Citing a new marketing approach and changing customer behaviors, Volvo Construction Equipment says it will not participate in the 2022 Bauma trade show.

Bauma, held every three years in Munich, Germany, is the world’s largest construction equipment trade show. In 2019, the show had more than 3,500 exhibitors and nearly 630,000 visitors, according to show organizer Messe Munchen. 

During the 2019 Bauma, Volvo CE made a big splash with its compact electric machine announcement, showcasing the ECR25 excavator and L25 wheel loader that are now production machines.

Volvo’s revamped marketing approach will now focus on local market Volvo-branded events, designed to build stronger customer relationships. The company says it will take a “commercial marketing approach aimed at seamless integration of developing digital and marketing channels.” It also intends to increase its investment in digital channels and campaigns.

Sign of things to come? Volvo Construction Equipment employees missed manning the booth at ConExpo over company Covid-19 concerns. Now the company says it’s pulling out of the 2022 Bauma as it adjusts to changing customer demands.Equipment WorldVolvo says this focus on more flexible and tailor-made customer outreaches gives it the ability to interact with customers “however and wherever” they want. The approach also serves the company’s environmental sustainability goals.

The move, however, does not mean that Volvo is ruling out trade shows altogether, says Carl Slotte, head of Region Europe at Volvo CE. “We will continue to review the way our customers want to interact with us and base our strategy on their needs and demands.”

Construction equipment trade shows have taken a gut punch during the pandemic. In the states, World of Concrete moved its annual show from January to June, and announced last week it had gotten approval from the city of Las Vegas to proceed with June 8-10th event. Paris-based 2021 Intermat, scheduled for Apr. 19-24th this year, was cancelled outright, however.

Volvo’s new approach has echoes in how JCB pulled away completely from large trade shows recently, not appearing the most recent Intermat, Bauma and ConExpo shows.

In discussing JCB North America’s absence from ConExpo last year, Richard Fox-Marrs, president and CEO, told Equipment World at the time: “ConExpo is a great show in every respect, but we spent a good amount of time reflecting on our values, who we are trying to compete with and what we need to grow our business. It’s not an inexpensive show to attend, and when we looked at the business metrics that come off the back of the show it was not a compelling argument for us to go.”

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