Triton brings the challenge to competitors
The bakkie war has intensified with the local launch of Mitsubishi’s next-generation Triton, an evolution in the iconic bakkie’s 46-year legacy.
- Product News
- 21 November 2024
Michael Dehn is the new Managing Director of Messe Frankfurt South Africa. He started on 1 October and has succeeded Joshua Low, who has elected to resign from the company.
“In Michael Dehn, we have found an excellent expert from our own ranks who brings with him extensive international trade fair expertise from his management positions in our subsidiaries, most recently as General Manager of our Indian subsidiary at the Mumbai and Delhi sites," says Detlef Braun, Member of the Board of Management of Messe Frankfurt.
Braun would like to express his gratitude to his predecessor, Low, who has been Managing Director at the South African subsidiary since April 2019 and has elected to pursue his own entrepreneurial opportunities, for which he is well placed, having run several of his own businesses in the past.
"We greatly appreciate Joshua Low's successful work, especially in these challenging pandemic times. During his time at the subsidiary, Joshua Low oversaw the growth of the subsidiary, from two trade fairs in 2017 to over eleven in 2021. He has made a significant contribution in building a strong team and growing the reputation of the subsidiary in the local market.”
Michael (43) looks back on more than two decades of trade show experience. Before becoming General Manager of Messe Frankfurt India in September 2018, where he was responsible for over eighteen trade fairs, he worked for Messe Frankfurt Middle East for 16 years, serving as Group Exhibitions Director since 2012 and overseeing the entire exhibition portfolio, including Automechanika Dubai, Beautyworld Middle East and Intersec. During this time, he also expanded the business in Saudi Arabia by adding four new trade fairs.
Prior to that, he worked as Exhibition Manager, launching Automechanika Dubai, which became one of the largest and most successful trade fairs in the region under his leadership.
He began his training in 1998 as a dual student at Messe Frankfurt and completed it in 2001 with a bachelor's degree in business management at the Baden-Württemberg Cooperative State University (DHBW) in Ravensburg.
The portfolio of Messe Frankfurt South Africa, founded in 2014, currently includes eleven trade fairs, including Automechanika and the Festival of Motoring in Johannesburg, Allfashion Sourcing Cape Town and Solar Power Africa in Cape Town, as well as AERO South Africa in Pretoria and Emerald Speed Fest in Vanderbijlpark.
The bakkie war has intensified with the local launch of Mitsubishi’s next-generation Triton, an evolution in the iconic bakkie’s 46-year legacy.
Unlike in the past, when dealerships primarily waited for customers to come to them, we now take a more proactive approach, bringing our vehicles directly to places where people gather, allowing them to experience the product first-hand, including offering test drives,” says Gerrie van der Kaay, Dealer Principal at Supergroup Dealerships Jetour Midrand.
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