As in previous years, Germany represents the biggest national group at this year’s Big 5 show, with its  pavilion having grown over each successive year and continuing to beat all the records it has set at previous shows.

This year, the official German pavilion — the largest hosted by Germany worldwide — will cover about 6,500 sq m in the Zabeel Hall and feature more than 300 German companies offering high-quality products and services related to the construction sector.
“Germany’s exports to the Near and Middle East rose by 12 per cent to €23 billion ($32.44 billion) last year. About 25 per cent of these exports were machinery
products,” says Boris Abadjieff, a spokesman
for the VDMA-German Engineering Federation. “Trade relations between the UAE and Germany have also grown continuously. Germany’s overall exports to the UAE increased by 22 per cent to €5.4 billion. This general export growth was even outperformed by machinery exports, which rose by 66 per cent to €1.2 billion.”
“These figures are not surprising as the UAE has become more and more important also as a production location for various industries. Another reason is the ongoing boom in the construction business. Germany not only has a leading position in the area of investment goods, but also durable consumer goods enjoy an internationally high reputation due to its outstanding technology and design,” he continues.
The German pavilion at the Big 5 Show this year will offer all visitors a platform to acquaint themselves on the wide range of products and technologies made by German companies. In a close exchange of experience with exhibitors, they can consult on the use of the right product for the right purpose and analyse and arrange all kinds of possible future co-operation, Abadjieff says.
As one of the leading industrial and trading countries, the Federal Republic of Germany uses the opportunity of fairs and exhibitions at home and abroad to meet its commitments as an international economic and trading partner.
This year the German Federal Ministry of Economics and Technology (BMWi) with the support of Association of the German Trade Fair Industry (Auma) as well as the VDMA are coordinating the participation at the German pavilion.
The VDMA — which enfolds 3,000 mainly small and medium-size member companies in the engineering industry, making it one of the largest and most important industrial associations in Europe — will support its members’ participation at the event. The association recently launched a pro-original campaign with the slogan “Choose the Original — Choose Success,” at the Hannover Messe technology trade fair in Hanover, Germany.
“‘Original technology pays off’ was the core message that the German Federation and its members sent to potential customers in order to fight the counterfeiting industry and the violation of intellectual property rights,” says Abadjieff. “The campaign makes obvious that it is in the very interest of every buyer to invest in original technology.”
Developed in cooperation with Marianne Friese Consulting (MFC), a Beijing-based strategy and communication consultancy agency, the VDMA campaign focuses on the advantages of original machines and is based on five main arguments for original machines and equipment: quality, innovation, efficiency, experience and safety.
“A recent VDMA study has revealed that counterfeiting affects two-thirds of all German member companies and that all sectors and production levels of the mechanical engineering industry are involved. Sixty per cent of all participants in the study indicated that complete machinery had been counterfeited, 42 per cent declared that spare parts were copied and 41 per cent said the same about single components,” he says.

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