“This is how we’re making Solutrans an international benchmark”. Our interview with Guillaume Schaeffer

Solutrans 2025, to be held from 18 to 22 November, is approaching. It is by far the major exhibition in Europe in the field of transport and logistics, this year. We’ll be in Lyon once again, just like we do every two years, as media partners of the event. Guillaume Schaeffer, managing director of the exhibition, will be heading its second Solutrans. That’s why the chat we had with him this year was important to understand what’s going to change in Lyon, and how the whole European industry has changed compared to November 2023. One thing is for sure: the organizers expect a record edition, this year, pushed by sales and bookings “beyond expectations”. Talking about truck manufacturers, six out of eight will be in Lyon. The only exceptions, as confirmed by Schaeffer, are Volvo Trucks, missing the 2023 edition, too, and IVECO, following a decision taken by the Turin HQs.

Solutrans 2025, Schaeffer: “Booking are going very well”

Mr Schaeffer, how’s the current situation in terms of exhibition space booking, right now and compared to two years ago?

Bookings are going very well. Even beyond our expectations in terms of sales: about 95 per cent of the exhibition area has already been sold. Indeed, the 2023 edition was already a record. This year we will do even better because exhibitors will have an even larger area at their disposal. There should be around 1100 exhibitors. Also, it is very satisfying that all the exhibitors who came here in the past are back, and new ones have arrived. This also applies to some of the main truck manufacturers. All indicators are very positive.

How has the organization been working in order to make the event even more international?

The 2023 edition was the first step towards transforming the French fair into a truly international event. Around one in four visitors came from abroad. In 2021, there were far fewer: barely one in ten. The gala dinner, for instance, will also be much more international, with more than 1400 guests. In addition, we are promoting the event so much in countries such as Italy, Belgium, Germany, Spain, the UK and beyond.

What’s new in Solutrans 2025, compared to the last edition of the exhibition?

We will have a company that is very strong in hydrogen, like Hyundai. They have decided to come to Solutrans to present their offer. We also see a very important increase in light commercial vehicles. Volkswagen has seen the success and importance of the event and has decided to come in 2025. We also have Toyota, along with the new player, as for LCVs, Kia. And then we will also be major players from Asia. Electric truck maker Windrose will be one of them, as will other manufacturers, mainly in the LCV field.

The presence of European institutions to talk about regulations

What about the institutions?

We expect them, and perhaps also politicians and major European transport associations, to participate as speakers at the conferences. Maybe it would be the right time to talk about the new regulation and to learn more about, let’s say, low emission areas or any other topic concerning European transportation. Everyone knows that Solutrans is a place where they can speak out loud about any issue. With all the journalists present, the international competition and the various awards, the impact this event has is important.

Can you tell us something more about the conference programme?

First of all, to make it more efficient and entertaining, we created a huge agora in the central square of the fair, where the conference used to be held. From this year on, we will do something much bigger and better, obviously with translations and videos so that people can also see the replays.

We will talk about energy transition, about hydrogen, but also about how to switch from petrol to hydrogen, electricity, gas, biofuels. We will also talk about how digitalization in industry is increasing, thanks to what we see with artificial intelligence and data management, especially in logistics. There will also be a conference on the topic of circular economy, as we see that this sector is growing with second-hand solutions, pieces of equipment, etc.

So, it’s going to be quite a data-oriented programme…

Of course. The topic of IT security will be discussed. Indeed, when we talk about automation, and automated vehicles, we have to be able to manage data safely. Also, in 2023 we dedicated quite a lot of time to the last mile. The Paris Olympics had a big impact, there were cargo bikes and there will be again.

Zero-emission zones, new players on the market, hydrogen

Urban logistics and zero-emission zones are a hot topic in France, right now…

I believe it is more of a political issue, also because fleet managers are trying to take a long-term view and are thinking about investing in electric mobility. At Solutrans, there will be a conference on this topic as well. In short, we see that times are difficult, it’s a complicated industry, everyone is struggling to improve their income, and everyone thinks that’s why they have to innovate. Solutrans is a key event for them, as it allows companies to showcase innovations. Therefore, we too, as organizers, have a responsibility to make the event a success.

Start-ups and newcomers in the trucking sector are having trouble, in Europe and beyond. Is the future of trucking relying more and more on traditional companies and groups?Is the market returning to traditional producers in the new energy sector?

From my point of view, yes. I see that the major European producers are looking at each other. And that is why they are eager to participate in Solutrans. We see different strategies. On the one hand, those who decide to focus on electricity and others who focus on hydrogen, for instance. Companies like IKEA, to make an example, or even smaller companies, need huge fleets of light-duty vehicles. In addition, cities are increasingly moving towards electric mobility. The situation is changing, and we see this market growing.

It is therefore a matter of setting up a village dedicated to light vehicles. In addition, we will try to provide information about retrofitting and remanufacturing, for instance.

Let me talk about hydrogen. Two years ago, there was a lot of attention for hydrogen in the European market, now the ups and downs are more evident. What is your point of view?

On this subject, everything is still uncertain, but of course it will be part of the conference. We also have something new: the village set up by the French hydrogen association. There will be many exhibitors and exhibition areas dedicated to hydrogen. And Hyundai will also be there, as mentioned. It will be one of the highlights of the fair.

In conclusion, are you expecting a record edition this year?

Yes, for sure. There will also be test tracks, again present and even more in demand. So, there will be more trucks and also commercial vehicles in this test area. We expect a record number of visitors, and we see that the general audience is interested. That is why, on Thursday, we are also doing a night special with opening until 10pm. Finally, we will also encourage a small exhibition of old and historic trucks. All this is connected to the anniversary of the French Bodywork Federation (FFC), turning 180 years old. Everyone is welcome in Lyon!