Canadian battery manufacturer Discover Battery is pursuing an unconventional trade show strategy for APEX 2026: instead of its own booth presence, the company is relying on the integration of its battery systems into partner machines. The technology will be directly visible at the point of use, while Discover remains in the background. In the increasingly saturated market for electric drive solutions in the construction segment, this approach could save development costs while simultaneously increasing acceptance through OEM partnerships. Whether this stealth marketing approach will prevail against the visibility of classical trade show booths will become apparent in direct competition with established providers such as Deutz or Volvo Penta.