54th exproReus Fair Opens in Reus
The 54th edition of exproReus opened officially on Friday at firaReus Events and will run until Monday, 12 October. The event, described as the automotive show with the most brands in Catalonia, brings together over 45 car brands and nearly 600 vehicles on display, according to the Ajuntament de Reus. Josep Mateu Negre, president of the Reial Automòbil Club de Catalunya (RACC), delivered a keynote address in the Marià Fortuny foyer focusing on current trends in the automotive sector. He highlighted a shift in the industry marked by increasing brand diversity despite fewer manufacturers, rising environmental demands, uneven global growth in electric vehicle sales, an ageing vehicle fleet, and the need for affordable mobility solutions. Mateu noted that exproReus offers a 'representative snapshot' of the sector’s present state. The fair includes major European and international brands such as Audi, BMW, BYD, Citroën, Cupra, Dacia, Ford, Hyundai, Mercedes-Benz, Peugeot, Renault, SEAT, Tesla, Volkswagen and Volvo, as well as emerging electric mobility brands like Xpeng and Voyah.
Honouring Key Figures in Reus’s Economic History
Before Mateu’s address, Antoni Pont i Amenós, who served as director of the Reus Fair from 1975 to 1985, was honoured for his career contributions. Under his leadership, the Fira Oficial de Mostres de la província de Tarragona was rebranded as exproReus. Pont, a former president of the International Nut and Dried Fruit Council (INC) and honorary president of Gresol Empresarial de la Catalunya Nova, has long advocated for Reus as a hub for international economic activity. Blanca Cabré, daughter of former Reus Chamber of Commerce president Francesc Cabré Masdeu, also received a tribute. Cabré Masdeu, who died in April, played a significant role in the city’s commercial development. They were joined on stage by Mario Basora, current president of the Chamber, and his predecessors Jordi Just and Isaac Sanromà.
City Leaders Highlight Economic Momentum
“exproReus is a benchmark because the region, the territory, and Catalonia are watching us.”
Josep Baiges, Reus city councillor for Economic Promotion, Innovation and Knowledge, and chief executive of REDESSA, praised the city’s commercial appeal and the thriving innovation ecosystem supported by the municipal agency. He pointed to REDESSA’s current strength, with 181 companies and 1,700 professionals, as evidence of a dynamic local economy. Mayor Sandra Guaita reflected on generations of public-private collaboration in Reus, calling exproReus a reference point for regional economic engagement. “exproReus is a benchmark because the region, the territory, and Catalonia are watching us,” she said, underscoring the fair’s role in projecting the city’s ambitions. The fair occupies over 20,000 m² at firaReus Events, featuring not only automotive and motorcycle brands, including Aprilia, Ducati, Honda, Royal Enfield, Triumph and Vespa, but also sectors such as home goods, decoration and gastronomy. Outdoor test drives are available on Carrer Bèlgica, and food trucks with live music enhance the visitor experience. Visiting hours are from 11:00 to 21:00 daily, and admission is free. More details are available at firareus.com.
Primary sources: REUS.CAT. Reported by JOAN TAPIA, firareus.com, reusdigital.cat, diarimes.com, La Guia de Reus, racef.es, laciutat.cat, diaridetarragona.com, redessa.cat, usuArio, viki.cat.
