Interview: Guillermo Pajón Explains How Medellín’s F2R Became One of the Most Important Motorcycle Industry Events in the World

Medellín Colombia’s F2R event, also known as the Feria de las 2 Ruedas is the most important motorcycle industry event in Latin America, and said to be one of the top five globally.  This year saw around 80,000 visitors, 500 exhibitors, 2,000 brands to the four day event that takes over all of Medellín’s Plaza Mayor convention space.

Finance Colombia’s Loren Moss had a few moments to speak with the event founder Guillermo Pajón about the event’s continuing success, record breaking growth, and importance to both the motorsports and transportation sectors in Colombia and Latin America.

Finance Colombia: I’m here with Don Guillermo, founder of not only Feria de las 2 Ruedas, but also of Prisma Business Management & Events. And I just read a press release from the Municipality of Medellin which states that Feria de las 2 Ruedas impacts the economy of El Valle de Aburrá, of Medellin, with over $20 million USD. And that is so impactful that I can see we already have here, in Plaza Mayor, the convention center in Medellin, over 400 exhibitors, over 2,000 brands. And they are saying you are going to have over 80,000 visitors, is that true?

Guillermo Pajón: First of all, a special greeting. I’m very glad to be sharing with you all, with a man that we also appreciate a lot because he’s always delivering good news about Colombia, about the world, which is what has to be done. We need to try to generate hope, generate faith, say that there are things that can happen. And I believe that with Feria de las 2 Ruedas we are demonstrating that things can be done and can happen. Perhaps in a moment of political uncertainty in Colombia, as well as economic uncertainty…But I believe that the fact that we have 450 exhibitors today; the fact that over 1,500 brands are here today on display; the fact that we have so many people who have arrived from different continents, from different cities, to shake hands and do business, to see what is going on in this dynamic industry that represents almost the 62% of the vehicle pool for Colombia today.

Next year’s event is May 15th to 18th, 2025.

That is, in Colombia there are more motorcycles than four-wheelers (cars and passenger trucks), and it’s a figure that continues to grow. It’s expected that for this year, which is apparently a year of recession after what happened during the pandemic; because 2022 was a really good year, for everything. It is expected that about 650,000 motorcycles will be sold, and that continues to be an interesting figure, not like the figures we’ve been presenting in previous years. Feria de las 2 Ruedas is that space that allows people to make connections through business events, through the business roundtables, through the path that leads to innovation, where 13 brands have presented new models to the industry.

And something else that has caught our attention: the matter of safety. There’s been a lot about the topic of safety in motorcycling. All the ergonomic innovations in motorcycles, with some really special features, with captivating designs…And we can’t forget what’s coming regarding electric mobility, sustainable mobility…Which, today, the Asian delegations are presenting at the fair a large number of offers, and there are also some Colombian brands that today are representing those international brands of sustainable mobility.

Finance Colombia: Yeah, it’s impressive that there is a big delegation here. We conducted an interview with an Indian company, looking for trade links. There’s always a big presence in the pavilion, like China’s as well, and that is very impressive. And one thing I notice because there used to be…Last year the event was successful, but there was a lot of uncertainty coming from many exhibitors about what was going to happen, because of the political-economic situation. But here I notice that brands like Honda, Suzuki, Yamaha are back. Those brands that, due to their own reasons, were not here. And not only the big ones like them, the Japanese, but also those that are always here for the “popular” population, I mean, like Bajaj, like Hero, and AKT, of course, here in Medellin, and TVS, and those brands. But also, another thing I noticed is that this year there are a lot of brands where I asked myself and said, “Wow, I don’t know that brand,” and I went to talk to them and they told me, “No, we are new here, for the first time.” There is a big Mexican brand, Vento which is already big in Mexico, and they told me, “We have big plans for Colombia.” And I think that here, aside from what is happening out there, here there are many votes of confidence in the potential and the opportunity that this sector of motorcycles here in Colombia shows.

Guillermo Pajón: Right, you put it very well. Last year we had a gap, we were really missing these Japanese brands, and now they have come back. They have come back to connect with their users, with their current and potential customers…Because the fair does not choose; they choose us. And they choose us to show themselves, to connect. And I believe the brands understood that it’s not a fair that favors certain brands, or certain origins. It’s the brand…It’s everyone’s fair, and it’s the one that allows us to gather all that supply and demand (in a single place). And yes, there are many new brands. Many brands, not only in motorcycles, but also clothing and equipment. Many brands are coming with new purposes, with new alternatives for this industry. And that’s one of the things the fair is presenting this year: novelties.

Finance Colombia: Yes, that’s true. I have seen that now there are, electric motorcycles, electric bicycles, skateboards…things that I don’t even know how to define, which are already breaking the rules, talking about transportation and innovation. Medellin has always been kind of like the driving force of innovation here in Colombia, and here this event demonstrates so. Another thing that is very important: With 80,000 visitors, I have already spoken with many foreigners, and they say they are in the industry, that they come here to do business; others that are simply tourists or fans. And it’s an event…Today is the day for the press and the industry, but tomorrow…I remember when there were only two days open to the public, but we were shoulder-to-shoulder, and already with three days open to the public.

And I’ve spoken to people who come from the United States, who are not in the industry, but they are people who love motorsports and such. And this event has a positive impact if the mayor and even the president are talking about the correct tourism, responsible tourism, family tourism. And what’s Feria de las 2 Ruedas’ role in promoting the clean, correct, and responsible kind of tourism for Medellin and Colombia?

Guillermo Pajón: Of course. In line with what our Mayor Federico Gutierrez has proposed, we need tourism that contributes to the city, from the social, the economic, the innovation, the knowledge. And the fairs, the conferences, the conventions, the corporate events, are also going to be a priority in the city. Not only the entertainment. To be able to have those international experts, that come here and share with the students, with the university students, with other businessmen, the new dynamics in technologies and production. And I think it’s one of the very important aspects of this fair; those spaces. We hold 127 events, half of which have to do with training, innovation and marketing.

Finance Colombia: Well, this event, to me, aside from being a journalist, being a motorcyclist for many years too, for like 30, 40 years…This event…aside from my professional role, I love it, and I recommend everyone to visit it. My only concern is that we have already run out of space. Plaza Mayor is a huge convention center. And it’s scary to think about how to solve that, it’s a good problem to have, but what will you do next year? Are you going to take up even EPM and Parque de las Luces, and I don’t know what else?

Guillermo Pajón: Yes, truly…I said in my inaugural speech to the secretary of Economic Development, María Fernanda Galeano; I said to her, “We already need to start thinking about how to annex Teatro Metropolitano to Plaza Mayor; how we can be annexing these places around the venue, to give a larger commercial offer.” And logically, to be able to respond to all that demand from national and international exhibitors that want to visit us, and who have found in Feria de las 2 Ruedas, and in the city, a meeting point in this industry. And today we are ranked among the four or five most influential fairs of the world. And we take pride in that, but at the same time, it commits us to raise the bar higher each time.

Finance Colombia: That’s true, and I’m here working, but I’m going to come back… My brother is visiting, I’m going to come back during the weekend to attend as a motorcycle enthusiast. So, I congratulate you on such a special event, aside from its importance, because it is very important, but it’s also something…You know me, I’ve been coming here from even before I was living in Medellin.

Guillermo Pajón: Of course.

Finance Colombia: [Laughs]. So, here’s to another successful year. We want to see many more years. So, Don Guillermo, thank you so much. I know you are the busiest man in Medellin today and in the following four days, so thank you for giving us a little bit of your time.

Guillermo Pajón: No, thank you very much. We’ll be seeing you around here. Follow him, because he will be sharing news with us; he will be telling us what’s in innovation and what this 16th edition of Feria de las 2 Ruedas in Medellin, Colombia will be presenting. Best regards.

Finance Colombia: Feria de las 2 Ruedas, I’ll put the link right down here. Click, register, it’s open to the public. Come! Thanks.

https://www.feria2ruedas.com/en Next year’s event is May 15th to 18th, 2025.