JLG pulls out of Bauma 2022

Access sector giant to focus in localised and virtual events under “New Perspective” marketing initiatives in response to post-Covid environment

Access equipment giant JLG has announced that it will not participate in Bauma 2022 owing to the effects of the Covid-19 pandemic, which is leading to the company building a “New Perspective” and reconsidering traditional marketing efforts.

In a statement from the company, Karel Huijser, JLG’s general manager and vice president for the EMEAIR region, said: “The global pandemic inflicted a change in behaviour among our employees, our partners and our customers. Technology accelerated and improved virtual experiences. 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.”

The global aerial work platforms and telescopic handler heavyweight said that planned marketing activities now include small, localised in-person events, hybrid events and personalised virtual experiences “that seamlessly integrate digital and traditional marketing channels”.

“We will take this opportunity to feature JLG work site solutions and evolve our line of low-level access solutions, as well as our newest electrified and sustainable technologies. With that in mind, we will invest in digital engagement that we can continue forward into the future. We will pair this with smaller, local events, minimising our carbon footprint. This approach and our ‘New Perspective’ will give customers the flexibility to engage with us face-to-face, digitally or both,” Huijser added.

Despite the decision to withdraw from bauma 2022, JLG added that it has not ruled out future participation in the show.


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