Atlas Copco Power Technique bows out of Bauma

Atlas Copco’s Power Technique business has confirmed it will not participate in Bauma 2022 in order to focus on digital and “personalised” customer interactions.

Atlas Copco is digitalising its customer interactions.

The Power Technique business area provides air, power and flow products including mobile compressors, pumps, light towers and generators.

It also offers specialty rental and services through its global network. It serves sectors including construction, manufacturing, oil and gas, and exploration drilling.

Bauma will take place in Munich, Germany on 24 to 30 October 2022.

The business said its customer focused activities had “evolved drastically in the past two years” to focus on digital customer journeys, adding its new approach would prioritise “personal relationships and digital presence where appropriate.” 

“This shift in focus will allow the business area to invest more in local and specialised touchpoints - where a personal interaction with the customer ensures more relevant content and, ultimately, a more sustainable customer relationship.”

Atlas Copco’s decision follows similar announcements by companies including Volvo CE and JLG, with JCB expressing doubts about whether it will attend. Caterpillar will exhibit through its dealer, Zeppelin. Despite that, Bauma will be the largest and most important construction show in 2022.

Andrew Walker, President of Atlas Copco Power Technique, said the business would continue to organise physical events and attend local trade shows. 

“We will become more focused on our customer experience with online and offline touchpoints. A balanced mix of digital and physical events will ensure that we offer the best possible experience to every customer.” 

Meanwhile local trade shows offered “the opportunity for local Atlas Copco representatives to engage with customers on a more personal level.”

“We keep monitoring the way customers choose to interact with us, and we’ll continuously review our marketing activities to match these preferences, “ said Walker.