnover of EUR 2.5 billion per year and a direct workforce of about 1,000 people, not counting the dealers, managers and operators of the more than 14,000 plants operating in Italy. With an average of 6 washing cycles per motorist and peaks of 18 for new vehicles, Italy is the European leader in terms of plant density, with one for every 3,000 motorists.
Antonio Cirillo, Sales and Marketing Manager of Kimicar, tells how the Italian vehicle care and cleaning chemicals sector also represents a globally recognised industrial excellence, thanks to its quality, innovation and sustainability. With the highest number of operators in Europe - around 20 manufacturers compared to Germany's 6, despite a larger population - Italy stands out for an almost entirely national industrial fabric, with 95% of companies being Italian-owned. Italian products stand out for their excellent quality/price ratio, the higher chemical concentration in the product compared to the percentage of water, sustainability and compliance with environmental regulations, elements that make them competitive with European competitors. Made in Italy, for the car care sector, is not just a label, but a real added value. Abroad, the Italian flag and the words ‘Made in Italy’ are synonymous with quality and reliability, capable of replacing local products or those of other European countries. At the regulatory level, Italy is distinguished by particularly strict environmental regulations, which have led companies to develop cutting-edge solutions in terms of ecological compatibility. This competitive advantage not only protects the environment, but also further strengthens the image of Italian industry as a leader in the sector. Made in Italy, therefore, is not just a symbol, but the result of an industrial system that combines tradition and innovation to offer the world products of excellence.
Also for Gianni Menghini, President of Meclube, Made in Italy is not just a mark of origin, but a unique philosophy that tells of the passion, quality and creativity of an entire country. Meclube represents Italian excellence in the design and development of lubrication equipment for garages, with the aim of improving and facilitating daily work in garages. This approach is reflected in every aspect of production, from traditional craftsmanship to the most modern industrial innovations, making Italy a global benchmark for excellence and design. Buying an Italian product means choosing not only quality and reliability, but also supporting a production chain that values local work, from conception to sale. Each product is the result of a culture handed down from generation to generation, where attention to detail and care for ‘beautiful and well-made things’ are fundamental pillars. Italian companies, especially in the components and equipment sector, offer not only products, but innovative technological solutions that reflect the flexibility and creativity of our country. The strength of Made in Italy lies in its ability to combine tradition and innovation, turning every challenge into an opportunity.
Francesca Paoli, CEO of Dino Paoli srl, closed the event by describing how from a small company founded in 1968, in Reggio Emilia, specialising in the production of screwdrivers for commercial and road vehicles, the company today represents an entrepreneurial history of excellence, achieving world leadership in the sector. The company, based in the heart of the Motor Valley, created a special screwdriver for mechanics who had to change tyres at exceptional speeds during races. Today, virtually all F1 teams and major motorsport championships have at least one Paoli, with which they set record after record at pit stops. After conquering F1, the company conquered Nascar, because in the past many Nascar teams would bolt 2 out of 5 bolts to speed up pit stops. At a certain point, drivers refused to continue racing in those unsafe conditions and, in 2017, Paoli succeeded in winning the Nascar tender, marking an epoch-making change of pace in terms of numbers and technology: the solution now adopted is parity and safety with real-time telemetry.
The company, which has always been attentive to anticipating market needs and sustainability, has made the official advent of electric screwdrivers in F2 possible in 2023. Unlike the pneumatic screwdriver, the electric one does not require pipes, fittings, trolleys and other equipment that weigh down the teams' movements, also in environmental terms: with Paoli's innovation, the average weight has dropped from 900kg to 300kg. A story of continuous innovation of an Emilia-Romagna SME now ready to face the challenges of aerospace. A story of Made in Italy.
