Brazil is seeking to position itself as a global hub for technology and industrial innovation, with its Ambassador to Germany, HE Rodrigo Baena Soares, highlighting the country’s efforts during a press preview of the Hannover Messe on Tuesday.
Soares framed the 2026 Hannover Messe as a platform to showcase Brazil’s growing digital, AI, and renewable energy sectors, while deepening industrial and technological cooperation with Germany and the wider European Union.
Addressing an international audience of journalists, Soares described Germany and Brazil as “key countries in their respective continents,” noting that the upcoming Messe would be a “major opportunity to strengthen the convergences of our economies, industries and innovation ecosystems.” He highlighted shared democratic values and common industrial challenges, framing cooperation as a route to “maximise win-win outcomes for our societies.”
Tracing Germany’s influence in Latin America back to the 19th century, Soares cited decades of German investment that had made companies such as Volkswagen, Siemens and BASF household names in Brazil.
Germany remains a top investor in Brazil, with €40 billion in direct investment and several recent projects, including Volkswagen’s hybrid vehicle plant expansion in São Paulo, Siemens’ green hydrogen initiatives in the northeast, and BASF’s low-carbon agricultural inputs facility in central Brazil.
Soares said Brazil offers a stable regulatory environment, a largely renewable electricity matrix, industrial and engineering capabilities, and a strong innovation ecosystem. He highlighted Brazil’s new industrial strategy launched in 2023 and the 2024 national energy transition policy, which aim to drive sustainable growth across six pillars: sustainable agriculture, industrial chains, health, infrastructure, digital transformation, decarbonisation, and defence.
The Hannover Messe will see Brazilian President Luiz Inácio Lula da Silva speak alongside German Chancellor Friedrich Merz and senior European Union politicians, signalling the high-level political significance of Brazil’s engagement in industrial, technological, and sustainable initiatives.
Márcia Nejaim, President of the Southeast Region of Apex-Brasil, stressed the role of Brazilian exporters in leveraging these partnerships. “Our companies are ready to engage with German firms across sectors, from green hydrogen to digital innovation, creating opportunities for sustainable growth and technological exchange,” she said.
Alex Figueiredo, Head of Office for Apex-Brasil Europe, highlighted Brazil’s technological and industrial capacities, noting the country is “much more than” its agribusiness, holidays or football. “I know that many Brazil primarily is associated with agribusiness. Indeed, we are powerhouses in the sector, but also sometimes destination for holidays, football maybe, I don’t know anymore, but we are much more than that. That’s for sure,” he said. He added: “We are thrilled to invite you to come and discover a Brazil that is technological, industrial, sustainable and globally connected, a country not only part of the future of industry, but also helping to shape it.”
Figueiredo detailed the country’s innovation ecosystem, noting that Brazil has one of the cleanest electricity matrices among major economies, leads in biofuels and flex-fuel technology, and is developing sustainable aviation fuels. He said Brazil’s industrial competitiveness and sustainability go hand in hand and highlighted the participation of nearly 300 companies at Hannover Messe across 2,700 square metres, including 159 startups and ten R&D institutions. “We are bringing startups focused on AI, software, embedded systems, connectivity and advanced manufacturing. Digital transformation is not only limited to startups — ICT and service providers working with manufacturing, AI, and data analytics will also be present,” he said.
Brazil is widely regarded as a significant emerging power and a key player within the BRICS grouping (Brazil, Russia, India, China, South Africa, and new members) as of 2025–2026, though its trajectory toward becoming a dominant global superpower is considered more complex than early 21st-century projections suggested. The country leverages its position as a major agribusiness exporter, a leading voice in the Global South, and a key diplomatic force, especially during its 2025 BRICS presidency.
Economic activity expanded 2.5% in 2025, central bank data showed last week, easing from the previous year’s pace but surpassing forecasts thanks to a booming farming sector. The central bank’s IBC-Br index, a proxy for gross domestic product, compiles estimates across agriculture, industry, services, and production-related taxes.
