Cats, horses, storks, snakes and gullwings. No it is not a zoo, but Europe's largest classic car show, Techno-Classica in Essen. Miles and miles of shining metal, polished brass, chrome and walnut. Thousands of cars and about 1100 exhibitors. The total pecuniary value is astronomical.
Nowhere else in the world are so many beautiful classic cars gathered together in one place. Where else can you find an oil pump for a 1913 Brazier, a book about commercial vehicles in Burkhina Faso, specially-made suitcases to fit your Hispano-Suiza, an SL-Merc on display that have spent its last 35 years submerged in seawater or a three-digit chassis number Amazon from Olofström in Sweden under the same roof?
The early Amazon was one of eight cars at the Volvo Cars Heritage stand in hall 3 and an important part of the 80th anniversary theme. Each decade between the twenties and the current one was represented with a Volvo built in its 7th year, beginning with the ÖV4 of 1927 and ending with a C30 T5 of today.
Visual promotion was made for the Volvo Cars Heritage department that organized the Volvo partition, for the VROM meeting in Sweden in August and for Genuine Classic Parts (GCP), the company that handles the manufacturing and distrubution of spare parts for older Volvos.
The Volvo stand was well-visited during all four days. Saturday was an exceptionally busy day and, if allowed, the staff could easily have sold all the cars at the stand many times over. Surely, the only stuffed elk's head at Techno Classica, which hang next to the reception desk, could also have been sold off at a very good price. Visitors felt at ease at the Volvo stand and could scrutinize the cars on display in detail, look at the newly-produced 80th anniversary film or use the internet for Volvo related matters.
The stand was manned with representatives from Volvo Cars Heritage and the VROM organization. The glossy Dutch magazine about classic Volvos – Into Volvo – also used the Volvo stand as its base camp and paved the way for its German and English editions which will follow later this year.
The Techno-Classica 2007 ran for four days and attracted a new record audience of 154.300 people from 38 countries! It was housed in some eighteen exhibition halls (Messe Essen) and also included several open air areas. The importance of presence for all manufacturers of cars and accessories, classic car dealers, sellers of books, brochures, automobilia, spare parts and what not, is clearly evident.
For us it is now less than a year to decide next year's theme. An interesting and hopefully surprising display will be guaranteed.
See you again at the Techno-Classica Essen in 2008!
Volvo Cars Heritage