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Inaugural bauma Africa attracts significant German presence

FIRST FOR AFRICAThe inaugural bauma Africa event is an international trade fair for construction machinery, building material machines, mining machines, construction vehicles and construction equipment

DIGGERS TO DANCEJCB Kemach equipment will be used by the JCB Dancing Diggers for entertainment at the inaugural bauma Africa

6th September 2013

By: David Oliveira

Creamer Media Staff Writer

  

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Never before has a trade fair in Africa experienced such high participation from a German national pavilion and, as a result, the German pavilion at the inaugural bauma Africa is the largest national pavilion Germany has ever had in Southern Africa, says Germany-based tradeshow event organising company Messe München International (MMI).

“The bauma trade show essentially began as a German event and now that MMI is bringing the show to South Africa, it is important for the two countries to maintain a strong relationship,” says MMI South Africa CEO Elaine Crewe, adding that “the event will serve as a platform to introduce major German players to the South African and African markets, which could possibly result in increased foreign investment in mining and construction, benefiting the economy of South Africa and Africa”.

The German companies registered for the event include drilling company Bauer, diversified manufacturing company Benninghoven, concrete mixing machinery manufacturer Elba-Werk and tunnel-boring equipment manufacturer Herrenknecht.

MMI Germany MD Eugen Egetenmeir says: “The development of international relationships is evident in the participation of 77 exhibitors at the German pavilion at bauma Africa. Additionally, according to a survey by the German Association of Chambers of Commerce and Industry, one out of five German companies operating abroad have made deals in the African market.”

Further, Germany-based construction equipment, building material machines and mining equipment federation German Engineering Federation MD Joachim Schmid says South Africa provides great business opportunities for the federation’s member companies and for other German companies.

“This is why the federation has supported bauma Africa and the German national pavilion from the beginning. South Africa holds the majority of the world’s platinum reserves and a considerable amount of other minerals,” he adds.

Schmid highlights that South Africa’s potential role as the gateway into Africa is another reason why the market is so attractive for German companies.

Crewe states that South Africa is regarded as a politically and economically stable African country, while Germany is one of the most stable countries in Europe. This, she says, will assist in trade flow between the two countries, which MMI hopes will increase after the bauma Africa trade show has taken place.

“South Africa can offer Germany a wealth of resources, while Germany offers the possibility of foreign investment and growth for South Africa’s mining and construction sectors,” she notes.

South Africa will host the inaugural bauma Africa construction machinery, building material machines, mining machines and construction vehicles international trade show from September 18 to 21 at the Gallagher Convention Centre, in Johannesburg. It will feature more than 700 mining and construction companies from 38 different countries, with a total exhibition area of over 60 000 m2, which includes indoor and outdoor exhibition areas – a first for the venue.

Crewe notes that there was difficulty with space allocation for the event, owing to more companies participating in the event, which is why the parking and outside areas of the Gallagher Convention Centre have also been allocated for exhibition purposes.

“Some foreign companies were apprehensive about participating at bauma Africa, owing to the global economic slowdown. However, MMI will be able to further develop the event, which is to be staged again in 2015, through input from this year’s participants,” she says.

The event is organised by the South African subsidiary of MMI and will have nine inter- national pavilions for Austria, China, Finland, Germany, India, Northern Ireland, Poland, Spain and the UK, says Crewe.

Owing to Africa being identified as an emerging market by MMI, the company decided to establish its South African subsidiary in May 2012 to organise the bauma Africa event.

Originally a Germany-based event, the bauma international trade show is held every three years in Munich. In 2002, the first bauma China event took place in Shanghai and was the first bauma trade show to take place outside Germany. The inaugural bauma India event, jointly organised by MMI and US-based equip- ment manufacturer the Association of Equipment Manufacturers, was first held in 2011 in Mumbai and will be moved to Greater Noida, near Delhi, owing to the growth of the event.

The bauma events in China and India are held biennially and the same is expected for bauma Africa, says Crewe, adding that “bauma Africa is expected to continue being held in Johannesburg, but MMI South Africa is considering the possibility of introducing a bauma roadshow into the rest of Africa”.

She says the bauma Africa event will be the largest mining and construction trade show to be organised in Africa, which offers international companies an opportunity to launch into Africa and companies with an existing African presence to release new products.

Earthmoving vehicle manufacturer JCB Kemach will exhibit at the event and will also bring the JCB Dancing Diggers from the UK. The Dancing Diggers are a group of trained JCB vehicle operators who perform choreographed stunts in JCB backhoe loaders.

MMI will also have a family stand where other bauma events will be advertised.

Edited by Tracy Hancock
Creamer Media Contributing Editor

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