Bauer announces global expansion plans
- 29 July 2012
- Company & Industry News
With fresh investment and a new global support network from the company's parent Altra Industrial Motion, Bauer's plans for global expansion now have both substantial momentum and clear focus.
Karl-Peter Simon, MD of Bauer and Senior Vice President of Geared Motors for Altra, explains Bauer's plans:
"The first major public step in our current business expansion plan was taken on March 7th when we opened a new assembly plant in China. Contrary to current trends, the facility was established to provide local availability to customers already operating in China and develop local business, not, as other manufacturers have done, to seek a low-cost manufacturing base to import products back into Europe.
"Since building the world's first commercially available range of gear motors Bauer has been recognised as a pioneer in the technology. In recent years there has been a focus on improving energy efficiency with the use of standard inverters and the development of a completely new permanent magnetic motor range in order to achieve premium operational efficiencies. Energy efficiency and long maintenance life, increasing OEE are the main drivers for us, beyond global availability and support.
Under Altra's stewardship we now find ourselves in a position where we can look at the emerging markets, especially the BRIC countries, and grow our global presence. With this goal in mind the opening of our new facilities in China was the first natural step. China is currently the fastest growing economy in the world, and with its recent announcement of a five year plan that connects its growth to increased efficiency, our products now have an even more relevant position in this market.
While other manufacturers move to China in order to reduce the production costs on the products they sell to Europe, we have moved to China to support our existing business there and to create the foundations required to develop new business for the local Chinese market. The plant will assemble and stock our key products which will reduce lead times on new motors and replacement parts significantly. This means we can offer the same levels of Bauer quality and support in Asia that is enjoyed by our European customers.
I am extremely excited about Bauer's future and look forward to taking our next steps in China and initiating similar expansion plans in other parts of the world. The management team that we have put in place for the Chinese facilities all have long term experience within the gear motor industry and a deep understanding of the global markets we serve.
Jens Gabel, Vice President of Global Sales and R&D, said of the opening:
"We were extremely happy with the success of the opening of our new facilities. The event was attended by many of our Chinese customers as well as a number of our European customers, some of whom have facilities already in China. The move has been widely praised as it allows us to develop our support levels rather than reduce our manufacturing costs.
"I believe the move has come at the right time for the company. More and more we see attention in the Chinese market turning to product quality rather than cost. This suits our business as we have a history of developing quality products that are reliable and long lasting. As well as providing a support platform for existing customers I am sure that our presence in China will support further growth in this unique market."