The Brazilian delegation, led by ApexBrasil, is participating in Hannover Messe 2026 to showcase a new industry: one that is more sustainable, efficient, and competitive

Amid the restructuring of global industry, Brazil is establishing itself as a competitive hub for production, innovation, and integration into international value chains. As Latin America's largest economy, the country combines market scale, productive diversity, and technological capacity, sustaining an industrial base with high potential for global integration.

This positioning is driven by Nova Indústria Brasil, which establishes a neo-industrialization strategy focused on innovation, sustainability, and increased productivity. In 2025, industry accounted for approximately 23.4% of GDP and 20.6% of formal employment, according to data from the National Confederation of Industry (CNI). Industrial production grew by 3.1% in the program's first year, which foresees investments of R$ 370 billion (approximately €62 billion) by the end of 2026.

The results are already evident. Revenue in the manufacturing sector grew by 5.6% in 2024—the largest increase in 14 years, according to the CNI—reflecting the impact of policies to encourage innovation, digitalization, and productive modernization under the New Industry Brazil initiative.

Nova Indústria Brasil is organized around six strategic missions: sustainable and digital agro-industrial chains; strengthening the health economic-industrial complex; sustainable infrastructure, sanitation, housing, and mobility; digital transformation of industry; bioeconomy, decarbonization, energy transition, and energy security; and development of technologies of interest for national sovereignty and defense. Implementation mobilizes financial and public support instruments, notably through the BNDES (National Bank for Economic and Social Development), Finep (Financier of Studies and Projects), and Embrapii (Brazilian Industrial Research and Innovation Company), among other credit and innovation incentive mechanisms.

This new cycle of industrial policy has been driving investments in the modernization of strategic sectors, the incorporation of digital technologies, and the strengthening of the link between science, technology, and industry.

Initiatives in sustainable mobility, automation, energy efficiency, and advanced manufacturing reflect a process of productive transformation aligned with the digital transition and the global decarbonization agenda, with a focus on increasing the international competitiveness of Brazilian industry.

In this context, Brazil positions itself as a key partner for joint industrial and technological projects, especially at a time when European companies are seeking to diversify supply chains, increase production resilience, and preserve their competitiveness in an environment of energy transition and geo-economic reconfiguration. The convergence between the priorities of New Industry Brazil and the European agendas for strategic autonomy, technological innovation, and climate transition creates institutional foundations conducive to structured cooperation, the formation of industrial joint ventures, and the development of more resilient, sustainable, and competitive value chains.

New Industry Brazil is showcased across 2,700 m²

This journey, driven by Brazilian industrial policies, is now showcased  across six pavilions where the Brazilian delegation is present at Hannover Messe 2026. With over 300 companies, startups, research centers, ICTs, and universities, visitors can explore solutions that highlight a new industry in Brazil, combining technology, productivity, and sustainability, and which demonstrate strong potential for competitive integration into the global market.

The first day of the event was marked by a dynamic and highly participatory start. The official inauguration of the Brazil Pavilion in Hall 12 was attended by high-ranking officials, including President Lula da Silva and German Chancellor Friedrich Merz, underscoring the strategic importance of Brazil's participation.

In this context, President Lula da Silva highlighted Brazil's role on the international stage, emphasizing its potential as a green powerhouse, while also praising ApexBrasil's efforts in organizing Brazil's participation in the fair.

"I want to thank ApexBrasil for its willingness and courage to take on the responsibility of participating in Hannover Messe 2026 to showcase a country that knows what it wants, where it is going, and what it is capable of," he stated.

The Brazilian President also underscored the country's role in the energy transition, highlighting its potential in biofuels and green hydrogen, and emphasizing that Brazil has one of the cleanest electricity grids in the world, with approximately 90% coming from renewable sources.

"We have a wide range of investment and collaboration opportunities so that we can progress and grow together," he added, also thanking Germany for the invitation.

After the ceremony, President Lula da Silva and ApexBrasil President Laudemir Müller visited some of the companies present at the fair, including WEG, Be8/Mercedes, Vale, Volkswagen Brazil, Embraer/Eve, and CNI—a vivid portrait of the country's industrial diversity and capacity.

For ApexBrasil President Laudemir Müller, Brazil's participation in the fair reinforces the country's position as a platform for connecting with strategic markets:

"We are at Hannover Messe to showcase the solutions Brazilian companies offer for today's industry to build a better future. We have solutions in mechanical engineering, equipment, software, and for the energy transition. The fair's main focus is digitalization and the energy transition, and Brazil stands out in both of these areas."

From the start, the halls saw a continuous flow of visitors, meetings, and presentations, while Brazilian companies, with their booths already in full swing, welcomed partners and demonstrated their solutions. Throughout the day, pitches, demonstrations, and institutional events took place, creating a highly dynamic and interactive environment. More than just a debut, Brazil presented itself as an innovative, sustainable industrial partner ready to integrate into global value chains.

This initiative is supported by key institutions that reflect the diversity and strength of Brazil's productive sector.

Event Details

Hannover Messe 2026 – Brazil Official Partner Country

Date: April 20–24, 2026

General information: https://www.hannovermesse.de/en/expo/partner-country/index-3

Catalog of Brazilian companies: https://www.hannovermesse.de/en/search/?null=LOG&rt=ex&rt=pr&or=BR&sort=RANKING&title=Exhibitors+and+Products+from+Brazil

Press contact: fcastelao@wlpartners.pt  | nayara.silveira@apexbrasil.com.br

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