Following Volvo, another manufacturer has announced that it will withdraw from the BMW exhibition in Munich, Germany in 2022. Last month, Volvo Construction Equipment decided not to participate in the exhibition.
Karel Huijser, the General Manager and Vice President of EMEAIR of JLG, said: "The global pandemic of the COVID-19 has led to changes in the behavior of our employees, partners and customers. Now technology has accelerated and improved virtual experiences. Online collaboration, participation and information sharing can provide users with more 'new perspectives', which prompts us to reconsider some traditional marketing activities. Therefore, we have and will continue to utilize and invest in these constantly evolving new technologies. To showcase JLG products in an innovative and exciting way and interact with our global customer base."
JLG stated that in the future, the company will focus on small-scale, localized on-site events, hybrid events and personalized virtual experiences, seamlessly integrating digital marketing with traditional marketing channels. These events will feature JLG construction and low-level access solutions, as well as electrification and sustainable technologies.
JLG also stated that in the future, there is no rule out the possibility of returning to the BMW Exhibition in Munich.
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