AutoMatters & More: the Italian sales agency at SEMA and AAPEX 2021


Together, AAPEX and the SEMA Show are shining the spotlight on the vast automotive aftermarket, which represents more than $ 1.6 trillion in industry worldwide. In November 2021, both shows resumed in-person shows in Las Vegas after the disruption due to COVID-19. The Italian sales agency had representative exhibitions at both shows.

Michael Cappiello is a business analyst for the automotive sector at the Italian Trade Agency, part of the Ministry of Foreign Affairs in Italy. Its office, based in Chicago, Ill., Is part of a large network of ITA overseas offices tasked with providing information, assistance, advice, promotion and training to small and medium-sized businesses. Italian companies, and to promote the attraction of foreign investment in Italy.

At the AAPEX and the SEMA Show, the ITA mission has fostered business with the United States, particularly with a focus on the automotive sector. Objectives include helping companies find distributors, agents, manufacturers’ representatives, end users (to source and buy in Italy), assistance with site selection and potential factories for possible manufacturing. in the United States, incentives, hiring and more. To help bridge the cultural gaps, the ITA also helps with marketing and social media materials. To achieve these goals, the ITA partners with regional entities and different states.

Mazzoni exhibits at the SEMA Show

(Jan Wagner)

At the ITA pavilions of the AAPEX and the SEMA Show, several Italian companies were represented. For example, FACET ( has designed, manufactured and distributed a wide range of automotive spare parts since 1946. Their 4,500 spare parts range from sensors to thermostats, from ignition components to switches, and have strong coverage of European, Japanese and Korean brands.

Mazzoni ( has extended its range of products to products intended for the industrial cleaning market. Today it is one of the world’s largest manufacturers of high pressure cleaners, pumps, scrubbers and sweepers, with 65% of its production going to foreign markets. Working with the Italian Trade Agency provided Mazzoni with the tools and resources to enter the US market and export their products. Addressing considerations such as language barrier, the ITA helps with necessary documentation, finding companies in the United States to work with (eg, transportation), and more.

Mazzoni pump

Mazzoni exhibited a representative sample of its products. I was especially intrigued by a sectional view of one of their standard pumps – a product that many companies manufacture and sell in high volumes.

What sets Mazzoni apart from other companies is that they focus particularly on quality, with a tendency to over-design their products for longevity. For example, some of the bolts and ceramic parts inside the piston of their pumps are larger than they should be, so they are less prone to failure.

These pumps can be integrated into car wash systems, or they can be used in various models and sizes of standard commercial, industrial and residential pressure washing equipment.


They also manufacture “hot boxes” designed to heat water for pressure washing equipment. Hot water helps break down and disperse fat faster than cold water, reducing water consumption.

Autopromotec is touted as the most specialized international trade fair for automotive equipment and aftermarket products. Autopromotec will be held from May 25 to 28, 2022 at the Bologna Trade Fair Center in Bologna, Italy. It is expected that over 1,600 companies will be represented, with over 100,000 visitors from across the automotive industry. For more information, visit

Soon, in January 2022, the Italian Trade Agency will be at CES (the Consumer Electronics Show) in Las Vegas, in the Italian pavilion at Eureka Park. At CES, participating companies will focus on Italy’s growing investment in digital businesses to unlock the full potential of IoT (Internet of Things) and 5G. 5G infrastructure in Italy is creating new markets for smart cities, e-health, smart transport, education, entertainment and media. With this in mind, the ITA plans to host a selection of Italian startups dedicated to 5G and IoT. I can’t wait to visit them there and share what I’m learning with you.

To find out more about the Italian Commercial Agency and the companies it represents, visit

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Copyright © 2021 by Jan Wagner – Automatic questions and more # 722r1

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