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New trade fair: Integrated Automation, Motion & Drives



As of next year, Deutsche Messe, the organizer of Hannover Messe, will merge the event's annual Industrial Automation (IA) fair with the biennial Motion, Drive & Automation (MDA). The new flagship tradeshow will be called Integrated Automation, Motion & Drives (IAMD).

 - Dr. Gunther Kegel (ZVEI), Dr. Jochen Köckler (Deutsche Messe) and Christian H. Kienzle (VDMA) announced the new IAMD
© Deutsche Messe
Dr. Gunther Kegel (ZVEI), Dr. Jochen Köckler (Deutsche Messe) and Christian H. Kienzle (VDMA) announced the new IAMD

IAMD will feature the full range of industrial automation, transmission and fluid power solutions.

Industry 4.0 is increasingly blurring the lines between the various sectors of industry, while innovation cycles continue to get shorter. These are trends that manufacturers around the world cannot afford to ignore, no matter how large or small. Hannover Messe, too, is adapting to this new reality. Up to now, transmission and fluid power technologies have been featured at the fair on a biennial basis. “But the marketplace has changed”, reports Deutsche Messe Managing Board member Dr. Jochen Köckler. “In the digital age, new products are reaching the market stage much more quickly, with the result that companies want to showcase them at shorter intervals. That's why we've decided to feature transmission and fluid power technologies annually from 2018 on”, he explains.

New market trend: Cross-sector and cross-platform solutions

“From a technology standpoint, the Industrial Automation and MDA shows have been converging for a number of years now”, Köckler remarks. “This merger reflects the reality of today's market environment, which increasingly favors cross-sector and cross-platform solutions as well as digitally integrated products. It also further bolsters Hannover Messe's position as the world's number one Industry 4.0 tradeshow. Like no other fair, Hannover Messe showcases complete Industry 4.0 solutions – everything from smart components to cloud-based data management, not just the individual building blocks.”

IAMD to build worldwide presence

Deutsche Messe plans to roll out the IAMD brand to key markets around the globe. This will open up further opportunities for companies wishing to export to emerging and fast-growing economies with an enhanced need for automation solutions, such as China. Deutsche Messe's existing offshoot tradeshows in China, Canada, the US and Turkey will be successively restructured and rebranded in line with the parent event in Germany. The company also has plans to establish IAMD shows in other key markets.