Citing a new marketing approach and changing customer behaviors, Volvo Construction Equipment says it will not participate in the 2022 Bauma trade show.

Bauma, held every three years in Munich, Germany, is the world's largest construction equipment trade show. In 2019, the show had more than 3,500 exhibitors and nearly 630,000 visitors, according to show organizer Messe Munchen.

During the 2019 Bauma, Volvo CE made a big splash with its compact electric machine announcement, showcasing the ECR25 excavator and L25 wheel loader that are now production machines.

Volvo's revamped marketing approach will now focus on local market Volvo-branded events, designed to build stronger customer relationships. The company says it will take a "commercial marketing approach aimed at seamless integration of developing digital and marketing channels." It also intends to increase its investment in digital channels and campaigns.