Cat Corporate Pulls Away From Bauma; German Dealer Assumes Show Presence

Caterpillar corporate is bowing out of the massive 2022 Bauma international construction equipment trade show. Instead, the company will leave that responsibility to Cat’s German dealer Zeppelin.

Prior to this, both Cat and Zeppelin shared Cat’s stand at the trade show, held every three years in Munich, Germany.

Cat’s decision is the latest in a series of trade-show pullbacks prompted in part by the worldwide pandemic.

Citing a new marketing approach and changing customer behaviors, Volvo Construction Equipment in March said it would not participate in Bauma. A month later, JLG also said it was not attending.

Bauma announced in April that it was pushing its 2022 show back from its traditional April spot to Oct. 24-30th. 

“We know the Zeppelin team will create an outstanding experience at the 2022 edition of Bauma,” says Christophe Pelé, Caterpillar vice president with responsibility for Europe, Africa, the Middle East and Eurasia. “Beyond supporting Zeppelin for the show, Caterpillar is focused on delivering ongoing interactions with customers by expanding its marketing engagements across Europe, Africa, the Middle East and Eurasia, using multiple channels.”

“We are proud to present to our customers at Bauma 2022 the latest products from Caterpillar,” says Michael Heidemann, vice chairman of the management board at Zeppelin. “… Our commitment to Bauma is a clear signal to our customers in Germany, Europe and Eurasia that you can rely on Zeppelin.”

In addition to Germany, Zepplin is also the Cat dealer in 12 other countries in Europe and Eurasia. It is one of Cat’s largest dealers.