At Automässan 2026, a brand-new area will make its debut: Prova på branschen (“Try out the industry”). Here, young people, students and career changers can try real workshop tasks and discover how exciting, high-tech and forward-looking the automotive industry really is.

The initiative is a concrete response to the industry’s growing skills shortage – and a way to show that the path into the sector can start right at Automässan.

“The industry is changing. The traditional craft is still there, but it’s now complemented by increasingly advanced technology and digital solutions. That’s what we want to highlight,” says Johnny Bräster, chairman of Svenska Fordonsbranschen.

Hands-on testing – with industry mentors

In the area, which consists of around ten stations, visitors can try out different job tasks from various roles – always under the guidance of professionals from the industry.

“This is a concrete and inspiring way to show how technically advanced and development-driven the industry is,” says Johanna Linder, Industry Development Manager for Skills Supply at Transportföretagen.

For the workforce of the future

Prova på branschen targets high school students, adult learners, jobseekers, career changers and fair visitors who want to inspire the next generation.

The initiative is run jointly by Svenska Fordonsbranschen, Fordonsverkstadsutrustarna, Transportföretagen, Motorbranschens Riksförbund and Däckspecialisternas Riksförbund, in collaboration with Svenska Mässan Gothia Towers.

Automässan 2026 takes place 14–17 January at Svenska Mässan in Gothenburg. Prova på branschen will be open throughout the fair days.

About automässan

Automässan is the Nordic region’s largest meeting place for the automotive service and aftermarket sector. 14–17 January 2026 at the Swedish Exhibition & Congress Centre in Gothenburg. Automässan is only open to professionals. Register now for your free entry ticket »