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TOWARDS FEIMAFE 2009: “MADE IN ITALY” EXPANDS IN BRAZIL
Brazil is the next “frontier” for Italian machine tools. Last year, in fact, the Brazilian market expanded by 120.1% compared to 2007, to become the tenth biggest market for “Made in Italy” machine tools. This South American country, which takes up about 3.5% of Italian exports, is now level with India in the league table of major export markets. To meet this constantly growing demand, the Italian Institute for Foreign Trade (ICE), has organised an Italian group exhibition together with UCIMU (www.ucimu.it), the industry association, for the upcoming 2009 edition of FEIMAFE (www.feimafe.com.br), the sector trade fair.
FEIMAFE is Brazil’s leading trade fair dedicated to the machine tool industry. Organised every two years, it will take place this year at the Parque Anhembi in San Paolo from 18 to 23 May. 1,250 exhibitors from 30 countries took part in the last FEIMAFE fair in 2007 (it takes place every two years). Fifty of these companies were Italian.
Exports of machine tools to Brazil in 2008 (equalling 112.6 million euro) made Italy one of the top suppliers in a constantly growing market. Demand comes above all from the aerospace, car, shipbuilding and earth moving equipment manufacturing sectors, plus producers of components for energy production plants, household appliances and consumer electronics.
A recent survey of about 370 users, producers, importers and industry experts in Brazil has shown that Italian suppliers are strongest in the following areas: Brazilian customers above all appreciate competitive prices (even though Italian producers are often asked to lower their prices even further) combined with the added value of creative solutions. They also particularly like the high level of product customisation and the attention to technological level. An aspect that suppliers of “Made in Italy” goods are now concentrating on is guaranteed, speedy assistance that is both straightforward and of high quality. A high level of after-sales services is, in fact, of key importance to Brazilian customers when they choose a supplier.
Italian producers therefore realise that, to increase market share in Brazil, they need to adapt their machine tools more and more to local industry demands. However, there are good grounds for optimism: analysing the data for exports to Brazil, we can see that the value of cutting machine exports in 2008 rose by 131.1% to 45.7 million euro, while that for shaping machines jumped by 113.1% to 66.9 million euro. These values are well above the average: in 2008 overall exports of “Made in Italy” machine tools ‘only’ increased by 8% to 3,206 million euro.