Basic Dates and Facts about EMMA

EMMA was founded in 2000 in Germany and has successfully emerged to a huge community of Mobile Media Enthusiasts, Top-Class Mobile Media Specialists as well as committed Entrepreneurs. Within the last 25 years EMMA became a fast-growing community which is now established in more than 40 countries worldwide. In 2024 EMMA held more than 200 events with almost 20 000 cars competing.

EMMA has consistently focused on providing a neutral, trend-setting platform to promote and carry the fascinating world of custom-made mobile media installations to consumers. Primarily specialised on car sound competitions, EMMA’s activities are also focused on offering a professional communication panel to manufacturers and specialists to promote themselves and their products, and to gain best possible brand awareness.

The partnership with Europe´s most important trade shows and sound & tuning events is a strong cornerstone of the EMMA Network. Sponsorship and support has always been linked to clearly defined projects.

Benefits of EMMA

1. The Industry

The main benefit for the industry is EMMA’s independence. EMMA is promoting the subject “Mobile Media” as a high-quality product and is continuously working on motivating car owners to invest into better equipment. In order to support EMMA’s commitment, some manufacturers have built Competition Teams like Team Pioneer, Team Brax, Team Ground Zero or DLS etc. In addition to this the brand names are communicated and promoted worldwide at all EMMA Events, on all CDs, in the internet and in the press.

A second benefit is that EMMA competitions help manufacturers on a technical level to develop their products (Source units with EMMA functions, Sound Quality Speaker Series, Amps, Cables etc.) So in some ways EMMA’s activities have also setup a challenge for Manufacturers.

This quality-concept is a significant key for the industry to restore proper retail channels. It will increase the market for all mobile media products likeDAB+, DVB-T, Navigation, Entertainment, and Pure Car Audio. As a special service EMMA offers product-statistics to all industry partners which show presence and success of their brands at competitions.

2. The Installer

The biggest problem most installers have is the fact that there is no independent source of information available and that in many cases they have no strategic background to advertise their enterprises to a large number of potential customers.

EMMA competitions represent the absolute source of information – especially for those installers who are judges. There is no other platform where installers can see and learn everything about solutions, concepts and products in practice on a neutral situation free from commercial pressure. As a bonus the installer creates his own network inside the judge team and the competitors.

An additional advantage is that the installers also reach a professional image through the trophies won. Furthermore every installer will be able to further develop their skills through proper training and development initiatives.

3. The Competitor

It is the nature of each individual to compete. The problem is always that a competition creates a small group of satisfied people and a huge group of unsatisfied people. EMMA has taken a number of steps to eliminate this situation. In the 90´s Car Audio Competition had been battles between philosophies, teams and countries. The EMMA Car Audio Competitions in contrast are “cool Events” with a party in the evening and no bad feeling for those who did not get a trophy.

It was a key priority of EMMA from the beginning to stop the fighting and to create a sportsmanship with respect for the work of others and the concept for competitors to develop their own Audio System to a higher level. Instead of arguments we have friendship among the competitors and in addition, the relationship between the judges and competitors are much more relaxed. In all Categories the judge must carefully explain his opinion about the competitors system and offer advice to help the competitor to move forward.

Last but not least the bigger EMMA Events like the annual Euro- or Asian Finals are a “must” for everybody related to the competitor. In Europe EMMA reached the status of an intercultural association with more than 200 competitors from 25-30 nations at the Eurofinals.

4. The Media

A very important focus of EMMA is the continuous flow of information and the creation of interest for all media groups like Magazines, Newspapers, Radio and TV. On an international level EMMA even controls all published articles because it is EMMA who releases the information and pictures to the Press. We provide Competition Cars to journalists; we create attractions on events and in the end we take care that more interest is generated – which will have significant affect on the amount of readers sooner or later. Even a closer relation between the Tuning Magazines and EMMA is now going on because they are always looking for new concepts and new target groups. The main advantage is that press accepts EMMA as a Association speaking in the interest of the Mobile Media Industry, so it is possible to reach much more readers and visitors as the specific magazines are able to do.

Main Targets of EMMA

1. Make Mobile Media more popular
2. Develop the quality of Installers and Installer Networks by education
3. Establishing EMMA as the essential world-wide platform for the Mobile Media Industry

For all further Information please contact us at info@emmaaustralia.com

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EMMA Australia will be launching in January 2026.

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