Q-Free shares insights into how its innovative approach to tradeshows and events goes beyond showcasing products, fostering collaboration, and addressing industry challenges.

We spoke with Q-Free’s Global Event & Marketing Manager, May Gulbrandsen, and VP APMEA, Silje Troseth, who shared insights on how their 16 and 20 years of experience, respectively, help shape Q-Free’s approach to showcasing innovation and fostering industry collaboration at events.

A Commitment to Innovation and Collaboration

Q-Free is recognized for its deep domain knowledge and history of innovation. “Back in 2017, we realized the need to better bridge our short-term sales efforts with our long-term innovation and growth goals,” May explains. “We expanded our focus from showcasing individual products and systems to highlighting how our solutions address specific challenges. We categorized our solutions into three main areas: Q-Flow, which focuses on improving traffic flow; Q-Clean, which promotes sustainable transportation; and Q-Safe, which enhances road safety.”

For Q-Free, it’s not just about selling products and solutions —it’s about collaborating with stakeholders to make a difference in how traffic is managed and improving the everyday lives of people on the move. Q-Free´s website featuring Q-Flow, Q-Clean and Q-Safe

Engaging with the Future of Transportation

“At industry events, we don’t just display our systems, products, and technologies. We share our vision and engage with those who are shaping the future of transportation,” affirms Silje. “It’s about being a partner who can help solve complex problems for today and tomorrow.”

Events play a crucial role in Q-Free’s strategy. “While an online presence is important, nothing beats face-to-face interactions,” May continues. “At conferences and trade shows, we engage directly with customers, ITS associations, city planners, and transportation authorities. These settings allow us to demonstrate how our solutions work in real-world contexts, discuss specific challenges, listen to our stakeholders, and share our innovations and visions for the future.”

“Our red signature booth is something we’re particularly proud of—it’s more than just a space to display products. It’s a place where we can have meaningful conversations about immediate sales opportunities and, more importantly, about the long-term challenges we’re all trying to solve together. The feedback we get is that the atmosphere at our booth is welcoming and open, which helps build relationships and trust with our partners and clients,” she says with pride.

Sustainability and Long-Term Thinking

Q-Free also emphasizes sustainability and long-term thinking. “We have a strong focus on reusing booth materials and modules, always thinking long-term,” says Silje. “It has been important to collaborate with like-minded partners like Amsell Holding to ensure our ambitions for reuse at events are put into practice.”

Silje continues, “Our sustainability efforts range from promoting diversity and inclusion in the value chain to strategic initiatives like pilot testing of C-ITS equipment in ambulances to ensure they reach hospitals quickly, or managing toll systems to reduce congestion on heavily trafficked roads.”

Making a Difference in Transportation

“Q-Free has been in the market for 40 years, which shows our deep domain knowledge and history of innovation,” Silje explains. “Ultimately, it’s about making traffic work better—keeping it flowing smoothly, reducing pollution, and making roads safer—while ensuring our customers feel secure in choosing Q-Free as their partner.”

“Our ability to integrate our leading technologies and products into comprehensive, end-to-end solutions allows us to address issues on multiple levels,” she adds. “For example, our integrated approach in managing complex tolling systems not only reduces congestion but also promotes fairer mobility by distributing transportation costs more equitably.”

A Consistent Vision for today and tomorrow

Consistency has always been crucial in building a strong brand at Q-Free. “Since the establishment of the Q-Flow, Q-Clean, and Q-Safe categories in 2017, we have aimed to ensure that our core messages around optimizing traffic flow, reducing congestion, and enhancing safety are embedded in everything we do,” May says.

Silje continues, “Over the years, we’ve not only showcased our latest technologies but also taken leadership roles in discussions about the future of smart cities and transportation.”

Looking ahead, Q-Free is positioned to play a significant role in the global shift towards smarter, more sustainable cities. “As governments lose revenue from fuel taxes due to the electrification of vehicle fleets, our Tag4All product addresses the challenge of fair tolling in a changing landscape,” Silje says. “Our work in road user charging technology and conceptualization is helping to lay the foundation for a future where transportation is both more sustainable and fairer.

May concludes, “We stay on top of societal changes and find solutions that are relevant as the world evolves. The work we do in tolling and traffic management is making a significant impact in bridging the gap between today’s challenges and tomorrow’s needs. Our commitment to innovation, collaboration, and sustainability ensures that we will continue to be a leader in shaping the future of intelligent transportation. We are here for further scaling and impact.”