Volvo Penta teamed up with fellow Volvo Group members at Hillhead 2014 to show off the strength of the brand and grow market share in the industrial segment.
Every other summer, industry insiders and exhibitors gather in the 140,000 m2 Hillhead Quarry in England's picturesque Pennine Hills. This year with 420 exhibitors on site, around 17,000 visitors descended upon the quarry — up somewhat from the last exhibition's attendance.
This year, Volvo Penta joined Volvo Construction Equipment and Volvo Trucks at Hillhead 2014 on their joint stand to show the strength and synergies of the Volvo Group. For the first time the stand was powered by a specially built PE-brand generator equipped with a Volvo Penta engine. While Volvo CE conducted demonstrations and held competitions for members of its operators club, Volvo Penta showed off its D8 and D13 engines and Stage IV/Tier 4 Final selective catalytic reduction (SCR) technology on its corner of the stand.
The stand enjoyed several busy days. But Volvo Penta employees staffing the booth — as well as representatives from UK dealers Royston, Mitchells, Volspec and James Troop — also spent a lot of time proactively seeking out potential customers, talking to them about Volvo Penta products and inviting them to meetings.
"Hillhead is a good event for us to raise brand awareness in the UK for our industrial products," says UK market unit coordinator Michelle Bartlett. "Having a strong presence at this show will help us increase our status and grow our market share in the UK."