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Volvo bails on Bauma

Volvo Construction Equipment has announced that it will not be attending Bauma 2022.

The decision is part of a wider marketing drive that will see the company – traditionally one of the show’s biggest exhibitors – embracing greater use of digital channels as COVID-19 fears continue to grip the world.

According t a statement from the company, Volvo CE will be refocusing on its own purpose-built audience outreach combining physical, digital and hybrid events. The move will allow for a more flexible, tailor-made offer, however and wherever the customer wants to interact with Volvo products and services.

The new approach has been influenced by changes in customer behaviour and needs which have accelerated during the Covid-19 pandemic. The new approach also reflects increasing demands being made to do business in a more sustainable manner and to reduce the company’s environmental footprint. 

Carl Slotte, Head of Region Europe at Volvo CE, says: “Whilst physical interaction remains very important, we are beginning to see significant changes in the way our customers want to engage with us both digitally and face-to-face. This is driven both by technological possibilities of doing business more efficiently and the increasing need to do business more sustainably.”

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