Mr Möhrer, Schwenker GmbH & Co. KG is an internationally operating wholesaler for motor vehicle parts. Which customers do you supply?

Michael Möhrer: We supply workshops and specialist dealers, so we are in the B2B business. We have a strong focus on German vehicle manufacturer brands: For example, we have a BMW original part that you can’t find at any other wholesaler. One of our main brands is Porsche.

In 2016, you held a trade fair at the BILSTER BERG, and this year you organised a track day and a racing school for customers. What do such major events do for your business?

They are a great opportunity to talk to customers in front of an automotive backdrop. For example, we invited 110 manufacturers from the automotive components sector to the in-house exhibition. We rented a complete pit lane, four halls and even set up a tent. Our suppliers exhibited their products in the halls. There was catering, customers could learn more, buy goods – and as a reward sit in a race taxi afterwards. We held the evening event in the second pit lane. The evening came to a wonderful close.

At the Racing School this year, you gave 65 top customers the opportunity to complete an A licence as a racing driver on the BILSTER BERG.

Yes, it was an emotional experience for many of the customers. We invited exclusively the clients who had achieved the best places in a sales campaign. These 65 were then allowed to train as racing drivers on the BILSTER BERG track. They are loyal Schwenker customers now at the latest, if they weren’t already. The turnover already shows that such campaigns are worthwhile.

Schwenker has its headquarters in Minden. How did you end up on the BILSTER BERG?

Funny coincidence. Mr Neuhaus, the BILSTER BERG salesman, whom we have known for years in another context, approached us casually. He said that it could be something for us. We then took a look at the location and said: Yes, of course, definitely. The track is not as impersonal as the Nürburgring, it offers variety and a very dignified ambience thanks to the clubhouse and the Turn-One. Our customers like that. Furthermore, you can book the BILSTER BERG exclusively for your event. You don’t get that at the Nürburgring.

How did you experience the events as the organiser?

At first it took a lot of effort on our part: We didn’t have everything available there, we had to go back and forth several times. But the result was so worth it. On site, the support and the track were brilliant. And we only got great feedback from our customers. That is why we have already planned the next event: Next year, we will organize another in-house exhibition at BILSTER BERG. The first weekend in June is already booked.