Two big names absent from Agritechnica exhibitor list

Following Covid-related cancellations in 2021 and 2022, the Agritechnica show returns later this year. The Hannover, Germany-based exhibition bills itself as the “world’s leading trade fair for agricultural machinery,” and in 2023 expects to welcome more than 2,600 exhibitors, including many from the tyre industry. But two well-known manufacturers of agricultural tyres will be absent.

From Ascenso Tyres through to Zhongce Rubber, the tyre and wheel alphabet is represented on the Agritechnica 2023 exhibitor list by no less than 84 names. But ‘B’ doesn’t stand for Bridgestone, nor is Michelin to be found upon reaching the ‘M’ entries. Our German sister publication Reifenpresse.de asked the local representatives of these two manufacturers why they weren’t attending.

Targeted campaigns

For Michelin, its absence from Agritechnica is based upon a decision to focus on targeted campaigns, as it did after the 2021 show’s cancellation. “The aim was to bring our agricultural industry partners closer to our passion for agriculture in an alternative way – for example through local events or digital activations. This enables Michelin to be very close to experts in the sector,” says the tyre maker. But the lack of a Michelin stand at Agritechnica doesn’t mean its products won’t be present at the show. Michelin notes that they will be visible on machinery from various original equipment manufacturers. “Our decision only applies to the year 2023. Decisions about events in coming years will be decided individually,” the company added.

Similarly, Bridgestone has decided against exhibiting at Agritechnica this year but will take future events on a case-by-case basis. “In implementing our strategy to be a global leader in premium tyres and rubber products, as well as safe and sustainable mobility solutions, we are constantly reviewing our marketing platforms for presenting our products. The decisions to implement individual measures or participate in events depend on different factors and are made individually. However, selective trade fair appearances will continue to play an important role in the future,” says Christoph Frost, director commercial products for Bridgestone Europe’s Central region.

Sought after business platform

Even without Michelin and Bridgestone, exhibitors will reportedly occupy 23 halls, a total exhibition space of approximately 40,000 square metres. “The exhibitors from more than 50 countries include all market leaders,” comments Timo Zipf, Agritechnica project manager, regarding the November 2023 show.

“With the international dealer centre, the B2B marketplace ‘Systems & Components’ and the start-up area ‘agrifood start-ups’, Agritechnica 2023 will offer a complete overview of farm equipment and related topics, working as a much sought-after business platform with international networking, especially after the hiatus due to the pandemic.”