Mr. Geißdörfer, can you capture the essence of the new strategy in a single sentence?
We are bringing ventilation technology into a new era with intelligent and sustainable solutions for our customers.
To achieve this, you are rebuilding the organization. What does this involve?
We are concentrating on what we do well in order to set standards in our industry. We see huge potential in renewable energies, data centers and air conditioning, with heat pumps being a good example of an area where demand for certain products has multiplied over a short period of time. We need to build up capacities for this which is why we are focusing on ventilation and heating technology. Ventilation technology, our largest business area, will be organized on a regional basis.
“We see huge potential in renewable energies, data centers and air conditioning.”
Firstly, this brings us even closer to our customers and, secondly, we can structure our supply chains regionally. After all, the pandemic taught us that global supply networks have the potential to slow us down. Regionalization makes us more resilient.
What will happen to the household appliances, automotive, and industrial drive technology segments?
We are saying goodbye to the first two, as we can’t continue with them in a commercially viable way. The situation is different for industrial drive technology, which is a growing business area. We are currently looking at how to move this area forward.
Let’s look at ventilation technology: How should the regional organization be structured?
The three regions, namely Europe, the Americas and Asia-Pacific, will become even more independent. They will then cover the entire process from the initial inquiry to delivery to the customer. So, there will be local units for customer relationship processes, supply chains and the product life cycle. This will enable us to create clear responsibilities, simplify processes, and increase speed.
How will you ensure that the global and regional units can collaborate effectively in day-to-day business?
This will start with the region taking the lead. The regional sales team will look after its local customers. The global units will have the job of coordinating important matters across the company. This is also where the key accounts will be located, bringing together customer-specific solutions from the regions with global requirements.
The company has already started taking a platform-based approach: what role will it play with regard to products?
This is a cornerstone of our new strategy and is therefore also embedded in the structure. The regional Product Managers know what local customers need. Global Product Management will collate these requirements and then define new modular elements accordingly: this could be motors, impellers, electronics, or peripherals. The development teams will implement the respective modules.
How will your customers benefit from the reorganization?
We will be able to provide them with specific solutions more quickly: solutions that will inspire them! And with an even stronger focus on the requirements of their regional market. Our aim is to create intelligent and sustainable solutions together with our customers. This is how we will make the future together!