51
EQUIPMENT
september 2014
international
construction
Wacker Neuson
Thinking big
B
ased inMunich, Germany,
WackerNeusonmakes
an extensive range of
machines at the lighter end of the
construction equipment spectrum,
including compact excavators,
loaders, dumpers, compactors, gen
sets and a range of hand-held tools.
As such it has often been perceived
as chiefly being a supplier to rental
companies, with a Euro-centric
outlook.
It is something chairman
andCEOCemPeksaglam
CemPeksaglam
has beenCEO and
Chairman ofWacker
Neuson since 2011,
and is steering the
company through
a new phase of
internationalisation.
HelenWright
visited
the company’s
headquarters inMunich
to find outmore.
still believe that we can grow very
much in this region, but I also
believe that we can grow faster in
the other geographies.One of the
keys to being internationallymore
successful I think is having an in-
the-region, for-the-region product
offering.”
“Take theAsia Pacific, for
instance – having a share of 3%
to 4% only is somethingwe need
to change if we look at all the
potential. I feel verymuch that
inChina, there is definitely a
very visible trend towardsmore
professional products,more high
quality products. And this is an
opportunity for us.”
Indeed, at theBaumaChina 2012
exhibition in Shanghai,Wacker
Neuson launched a value line of
compact equipment – theM Series.
Themid-priced light equipment
range comprises plate compactors,
rollers, pumps, generators, lighting
towers andwalk-behind saws, built
mainly atWackerNeuson’s existing
facility in the Philippines as well as
at itsUS plants.
“Wewant Asianusers to see
thatWackerNeuson can offer
good, simple rough and tough
products that can competewith
localmanufacturers, but also offer
a real difference in quality,”Mr
Peksaglam said
He added that the compact
equipmentmodel was gaining
ground in emergingmarkets
>
acknowledges, while at the same
time looking at opportunities to
internationalise the companymore.
“Manymanufacturers
are embarking on the
internationalisation journey.Our
plan is to be anAmerican company
in theUS, aChinese company
inChina, aRussian company in
Russia etc.We are literally speaking
the language of our customers in
thesemarkets,” he said.
“More than 70% of our revenues
are generated inEurope, and I
“In terms of a factory
inChina, it is not a
question of if butmore
of when–wewant to
achieve some of our
internally set volume
targets beforewe
localise.”
Wacker Neuson chairman& CEO
CemPeksaglam.
