bauma bound: Canada enters the spotlight in Munich

bauma 2019
bauma organizers plan to surpass 600,000 attendees in 2019.

When bauma returns for its 32nd edition next year, Canadian heavy equipment manufacturers will have enhanced opportunities to highlight their products.

bauma, which takes place April 8 to 14 in Munich, Germany, has selected Canada as its partner country for the 2019 edition.

The partner country designation will see a Canadian pavilion at the trade show, as well as official delegations supported by the Canadian government, a lounge dedicated to networking with Canadian companies, two Canada days highlighting Canadian construction and mining and a Canada night, which takes place at a Bavarian cottage.

Collin Davis, executive director of capital goods shows for Messe München, the parent company of bauma, explained Canada was selected as the partner country due to its equipment market size and possible trade opportunities.

“Canada is the world’s seventh biggest equipment market,” Davis said during a press conference in Toronto on Oct. 24.

In Canada, construction is a $171 billion industry that employs 1.24 million people. The industry is also expected to grow at about three per cent a year until 2020.

“Construction plays an important role in Canada. The government also pays high attention to it,” Davis said.

For mining, Canada is one of the top five producing countries for almost all mineral resources.

“Mining is also very important in Canada,” Davis added.

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From the trade perspective, the Comprehensive Economic and Trade Agreement (CETA) as well as the recent United States-Mexico-Canada agreement (USMCA) may open new avenues for business.

bauma 2019 canada
Collin Davis, executive director of capital goods shows for Messe München, speaks during a press conference in Toronto.

Canada currently imports about 71 per cent of its equipment form the United States and 13 per cent from the European Union.

“The lion’s share comes from the US, but there are opportunities to increase business with the European market,” Davis said. “And it’s not only importing, Canada is also one of the top 15 exporters.”

Canadian presence doubles at bauma

In 2016, 22 exhibitors from Canada showcased their products at bauma. In 2019, 53 Canadian companies — so far — have registered as exhibitors.

The Canadian pavilion, which will be located in the mining hall, will host 23 of the companies, while 30 will set up throughout the show.  So far, the pavilion will occupy about 300 square metres.

“We wrote to past exhibitors. Most companies said they didn’t want to leave their space. They wanted to make sure they get it back again for future baumas,” said Neeta Correa, the official representative of Messe München in Canada.

Furthermore, a Canadian forum, dubbed the Canada Special, will provide insights into Canadian construction and mining.

“They will have experts come and present the status of the industry for these two sectors to the audience,” Correa said.

To encourage Canadians to visit the show, bauma is working on an airfare deal with Air Canada for a 15 per cent discount for attendees. More details on the discount will be revealed later this year.

Canadian flavour

Malcolm Early, vice president of marketing for Skyjack, which is based in Guelph, Ontario, said the company plans to bring a taste of Canada to Munich. Alongside its Canadian-made aerial work platforms and telehandlers, the company also plans to feature two Skyjack-themed beers as well as poutine and beavertails at their booth.

“bauma has always been known as the selling show,” Early said.

For Canadian planning to attend bauma for the first time, Early also offered a tip for surviving the trade show.

“Don’t go there with a new pair of shoes, work them in first,” he said.

A bigger bauma

bauma will see its footprint expand by about 9,000 square metres in 2019. The site, which spans about 3 km end-to-end, grows to a total 614,000 square metres. The number of halls increases to 18.

“It’s quite a big change,” Davis said.

As well, the show is setting a new record with more than 3,500 exhibitors from 55 countries. Organizers plan to surpass 600,000 attendees.

“The first exhibitors are already arriving,” Davis said. “There will be a lot of movement in the next few weeks.”

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