CNH Industrial not to participate in Bauma 2022

CNH Industrial said it will not exhibit at Bauma later this year and is adjusting its European marketing strategy to reflect what it called “a more sustainable event concept.”

The company, which owns Case Construction Equipment, told Construction Europe that the decision was in response to changes in customer behaviour following the pandemic and a move to online equipment launches over the last two years.

The Case SV Series backhoe loader was launched at a digital European event in 2021.

Instead, the company said it would combine “traditional tailored local customer events” with “digital customer experience activities.”

“We don’t foresee participating in Bauma 2022,” said Federico Bullo, Head of Europe, Construction Equipment at CNH Industrial.

“During the pandemic, we accelerated digital tools to accommodate social distancing and to find new ways of doing business and stay close to our customers.

“Case’s European marketing strategy also responds to the changes that customer behaviour has encountered during the pandemic.”

Bullo added that the company was still open to participating in future trade fairs; “We are not completely excluding any participation in global fairs like Bauma in the future.

“However, currently we feel that our approach meets our customers’ needs and we can make a real difference with a more sustainable event concept.”

CNH Industrial has already held a number of digital European product launches in 2021 and 2022 for Case equipment including the G-series wheel loaders, SV-series backhoe loaders and E-series crawler excavators.

In 2022 the company plans to hold a series of roadshows and other customer events across Europe as well as press events and a focus on social media campaigns.

Federico Bullo, head of Europe, construction equipment at CNH Industrial

Separately, Nicole Schmitt, exhibition director for Bauma at Messe München, told Construction Europe that the show was already sold out and would have “more than 3,000 exhibitors from nearly 60 countries and the overall showground will have the same dimensions as last time. So, we are really happy with those numbers.

“All in all, we can observe an increase in travel worldwide again. Hence, one thing seems to be clear: people are eager to meet in person again and trade shows are a great platform to do so.”

Other OEMs not taking part include include Volvo Construction Equipment, aerial lift manufacturer JLG Industries and mining services company Metso Outotec.

Caterpillar will exhibit at the show through German dealer Zeppelin Baumaschinen.