EQUIP AUTO, “50 years of passion.” #1 – History and heritage, from yesterday’s founders to today’s team – Part 1

YouTube : https://www.youtube.com/@EQUIPAUTO-lesalon

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Transcription

Speaker #0
Equip Auto is the celebration of the automobile. It is an event where it's pleasant to live and meet with industry players. We always look forward to the first minute of the opening on the first day of the show. And then we're a little sad when we close the doors, but it's an immense joy.
Speaker #1
Equip Auto is the pre-sale trade show, the communication channel for an institution called FIEV, which represents automotive suppliers in France. Equip Auto is here today, and if it is the event it is... It is thanks to all the people who contributed, who worked hard for Equip Auto.
Speaker #0
Equip Auto is the meeting place, the key exhibition that brings together all the industrial players related to mobility, especially in the automotive sector.
Speaker #2
Welcome to the podcast Equip Auto, 50 Years of Passion. Created in 1975 by a man, Paul-Jean Souriau, then president of the FIEV, the Equip Auto Show, which has become the reference event for innovation in automotive after-sales and connected mobility services. We'll celebrate its 50th anniversary from October 14th to 18th 2025 at the Parc des Expositions de la Porte de Versailles in Paris. 50 years of events, meetings and business that I invite you to discover or rediscover through this podcast. Here is episode number one, dedicated to those who created, who brought to life and also to those women and men who continue to grow Equip Auto. History and heritage. From the founders to the team of today, I invite you to follow me. I am Laurence Perrault, automotive journalist, creator of this podcast, and I will be your guide through the 50 years of Equip Auto. 1975, a year full of upheavals and innovations in the automotive sector. That year, Peugeot bought Citroën, sold Maserati to Alejandro de Tomaso, and formed the PSA Group. Peugeot's also marked the year with the launch of the large touring car Peugeot 604, designed by Pininfarina. Renault was not left behind and launched the luxurious R30. Simca, on its part, introduces the 1307, which will be voted Car of the Year. BMW launches the BMW 3 Series, which will become the huge success we know. In terms of safety, René Puget, in 1975, at that time an engineer at PSA, patents the ratchet-reel seatbelts, a major advancement for driver safety. In 1975, the number of cars in service increased from 2.5 million vehicles in 1953 to 15.5 million that year. 64.1% of French households are equipped with a car. It is therefore a significant year for the automobile, for innovation and for the related professions. And that year, in 1975, a man had an idea and launched a trade show that still exists 50 years later. History and legacy from yesterday's founders to today's team.
Speaker #3
In his professional life, it revolved more around Equip Auto than around the Suryo company. I remember him working a lot. Equip Auto was a constant concern, that's for sure.
Speaker #2
Pascal Suryo, second son of Paul-Jean Suryo, creator of Equip Auto.
Speaker #3
He was a man of building relationships. He organized lunches, invited people. And actually, he told me that nearly four out of five lunches were dedicated to Equip Auto in his daily activities. He would bring in equipment suppliers, manufacturers.
Speaker #2
Pascal Souriau, tell me a little about his journey before creating Equip Auto.
Speaker #3
I have to go back to my grandfather. After the war of 1914, he goes up to Paris and becomes a bellboy at Maxime's. He comes from his countryside, from Loire-et-Cher, and he has nothing at all.
Speaker #2
What was his name?
Speaker #3
Adolphe. At the time, Adolphe was a good name. He gets fired from Maxim's because he caught the dress of a very famous person in the elevator. And so he gets fired from Maxim's and ends up in a restaurant that hosts events in Boulogne-Bilancourt. The owners of this restaurant fall in love with him and give him the restaurant a few years later. And next to this restaurant, there is a mechanical workshop. There is a garage. They fall in love. From the garage owner. And eventually, they transform the restaurant into a garage. And embark on the adventure of auto parts. Between the two wars. So, they create the company Souriau et Compagnie. Based on the Rigolieni restaurant in Boulogne. From what I understand, it's somewhat romanticized. At the time, the coils kept breaking constantly. That is to say, the coils that generated electricity in cars were encased in a metal block. So, when the coils broke, you couldn't tell if they were broken or not. So, he decided to make glass coils. So, he made glass coils in which there was whale oil. And so, when the coil cracked, it turned black. And we knew it had to be changed. And that's what started to make the grandfather's fortune.
Speaker #2
There he becomes a dad at that moment.
Speaker #3
My father was born in 1921, just after the war. Suryo continued to grow in the distribution of automotive spare parts, only for automobiles at the time. It started a little bit to make spare parts for aeronautics after the war. My grandfather asked my father to come work with him in 1946. He got married later in 1950, and then he had my brother in 1951, me in 1952, and my sister in 1955. He developed the company in aerospace. The aerospace connectors are what significantly expanded the company. while still maintaining a strong presence in the automotive sector.
Speaker #2
From this small garage to a major company, did they move in the meantime?
Speaker #3
They will not move. The premises will remain in Boulogne-Billoncourt until they are demolished in 1990. In fact, they are gradually buying the building. Everything happens on Rue Gallieny in Boulogne. Many automotive industries are in the area, so it seemed logical. They do a lot of innovations. There is a lot of research. In this company, at the beginning, they had a strong desire for business, for commerce. It was really their passion.
Speaker #2
We're in the 1950s to 60s. When does your dad, Paul-Jean Souriau, join the FIEV?
Speaker #3
A little later, because after some time, I think he feels that the company will abandon the automobile. He tries to continue. It represents almost 10% only of the group's total activity. But he was attached to the automobile because of the history and his father. He still always held on. He continued to develop that activity. I remember very clearly him saying that, we must not abandon the automobile. We must continue to find products and develop this activity.
Speaker #2
Do you remember the automobile back then?
Speaker #3
He had DS cars. I remember. My brother and I each crashed a DS. I'm sure of that. In the years 1970 to 75, they were Citroën DS. He only bought French cars, and we were allowed to buy only French cars.
Speaker #2
We are arriving at the moment that interests us for our meeting, which is Equip Auto, since your father, Paul-Jean Souriau, is the creator. Do you remember a little bit about what happened in the previous month?
Speaker #3
Spontaneously, I remember the difficulty he had with the car manufacturers. So that's really what he was constantly talking about. I don't know exactly what happened. For the car manufacturers, it was a bit unique because the suppliers at the motor show, in fact, went to exhibit at Equip Auto. You could feel there was a real difficulty.
Speaker #2
A real tension between the manufacturers and your dad. He was president of the FIEV when he started Capoto.
Speaker #3
Then, I think he stops focusing on the fever to become solely Equip Auto.
Speaker #2
Did you find any archives? Can we talk about it?
Speaker #3
Yes, of course. I found newspaper articles from 1977, 1978 and 1976, since we discovered that there was an Equip Auto in 1976 and an Equip Auto in 1977. and in 1975.
Speaker #2
Pascal Souriau, it would seem to suggest that at the beginning of Equipoto's creation there was an Equipoto every year.
Speaker #3
That means that Paul Schong created Equip Auto alongside the Motor Show, which explains the difficulties with the manufacturers since a number of the Motor Show exhibitors were switching to Equip Auto.
Speaker #2
While Equip Auto is in its second edition and attracts very little media interest, the cameras of Antenne 2 in 1976 show the enthusiasm of the French for automobiles and their equipment. Excerpt from the 8 o'clock news of Antenne 2 on October 17, 1976, presented by Daniel Bilalien, a report by Jean-Jacques Dufour, an archive from the National Audiovisual Institute.
Speaker #0
900,000 visitors, as many as last year at the motor show ending this evening. Increase in the sticker, the fuel, the price of cars, nothing seems to deter the French from being interested in automobiles. That is, the number of show visitors does not necessarily mean that sales next year will be as significant as in 1976. But still, it is indicative. The French have indeed become detached from the machine. The car has fallen from its pedestal. One can doubt these statements. Large cars continue to attract more people. Not just onlookers, they are buying. It was thought that small engines would be the stars, not at all. The French person replacing their car often continues to choose the next model up. At Citroën, delivery times for the CX Prestige are getting longer. Renault is regularly increasing the production rate of the R30. The high-end Lancia represents one-third of its sales in France, etc. On the side, and anecdotally, 90 Rolls-Royces have been registered this year in our country. A few days ago, the latest model from the brand, 46 million old francs, was purchased in cash. Will this optimism last? The total of orders placed at the showroom for any given manufacturer often represents just one day of production. And then, it takes some time to realise that the vehicle tax has doubled or that fuel is much more expensive.
Speaker #3
What I also remember is that he was very close to the president of the Bodywork Association. So the Bodywork Federation quickly supported the idea of the Ikepoto show.
Speaker #2
Pascal Souriau, your father, led Ikepoto for several years. Do you have some more recent memories?
Speaker #3
After that, we went to the Equipoto show. It gained importance. It was a prestige event for him and for us, of course. It was important.
Speaker #2
Do you remember, by visiting every year, discovering the improvements and changes the exhibition benefited from?
Speaker #3
I remember. It was the first time they went to Vilpens. The exhibition was really gaining significance, and he was very proud of it, especially concerning the foreign exhibitors. His initial goal was to try to internationalize the distribution, automotive parts and accessories from foreigners, bring in foreign professionals so they could see what France was capable of exporting. That was one of the points that was really close to his heart.
Speaker #2
Of his greatest prides and achievements.
Speaker #3
I think that creating a Keep Auto was one of his greatest prides. Then there are the medals, the Legion of Honor, merit, all that.
Speaker #2
Is all of this related to Equipoto?
Speaker #3
It's linked to him. but it's also linked to Equipe Auto, to the fact that he contributed to France's prestige.
Speaker #2
Excerpt from a 1977 professional automobile journal. The motor show will not take place in 1977. However, it was stated that the International Equipoto Show would indeed take place at the Port de Versailles and will open its doors on Friday, October 8th, 1977, with his kind permission. Here we recount a recent conversation we had on this subject with Mr. Paul-Jean Souriau, President of the FIEV, Federation of Vehicle Equipment Industries. Equipoto 76 was a very successful trade show. It was 50,000 visitors, which means approximately 5,000 visitors per day. It had a usable area for stands in the Renan Hall of about 11,000 square metres. Equipoto 77 will be even bigger. Mr. Paul-Jean Souriau wants to emphasise that the FIEV was not the only one at this exhibition. and that there were others like the French Federation of Bodywork, the Federation of Mechanical and Metalworking Industries, the Union of Textile Industries, and the Federation of Electrical and Electronic Industries. Let's return to what Ecapoto 77 will be. He adds that next October at the Port de Versailles will be made available for this trade show. Ecapoto 76 represented 11,000 square metres. By 77, it would reach 25,000 square metres. Driven by his enthusiasm for this international professional salon, Mr. Paul Jean Souriau confided to us. What we are also looking for with this salon is to attract a strong attention of foreign visitors so that they can see as a whole what we are capable of achieving and also show them our factories, our research, production and control methods. A press article from a journal specialised in the automotive world from 1977 whose name has faded over time. From the archives of Pascal Souriau, son of Paul Jean Souriau.
Speaker #4
Impressive. A stature, a presence. Everyone called him president. He was a president of Equipauto. Furthermore, he was very tall. A charismatic presence. Highly respected there. So kind. People loved him. He is kind to everyone.
Speaker #2
Bruno Triolet, driver for Mr Paul Jean Souriau from 1985 to 2001.
Speaker #4
Equipauto was his baby. He lived for Equipauto until around the year...
Speaker #2
He talked to you about this lounge.
Speaker #4
Yes, because in addition... We were always in contact with the Paris Exhibition Committee at the office.
Speaker #2
Did he form lovely friendships with exhibitors, and not just the prominent ones?
Speaker #4
He also spoke well to Mr Schweitzer, president of Renault. When we walked around with the little car on the stand, he could stop if someone called out to him, a small exhibitor or so on. He loved talking with the garage owners who came for the show, to buy equipment and all that. He loved talking with them, getting their feelings, knowing what they liked, what they didn't like.
Speaker #2
Every day he would go through the motor show.
Speaker #4
He'd like to go around the show and we'd do the whole thing. We didn't just go around the big exhibitors. He went to the backs of the halls. He wanted to see what was going on behind the scenes and if they had any special requests.
Speaker #2
What memories come back to you?
Speaker #4
He succeeded Mr Jean Ponard. He always spoke to me about Mr Ponard as a very friendly, very kind person, always having very good relations with him.
Speaker #0
Only a good show, but even, in my opinion, an excellent show.
Speaker #2
Jean-Paul Harra, October 17th, 1976. President of the Organising Committee of the Auto Show and Auto Team.
Speaker #0
I believe that the automobile is given its importance in Parliament, in France, the number of jobs it creates, the consumption it provides to a certain number of people. A watch is an extremely important and interesting thermometer, and the car show itself is the thermometer of this automobile, as we have observed a very real correlation between the show's attendance and the prosperity of the automobile.
Speaker #2
How did he talk about this salon he created in 1975?
Speaker #4
He told me that he had struggled to set up this trade show. It was a certain pride to have created this event and brought together all the equipment suppliers. They really fought for French equipment manufacturers to be able to come and for this show to have a worldwide reputation. He put in a lot of effort, and that's why he organised so many lunches every week to bring people together, connect them. and ensure their participation in this trade fair he was very demanding when sending out invitations for seating arrangements he checked everything when there was an official lunch before the lunch started he wanted to check the table make sure that a certain person was next to another specific person it was a lot of meetings a lot of contacts i rarely saw him get angry i saw him get angry once about the equip auto show it was when mr rafferty cancelled his visit the next day for the inauguration I think it must have been 1989 or 1991. At the last moment, the assistant had told him, Mr. Raffarin just cancelled. That's when I saw him really very upset. It was a whole organisation. The inauguration wasn't done just like that. Sophie Caillon, the general commissioner of the salon, told him, no, Mr. Raffarin has cancelled because he has a presentation for a festival in Poitou. She didn't have the details. He said, but we have organised everything. He said, find him for me. So he had the ministry's call to quote him. And he read it live on the phone. then he locked himself alone with the result the next day mr rafferin at ten o'clock was present at equipoto for the inauguration It was really the major manufacturers by default.
Speaker #2
It changed over the years.
Speaker #4
In the years 85 and, I remember, 91, the more it went on, the more exhibitors there were. He rented, I believe, all five six, which later became seven. It grew during a period, until about when Mr. Souriau stayed until 2000.
Speaker #2
There were years when there were major difficulties.
Speaker #4
At one of the last shows, the company Renault had declined to participate. and since they were one of the largest exhibitors they fought to bring them back at all costs because renault had a huge involvement and stand there and did he succeed he had succeeded yes for mr sarrio personally it was very hard to let go for health reasons he had fought equipotto started to decline a bit we saw that period a little he considered it as his baby equipotto it was the reason for his life his daily investment all his thoughts He gave 100% to it. That's undeniable.
Speaker #2
Who were the people Mr. Sorio was very close to?
Speaker #4
Mr. Détout, president of the Federation of Bodywork, and Mr. Pagès, from La Fivie, Sophie Cahillon, and Michel Morla, the general commissioner of the show. They called each other three to four times a day at least.
Speaker #2
While the Ecapoto exhibition has existed since 1975, a man will leave his mark on this show with his personality and work. When he arrives in 1983, it is mainly French. His mission will be to develop it both in France and internationally. I was able to meet Veronique Morla, who became his wife practically at the end of Michel-Alexandre Morla's mission. And for us, she delves back into her memories.
Speaker #5
For Michel, the Equipoto Fair was practically his whole life. He devoted a lot of energy to it. It was his baby, as he liked to call it. He managed to elevate this fair to a recognised and renowned international fair. That was his great pride, for sure.
Speaker #2
He had also managed to create very strong and sincere human relationships.
Speaker #5
A bit with all the participants of the show, as well as the French and foreign professional associations like... FIEV, FEDA or the French Federation of Bodywork. And then a very important part, the equipment suppliers, the expo exhibitors, both the small ones and the very large ones. He was committed to listening to everyone and also developed very good relationships with the manufacturers at the time when they came to exhibit at the expo.
Speaker #2
Veronique, when Michel-Alexandre Morla talked to you, who were his wife, about this fair, do you remember the terms he used or the pride he had, the successes for the fair?
Speaker #5
I would say that the greatest achievement has been the development of the show, with many foreign countries attending, many professional associations of participants. And there, it really made it an internationally recognised exhibition. That was his greatest pride. We can talk about the ministers he managed to bring to the exhibition. He was very, very proud of that. And notably, there was, I remember, Jacques Chirac. Others too. That brought him great joy.
Speaker #2
He had also managed to build a very strong relationship with the journalists.
Speaker #5
Very fruitful exchanges. Innovate with them. There was the development of creation and the development of the grand prizes.
Speaker #2
Michel-Alexandre Morla understood the power of professional press. to talk about the exhibition.
Speaker #5
Yes, it was a very strong point. There were articles about the exhibition, the equipment suppliers and the manufacturers.
Speaker #2
Are you also talking about repairman mechanics?
Speaker #5
That was also very dear to his heart. He usually came on weekends. That was the main focus of the show and it was indeed very important to him.
Speaker #2
Was working on the preparation of the show and then during the shows on what you experienced with him?
Speaker #5
During the trade shows, it was 24 hours a day. We even slept there in the nearest hotel. We absolutely couldn't go home because there he was 18 hours out of 24 in his show.
Speaker #2
Veronique Morla talks to me a lot about the duo Michelle-Alexandra Morla, Sophie Caillon.
Speaker #5
I remember that, meeting Sophie several times with Michelle. And it's true that they really made a wonderful duo. And we can say that they were both extremely complimentary. They both devoted a very, very large part of their lives to the success and development of the exhibition, truly committed to making it thrive and bringing it to the top. But it was really out of love, I would almost say. It was magnificent, it's true, to see them both so complimentary. And there you have it, a beautiful success.
Speaker #2
Michel-Alexandre Morla was the director of the Equipe Auto show until 1999. He passed away in 2013. Many of those I interviewed talk about him even without me asking. He is one of the men who marked the history and development of the show and who left a great impression, that of an endearing and appreciated personality.
Speaker #3
18 for the tour. It's a big event. It's an event I really appreciated, by the way, before taking over the management.
Speaker #2
Francis Pegg. director of the Iqib Auto Show in charge of marketing for ComExposium from September 2002 to November 2008.
Speaker #1
It was an event I attended as an employee of the banker. Subsequently, it was obviously extremely interesting to meet exhibitors of all nationalities, of all sizes, from small and medium-sized enterprises that truly invested their entire two-year communication budget in the trade fair, as well as foreign country pavilions or very large companies. both French and abroad, who equip the whole team. It's a fantastic moment where the profession comes together. We talk about the future and about business.
Speaker #2
Just before arriving at the management of Equipe Auto, you were with the equipment suppliers. You went through Valeo, through Bosch. How did you end up leading Equipe Auto in 2002?
Speaker #1
I was leaving Bosch at that time. I sent a bunch of resumes to all sorts of headhunters, as we called them back then. One of them contacted me. I didn't know why he wanted to see me, but he was in a hurry. I go to see him, he says to me. He actually asked me how he showcased our products, our promotions. I'm talking about the activity of an equipment manufacturer. Then at some point, I mention Equip Auto to him. I tell him there is a very strong, fantastic moment where we can meet our clients. The clients of our clients, they are Equip Auto. And I go on and on about Equip Auto. And after a while, I see him smile. I said something that didn't sit well with him. He says to me, what I have to offer you is to become director of Equip Auto. Without knowing it, I actually showed how much I loved this exhibition.
Speaker #2
Starting from 2002, Francis, what legacy did you receive?
Speaker #1
At the same time, I have, quote-unquote, a show that is a major event, actually, and the only significant event in odd years in the field of automobile pre-sale. The year 2001 had a somewhat difficult edition, a transitional edition that was organised in fact just after the September 11th attacks. So, there were security issues, etc. It was an edition that was perceived a bit difficultly by its group of exhibitors. So, I arrived with a somewhat tumultuous situation, but still with fantastic fundamentals. It was a very internationalised show with leaders who were ready to return, which indeed happened in 2003. I followed in the footsteps of my predecessor. and it was simply a matter of ensuring the event went well. Of course, in tandem with Daniel Lariviere, and the international exhibitors in particular, returned to the show significantly. We succeeded. What was less good, I find, was sometimes changing the opening days of the show.
Speaker #2
Explain to me these opening stories, Francis Pegg.
Speaker #1
When I arrived, it was from Thursday to Tuesday, which was still well accepted by the exhibitors. So there was always the issue of Sunday, with exhibitors saying, we need to remove Sunday. And then, when we removed Sunday, they said, We need to reinstate Sunday. And I think, and this might break some standards, but that we deceived. And then, in fact, the best opening and closing dates were Tuesday, Saturday, like we do today. However, we were in Villepinte at the time, and I had decided to maintain Villepinte. And that, I think, was a good idea at the time. Conversely, returning to the Porte de Versailles in recent years is also a good decision.
Speaker #2
Do you remember the number of square metres in Villepinte? The number of exhibitors as well?
Speaker #1
I know that the best year was the last year of Michel Mollat. in 1999, where I believe there were 487,000 square metres of stands, with a hall that was a bit controversial, which was number 5B. In 2001, it was a bit less. Afterwards, in 2003, 2005, 2007, we always had between 82,000 and 84,000 square metres of stands. We maintained an international exhibitor rate at the time that was 70-75%, if I recall correctly, but of course counting co-exhibitors, the pavilions, notably the Asian pavilions, and with between 2,000 and 2,400 exhibitors.
Speaker #2
Do you have a specific memory of Francis Pegg, of events that took place in Equip Auto when you were in charge of the show?
Speaker #1
Humanly, what I found very strong was the moment of the opening, and then seeing a few hours later what we'd done. We had a great first day, etc. I must say that's a fantastic satisfaction, because obviously we work for months and months for an event that is going to last five days, by definition, or six days. We had set up with Damien Daragère at the time, a kind of event called Training Information Diagnosis. And it was a great operation. It was intended of course for repairers, mechanics, bodywork specialists, etc. Well, it's always information, technical information and diagnostics, even though things have evolved a lot over more than 20 years, that remain significant for this profession.
Speaker #2
And do you also have memories of the number of visitors who came?
Speaker #1
Around 100,000. The visitors were very international at the time, but obviously the majority of visitors were still particularly distributors, garage operators, tyre specialists, bodywork specialists, etc.
Speaker #2
Francis Pegg left his position as director of Equipe Auto for Comexposium in 2008. He's currently the branch manager at Texa France. Mario Fiem will be his successor and will lead the Equipe Auto show from 2007 to 2017 under the presidency of Claude Cham until 2015, then of Jacques Moge until 2017. Meeting with the one who took the reins of the Aqib Auto Show at a very difficult time in its history.
Speaker #0
Aqib Auto is a whole world. I knew nothing about the automotive industry or services. Upon arriving in 2007, I dove headfirst into an extraordinary world for an industry and services that are actually essential to a country's life.
Speaker #2
What is your perspective on what you have experienced and accomplished with Aqib Auto as a director?
Speaker #0
2007, the beginning of a social crisis. navigating through a highly dynamic and turbulent national and international landscape. As the director of the show, always accompanied by professional federations, the task is to steer a ship, never alone of course, but in quite tumultuous surroundings.
Speaker #2
In 2007, how did you find A Keep Order?
Speaker #0
2005 was the peak, I would say, of this exhibition, with an impressive area and number of exhibitors, one of the largest trade shows for after-sales and automotive services in the world. And then 2007, a crisis that no one expected, but also significant structural changes in the market, which completely changed the appearance of the exhibition.
Speaker #2
When you arrived, what were your first major projects?
Speaker #0
We were in the midst of the Grinnell on the environment. We started talking about electro-mobility. The term has disappeared. We speak of electric vehicles, differentiating between what was called, or is still called, original equipment and services. and it was an extremely important cultural shift to undertake. It took at least two or three editions before we transformed the positioning of this show.
Speaker #1
Tell me more precisely about this position.
Speaker #0
At the time, Equip Auto was the automotive innovation show extremely focused on original equipment. We went from design to maintenance. That was the baseline of the show. It was a show perceived by many equipment manufacturers as a first-mount show, to the detriment of what this show essentially was, meaning an after-sales show. it was necessary to clarify that to evolve it towards the notion of service, to introduce the term after-sales more clearly. So that was one of the important projects.
Speaker #2
Good evening and welcome everyone. Here are the news headlines for this Tuesday.
Speaker #1
Except from the 8pm news on France 2, from October 13th 2009, presented by David Pujard.
Speaker #2
It's the opening of the Equipe Auto trade show in Villepinte. This year, manufacturers are showcasing imaginative equipment that makes life easier for drivers. For example, cars that park themselves or high beams that dim automatically. Julien Beaumont, Sylvain Debon, it's the nightmare of many city drivers parallel parking. And here is the solution to achieve 100% success, as an option for 700 euros on certain models. This system parks the car by itself. No need to touch the steering wheel, just control the vehicle's speed and let the computer do the rest. Useful when you consider that one in three accidents occurs during parking maneuvers. It is also a guarantee of safety since in the situation of searching for a parking spot, there's a bit of stress that sets in. We've all followed people looking for a parking spot who don't necessarily look exactly where they should. Another new feature this time against clumsy drivers who damage your bumpers in your absence. The sensors on this vehicle activate the hazard lights and horn if a car gets too close to yours.
Speaker #1
There, there's no one in the car. The driver has left their vehicle. And we will have several detection stages with an extremely important deterrent effect on the driver who tends to arrive. Between 2007 and 2019, did you see the number of exhibitors grow?
Speaker #0
Effectively, no. The trade fair refocused, concentrated for a rather simple reason. There is a phenomenon of concentration of companies that was at work and is still at work in industrial sectors. And in fact, these concentrations reduce the number of players.
Speaker #1
Mario Kems. director of the Equip Auto Trade Show from 2007 to 2009.
Speaker #0
Maintaining an event the size of Equip Auto obviously depends on the international offering. And so, we approached these new market entrants the Chinese, the Turks, the Spaniards and the Italians who are not new, but who also were undergoing the industrial transformation of the automotive sector. We ranged between 1,500 and 2,000 exhibitors and brands. There is another important phenomenon It has been in the management of trade shows by the clients themselves, by the companies, a rationalisation of costs. And it's true that at the trade show, we noticed reductions in space.
Speaker #1
Did you experience the departure of the manufacturers between 2007 and 2019?
Speaker #0
That's always been the big question, the big expectation. When the manufacturers were present at Equip Auto, the suppliers and distributors were complaining because they were over-represented, in quotes. We are talking about the French manufacturers. They were both anticipated. They attracted many visitors. The whole ecosystem of distribution and automotive repair linked to the manufacturer network. And then they brought this innovative content that perfectly suited the positioning at the time of this show, at least until 2005. And then, starting from 2007, the manufacturers somewhat snubbed the event.
Speaker #1
Do we know why?
Speaker #0
For economic reasons. because the Equip Auto show was not fundamentally a premiere show. We saw the manufacturers, particularly the Stellantis Group, today Peugeot, return with the brands these manufacturers have developed in the field of after-sales service. They understood that it was essential to develop the vehicle maintenance network to be present at a trade show like Equip Auto. A major development, international positioning. The challenge is to maintain the presence of important buyers or influencers at the show coming from abroad, Europe, but also outside Europe. For that, the presence of original equipment manufacturer teams or service equipment manufacturers was important because the event was the meeting place for brands, during which they brought their entire distribution network. We welcomed brands at the show. I will mention Delphi Group or Valeo Group, who would bring all the distributors or at least European branches. Subsequently, the absence of manufacturers also led to a change in the visitor profile. For example, automotive distribution networks, such as dealerships, might have been less motivated to come. if the parent brand wasn't there. So, we went to seek out importers and independent distributors, international buyer visitors. And especially, we engaged in winning back networked or fully independent repairers. We did this with the support of representative professional organizations. There is the FEDA, the CNPA, the FFC, with its bodywork specialists. When we talk about a show like Equip Auto, it's not living above the earth. Independent of the market.
Speaker #1
Mario Fiennes leaves the management of the event in 2019, while Claude Cham returns to the presidency of the FIEV and appoints Philippe Beaudin president of Equipe Auto. The latter will be joined by Aurélie Jouve, who becomes the director of the event in 2021. Here we have reached the end of the first chapter of the episode, history and legacy from yesterday's founders to today's team. Thank you to all the contributors for giving me their time, their memories, and above all, their passion. The next meeting of our podcast, 50 years of Equip Auto, will be devoted to the personalities who, since 2017, have supported the flagship exhibition for automotive aftermarket innovation in its development and history. We will meet Patrick Cholton from the French Federation of Bodywork, Renaud Ahmed, President of ComExposium, Claude Cham, President of SIS Equipe Auto, Philippe Beaudin, President of Equipe Auto, Aurélie Jouve, Director of the show, as well as Jean-Louis Pesche, President of the FIEV. History and heritage from the founders of yesterday to today's team, chapter 2, will be unveiled on November 16th. Equipe Auto 50 years of passion

About EQUIP AUTO, "50 years of passion".

EQUIP AUTO, 50 years of passion: the podcast not to be missed!

On the eve of its 50th anniversary, EQUIP AUTO, the leading international BtoB trade show for the automotive, after-sales and services, is launching a unique podcast. Through captivating stories and inside testimonials, immerse yourself in the fascinating history of this event, which has revolutionized and accompanied the automotive aftermarket since 1975.

With 1 year to go before this exceptional anniversary edition, relive 5 decades of exchanges, innovations, successes and encounters with those who have built the show and the industry, with a new episode every month until the show, from October 16, 2024 to October 14, 2025.

“EQUIP AUTO, 50 years of passion” invites you to explore the history of a show like no other, which continues to shape the future of mobility (only available in french).

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

About EQUIP AUTO, "50 years of passion".

EQUIP AUTO, 50 years of passion: the podcast not to be missed!

“EQUIP AUTO, 50 years of passion” invites you to explore the history of a show like no other, which continues to shape the future of mobility (only available in french).

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Description

Author, creator and producer: Laurence Peraud

LinkedIn : https://www.linkedin.com/company/salon-equip-auto-paris

Facebook : https://www.facebook.com/salon.equipauto

YouTube : https://www.youtube.com/@EQUIPAUTO-lesalon

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Transcription

Speaker #0
Equip Auto is the celebration of the automobile. It is an event where it's pleasant to live and meet with industry players. We always look forward to the first minute of the opening on the first day of the show. And then we're a little sad when we close the doors, but it's an immense joy.
Speaker #1
Equip Auto is the pre-sale trade show, the communication channel for an institution called FIEV, which represents automotive suppliers in France. Equip Auto is here today, and if it is the event it is... It is thanks to all the people who contributed, who worked hard for Equip Auto.
Speaker #0
Equip Auto is the meeting place, the key exhibition that brings together all the industrial players related to mobility, especially in the automotive sector.
Speaker #2
Welcome to the podcast Equip Auto, 50 Years of Passion. Created in 1975 by a man, Paul-Jean Souriau, then president of the FIEV, the Equip Auto Show, which has become the reference event for innovation in automotive after-sales and connected mobility services. We'll celebrate its 50th anniversary from October 14th to 18th 2025 at the Parc des Expositions de la Porte de Versailles in Paris. 50 years of events, meetings and business that I invite you to discover or rediscover through this podcast. Here is episode number one, dedicated to those who created, who brought to life and also to those women and men who continue to grow Equip Auto. History and heritage. From the founders to the team of today, I invite you to follow me. I am Laurence Perrault, automotive journalist, creator of this podcast, and I will be your guide through the 50 years of Equip Auto. 1975, a year full of upheavals and innovations in the automotive sector. That year, Peugeot bought Citroën, sold Maserati to Alejandro de Tomaso, and formed the PSA Group. Peugeot's also marked the year with the launch of the large touring car Peugeot 604, designed by Pininfarina. Renault was not left behind and launched the luxurious R30. Simca, on its part, introduces the 1307, which will be voted Car of the Year. BMW launches the BMW 3 Series, which will become the huge success we know. In terms of safety, René Puget, in 1975, at that time an engineer at PSA, patents the ratchet-reel seatbelts, a major advancement for driver safety. In 1975, the number of cars in service increased from 2.5 million vehicles in 1953 to 15.5 million that year. 64.1% of French households are equipped with a car. It is therefore a significant year for the automobile, for innovation and for the related professions. And that year, in 1975, a man had an idea and launched a trade show that still exists 50 years later. History and legacy from yesterday's founders to today's team.
Speaker #3
In his professional life, it revolved more around Equip Auto than around the Suryo company. I remember him working a lot. Equip Auto was a constant concern, that's for sure.
Speaker #2
Pascal Suryo, second son of Paul-Jean Suryo, creator of Equip Auto.
Speaker #3
He was a man of building relationships. He organized lunches, invited people. And actually, he told me that nearly four out of five lunches were dedicated to Equip Auto in his daily activities. He would bring in equipment suppliers, manufacturers.
Speaker #2
Pascal Souriau, tell me a little about his journey before creating Equip Auto.
Speaker #3
I have to go back to my grandfather. After the war of 1914, he goes up to Paris and becomes a bellboy at Maxime's. He comes from his countryside, from Loire-et-Cher, and he has nothing at all.
Speaker #2
What was his name?
Speaker #3
Adolphe. At the time, Adolphe was a good name. He gets fired from Maxim's because he caught the dress of a very famous person in the elevator. And so he gets fired from Maxim's and ends up in a restaurant that hosts events in Boulogne-Bilancourt. The owners of this restaurant fall in love with him and give him the restaurant a few years later. And next to this restaurant, there is a mechanical workshop. There is a garage. They fall in love. From the garage owner. And eventually, they transform the restaurant into a garage. And embark on the adventure of auto parts. Between the two wars. So, they create the company Souriau et Compagnie. Based on the Rigolieni restaurant in Boulogne. From what I understand, it's somewhat romanticized. At the time, the coils kept breaking constantly. That is to say, the coils that generated electricity in cars were encased in a metal block. So, when the coils broke, you couldn't tell if they were broken or not. So, he decided to make glass coils. So, he made glass coils in which there was whale oil. And so, when the coil cracked, it turned black. And we knew it had to be changed. And that's what started to make the grandfather's fortune.
Speaker #2
There he becomes a dad at that moment.
Speaker #3
My father was born in 1921, just after the war. Suryo continued to grow in the distribution of automotive spare parts, only for automobiles at the time. It started a little bit to make spare parts for aeronautics after the war. My grandfather asked my father to come work with him in 1946. He got married later in 1950, and then he had my brother in 1951, me in 1952, and my sister in 1955. He developed the company in aerospace. The aerospace connectors are what significantly expanded the company. while still maintaining a strong presence in the automotive sector.
Speaker #2
From this small garage to a major company, did they move in the meantime?
Speaker #3
They will not move. The premises will remain in Boulogne-Billoncourt until they are demolished in 1990. In fact, they are gradually buying the building. Everything happens on Rue Gallieny in Boulogne. Many automotive industries are in the area, so it seemed logical. They do a lot of innovations. There is a lot of research. In this company, at the beginning, they had a strong desire for business, for commerce. It was really their passion.
Speaker #2
We're in the 1950s to 60s. When does your dad, Paul-Jean Souriau, join the FIEV?
Speaker #3
A little later, because after some time, I think he feels that the company will abandon the automobile. He tries to continue. It represents almost 10% only of the group's total activity. But he was attached to the automobile because of the history and his father. He still always held on. He continued to develop that activity. I remember very clearly him saying that, we must not abandon the automobile. We must continue to find products and develop this activity.
Speaker #2
Do you remember the automobile back then?
Speaker #3
He had DS cars. I remember. My brother and I each crashed a DS. I'm sure of that. In the years 1970 to 75, they were Citroën DS. He only bought French cars, and we were allowed to buy only French cars.
Speaker #2
We are arriving at the moment that interests us for our meeting, which is Equip Auto, since your father, Paul-Jean Souriau, is the creator. Do you remember a little bit about what happened in the previous month?
Speaker #3
Spontaneously, I remember the difficulty he had with the car manufacturers. So that's really what he was constantly talking about. I don't know exactly what happened. For the car manufacturers, it was a bit unique because the suppliers at the motor show, in fact, went to exhibit at Equip Auto. You could feel there was a real difficulty.
Speaker #2
A real tension between the manufacturers and your dad. He was president of the FIEV when he started Capoto.
Speaker #3
Then, I think he stops focusing on the fever to become solely Equip Auto.
Speaker #2
Did you find any archives? Can we talk about it?
Speaker #3
Yes, of course. I found newspaper articles from 1977, 1978 and 1976, since we discovered that there was an Equip Auto in 1976 and an Equip Auto in 1977. and in 1975.
Speaker #2
Pascal Souriau, it would seem to suggest that at the beginning of Equipoto's creation there was an Equipoto every year.
Speaker #3
That means that Paul Schong created Equip Auto alongside the Motor Show, which explains the difficulties with the manufacturers since a number of the Motor Show exhibitors were switching to Equip Auto.
Speaker #2
While Equip Auto is in its second edition and attracts very little media interest, the cameras of Antenne 2 in 1976 show the enthusiasm of the French for automobiles and their equipment. Excerpt from the 8 o'clock news of Antenne 2 on October 17, 1976, presented by Daniel Bilalien, a report by Jean-Jacques Dufour, an archive from the National Audiovisual Institute.
Speaker #0
900,000 visitors, as many as last year at the motor show ending this evening. Increase in the sticker, the fuel, the price of cars, nothing seems to deter the French from being interested in automobiles. That is, the number of show visitors does not necessarily mean that sales next year will be as significant as in 1976. But still, it is indicative. The French have indeed become detached from the machine. The car has fallen from its pedestal. One can doubt these statements. Large cars continue to attract more people. Not just onlookers, they are buying. It was thought that small engines would be the stars, not at all. The French person replacing their car often continues to choose the next model up. At Citroën, delivery times for the CX Prestige are getting longer. Renault is regularly increasing the production rate of the R30. The high-end Lancia represents one-third of its sales in France, etc. On the side, and anecdotally, 90 Rolls-Royces have been registered this year in our country. A few days ago, the latest model from the brand, 46 million old francs, was purchased in cash. Will this optimism last? The total of orders placed at the showroom for any given manufacturer often represents just one day of production. And then, it takes some time to realise that the vehicle tax has doubled or that fuel is much more expensive.
Speaker #3
What I also remember is that he was very close to the president of the Bodywork Association. So the Bodywork Federation quickly supported the idea of the Ikepoto show.
Speaker #2
Pascal Souriau, your father, led Ikepoto for several years. Do you have some more recent memories?
Speaker #3
After that, we went to the Equipoto show. It gained importance. It was a prestige event for him and for us, of course. It was important.
Speaker #2
Do you remember, by visiting every year, discovering the improvements and changes the exhibition benefited from?
Speaker #3
I remember. It was the first time they went to Vilpens. The exhibition was really gaining significance, and he was very proud of it, especially concerning the foreign exhibitors. His initial goal was to try to internationalize the distribution, automotive parts and accessories from foreigners, bring in foreign professionals so they could see what France was capable of exporting. That was one of the points that was really close to his heart.
Speaker #2
Of his greatest prides and achievements.
Speaker #3
I think that creating a Keep Auto was one of his greatest prides. Then there are the medals, the Legion of Honor, merit, all that.
Speaker #2
Is all of this related to Equipoto?
Speaker #3
It's linked to him. but it's also linked to Equipe Auto, to the fact that he contributed to France's prestige.
Speaker #2
Excerpt from a 1977 professional automobile journal. The motor show will not take place in 1977. However, it was stated that the International Equipoto Show would indeed take place at the Port de Versailles and will open its doors on Friday, October 8th, 1977, with his kind permission. Here we recount a recent conversation we had on this subject with Mr. Paul-Jean Souriau, President of the FIEV, Federation of Vehicle Equipment Industries. Equipoto 76 was a very successful trade show. It was 50,000 visitors, which means approximately 5,000 visitors per day. It had a usable area for stands in the Renan Hall of about 11,000 square metres. Equipoto 77 will be even bigger. Mr. Paul-Jean Souriau wants to emphasise that the FIEV was not the only one at this exhibition. and that there were others like the French Federation of Bodywork, the Federation of Mechanical and Metalworking Industries, the Union of Textile Industries, and the Federation of Electrical and Electronic Industries. Let's return to what Ecapoto 77 will be. He adds that next October at the Port de Versailles will be made available for this trade show. Ecapoto 76 represented 11,000 square metres. By 77, it would reach 25,000 square metres. Driven by his enthusiasm for this international professional salon, Mr. Paul Jean Souriau confided to us. What we are also looking for with this salon is to attract a strong attention of foreign visitors so that they can see as a whole what we are capable of achieving and also show them our factories, our research, production and control methods. A press article from a journal specialised in the automotive world from 1977 whose name has faded over time. From the archives of Pascal Souriau, son of Paul Jean Souriau.
Speaker #4
Impressive. A stature, a presence. Everyone called him president. He was a president of Equipauto. Furthermore, he was very tall. A charismatic presence. Highly respected there. So kind. People loved him. He is kind to everyone.
Speaker #2
Bruno Triolet, driver for Mr Paul Jean Souriau from 1985 to 2001.
Speaker #4
Equipauto was his baby. He lived for Equipauto until around the year...
Speaker #2
He talked to you about this lounge.
Speaker #4
Yes, because in addition... We were always in contact with the Paris Exhibition Committee at the office.
Speaker #2
Did he form lovely friendships with exhibitors, and not just the prominent ones?
Speaker #4
He also spoke well to Mr Schweitzer, president of Renault. When we walked around with the little car on the stand, he could stop if someone called out to him, a small exhibitor or so on. He loved talking with the garage owners who came for the show, to buy equipment and all that. He loved talking with them, getting their feelings, knowing what they liked, what they didn't like.
Speaker #2
Every day he would go through the motor show.
Speaker #4
He'd like to go around the show and we'd do the whole thing. We didn't just go around the big exhibitors. He went to the backs of the halls. He wanted to see what was going on behind the scenes and if they had any special requests.
Speaker #2
What memories come back to you?
Speaker #4
He succeeded Mr Jean Ponard. He always spoke to me about Mr Ponard as a very friendly, very kind person, always having very good relations with him.
Speaker #0
Only a good show, but even, in my opinion, an excellent show.
Speaker #2
Jean-Paul Harra, October 17th, 1976. President of the Organising Committee of the Auto Show and Auto Team.
Speaker #0
I believe that the automobile is given its importance in Parliament, in France, the number of jobs it creates, the consumption it provides to a certain number of people. A watch is an extremely important and interesting thermometer, and the car show itself is the thermometer of this automobile, as we have observed a very real correlation between the show's attendance and the prosperity of the automobile.
Speaker #2
How did he talk about this salon he created in 1975?
Speaker #4
He told me that he had struggled to set up this trade show. It was a certain pride to have created this event and brought together all the equipment suppliers. They really fought for French equipment manufacturers to be able to come and for this show to have a worldwide reputation. He put in a lot of effort, and that's why he organised so many lunches every week to bring people together, connect them. and ensure their participation in this trade fair he was very demanding when sending out invitations for seating arrangements he checked everything when there was an official lunch before the lunch started he wanted to check the table make sure that a certain person was next to another specific person it was a lot of meetings a lot of contacts i rarely saw him get angry i saw him get angry once about the equip auto show it was when mr rafferty cancelled his visit the next day for the inauguration I think it must have been 1989 or 1991. At the last moment, the assistant had told him, Mr. Raffarin just cancelled. That's when I saw him really very upset. It was a whole organisation. The inauguration wasn't done just like that. Sophie Caillon, the general commissioner of the salon, told him, no, Mr. Raffarin has cancelled because he has a presentation for a festival in Poitou. She didn't have the details. He said, but we have organised everything. He said, find him for me. So he had the ministry's call to quote him. And he read it live on the phone. then he locked himself alone with the result the next day mr rafferin at ten o'clock was present at equipoto for the inauguration It was really the major manufacturers by default.
Speaker #2
It changed over the years.
Speaker #4
In the years 85 and, I remember, 91, the more it went on, the more exhibitors there were. He rented, I believe, all five six, which later became seven. It grew during a period, until about when Mr. Souriau stayed until 2000.
Speaker #2
There were years when there were major difficulties.
Speaker #4
At one of the last shows, the company Renault had declined to participate. and since they were one of the largest exhibitors they fought to bring them back at all costs because renault had a huge involvement and stand there and did he succeed he had succeeded yes for mr sarrio personally it was very hard to let go for health reasons he had fought equipotto started to decline a bit we saw that period a little he considered it as his baby equipotto it was the reason for his life his daily investment all his thoughts He gave 100% to it. That's undeniable.
Speaker #2
Who were the people Mr. Sorio was very close to?
Speaker #4
Mr. Détout, president of the Federation of Bodywork, and Mr. Pagès, from La Fivie, Sophie Cahillon, and Michel Morla, the general commissioner of the show. They called each other three to four times a day at least.
Speaker #2
While the Ecapoto exhibition has existed since 1975, a man will leave his mark on this show with his personality and work. When he arrives in 1983, it is mainly French. His mission will be to develop it both in France and internationally. I was able to meet Veronique Morla, who became his wife practically at the end of Michel-Alexandre Morla's mission. And for us, she delves back into her memories.
Speaker #5
For Michel, the Equipoto Fair was practically his whole life. He devoted a lot of energy to it. It was his baby, as he liked to call it. He managed to elevate this fair to a recognised and renowned international fair. That was his great pride, for sure.
Speaker #2
He had also managed to create very strong and sincere human relationships.
Speaker #5
A bit with all the participants of the show, as well as the French and foreign professional associations like... FIEV, FEDA or the French Federation of Bodywork. And then a very important part, the equipment suppliers, the expo exhibitors, both the small ones and the very large ones. He was committed to listening to everyone and also developed very good relationships with the manufacturers at the time when they came to exhibit at the expo.
Speaker #2
Veronique, when Michel-Alexandre Morla talked to you, who were his wife, about this fair, do you remember the terms he used or the pride he had, the successes for the fair?
Speaker #5
I would say that the greatest achievement has been the development of the show, with many foreign countries attending, many professional associations of participants. And there, it really made it an internationally recognised exhibition. That was his greatest pride. We can talk about the ministers he managed to bring to the exhibition. He was very, very proud of that. And notably, there was, I remember, Jacques Chirac. Others too. That brought him great joy.
Speaker #2
He had also managed to build a very strong relationship with the journalists.
Speaker #5
Very fruitful exchanges. Innovate with them. There was the development of creation and the development of the grand prizes.
Speaker #2
Michel-Alexandre Morla understood the power of professional press. to talk about the exhibition.
Speaker #5
Yes, it was a very strong point. There were articles about the exhibition, the equipment suppliers and the manufacturers.
Speaker #2
Are you also talking about repairman mechanics?
Speaker #5
That was also very dear to his heart. He usually came on weekends. That was the main focus of the show and it was indeed very important to him.
Speaker #2
Was working on the preparation of the show and then during the shows on what you experienced with him?
Speaker #5
During the trade shows, it was 24 hours a day. We even slept there in the nearest hotel. We absolutely couldn't go home because there he was 18 hours out of 24 in his show.
Speaker #2
Veronique Morla talks to me a lot about the duo Michelle-Alexandra Morla, Sophie Caillon.
Speaker #5
I remember that, meeting Sophie several times with Michelle. And it's true that they really made a wonderful duo. And we can say that they were both extremely complimentary. They both devoted a very, very large part of their lives to the success and development of the exhibition, truly committed to making it thrive and bringing it to the top. But it was really out of love, I would almost say. It was magnificent, it's true, to see them both so complimentary. And there you have it, a beautiful success.
Speaker #2
Michel-Alexandre Morla was the director of the Equipe Auto show until 1999. He passed away in 2013. Many of those I interviewed talk about him even without me asking. He is one of the men who marked the history and development of the show and who left a great impression, that of an endearing and appreciated personality.
Speaker #3
18 for the tour. It's a big event. It's an event I really appreciated, by the way, before taking over the management.
Speaker #2
Francis Pegg. director of the Iqib Auto Show in charge of marketing for ComExposium from September 2002 to November 2008.
Speaker #1
It was an event I attended as an employee of the banker. Subsequently, it was obviously extremely interesting to meet exhibitors of all nationalities, of all sizes, from small and medium-sized enterprises that truly invested their entire two-year communication budget in the trade fair, as well as foreign country pavilions or very large companies. both French and abroad, who equip the whole team. It's a fantastic moment where the profession comes together. We talk about the future and about business.
Speaker #2
Just before arriving at the management of Equipe Auto, you were with the equipment suppliers. You went through Valeo, through Bosch. How did you end up leading Equipe Auto in 2002?
Speaker #1
I was leaving Bosch at that time. I sent a bunch of resumes to all sorts of headhunters, as we called them back then. One of them contacted me. I didn't know why he wanted to see me, but he was in a hurry. I go to see him, he says to me. He actually asked me how he showcased our products, our promotions. I'm talking about the activity of an equipment manufacturer. Then at some point, I mention Equip Auto to him. I tell him there is a very strong, fantastic moment where we can meet our clients. The clients of our clients, they are Equip Auto. And I go on and on about Equip Auto. And after a while, I see him smile. I said something that didn't sit well with him. He says to me, what I have to offer you is to become director of Equip Auto. Without knowing it, I actually showed how much I loved this exhibition.
Speaker #2
Starting from 2002, Francis, what legacy did you receive?
Speaker #1
At the same time, I have, quote-unquote, a show that is a major event, actually, and the only significant event in odd years in the field of automobile pre-sale. The year 2001 had a somewhat difficult edition, a transitional edition that was organised in fact just after the September 11th attacks. So, there were security issues, etc. It was an edition that was perceived a bit difficultly by its group of exhibitors. So, I arrived with a somewhat tumultuous situation, but still with fantastic fundamentals. It was a very internationalised show with leaders who were ready to return, which indeed happened in 2003. I followed in the footsteps of my predecessor. and it was simply a matter of ensuring the event went well. Of course, in tandem with Daniel Lariviere, and the international exhibitors in particular, returned to the show significantly. We succeeded. What was less good, I find, was sometimes changing the opening days of the show.
Speaker #2
Explain to me these opening stories, Francis Pegg.
Speaker #1
When I arrived, it was from Thursday to Tuesday, which was still well accepted by the exhibitors. So there was always the issue of Sunday, with exhibitors saying, we need to remove Sunday. And then, when we removed Sunday, they said, We need to reinstate Sunday. And I think, and this might break some standards, but that we deceived. And then, in fact, the best opening and closing dates were Tuesday, Saturday, like we do today. However, we were in Villepinte at the time, and I had decided to maintain Villepinte. And that, I think, was a good idea at the time. Conversely, returning to the Porte de Versailles in recent years is also a good decision.
Speaker #2
Do you remember the number of square metres in Villepinte? The number of exhibitors as well?
Speaker #1
I know that the best year was the last year of Michel Mollat. in 1999, where I believe there were 487,000 square metres of stands, with a hall that was a bit controversial, which was number 5B. In 2001, it was a bit less. Afterwards, in 2003, 2005, 2007, we always had between 82,000 and 84,000 square metres of stands. We maintained an international exhibitor rate at the time that was 70-75%, if I recall correctly, but of course counting co-exhibitors, the pavilions, notably the Asian pavilions, and with between 2,000 and 2,400 exhibitors.
Speaker #2
Do you have a specific memory of Francis Pegg, of events that took place in Equip Auto when you were in charge of the show?
Speaker #1
Humanly, what I found very strong was the moment of the opening, and then seeing a few hours later what we'd done. We had a great first day, etc. I must say that's a fantastic satisfaction, because obviously we work for months and months for an event that is going to last five days, by definition, or six days. We had set up with Damien Daragère at the time, a kind of event called Training Information Diagnosis. And it was a great operation. It was intended of course for repairers, mechanics, bodywork specialists, etc. Well, it's always information, technical information and diagnostics, even though things have evolved a lot over more than 20 years, that remain significant for this profession.
Speaker #2
And do you also have memories of the number of visitors who came?
Speaker #1
Around 100,000. The visitors were very international at the time, but obviously the majority of visitors were still particularly distributors, garage operators, tyre specialists, bodywork specialists, etc.
Speaker #2
Francis Pegg left his position as director of Equipe Auto for Comexposium in 2008. He's currently the branch manager at Texa France. Mario Fiem will be his successor and will lead the Equipe Auto show from 2007 to 2017 under the presidency of Claude Cham until 2015, then of Jacques Moge until 2017. Meeting with the one who took the reins of the Aqib Auto Show at a very difficult time in its history.
Speaker #0
Aqib Auto is a whole world. I knew nothing about the automotive industry or services. Upon arriving in 2007, I dove headfirst into an extraordinary world for an industry and services that are actually essential to a country's life.
Speaker #2
What is your perspective on what you have experienced and accomplished with Aqib Auto as a director?
Speaker #0
2007, the beginning of a social crisis. navigating through a highly dynamic and turbulent national and international landscape. As the director of the show, always accompanied by professional federations, the task is to steer a ship, never alone of course, but in quite tumultuous surroundings.
Speaker #2
In 2007, how did you find A Keep Order?
Speaker #0
2005 was the peak, I would say, of this exhibition, with an impressive area and number of exhibitors, one of the largest trade shows for after-sales and automotive services in the world. And then 2007, a crisis that no one expected, but also significant structural changes in the market, which completely changed the appearance of the exhibition.
Speaker #2
When you arrived, what were your first major projects?
Speaker #0
We were in the midst of the Grinnell on the environment. We started talking about electro-mobility. The term has disappeared. We speak of electric vehicles, differentiating between what was called, or is still called, original equipment and services. and it was an extremely important cultural shift to undertake. It took at least two or three editions before we transformed the positioning of this show.
Speaker #1
Tell me more precisely about this position.
Speaker #0
At the time, Equip Auto was the automotive innovation show extremely focused on original equipment. We went from design to maintenance. That was the baseline of the show. It was a show perceived by many equipment manufacturers as a first-mount show, to the detriment of what this show essentially was, meaning an after-sales show. it was necessary to clarify that to evolve it towards the notion of service, to introduce the term after-sales more clearly. So that was one of the important projects.
Speaker #2
Good evening and welcome everyone. Here are the news headlines for this Tuesday.
Speaker #1
Except from the 8pm news on France 2, from October 13th 2009, presented by David Pujard.
Speaker #2
It's the opening of the Equipe Auto trade show in Villepinte. This year, manufacturers are showcasing imaginative equipment that makes life easier for drivers. For example, cars that park themselves or high beams that dim automatically. Julien Beaumont, Sylvain Debon, it's the nightmare of many city drivers parallel parking. And here is the solution to achieve 100% success, as an option for 700 euros on certain models. This system parks the car by itself. No need to touch the steering wheel, just control the vehicle's speed and let the computer do the rest. Useful when you consider that one in three accidents occurs during parking maneuvers. It is also a guarantee of safety since in the situation of searching for a parking spot, there's a bit of stress that sets in. We've all followed people looking for a parking spot who don't necessarily look exactly where they should. Another new feature this time against clumsy drivers who damage your bumpers in your absence. The sensors on this vehicle activate the hazard lights and horn if a car gets too close to yours.
Speaker #1
There, there's no one in the car. The driver has left their vehicle. And we will have several detection stages with an extremely important deterrent effect on the driver who tends to arrive. Between 2007 and 2019, did you see the number of exhibitors grow?
Speaker #0
Effectively, no. The trade fair refocused, concentrated for a rather simple reason. There is a phenomenon of concentration of companies that was at work and is still at work in industrial sectors. And in fact, these concentrations reduce the number of players.
Speaker #1
Mario Kems. director of the Equip Auto Trade Show from 2007 to 2009.
Speaker #0
Maintaining an event the size of Equip Auto obviously depends on the international offering. And so, we approached these new market entrants the Chinese, the Turks, the Spaniards and the Italians who are not new, but who also were undergoing the industrial transformation of the automotive sector. We ranged between 1,500 and 2,000 exhibitors and brands. There is another important phenomenon It has been in the management of trade shows by the clients themselves, by the companies, a rationalisation of costs. And it's true that at the trade show, we noticed reductions in space.
Speaker #1
Did you experience the departure of the manufacturers between 2007 and 2019?
Speaker #0
That's always been the big question, the big expectation. When the manufacturers were present at Equip Auto, the suppliers and distributors were complaining because they were over-represented, in quotes. We are talking about the French manufacturers. They were both anticipated. They attracted many visitors. The whole ecosystem of distribution and automotive repair linked to the manufacturer network. And then they brought this innovative content that perfectly suited the positioning at the time of this show, at least until 2005. And then, starting from 2007, the manufacturers somewhat snubbed the event.
Speaker #1
Do we know why?
Speaker #0
For economic reasons. because the Equip Auto show was not fundamentally a premiere show. We saw the manufacturers, particularly the Stellantis Group, today Peugeot, return with the brands these manufacturers have developed in the field of after-sales service. They understood that it was essential to develop the vehicle maintenance network to be present at a trade show like Equip Auto. A major development, international positioning. The challenge is to maintain the presence of important buyers or influencers at the show coming from abroad, Europe, but also outside Europe. For that, the presence of original equipment manufacturer teams or service equipment manufacturers was important because the event was the meeting place for brands, during which they brought their entire distribution network. We welcomed brands at the show. I will mention Delphi Group or Valeo Group, who would bring all the distributors or at least European branches. Subsequently, the absence of manufacturers also led to a change in the visitor profile. For example, automotive distribution networks, such as dealerships, might have been less motivated to come. if the parent brand wasn't there. So, we went to seek out importers and independent distributors, international buyer visitors. And especially, we engaged in winning back networked or fully independent repairers. We did this with the support of representative professional organizations. There is the FEDA, the CNPA, the FFC, with its bodywork specialists. When we talk about a show like Equip Auto, it's not living above the earth. Independent of the market.
Speaker #1
Mario Fiennes leaves the management of the event in 2019, while Claude Cham returns to the presidency of the FIEV and appoints Philippe Beaudin president of Equipe Auto. The latter will be joined by Aurélie Jouve, who becomes the director of the event in 2021. Here we have reached the end of the first chapter of the episode, history and legacy from yesterday's founders to today's team. Thank you to all the contributors for giving me their time, their memories, and above all, their passion. The next meeting of our podcast, 50 years of Equip Auto, will be devoted to the personalities who, since 2017, have supported the flagship exhibition for automotive aftermarket innovation in its development and history. We will meet Patrick Cholton from the French Federation of Bodywork, Renaud Ahmed, President of ComExposium, Claude Cham, President of SIS Equipe Auto, Philippe Beaudin, President of Equipe Auto, Aurélie Jouve, Director of the show, as well as Jean-Louis Pesche, President of the FIEV. History and heritage from the founders of yesterday to today's team, chapter 2, will be unveiled on November 16th. Equipe Auto 50 years of passion

About EQUIP AUTO, "50 years of passion".

EQUIP AUTO, 50 years of passion: the podcast not to be missed!

“EQUIP AUTO, 50 years of passion” invites you to explore the history of a show like no other, which continues to shape the future of mobility (only available in french).

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

About EQUIP AUTO, "50 years of passion".

EQUIP AUTO, 50 years of passion: the podcast not to be missed!

“EQUIP AUTO, 50 years of passion” invites you to explore the history of a show like no other, which continues to shape the future of mobility (only available in french).

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Embed

You may also like

Description

Author, creator and producer: Laurence Peraud

LinkedIn : https://www.linkedin.com/company/salon-equip-auto-paris

Facebook : https://www.facebook.com/salon.equipauto

YouTube : https://www.youtube.com/@EQUIPAUTO-lesalon

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Transcription

Speaker #0
Equip Auto is the celebration of the automobile. It is an event where it's pleasant to live and meet with industry players. We always look forward to the first minute of the opening on the first day of the show. And then we're a little sad when we close the doors, but it's an immense joy.
Speaker #1
Equip Auto is the pre-sale trade show, the communication channel for an institution called FIEV, which represents automotive suppliers in France. Equip Auto is here today, and if it is the event it is... It is thanks to all the people who contributed, who worked hard for Equip Auto.
Speaker #0
Equip Auto is the meeting place, the key exhibition that brings together all the industrial players related to mobility, especially in the automotive sector.
Speaker #2
Welcome to the podcast Equip Auto, 50 Years of Passion. Created in 1975 by a man, Paul-Jean Souriau, then president of the FIEV, the Equip Auto Show, which has become the reference event for innovation in automotive after-sales and connected mobility services. We'll celebrate its 50th anniversary from October 14th to 18th 2025 at the Parc des Expositions de la Porte de Versailles in Paris. 50 years of events, meetings and business that I invite you to discover or rediscover through this podcast. Here is episode number one, dedicated to those who created, who brought to life and also to those women and men who continue to grow Equip Auto. History and heritage. From the founders to the team of today, I invite you to follow me. I am Laurence Perrault, automotive journalist, creator of this podcast, and I will be your guide through the 50 years of Equip Auto. 1975, a year full of upheavals and innovations in the automotive sector. That year, Peugeot bought Citroën, sold Maserati to Alejandro de Tomaso, and formed the PSA Group. Peugeot's also marked the year with the launch of the large touring car Peugeot 604, designed by Pininfarina. Renault was not left behind and launched the luxurious R30. Simca, on its part, introduces the 1307, which will be voted Car of the Year. BMW launches the BMW 3 Series, which will become the huge success we know. In terms of safety, René Puget, in 1975, at that time an engineer at PSA, patents the ratchet-reel seatbelts, a major advancement for driver safety. In 1975, the number of cars in service increased from 2.5 million vehicles in 1953 to 15.5 million that year. 64.1% of French households are equipped with a car. It is therefore a significant year for the automobile, for innovation and for the related professions. And that year, in 1975, a man had an idea and launched a trade show that still exists 50 years later. History and legacy from yesterday's founders to today's team.
Speaker #3
In his professional life, it revolved more around Equip Auto than around the Suryo company. I remember him working a lot. Equip Auto was a constant concern, that's for sure.
Speaker #2
Pascal Suryo, second son of Paul-Jean Suryo, creator of Equip Auto.
Speaker #3
He was a man of building relationships. He organized lunches, invited people. And actually, he told me that nearly four out of five lunches were dedicated to Equip Auto in his daily activities. He would bring in equipment suppliers, manufacturers.
Speaker #2
Pascal Souriau, tell me a little about his journey before creating Equip Auto.
Speaker #3
I have to go back to my grandfather. After the war of 1914, he goes up to Paris and becomes a bellboy at Maxime's. He comes from his countryside, from Loire-et-Cher, and he has nothing at all.
Speaker #2
What was his name?
Speaker #3
Adolphe. At the time, Adolphe was a good name. He gets fired from Maxim's because he caught the dress of a very famous person in the elevator. And so he gets fired from Maxim's and ends up in a restaurant that hosts events in Boulogne-Bilancourt. The owners of this restaurant fall in love with him and give him the restaurant a few years later. And next to this restaurant, there is a mechanical workshop. There is a garage. They fall in love. From the garage owner. And eventually, they transform the restaurant into a garage. And embark on the adventure of auto parts. Between the two wars. So, they create the company Souriau et Compagnie. Based on the Rigolieni restaurant in Boulogne. From what I understand, it's somewhat romanticized. At the time, the coils kept breaking constantly. That is to say, the coils that generated electricity in cars were encased in a metal block. So, when the coils broke, you couldn't tell if they were broken or not. So, he decided to make glass coils. So, he made glass coils in which there was whale oil. And so, when the coil cracked, it turned black. And we knew it had to be changed. And that's what started to make the grandfather's fortune.
Speaker #2
There he becomes a dad at that moment.
Speaker #3
My father was born in 1921, just after the war. Suryo continued to grow in the distribution of automotive spare parts, only for automobiles at the time. It started a little bit to make spare parts for aeronautics after the war. My grandfather asked my father to come work with him in 1946. He got married later in 1950, and then he had my brother in 1951, me in 1952, and my sister in 1955. He developed the company in aerospace. The aerospace connectors are what significantly expanded the company. while still maintaining a strong presence in the automotive sector.
Speaker #2
From this small garage to a major company, did they move in the meantime?
Speaker #3
They will not move. The premises will remain in Boulogne-Billoncourt until they are demolished in 1990. In fact, they are gradually buying the building. Everything happens on Rue Gallieny in Boulogne. Many automotive industries are in the area, so it seemed logical. They do a lot of innovations. There is a lot of research. In this company, at the beginning, they had a strong desire for business, for commerce. It was really their passion.
Speaker #2
We're in the 1950s to 60s. When does your dad, Paul-Jean Souriau, join the FIEV?
Speaker #3
A little later, because after some time, I think he feels that the company will abandon the automobile. He tries to continue. It represents almost 10% only of the group's total activity. But he was attached to the automobile because of the history and his father. He still always held on. He continued to develop that activity. I remember very clearly him saying that, we must not abandon the automobile. We must continue to find products and develop this activity.
Speaker #2
Do you remember the automobile back then?
Speaker #3
He had DS cars. I remember. My brother and I each crashed a DS. I'm sure of that. In the years 1970 to 75, they were Citroën DS. He only bought French cars, and we were allowed to buy only French cars.
Speaker #2
We are arriving at the moment that interests us for our meeting, which is Equip Auto, since your father, Paul-Jean Souriau, is the creator. Do you remember a little bit about what happened in the previous month?
Speaker #3
Spontaneously, I remember the difficulty he had with the car manufacturers. So that's really what he was constantly talking about. I don't know exactly what happened. For the car manufacturers, it was a bit unique because the suppliers at the motor show, in fact, went to exhibit at Equip Auto. You could feel there was a real difficulty.
Speaker #2
A real tension between the manufacturers and your dad. He was president of the FIEV when he started Capoto.
Speaker #3
Then, I think he stops focusing on the fever to become solely Equip Auto.
Speaker #2
Did you find any archives? Can we talk about it?
Speaker #3
Yes, of course. I found newspaper articles from 1977, 1978 and 1976, since we discovered that there was an Equip Auto in 1976 and an Equip Auto in 1977. and in 1975.
Speaker #2
Pascal Souriau, it would seem to suggest that at the beginning of Equipoto's creation there was an Equipoto every year.
Speaker #3
That means that Paul Schong created Equip Auto alongside the Motor Show, which explains the difficulties with the manufacturers since a number of the Motor Show exhibitors were switching to Equip Auto.
Speaker #2
While Equip Auto is in its second edition and attracts very little media interest, the cameras of Antenne 2 in 1976 show the enthusiasm of the French for automobiles and their equipment. Excerpt from the 8 o'clock news of Antenne 2 on October 17, 1976, presented by Daniel Bilalien, a report by Jean-Jacques Dufour, an archive from the National Audiovisual Institute.
Speaker #0
900,000 visitors, as many as last year at the motor show ending this evening. Increase in the sticker, the fuel, the price of cars, nothing seems to deter the French from being interested in automobiles. That is, the number of show visitors does not necessarily mean that sales next year will be as significant as in 1976. But still, it is indicative. The French have indeed become detached from the machine. The car has fallen from its pedestal. One can doubt these statements. Large cars continue to attract more people. Not just onlookers, they are buying. It was thought that small engines would be the stars, not at all. The French person replacing their car often continues to choose the next model up. At Citroën, delivery times for the CX Prestige are getting longer. Renault is regularly increasing the production rate of the R30. The high-end Lancia represents one-third of its sales in France, etc. On the side, and anecdotally, 90 Rolls-Royces have been registered this year in our country. A few days ago, the latest model from the brand, 46 million old francs, was purchased in cash. Will this optimism last? The total of orders placed at the showroom for any given manufacturer often represents just one day of production. And then, it takes some time to realise that the vehicle tax has doubled or that fuel is much more expensive.
Speaker #3
What I also remember is that he was very close to the president of the Bodywork Association. So the Bodywork Federation quickly supported the idea of the Ikepoto show.
Speaker #2
Pascal Souriau, your father, led Ikepoto for several years. Do you have some more recent memories?
Speaker #3
After that, we went to the Equipoto show. It gained importance. It was a prestige event for him and for us, of course. It was important.
Speaker #2
Do you remember, by visiting every year, discovering the improvements and changes the exhibition benefited from?
Speaker #3
I remember. It was the first time they went to Vilpens. The exhibition was really gaining significance, and he was very proud of it, especially concerning the foreign exhibitors. His initial goal was to try to internationalize the distribution, automotive parts and accessories from foreigners, bring in foreign professionals so they could see what France was capable of exporting. That was one of the points that was really close to his heart.
Speaker #2
Of his greatest prides and achievements.
Speaker #3
I think that creating a Keep Auto was one of his greatest prides. Then there are the medals, the Legion of Honor, merit, all that.
Speaker #2
Is all of this related to Equipoto?
Speaker #3
It's linked to him. but it's also linked to Equipe Auto, to the fact that he contributed to France's prestige.
Speaker #2
Excerpt from a 1977 professional automobile journal. The motor show will not take place in 1977. However, it was stated that the International Equipoto Show would indeed take place at the Port de Versailles and will open its doors on Friday, October 8th, 1977, with his kind permission. Here we recount a recent conversation we had on this subject with Mr. Paul-Jean Souriau, President of the FIEV, Federation of Vehicle Equipment Industries. Equipoto 76 was a very successful trade show. It was 50,000 visitors, which means approximately 5,000 visitors per day. It had a usable area for stands in the Renan Hall of about 11,000 square metres. Equipoto 77 will be even bigger. Mr. Paul-Jean Souriau wants to emphasise that the FIEV was not the only one at this exhibition. and that there were others like the French Federation of Bodywork, the Federation of Mechanical and Metalworking Industries, the Union of Textile Industries, and the Federation of Electrical and Electronic Industries. Let's return to what Ecapoto 77 will be. He adds that next October at the Port de Versailles will be made available for this trade show. Ecapoto 76 represented 11,000 square metres. By 77, it would reach 25,000 square metres. Driven by his enthusiasm for this international professional salon, Mr. Paul Jean Souriau confided to us. What we are also looking for with this salon is to attract a strong attention of foreign visitors so that they can see as a whole what we are capable of achieving and also show them our factories, our research, production and control methods. A press article from a journal specialised in the automotive world from 1977 whose name has faded over time. From the archives of Pascal Souriau, son of Paul Jean Souriau.
Speaker #4
Impressive. A stature, a presence. Everyone called him president. He was a president of Equipauto. Furthermore, he was very tall. A charismatic presence. Highly respected there. So kind. People loved him. He is kind to everyone.
Speaker #2
Bruno Triolet, driver for Mr Paul Jean Souriau from 1985 to 2001.
Speaker #4
Equipauto was his baby. He lived for Equipauto until around the year...
Speaker #2
He talked to you about this lounge.
Speaker #4
Yes, because in addition... We were always in contact with the Paris Exhibition Committee at the office.
Speaker #2
Did he form lovely friendships with exhibitors, and not just the prominent ones?
Speaker #4
He also spoke well to Mr Schweitzer, president of Renault. When we walked around with the little car on the stand, he could stop if someone called out to him, a small exhibitor or so on. He loved talking with the garage owners who came for the show, to buy equipment and all that. He loved talking with them, getting their feelings, knowing what they liked, what they didn't like.
Speaker #2
Every day he would go through the motor show.
Speaker #4
He'd like to go around the show and we'd do the whole thing. We didn't just go around the big exhibitors. He went to the backs of the halls. He wanted to see what was going on behind the scenes and if they had any special requests.
Speaker #2
What memories come back to you?
Speaker #4
He succeeded Mr Jean Ponard. He always spoke to me about Mr Ponard as a very friendly, very kind person, always having very good relations with him.
Speaker #0
Only a good show, but even, in my opinion, an excellent show.
Speaker #2
Jean-Paul Harra, October 17th, 1976. President of the Organising Committee of the Auto Show and Auto Team.
Speaker #0
I believe that the automobile is given its importance in Parliament, in France, the number of jobs it creates, the consumption it provides to a certain number of people. A watch is an extremely important and interesting thermometer, and the car show itself is the thermometer of this automobile, as we have observed a very real correlation between the show's attendance and the prosperity of the automobile.
Speaker #2
How did he talk about this salon he created in 1975?
Speaker #4
He told me that he had struggled to set up this trade show. It was a certain pride to have created this event and brought together all the equipment suppliers. They really fought for French equipment manufacturers to be able to come and for this show to have a worldwide reputation. He put in a lot of effort, and that's why he organised so many lunches every week to bring people together, connect them. and ensure their participation in this trade fair he was very demanding when sending out invitations for seating arrangements he checked everything when there was an official lunch before the lunch started he wanted to check the table make sure that a certain person was next to another specific person it was a lot of meetings a lot of contacts i rarely saw him get angry i saw him get angry once about the equip auto show it was when mr rafferty cancelled his visit the next day for the inauguration I think it must have been 1989 or 1991. At the last moment, the assistant had told him, Mr. Raffarin just cancelled. That's when I saw him really very upset. It was a whole organisation. The inauguration wasn't done just like that. Sophie Caillon, the general commissioner of the salon, told him, no, Mr. Raffarin has cancelled because he has a presentation for a festival in Poitou. She didn't have the details. He said, but we have organised everything. He said, find him for me. So he had the ministry's call to quote him. And he read it live on the phone. then he locked himself alone with the result the next day mr rafferin at ten o'clock was present at equipoto for the inauguration It was really the major manufacturers by default.
Speaker #2
It changed over the years.
Speaker #4
In the years 85 and, I remember, 91, the more it went on, the more exhibitors there were. He rented, I believe, all five six, which later became seven. It grew during a period, until about when Mr. Souriau stayed until 2000.
Speaker #2
There were years when there were major difficulties.
Speaker #4
At one of the last shows, the company Renault had declined to participate. and since they were one of the largest exhibitors they fought to bring them back at all costs because renault had a huge involvement and stand there and did he succeed he had succeeded yes for mr sarrio personally it was very hard to let go for health reasons he had fought equipotto started to decline a bit we saw that period a little he considered it as his baby equipotto it was the reason for his life his daily investment all his thoughts He gave 100% to it. That's undeniable.
Speaker #2
Who were the people Mr. Sorio was very close to?
Speaker #4
Mr. Détout, president of the Federation of Bodywork, and Mr. Pagès, from La Fivie, Sophie Cahillon, and Michel Morla, the general commissioner of the show. They called each other three to four times a day at least.
Speaker #2
While the Ecapoto exhibition has existed since 1975, a man will leave his mark on this show with his personality and work. When he arrives in 1983, it is mainly French. His mission will be to develop it both in France and internationally. I was able to meet Veronique Morla, who became his wife practically at the end of Michel-Alexandre Morla's mission. And for us, she delves back into her memories.
Speaker #5
For Michel, the Equipoto Fair was practically his whole life. He devoted a lot of energy to it. It was his baby, as he liked to call it. He managed to elevate this fair to a recognised and renowned international fair. That was his great pride, for sure.
Speaker #2
He had also managed to create very strong and sincere human relationships.
Speaker #5
A bit with all the participants of the show, as well as the French and foreign professional associations like... FIEV, FEDA or the French Federation of Bodywork. And then a very important part, the equipment suppliers, the expo exhibitors, both the small ones and the very large ones. He was committed to listening to everyone and also developed very good relationships with the manufacturers at the time when they came to exhibit at the expo.
Speaker #2
Veronique, when Michel-Alexandre Morla talked to you, who were his wife, about this fair, do you remember the terms he used or the pride he had, the successes for the fair?
Speaker #5
I would say that the greatest achievement has been the development of the show, with many foreign countries attending, many professional associations of participants. And there, it really made it an internationally recognised exhibition. That was his greatest pride. We can talk about the ministers he managed to bring to the exhibition. He was very, very proud of that. And notably, there was, I remember, Jacques Chirac. Others too. That brought him great joy.
Speaker #2
He had also managed to build a very strong relationship with the journalists.
Speaker #5
Very fruitful exchanges. Innovate with them. There was the development of creation and the development of the grand prizes.
Speaker #2
Michel-Alexandre Morla understood the power of professional press. to talk about the exhibition.
Speaker #5
Yes, it was a very strong point. There were articles about the exhibition, the equipment suppliers and the manufacturers.
Speaker #2
Are you also talking about repairman mechanics?
Speaker #5
That was also very dear to his heart. He usually came on weekends. That was the main focus of the show and it was indeed very important to him.
Speaker #2
Was working on the preparation of the show and then during the shows on what you experienced with him?
Speaker #5
During the trade shows, it was 24 hours a day. We even slept there in the nearest hotel. We absolutely couldn't go home because there he was 18 hours out of 24 in his show.
Speaker #2
Veronique Morla talks to me a lot about the duo Michelle-Alexandra Morla, Sophie Caillon.
Speaker #5
I remember that, meeting Sophie several times with Michelle. And it's true that they really made a wonderful duo. And we can say that they were both extremely complimentary. They both devoted a very, very large part of their lives to the success and development of the exhibition, truly committed to making it thrive and bringing it to the top. But it was really out of love, I would almost say. It was magnificent, it's true, to see them both so complimentary. And there you have it, a beautiful success.
Speaker #2
Michel-Alexandre Morla was the director of the Equipe Auto show until 1999. He passed away in 2013. Many of those I interviewed talk about him even without me asking. He is one of the men who marked the history and development of the show and who left a great impression, that of an endearing and appreciated personality.
Speaker #3
18 for the tour. It's a big event. It's an event I really appreciated, by the way, before taking over the management.
Speaker #2
Francis Pegg. director of the Iqib Auto Show in charge of marketing for ComExposium from September 2002 to November 2008.
Speaker #1
It was an event I attended as an employee of the banker. Subsequently, it was obviously extremely interesting to meet exhibitors of all nationalities, of all sizes, from small and medium-sized enterprises that truly invested their entire two-year communication budget in the trade fair, as well as foreign country pavilions or very large companies. both French and abroad, who equip the whole team. It's a fantastic moment where the profession comes together. We talk about the future and about business.
Speaker #2
Just before arriving at the management of Equipe Auto, you were with the equipment suppliers. You went through Valeo, through Bosch. How did you end up leading Equipe Auto in 2002?
Speaker #1
I was leaving Bosch at that time. I sent a bunch of resumes to all sorts of headhunters, as we called them back then. One of them contacted me. I didn't know why he wanted to see me, but he was in a hurry. I go to see him, he says to me. He actually asked me how he showcased our products, our promotions. I'm talking about the activity of an equipment manufacturer. Then at some point, I mention Equip Auto to him. I tell him there is a very strong, fantastic moment where we can meet our clients. The clients of our clients, they are Equip Auto. And I go on and on about Equip Auto. And after a while, I see him smile. I said something that didn't sit well with him. He says to me, what I have to offer you is to become director of Equip Auto. Without knowing it, I actually showed how much I loved this exhibition.
Speaker #2
Starting from 2002, Francis, what legacy did you receive?
Speaker #1
At the same time, I have, quote-unquote, a show that is a major event, actually, and the only significant event in odd years in the field of automobile pre-sale. The year 2001 had a somewhat difficult edition, a transitional edition that was organised in fact just after the September 11th attacks. So, there were security issues, etc. It was an edition that was perceived a bit difficultly by its group of exhibitors. So, I arrived with a somewhat tumultuous situation, but still with fantastic fundamentals. It was a very internationalised show with leaders who were ready to return, which indeed happened in 2003. I followed in the footsteps of my predecessor. and it was simply a matter of ensuring the event went well. Of course, in tandem with Daniel Lariviere, and the international exhibitors in particular, returned to the show significantly. We succeeded. What was less good, I find, was sometimes changing the opening days of the show.
Speaker #2
Explain to me these opening stories, Francis Pegg.
Speaker #1
When I arrived, it was from Thursday to Tuesday, which was still well accepted by the exhibitors. So there was always the issue of Sunday, with exhibitors saying, we need to remove Sunday. And then, when we removed Sunday, they said, We need to reinstate Sunday. And I think, and this might break some standards, but that we deceived. And then, in fact, the best opening and closing dates were Tuesday, Saturday, like we do today. However, we were in Villepinte at the time, and I had decided to maintain Villepinte. And that, I think, was a good idea at the time. Conversely, returning to the Porte de Versailles in recent years is also a good decision.
Speaker #2
Do you remember the number of square metres in Villepinte? The number of exhibitors as well?
Speaker #1
I know that the best year was the last year of Michel Mollat. in 1999, where I believe there were 487,000 square metres of stands, with a hall that was a bit controversial, which was number 5B. In 2001, it was a bit less. Afterwards, in 2003, 2005, 2007, we always had between 82,000 and 84,000 square metres of stands. We maintained an international exhibitor rate at the time that was 70-75%, if I recall correctly, but of course counting co-exhibitors, the pavilions, notably the Asian pavilions, and with between 2,000 and 2,400 exhibitors.
Speaker #2
Do you have a specific memory of Francis Pegg, of events that took place in Equip Auto when you were in charge of the show?
Speaker #1
Humanly, what I found very strong was the moment of the opening, and then seeing a few hours later what we'd done. We had a great first day, etc. I must say that's a fantastic satisfaction, because obviously we work for months and months for an event that is going to last five days, by definition, or six days. We had set up with Damien Daragère at the time, a kind of event called Training Information Diagnosis. And it was a great operation. It was intended of course for repairers, mechanics, bodywork specialists, etc. Well, it's always information, technical information and diagnostics, even though things have evolved a lot over more than 20 years, that remain significant for this profession.
Speaker #2
And do you also have memories of the number of visitors who came?
Speaker #1
Around 100,000. The visitors were very international at the time, but obviously the majority of visitors were still particularly distributors, garage operators, tyre specialists, bodywork specialists, etc.
Speaker #2
Francis Pegg left his position as director of Equipe Auto for Comexposium in 2008. He's currently the branch manager at Texa France. Mario Fiem will be his successor and will lead the Equipe Auto show from 2007 to 2017 under the presidency of Claude Cham until 2015, then of Jacques Moge until 2017. Meeting with the one who took the reins of the Aqib Auto Show at a very difficult time in its history.
Speaker #0
Aqib Auto is a whole world. I knew nothing about the automotive industry or services. Upon arriving in 2007, I dove headfirst into an extraordinary world for an industry and services that are actually essential to a country's life.
Speaker #2
What is your perspective on what you have experienced and accomplished with Aqib Auto as a director?
Speaker #0
2007, the beginning of a social crisis. navigating through a highly dynamic and turbulent national and international landscape. As the director of the show, always accompanied by professional federations, the task is to steer a ship, never alone of course, but in quite tumultuous surroundings.
Speaker #2
In 2007, how did you find A Keep Order?
Speaker #0
2005 was the peak, I would say, of this exhibition, with an impressive area and number of exhibitors, one of the largest trade shows for after-sales and automotive services in the world. And then 2007, a crisis that no one expected, but also significant structural changes in the market, which completely changed the appearance of the exhibition.
Speaker #2
When you arrived, what were your first major projects?
Speaker #0
We were in the midst of the Grinnell on the environment. We started talking about electro-mobility. The term has disappeared. We speak of electric vehicles, differentiating between what was called, or is still called, original equipment and services. and it was an extremely important cultural shift to undertake. It took at least two or three editions before we transformed the positioning of this show.
Speaker #1
Tell me more precisely about this position.
Speaker #0
At the time, Equip Auto was the automotive innovation show extremely focused on original equipment. We went from design to maintenance. That was the baseline of the show. It was a show perceived by many equipment manufacturers as a first-mount show, to the detriment of what this show essentially was, meaning an after-sales show. it was necessary to clarify that to evolve it towards the notion of service, to introduce the term after-sales more clearly. So that was one of the important projects.
Speaker #2
Good evening and welcome everyone. Here are the news headlines for this Tuesday.
Speaker #1
Except from the 8pm news on France 2, from October 13th 2009, presented by David Pujard.
Speaker #2
It's the opening of the Equipe Auto trade show in Villepinte. This year, manufacturers are showcasing imaginative equipment that makes life easier for drivers. For example, cars that park themselves or high beams that dim automatically. Julien Beaumont, Sylvain Debon, it's the nightmare of many city drivers parallel parking. And here is the solution to achieve 100% success, as an option for 700 euros on certain models. This system parks the car by itself. No need to touch the steering wheel, just control the vehicle's speed and let the computer do the rest. Useful when you consider that one in three accidents occurs during parking maneuvers. It is also a guarantee of safety since in the situation of searching for a parking spot, there's a bit of stress that sets in. We've all followed people looking for a parking spot who don't necessarily look exactly where they should. Another new feature this time against clumsy drivers who damage your bumpers in your absence. The sensors on this vehicle activate the hazard lights and horn if a car gets too close to yours.
Speaker #1
There, there's no one in the car. The driver has left their vehicle. And we will have several detection stages with an extremely important deterrent effect on the driver who tends to arrive. Between 2007 and 2019, did you see the number of exhibitors grow?
Speaker #0
Effectively, no. The trade fair refocused, concentrated for a rather simple reason. There is a phenomenon of concentration of companies that was at work and is still at work in industrial sectors. And in fact, these concentrations reduce the number of players.
Speaker #1
Mario Kems. director of the Equip Auto Trade Show from 2007 to 2009.
Speaker #0
Maintaining an event the size of Equip Auto obviously depends on the international offering. And so, we approached these new market entrants the Chinese, the Turks, the Spaniards and the Italians who are not new, but who also were undergoing the industrial transformation of the automotive sector. We ranged between 1,500 and 2,000 exhibitors and brands. There is another important phenomenon It has been in the management of trade shows by the clients themselves, by the companies, a rationalisation of costs. And it's true that at the trade show, we noticed reductions in space.
Speaker #1
Did you experience the departure of the manufacturers between 2007 and 2019?
Speaker #0
That's always been the big question, the big expectation. When the manufacturers were present at Equip Auto, the suppliers and distributors were complaining because they were over-represented, in quotes. We are talking about the French manufacturers. They were both anticipated. They attracted many visitors. The whole ecosystem of distribution and automotive repair linked to the manufacturer network. And then they brought this innovative content that perfectly suited the positioning at the time of this show, at least until 2005. And then, starting from 2007, the manufacturers somewhat snubbed the event.
Speaker #1
Do we know why?
Speaker #0
For economic reasons. because the Equip Auto show was not fundamentally a premiere show. We saw the manufacturers, particularly the Stellantis Group, today Peugeot, return with the brands these manufacturers have developed in the field of after-sales service. They understood that it was essential to develop the vehicle maintenance network to be present at a trade show like Equip Auto. A major development, international positioning. The challenge is to maintain the presence of important buyers or influencers at the show coming from abroad, Europe, but also outside Europe. For that, the presence of original equipment manufacturer teams or service equipment manufacturers was important because the event was the meeting place for brands, during which they brought their entire distribution network. We welcomed brands at the show. I will mention Delphi Group or Valeo Group, who would bring all the distributors or at least European branches. Subsequently, the absence of manufacturers also led to a change in the visitor profile. For example, automotive distribution networks, such as dealerships, might have been less motivated to come. if the parent brand wasn't there. So, we went to seek out importers and independent distributors, international buyer visitors. And especially, we engaged in winning back networked or fully independent repairers. We did this with the support of representative professional organizations. There is the FEDA, the CNPA, the FFC, with its bodywork specialists. When we talk about a show like Equip Auto, it's not living above the earth. Independent of the market.
Speaker #1
Mario Fiennes leaves the management of the event in 2019, while Claude Cham returns to the presidency of the FIEV and appoints Philippe Beaudin president of Equipe Auto. The latter will be joined by Aurélie Jouve, who becomes the director of the event in 2021. Here we have reached the end of the first chapter of the episode, history and legacy from yesterday's founders to today's team. Thank you to all the contributors for giving me their time, their memories, and above all, their passion. The next meeting of our podcast, 50 years of Equip Auto, will be devoted to the personalities who, since 2017, have supported the flagship exhibition for automotive aftermarket innovation in its development and history. We will meet Patrick Cholton from the French Federation of Bodywork, Renaud Ahmed, President of ComExposium, Claude Cham, President of SIS Equipe Auto, Philippe Beaudin, President of Equipe Auto, Aurélie Jouve, Director of the show, as well as Jean-Louis Pesche, President of the FIEV. History and heritage from the founders of yesterday to today's team, chapter 2, will be unveiled on November 16th. Equipe Auto 50 years of passion

About EQUIP AUTO, "50 years of passion".

EQUIP AUTO, 50 years of passion: the podcast not to be missed!

“EQUIP AUTO, 50 years of passion” invites you to explore the history of a show like no other, which continues to shape the future of mobility (only available in french).

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

About EQUIP AUTO, "50 years of passion".

EQUIP AUTO, 50 years of passion: the podcast not to be missed!

“EQUIP AUTO, 50 years of passion” invites you to explore the history of a show like no other, which continues to shape the future of mobility (only available in french).

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Description

Author, creator and producer: Laurence Peraud

LinkedIn : https://www.linkedin.com/company/salon-equip-auto-paris

Facebook : https://www.facebook.com/salon.equipauto