The international tire and wheel trade fair THE TIRE COLOGNE is putting a stronger focus on the tire retail sector with the new "WALK OF SERVICES" concept. The expanded trade fair offering meets a growing need in the industry that goes far beyond product innovations, according to the organizer Kölnmesse GmbH. In view of increasing market complexity, in-depth technical know-how, powerful workshop equipment, efficient software solutions, as well as sustainable strategies for employee recruitment and retention are gaining importance.
Networking of Content, Partners, and Solutions
The "WALK OF SERVICES" connects content, partners, and solutions on specially branded areas
and makes them tangible along the entire service journey. Instead of decentralized offerings, a clear visitor guide is the focus, supported by thematically structured exhibitor stands, live demonstrations, and a diverse program on the Service Stage.
Five central themes characterize the new exhibition format: “Employees,” “System and Process Solutions,” “Tire Service and Workshop Technology,” “Automotive Services,” and “Disposal and Sustainability.” Under the communicative guiding idea of a “jackpot” for the tire trade, the central message is conveyed: “Whoever turns the right screws is guaranteed to win.”
Visitors are intended to be guided from a digital information platform to
participating exhibitors and events at a central point. There, as per the current planning status, they should “earn” tokens through conversations with exhibitors and by attending lectures, which can be exchanged elsewhere for small treats like a coffee. The exact concept is currently being coordinated by the organizer.
In addition to the new emphasis on the "WALK OF SERVICES," the rest of the trade fair remains broad. The focus continues to be on tires and wheels, the equipment for automotive and tire workshops, as well as solutions related to tire retreading, waste tire recycling, and disposal.
THE TIRE
COLOGNE takes place from June 9 to 11, 2026, in Cologne.
In Brief: “WALK OF SERVICES” at THE TIRE COLOGNE 2026
- Aims to focus on services in the tire trade rather than just products.
- “WALK OF SERVICES” responds to industry changes: increasing complexity, need for know-how, workshop equipment, software solutions, and employee retention.
- Branded areas connect relevant content, partners, and solutions along the entire service journey.
- Clear visitor guide, thematically structured exhibitor stands, live demonstrations, and Service Stage with a diverse program.
- Five themes: Employees, System and Process Solutions, Tire Service and Workshop Technology, Automotive Services, Disposal, and
