With Hannover Messe 2025 just weeks away, organizers of the annual German industrial trade fair are setting the tone for this year’s show.
Given current geopolitical uncertainties—including the reality that the U.S. presidency is doubling down on its “America First” agenda and China’s measures to bolster industrial sector growth— Hannover Messe 2025 plays a distinct role for industrial companies and economies that seek to future-proof their business, according to Dr. Jochen Köckler, chairman of the Managing Board of Deutsche Messe AG.
As the partner country of Hannover Fair 2025, Canada will address these shifting geo-economic concerns by pushing to strengthen its footing with international trading partners. Canada’s presence at the trade fair (March 31-April 4, 2025) is intended to show businesses, organizations and governments that Canada is a reliable partner during “changing times with changing priorities,” said Evelyne Coulombe, Chargée d’Affaires a.i., Embassy of Canada to Germany, Berlin.
Addressing an audience of international journalists at a press preview in Hannover, Germany, on Feb. 19, Coulombe said that preparations for the event started about two-and-a-half years ago, when Federal Chancellor Olaf Scholz invited Canada to be the partner country in 2025.
Participation in the trade fair highlights the bilateral relationship between Canada and Germany. Organizing the country’s relationship along the pillars of “trade investment, science and technology on the trade side” has been beneficial, and Canada has seen a rise in German investments over the course of several years, Coulombe explained.
As evidence, Coulombe pointed to about a 44% increase in the trade volume of goods between Canada and Germany since the provisional application of the Canada-EU Comprehensive Economic and Trade Agreement (CETA) in 2017. The agreement was ratified by Germany in 2022.
“I was looking at the top goods exported from Canada to Germany in 2023 and the topics fit perfectly with the Hanover Fair, because they were in machinery, motor vehicles and parts, electrical machinery and equipment and precision and technical instruments,” said Coulombe.
Canada’s Advanced Manufacturing Sector Makes its Presence Known
“Canada is more than moose and mountains and Mounties,” said Jayson Myers, CEO of NGEN (Next Generation Manufacturing Canada). “We’re also the hub of a very, very vibrant advanced manufacturing sector and technologies such as artificial intelligence, quantum, advanced materials, robotics, automation that are really an energy alternative—energy solutions that are really revolutionizing the business of manufacturing.”
READ MORE: Hannover Messe Builds Anticipation for New Technologies and Production Methods
The Hannover trade fair is as an opportunity for Canada’s business sector to diversify their markets. “From last year’s experience, over $70 million of business was generated as a direct result of participation here in Hanover,” he related. “We’re looking for much more business to be generated this year as well.”
Myers, an award-winning business economist specializing in industrial and technological change, told the press that there are very few other technological showcases in the world where you have business decision makers and investors walking the floor. “Canadian companies are looking for investment, they’re looking for innovation partners, they’re looking for suppliers, they’re looking for customers,” he said.
Setting Geopolitics Aside, Products are Becoming Data Platforms
The world of manufacturing is changing not only because of geopolitical transformations, but also technological innovation. Technologies such as AI, quantum, advanced materials and alternative energy are changing the very basic nature of the business of manufacturing and products are becoming platforms for data, Myers indicated.
“AI is providing not only tools for improving process, but for going for much more in terms of autonomous products, of autonomous processes as well,” he said.
READ MORE: Hannover Messe 2024: Open Ecosystems and Collaborations Steal the Show
For example, Myers pointed to the MARI AARS, an AI-driven robotics platform for fast and code-free programming, which won the 2025 Hannover Messe Robotics Award. Developed by Maple Advanced Robotics, a Canadian company, the platform uses advanced 3D scanning, automatic robot path generation, and an intuitive graphical flowchart interface that eliminates the need for coding and CAD files. The robotics platform can also compensate for deviations, which can ensure a consistent level of quality.
Dr. Annika Raatz from Leibniz University, a juror in the competition, said the innovative autonomous path planning of the robotic platform solves one of the biggest challenges of high-mix production, namely constant reprogramming and setup. “This opens up new opportunities—especially for small and medium-sized companies—that will also help to counteract the shortage of skilled workers,” she said.
Inviting Technology Collaborations and Opportunities
Myers invited members of the trade press to visit vendors’ demonstrations set up outside the press conference and learn about technology partnerships with companies—such as Siemens, SFC Energy and Harting—that have operations in Canada.
“Business interests are common around the world in the sector of advanced manufacturing, but it’s really to understand from each other and to get everybody’s perspectives,” said Myers. “The Canadian business community is well prepared to provide their perspectives here and in five weeks’ time.”
More than 225 Canadian exhibitors and 1,000 Canadians are expected to attend the event, with the aim of diversify markets and attract investment, reiterated Coulombe. “Canadian companies are very excited to present all the innovative manufacturing solutions that we have that are green, digital and resilient,” she said.
The Canadian showcase will occupy space in six pavilions, focusing on leading-edge innovation, automation and robotics, digital solutions and AI, alternative energy, hydrogen technologies, and trade and investment opportunities.
An investment forum, a forum for our trade commissioners, “will showcasing the best that Canada has to offer in an attempt to attract more investment here into Canada,” said Myers. “This a great opportunity, as I said, to diversify markets, to attract new investment and to find innovation partners around the world to, frankly, diversify away from our largest trading partner.”
The 2025 trade fair will see global tech companies such as Amazon Web Services, Bosch, Google, Microsoft, Schneider Electric and Siemens exhibit alongside mid-sized technology leaders such as Beckhoff, Festo, Harting, ifm, LAPP, Phoenix Contact, Rittal, Schaeffler and SEW-EURODRIVE.
