Volvo Construction Equipment is pulling out of bauma 2022.
The decision to miss the big Munich-based exhibition next April is part of the Swedish manufacturer’s new localised marketing strategy aiming for greater customer engagement.
The company says the new strategy is being adopted in light of evolving customer behaviour and needs which have accelerated due to the Covid-19 pandemic.
It adds that it will be moving towards more market-specific Volvo-branded events in the future. The shift will involve, together with dealer partners, an increased focus on local market Volvo-branded events to build stronger and more sustainable customer relationships.
Volvo will also adopt a commercial marketing approach aimed at seamless integration of developing digital and traditional marketing channels, and increased investment in digital channels and campaigns to reflect changing customer touchpoints and behaviors.
As a result, Volvo CE says it has decided not to attend the bauma Munich 2022 construction equipment event next April.
Volvo CE will be refocusing on its own purpose-built audience outreach combining physical, digital and hybrid events. It says this move will allow for a more flexible, tailor-made offer, however and wherever the customer wants to interact with Volvo products and services.
The company says the new approach also reflects increasing demands being made to do business in a more sustainable manner and to reduce its environmental footprint.
Carl Slotte, head of the Europe region at Volvo CE, commented: “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.”
Slotte said that, despite Volvo’s withdrawal from next year’s bauma, it has not ruled out future participation at bauma or other tradeshows. “We will continue to review the way our customers want to interact with us and base our strategy on their needs and demands,” said Slotte.
