A major multinational organizer of industrial trade shows will debut a new U.S. fair for the power transmission and control market in 2014. Deutsche Messe AG is now working on staging the first-ever MDA (for Motion, Drive, and Automation) North America trade show at McCormick Place in Chicago, Sept. 8-13, next year. The show will be a platform for mechanical power transmission and control technology, as well as pneumatics and hydraulics.
MDA North America will be co-located with the International Manufacturing Technology Show (IMTS) for the metalcutting market, which is North America’s biggest industrial trade show in terms of size and attendance. The new industrial fair represents a continuation of the growing collaboration between Deutsche Messe and the organizer of IMTS. Last year, the Hannover, Germany-based Deutsche Messe staged alongside the biennial IMTS the first Industrial Automation North America robotics and automation show that is also returning in 2014.
“Following the successful launch of Industrial Automation North America, we expect MDA North America will be just as successful,” says Larry Turner, CEO of Hannover Fairs USA, the U.S. subsidiary of Deutsche Messe.
The start of the new MDA North America, however, has as much to do with the size and potential of the U.S. power transmission market as the collaboration, according to Deutsche Messe. Germany ships 9.5 billion euros of power transmission products to the U.S market annually, and the value of such exports more than doubled from 2001 to 2011, the trade show company said. “The figures for 2012 suggest further growth, which is why we welcome MDA North America as an additional platform for our successful overseas business,” says Hartmut Rauen, senior executive of the German Engineering Federation and head of the federation’s power transmission and fluid power divisions.
The overseas business that Rauen is referring to is the biennial MDA fair at Hannover Messe, the yearly massive industrial technology trade fair held in Hannover consisting of 11 co-located shows. MDA draws 1,100 exhibitors, two-thirds of which come from outside Germany. MDA and Hannover Messe will be held April 8-12. “For Germany providers of power transmission systems, MDA is the most important show on the event calendar,” says Robert Schullan, chairman of the MDA Executive Committee and the Power Transmission Association within the German Engineering Federation.
For Germany’s power transmission and control technology suppliers, the German Engineering Federation is forecasting a “fairly static market” that will “largely depend on the economic development” of key markets such as the U.S., Japan, China, and Italy. Those suppliers recorded modest sales increases last year over 2011, the federation says.