Global Perspective of Industry

  • May 05, 2014
  • Feature

Perspectives from Hannover Messe 2014

U.S. Summit stressed importance of Transatlantic Trade and Investment Partnership

By Bill Lydon, Editor

Every year Hannover Messe, held in Hannover, Germany, proves to be a tremendously informative event. The Fair provides a unique German and world perspective of the industrial sectors. “Integrated Industry – Next Steps,” was the 2014 theme, which focused on maximizing manufacturing flexibility and efficiency. Manufacturing contributes 21% of Germany's GDP. More than 180,000 people attended Hannover Messe 2014 to visit the 5,000 exhibitor displays, and one in every four visitors came from abroad. Fifty-seven percent came from the European Union, and 20% came from South, East and Central Asia. In terms of visitor country of origin, the Netherlands - this year’s partner country - took first place; China was second.

 At the Opening Ceremony, Dr. Angela Merkel, Chancellor of the Federal Republic of Germany, suggested keeping an open mind to new ideas.

There were eleven trade fairs under the 2014 Hannover Messe umbrella:

  • Industrial Automation - Process, Factory and Building Automation Systems and Solutions
  • Energy - Renewable and Conventional Power Generation, Power Supply, Transmission, Distribution and Storage
  • MobilTec - Hybrid and Electric Powertrain Technologies, Mobile Energy Storage & Alternative Mobility Solutions
  • Digital Factory - Integrated Processes and IT Solutions
  • Industrial Supply - Industrial Subcontracting and Lightweight Construction
  • IndustrialGreenTec - Environmental Technology
  • Research & Technology – R&D and Technology Transfer
  • MDA (Motion, Drive & Automation) – Power Transmission & Control
  • Wind - Wind Generation Technology, Components and Services
  • ComVac - Compressed Air and Vacuum Technology
  • Surface Technology - Industrial Surface Treatment

Partner Country Holland/Netherlands

The 2014 partner country was Holland/Netherlands. Exports are a vital part of the Dutch economy. Holland/Netherlands is one of Germany’s main economic and trading partners. Bilateral trade between the two countries accounts for almost 30% of the Dutch gross national product. The Dutch are leaders in the field of renewable energy and energy efficiency, particularly in offshore wind energy. The Netherlands are committed to meeting at least 16% of their energy needs via regenerative sources by 2020.

Netherlands Prime Minister Mark Rutte noted, “The Netherlands is not automatically associated with advanced technology in people’s minds.” He argued that this was actually a misconception. “If you drive a car with a high tech automatic transmission system, there is a 75% chance [the transmission] comes from the Netherlands.” More than 250 companies from the Netherlands exhibited at HANNOVER MESSE 2014, setting a new record for partner country participation.

Netherlands Prime Minister Mark Rutte noted, “If you drive a car with a high-tech automatic transmission system, there is a 75% chance [the transmission] comes from the Netherlands.”

U.S. Trade & Investment Summit

During Hannover Messe, the U.S. Trade & Investment Summit discussed global challenges. This summit was a joint initiative of the Federation of German Industries (BDI) and Deutsche Messe. The U.S. Embassy and the American Chamber of Commerce in Germany supported the event, which spotlighted the United States as a leader in advanced manufacturing and a first class investment location.

The summit covered a wide range of issues and challenges relating to the Transatlantic Trade and Investment Partnership (TTIP). TTIP is a proposed free-trade agreement between the European Union and the United States to increase trade. The first keynote presentation was by Judy Reinke, Acting Assistant Secretary for Trade Promotion and Director General, U.S. Commercial Service. She discussed a number of issues, including the normalization of industry standards, which is a major part of this effort.

Judy Reinke, Deputy Director General of the U.S. and Foreign Commercial Service, discussed issues including standards.

Tom Donohue, President & CEO of the U.S. Chamber of Commerce, presented the second keynote titled “TTIP: A Transatlantic Business Imperative.” Donohue was passionate about the need to accomplish TTIP. There is a great deal of work required before an agreement can be accomplished.

Thomas J. Donohue, President and CEO, US Chamber of Commerce emphasized the urgency of approving TTIP.


Tec2You was developed by Deutsche Messe in partnership with the federal government’s "Germany – Land of Ideas," initiative and Germany’s leading technology companies and industry associations. It is an opportunity for youth to experience innovations in action. Students can also make first contacts with future potential employers from key sectors of industry. The Tec2You area was full of active students learning and experiencing technology. Last year, more than 7,000 students attended Tec2You. Tec2You promotes sustainable contact between schools and businesses.

Students attending Tec2You

Busy Tec2You Hall

Integrated Industry – Next Steps

Practical demonstrations achieving the Integrated Industry theme were located throughout the fair. I will write about these applicable technologies in future articles.

If you haven’t attended Hannover Messe, we strongly encourage you to attend. Hannover Messe will provide an unmatched global economic and technological perspective. There is no other industrial trade fair in the world that draws such a global exhibitor and attendee base. See for yourself how other countries, in particular Germany, emphasize manufacturing and technology innovation. Start planning now to attend the next Hannover Messe on April 13-17, 2015.

Did you enjoy this great article?

Check out our free e-newsletters to read more great articles..