On January 14, 2026, the doors will open to Automässan at the Swedish Exhibition & Congress Centre in Gothenburg. As the Nordic region’s largest and leading meeting place for the automotive industry’s service and aftermarket sector, Automässan brings together key industry players from across the Nordic region to discuss future challenges, showcase the latest innovations, and create new business opportunities.
 

With more than 1,000 brands and participants from around 40 countries, Automässan serves as a catalyst for business collaborations and innovation. Exhibitors—including industry-leading companies in workshop equipment, spare parts, and digital solutions—will present the latest technological advancements and new products that have the potential to transform the auto repair shops of the future.
 

“The interest from exhibitors is significant, and the exhibition is already almost sold out. This highlights the event’s role as an indispensable platform for the industry. It is here that business relationships and collaborations are forged, driving the entire sector forward.”

says Anna Lena Friberg, Business Manager at Automässan.

 
Transition and Innovation – Focus on Sustainability and Digitalization

 
The automotive industry is undergoing a period of rapid transformation, where electrification, sustainability, and digitalization play a crucial role. Automässan provides a unique opportunity to explore the latest innovations and future solutions.

“We are in the midst of a major transition where sustainability and innovation are key guiding principles for the auto repair shops of the future. Automässan is an essential meeting place for exchanging ideas, fostering collaborations, and finding solutions that drive progress. It is also vital that we not only address today’s challenges but also inspire the next generation and create a dialogue about future opportunities,”

says Johnny Bräster, Chairman of the Swedish Automotive Industry Association.

In addition to the exhibition, Automässan offers a comprehensive seminar program featuring leading experts from Sweden and abroad. The program focuses on current trends and key future issues affecting the industry on a global scale.

“The seminar program at Automässan has become increasingly appreciated and in demand, underscoring its importance as a knowledge platform. It is not just an opportunity to gain valuable insights and new perspectives, but also a forum for discussing and addressing the industry’s most pressing issues. We will cover both today’s challenges and the topics that will shape the auto repair shops of tomorrow,”
says Anna Lena Friberg.

Practical Information
 

Automässan will take place from January 14–17, 2026, at the Swedish Exhibition & Congress Centre in Gothenburg. To view the list of exhibitors and book your spot, visit www.automassan.se
 

Facts About Automässan:
 
What:The Nordic region’s largest meeting place for the automotive industry’s service and aftermarket sector
When: January 14–17, 2026
Where: Swedish Exhibition & Congress Centre, Gothenburg
Previous fair: 19,301 visitors and 244 exhibitors from 36 countries (2023)

 
Organizers: Fordonsverkstadsutrustarna (FVU), the Swedish Automotive Industry Association, and the Swedish Exhibition & Congress Centre Gothia Towers.

 
For More Information, Contact:

 
Anna Lena Friberg, Business Manager, Automässan
Phone: +46 31-708 80 68
Mail: [email protected]
 
Photo Credits:
Natalie Greppi