JLG Becomes Second Major OEM to Bow Out of Bauma Trade Show

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Updated Apr 26, 2021
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Another manufacturer says it is pulling out of Bauma.

JLG Industries announced it would not attend the trade show, held every three years in Munich, Germany.

JLG's announcement follows Volvo Construction Equipment's decision last month not to attend. 

“The global pandemic inflicted a change in behavior among our employees, our partners and our customers," says Karel Huijser, JLG’s general manager and vice president for EMEAIR. 

"Technology accelerated and improved virtual experiences," Huijser continues. "Online collaboration, engagement and sharing of information is allowing us to build a 'New Perspective' and made us reconsider some of our more traditional marketing efforts. As a result, we have and will continue to leverage and invest in these new and evolving technologies to showcase JLG products in innovative and exciting ways, to engage and collaborate with our global customer base.” 

JLG says it will instead focus on "small, localized in-person events, hybrid events and personalized virtual experiences that seamlessly integrate digital and traditional marketing channels." 

These events will feature JLG worksite and low-level access solutions, as well as electrified and sustainable technologies. 

JLG says it has not ruled out coming back to Bauma after the 2022 show.