Automechanika Birmingham 2025 marked Emotive’s first public appearance in the UK, a key milestone as the organization continues expanding its presence across Europe’s major independent aftermarket regions, with over 15,000 visitors in attendance, over the three days in Birmingham, it was a great opportunity for Emotive and the featured brands to present their extensive product portfolio to the UK garage and workshop network.

Throughout the event, Emotive presented its unified offer of eight product brands: OPTIMAL, ERA, MPM Oil, Platinum Plus, VEGE, MRT, Starline, and Triple QX to a UK audience for the first time under one roof. The brands were presented in a clear and functional booth environment, designed to facilitate purposeful conversations rather than brand spectacle. The approach focused on transparency, product clarity, and operational readiness.

Over the three days, the stand saw strong engagement from UK garages, distributors, and workshop professionals. Visitors expressed interest in Emotive’s coverage across key product groups such as steering and suspension, lubricants, electronics, and remanufactured parts. In particular, there were direct enquiries regarding product availability, local stock planning, packaging developments, and how Emotive’s data and technical support could be integrated into existing UK systems. The tone of discussions was practical and commercially focused, sparking further interest amongst our garage networks.

This was also the first time the Emotive brand had been experienced live by many UK stakeholders since its European launch. The feedback confirmed the value of a consolidated brand architecture, backed by a clear product and service offer. Emotive’s identity resonated as structured, scalable, and ready to deliver. It was also evident that the UK market expectations demand more than visibility. They require consistent operational follow-through, technical accessibility, and brand accountability across all areas that Emotive has been actively preparing for.

Automechanika Birmingham was not intended to be a celebration. It was a working event, built around commercial contact, technical clarity, and market alignment. It served its purpose. Emotive left with qualified leads, sharper local insight, and confirmation that its model of unifying strong individual brands under a single, service-driven identity holds weight in the UK.

Next steps are already underway. This includes ongoing partner discussions, onboarding processes, and alignment with UK-specific distribution frameworks,

including new product launches from OPTIMAL and ERA, coming to the UK, later this year. The work continues beyond the event, but the first public step in the UK has now been taken with intent, clarity, and forward momentum, to drive the future of automotive aftermarket.