On November 5, Automässan will release this year’s stage program – developed by Svenska Fordonsbranschen and the Motorbranschens Riksförbund (MRF). One of the key people behind the content is Michael “Micke” Bergvall, Service Market Manager at Svenska Fordonsbranschen, known from Bilverkstadspodden – and also the moderator on stage during the fair. With long experience from the workshop floor, Micke knows what’s going on in the industry and which topics truly engage people. We asked him a few questions.

When you put together this year’s program – what did you want visitors to feel when they leave?

– That they go home with energy and concrete ideas. I want people to feel: “We can start doing this already on Monday.” We’ve focused on content that provides real value – not just inspiration, but also confidence in what’s relevant and how to take action.

If someone only has time for one seminar – which one shouldn’t they miss?

– Pick the session that’s closest to your daily work. If you’re into leadership, go for the one about attracting young people to the industry. More into technology? Then check out digitalization and AI. The idea is that every session gives you something directly useful – what matters is that you leave with something you can actually apply.

The industry is moving faster than ever – how does that show in this year’s program?

– That things are really happening now. AI, digital tools, and new regulations are no longer just talk about the future – they’re already part of everyday workshop life. At the same time, sustainability, circularity, and skills supply are shifting from buzzwords to action. We want to show how it actually works in practice.

You’ve got full insight into what’s happening on stage – what are you personally looking forward to most during Automässan?

– When theory meets reality. When the room is packed, questions are flying, and people start finding solutions together – that’s when the magic happens. I’m looking forward to seeing collaborations form, decisions being made, and people leaving with that “let’s go!” feeling. And I’m curious to see how the new Prova på (Try the Industry) area will be received.

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 »