ADI Marketing Days: Linköping

On 22nd and 23rd of September, AD International successfully hosted its annual ADI Marketing Days in Linköping, Sweden. This event attracted nearly 100 marketing professionals, representing both AD partners and industry experts.

On Friday, the audience was invited in the grant VIP tent with view on the start grid of the track for the unveiling of the marketing plan.

  1. Adam Källberg, CEO of AD Sverige was extremely delighted to welcome all ADI partners and parts manufacturers in his country.
  2. Jenk Oz, CEO of Thred Media, shared insights on the Generation Z
  3. Antti Valtavaara, CEO of AD Finland, presented the on-line Garage Management System “MyCar”
  4. Charlie Ekenheim, Technical Trainer at AD Sverige, who previously operated his own workshop, provided valuable insights to the participants, detailing the challenges he encountered when seeking access to technical expertise.

The marketing plan focused on three key pillars:

  1. People: Addressing the challenge of finding individuals with the right skills to work in the aftermarket industry at all levels. ADI has partnered with renowned parts manufacturers such as Bosch, Valeo, Gates, and more (with additional collaborations soon to be announced). Together, they are launching a series of social media videos aimed at persuading young talent to consider a career in the aftermarket sector. These videos raise issues that resonate with young people, such as the technical aspects of workshop jobs, sustainability, and more. As a highlight, the event featured a keynote speech by Jenk Oz, an 18-year-old entrepreneur, founder, and CEO of Thred Media, who shared insights into the mindset of Generation Z and strategies to attract them.
  2. New Technologies: In the second pillar of the marketing plan, the focus was on the Eure!Car program, which offers a.o. technical support to independent workshops through live and online training sessions. New features added to the Eure!Car program were presented.
  3. Media Plan: The presentation also detailed ADI’s media plan for the year 2024, offering a comprehensive overview of the events, tools, and brochures set to be developed throughout the year.


This setting was the Mantorp Park racing circuit, coinciding with the Grand Finale of the Porsche Carrera Cup. The choice of venue was particularly relevant because ADI’s Swedish partner, AD Sverige,  sponsors two race cars for Team Micke Kågered Racing. These cars, in conjunction with the racing team, are being used to visit technical schools, actively promoting career opportunities at AD and within workshops. This effort seamlessly aligns with the “People” pillar of ADI’s strategy.

The results of the Grand Finale of the Porsche Carrera Cup Scandinavia:

  • Porsche Carrera Cup Scandinavia: Lucas Sundahl from the Micke Kågered Racing team secured an impressive 2nd place with 260 points, just behind Ola Nilsson with 263 points.
  • In the Pro-AM category, Mikael Karlsson from the Micke Kågered Racing team took the 1st place with 268 points.
  • The Porsche Carrera Cup Team 2023 title was claimed by Micke Kågered « AD” Racing Team, securing 1st place with 523 points.

A remarkable achievement, with two out of three top positions for Micke Kågered AD Racing. Congratulations to the entire team!