Volvo CE pulls out of Bauma 2022

Volvo CE says that the way customers want to engage with them is changing

Volvo Construction Equipment (Volvo CE) has revealed that the company will not be exhibiting at Bauma 2022.

The company has not ruled out attending Bauma – or other trade shows – in the future.

In a press release it said customer behaviour has evolved and changed due to Covid-19 and, due to this, the company was taking a new marketing approach aimed at even closer engagement with customers.

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

Carl Slotte, Head of Region Europe at Volvo CE, said, “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.”

However, Slotte did state that the company was not ruling out attending Bauma – or other trade shows – in the future. He confirmed that, “Despite our withdrawal from next year´s event, we have 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.”

Volvo CE added that the new strategy includes an increased focus on local market Volvo branded events, the integration of digital and traditional marketing channels, and increased investment in digital channels and campaigns to reflect changing customer touchpoints and behaviours.