Canada meets Germany: Opportunities for Canadian companies at Hannover Messe 2025
By Matthias Held CEO-Strategy spyke
Challenges and solutions
Hannover Messe 2025 is held under the motto of Partner Country Canada : "The Future is Here" – a motto that carries more weight than ever this year. In a time of global uncertainty and economic upheaval, the trade fair will become not only an innovation forum but also a strategic platform for international cooperation. This presents a unique opportunity for Canadian companies: market entry into Germany – and thus into the EU.
Germany: Stability and opportunities in uncertain times
In an increasingly polarized world, Germany is sending a clear message: reliability, innovative strength, and open markets. François-Philippe Champagne, Canada's Minister of Innovation, Science and Industry, emphasizes: "Germany is an anchor of stability in Europe, a market with high purchasing power and a reliable economic environment." The CETA agreement significantly facilitated access to the European single market for Canadian companies. Eric Schweitzer, former President of the Association of German Chambers of Industry and Commerce, explains: "CETA opens up enormous opportunities for Canadian companies, particularly in future-oriented sectors such as renewable energy and the digital economy."
Many Canadian companies are already benefiting from close economic cooperation with Germany – for example in the areas of energy, technology, aviation and mobility.
Successful examples of Canadian market strategies
Companies like Shopify, CAE, Magna International, and Eavor Technologies demonstrate how it's done: With local adaptation, strong partnerships, and innovative solutions, they've successfully positioned themselves in the German market. One particularly dynamic player is the Ontario Teachers' Pension Plan (OTPP), which not only invests in German startups like DeepL but also develops targeted technology partnerships. Avid Larizadeh Duggan of the OTPP: "We see an environment in Germany that promotes innovation and offers long-term prospects."
Even smaller players like Smart Mill demonstrate how Canadian companies are finding a receptive audience with niche solutions – for example, for the timber industry.
#1
Location selection
with strategy:
The right location is more than just logistics—it sends a signal to potential partners and customers. Industry clusters, funding opportunities, and access to talent are crucial factors.
#2
Cultural
Building understanding:
Anyone who wants to be successful in Germany must take the German business and communication culture seriously. Structure, planning, and long-term thinking often count more than speed.
#3
Networks and
Partners use:
Chambers of commerce like the AHK Canada are valuable first points of contact. Beyond that, however, a strategic network is needed – made up of local advisors, industry contacts, and communications professionals.
#4
Product and
Localize marketing:
The German market demands tailor-made solutions: be it through technical certifications, GDPR-compliant design or German customer communication with cultural sensitivity.
#5
Long-term and
think strategically:
Spontaneous expansions often fail due to a lack of depth. Those who want to gain a permanent foothold in Germany should focus on organic growth, local representation, and a clear vision.
Based on over 20 years of experience in transatlantic brand communication and close collaboration with chambers of commerce and industry, I have developed a clear success model in working with North American companies – a five-point plan that not only facilitates market entry but also ensures sustained success: