Video: Aaron Ravenscroft on Manitowoc at Bauma 2025

Aaron Ravenscroft, president and CEO, the Manitowoc Company. Photo: Manitowoc

Now that Bauma 2025 – AKA the mother of all trade  shows – is over for another three years, we are taking time to reflect on the event and reporting more of the stories and news that continues to emerge.

For this particular interview I am very pleased that Manitowoc Company CEO Aaron Ravenscroft found time during the April exhibition in Munich, Germany, to tell us his impressions of the trade show.

Manitowoc at Bauma 2025. Photo: Alex Dahm/KHL Group

In a separate story to be published soon, Ravenscroft also talks about the wider crane market and the state of the industry as a whole, so be on the look out for that one.

The following is what he had to say about this Bauma.

“The show has been fantastic. It’s always a great opportunity to spend time with folks that we have long-term relationships with. It’s been fun to celebrate.

“In terms of the products I am really pleased with the feedback on the all terrain cranes. If I think back to my first Bauma in 2016, we had some pretty tough meetings around the quality of our equipment but I am really pleased with the feedback from folks and the compliments so it is a 180 degree change from where we were a few years ago.

“In terms of the tower crane business the team has done a great job of continuously pumping out new products. We’re working hard to meet all the new EN standards in Europe.

“In towers and mobile cranes we have found some different ways to also take that challenge and make it into an opportunity.

“So, overall, I am very positive about the Bauma experience. It’s a little unfortunate that it’s been weighed down or watered down with the Trump tariff conversation but honestly I think everyone’s pretty calm and rational on that subject and we’ve been able to get back to business and talk about cranes which has been good.

“Speaking in terms of the regions, that’s the beauty of Bauma. I’d love to know how many folks I’ve met from different countries. I must have met people from 25 to 30 different countries this week which makes it a lot of fun and you really get a good feel for what’s happening in those regions.

“In terms of the US folks I’d say to me it seems about what we normally have. We have some really strong dealers that always help support us at these big events so that’s a big part of it. As for the Australian contingency, the Borger family always brings a good big group. We can hear them, at least with my ears, from a mile away. That’s the beauty of Bauma, spending time with folks like that, because I don’t get a chance to go to Australia very often so, yes, that’s one big advantage, that people come from all over the world.

“We’ve got 12 products on display and we’re showing a plethora of aftermarket products and services. We have a couple of different simulators to get feedback from folks in terms of the feel of inside the cabs, particularly on the mobile cranes.

“The other thing I would like to add is a big thank you to our staff here at Bauma, not just our employees but the folks that help us with the booth and our catering staff is top-notch so we really appreciate the support that they showed to us and our customers for the week. It makes a big difference.”

Video of this interview.

Aaron Ravescroft at Bauma 2025. Photo: Gary Brinklow/KHL Group