Executive Corner: Manuel Pasero’s ADD 2026 Fast Lane Experience

The 24th edition of Automotive Dealer Day – Mobility Hub at Veronafiere has come to a close, reaffirming its position as one of the most important events for the European automotive sector.  

   

Event Highlights (19–21 May):  

• Attendance: ~7,000 participants (mostly dealers).  

• Content: 65 sessions & 150 speakers.  

• Exhibition: 100+ exhibitors spanning the automotive, tech, and mobility sectors  

   

At ADD 2026, one key message stood out: what truly matters today is no longer just the product, the price, or even the technology, but the ability to capture customer attention. Sales are fleeting. Trust is an asset. In a world flooded with noise, the brand is what creates meaning, builds trust, and provides direction.  

   

This edition confirmed once again that the industry is undergoing a major transformation: the growing presence of Chinese brands (the most active and present in the event), margin pressure, the energy transition, and AI technological acceleration are reshaping competitive dynamics and dealers’ strategic priorities. In a market moving and changing so quickly, it is recognized how essential technology’s ability to adapt rapidly to emerging contexts has become.  

   

Our standout solution at this edition was undoubtedly Sipad.Power Service, perfectly aligned with the theme of ADD2026: the After-Sales space, where Dealers work to build and maintain trust with their customers. This year, Pentana also brought an additional layer of innovation with Virtual Yard in the start-up area, gaining strong visibility and building valuable connections with the market.  Over three engaging days at our Pentana booth and Virtual Yard desk, the Sipad.Power team welcomed numerous companies, including existing customers, prospects, and OEMs, all eager to explore our solutions further.  

   

Our Key Metrics:  

• 90 formal meetings were conducted, 25 of which took place at the Virtual Yard desk.  

• We engaged with 26 prospects, 14 of whom are already moving forward to deep-dive sessions.  

• 16 strategic meetings were held to discuss ongoing and potential integrated partnership opportunities.  

The DMS continues to serve as the hub of dealers’ operations, and technology companies seeking integrations are rapidly increasing, creating strong opportunities within the Integrated Partner space.  For Pentana Solutions, this marked our 22nd participation, a milestone that reflects our ongoing commitment to supporting the sector’s technological evolution and we collected valuable insights into where to step on the accelerator in our business direction.  

   

A huge thank you to the Pentana team for their hard work during the event.   

Are you ready to take this opportunity to get ahead of the competition? Let’s talk.