CeMAT proves it’s more than just a trade show

News Story
- 5 Jun 2008 ( #363 ) - HANNOVER, Germany
5 min read
Hyster demonstrated its product range at its open-air stand with distributor Zeppelin.
Hyster demonstrated its product range at its open-air stand with distributor Zeppelin.
By Melissa Barnett, with additional reporting by Christine Liew

CeMAT has confirmed its place as the premier event for the logistics sector. Attendance was 20% up on 2005 numbers, with over 60,000 visitors passing through the gates this year.

Exhibitors told Forkliftaction.com News that they had experienced more visitors and better quality contacts than in past years, prompting to them to confirm that they will be back at CeMAT in 2011.

A number of exhibitors believe the event provides many companies with an excellent entry into the European market, and some noted up to 25% increases in orders during the gathering.

For many of the international companies exhibiting, Hannover was seen as an ideal place to bring together their often far-flung dealers and buyers in a relaxed and expansive atmosphere.

Bernard De Meester, TVH director, affirms CeMAT as the best materials handling show in terms of organisation, overall attendance and international visitors.

"We are happy [with the show]. We came across a lot of existing relationships and also met potentially new international customers."

Hyster Europe demonstrated a selection of its warehouse range, the new K1.0 high-level order picker and a new 'warehouse simulator' programme, to visitors at its open-air stand with its German distributor Zeppelin.

"We managed to conclude some important business during the week with orders being placed onsite. Enquiry levels were extremely high across the product range, from warehouse solutions to container handling equipment," product marketing manager Peter Madoc-Jones said.

Jungheinrich AG's Dr Helmut Limberg
Jungheinrich AG's Dr Helmut Limberg
Dr Helmut Limberg, Jungheinrich AG's board of management member for marketing and sales, says the show surpassed the company's expectations.

"Top-class audience, high internationality and a very positive feedback ... This was the best CeMAT ever."

Like other leading manufacturers, Jungheinrich made the green theme central to its exhibition. The "Concept 08" vehicle that director Klaus-Dieter Rosenbach says can be a "genuine alternative" to the drives with hydrogen fuel cells was the centrepiece of its exhibits.

According to Jungheinrich, the direct drive system in "Concept 08" is an evolution of the environmentally friendly three-phase AC technology in Jungheinrich electric forklifts.

Toyota's hybrid forklift inspired by the Toyota Prius
Toyota's hybrid forklift inspired by the Toyota Prius
Toyota Material Handling showcased its hybrid forklift in Europe for the first time. The forklift, inspired by technology used in the Toyota Prius, combines an IC engine, electric generator and a battery for an environmentally friendly operation.

"CeMAT also saw the launch of our new BT Levio powered pallet trucks and BT Staxio stackers, and a preview of our new 48 volt electric counterbalanced forklift and BT Reflex reach truck models that will be in the market in 2009," says marketing director Hugues Van Espen.

Linde Material Handling spokeswoman Heike Oder says the company received more international visitors in CeMAT 2008.

"Visitors were interested not only in our products but also in our service solutions and the Linde PureMotion program. They were [also] fascinated with our new drive technology concepts for the future. We are looking forward to CeMAT 2011," she says.

Visitors at CeMAT 2008
Visitors at CeMAT 2008
Linde PureMotion was launched over a year ago to describe Linde activities and advances in the prevention of human vibrations. The programme was further developed for CeMAT 2008 into a management strategy to promote environmental and economic sustainability.

Kalmar Industries Inc launched a new concept called "Pro Future" for its environmentally friendly equipment at CeMAT. Under this concept, Kalmar machines will be rated according to five green criteria - source of power, energy efficiency, emissions, noise pollution and recyclability. Through this system, the machine with the highest rating (five) will be the most environmentally friendly. Qualifying machines will carry the green and white Pro Future logo.

Narrow Aisle Ltd highlighted the Flexi Euro, a new addition to its Flexi range of articulated forklifts. The compact four-wheel articulated forklift suited to low-bay warehouses where storage density is needed can lift 1,500kg (3,307lb) loads to over 7 metres (23 feet) high. It can work in aisles as narrow as 1,642mm (5.4 feet)- wide with a Euro pallet, or 1,762mm (5.8 feet)-wide with an ISO pallet.

Hyundai introduced a new range of AC battery-powered forklifts to its "7" Series at CeMAT. Comprising 10 models with lift capacities ranging from 1.5 ton to 5.0 ton, the forklifts are suitable for intensive indoor applications.

E-P Equipment Co Ltd manager Sang Tian says CeMAT was "great" this year, with "a lot going on" at the Chinese company's stand.

"We had a lot of attention on the first day because CeMAT Live, the show newspaper, had an article on E-P highlighted on page one."

In the article, general manager John He introduced E-P's T-Series forklift as one of the "most cost-efficient forklifts", comfortable for operators and without a complex electronic system, resulting in easy maintenance.

Michael Andersson from Konecranes Lifttrucks, formerly SMV, says the company secured 20 orders from Germany, Austria, Sweden and Australia at the show and showcased its latest range of empty container reach stackers that was updated in 2007. He notes strong interest from "new potential dealers" as well.

Nissan Forklift Europe showcased a working prototype four-wheel forklift with lithium-ion battery technology that general manager Kees van Santen says drew huge interest.

"Some of the trade press called this the biggest surprise at CeMAT, drawing a lot of interest from competitors and forklift users," he says.

"Nissan's presence at CeMAT boosted our brand awareness and image as a major full line supplier with new products and innovative capabilities," van Santen says, adding he expects Nissan's show presence to contribute to a boost in future sales and market presence.

The Japanese manufacturer focused on launching its full warehouse equipment line to the German market as well as a roll-out plan to all European markets.

Forkliftaction.com had six staff members at CeMAT and executive director Michael Leu noted "great interest in our products under development as well as our growing geographical spread and increasing number of visitors to the portal".

"Enjoying the almost tropical weather and socialising with business partners was an important part of the week for all attending and our team did our best to keep up with some of our very experienced Northern Hemisphere friends," he says.

A competition to win a scale model electric forklift was a big hit at the Forkliftaction.com stand, Leu says, adding that "cash bribes and stories of deprived children and grandchildren were offered to try to relieve us of our interactive toys".
Winners included:
  • Frank Reif of AppenFelder & Miesen GmbH, Wetter, Germany
  • Michael Fischer of Bosch Rexroth AG, Schwieberdinge, Germany
  • Nissan Yohannov, of Elraz Forklift Ltd., Holon, Israel
  • An excited recipient from Filler GmbH, Rippershausen, Germany, who made off with his prize before we could get his details.
  • Jan Coemans of Hyundai, Geel, Belgium
  • Jimmy Lin of Shun Gin Rubber Industry Co, Hsin-Chu, Taiwan
  • Michiel Vermeulen of Ravas Europe BV, Zaltbommel, Netherlands

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