The pandemic has also left its mark on SHW WM. However, the company is using the crisis to prepare for the coming economic recovery. This is how the traditional company is setting the course.
The machine tool industry is suffering from the uncertainty in the markets caused by the coronavirus pandemic. Customers around the world are reluctant to buy. “We are keeping in close contact with our customers externally. This allows us to quickly satisfy short-term needs with our SHW machines when the economy picks up and demand increases. This is extremely important, especially in times of crisis,” says Martin Greis, Managing Director of SHW Werkzeugmaschinen GmbH (SHW WM).
Investments were made in the product range: Developments in the PowerSpeed and UniSpeed series as well as the SHW milling heads have been consistently driven forward, says Greis. “At the same time, we are continuing to address digital transformation issues and develop new ideas. We want to continue to be one of the most modern machine tool manufacturers for machining large parts.” Examples of this include investments in innovative CAD workstations in order to meet the modern requirements of virtual machines or in sales. A digital sales platform helps with the handling of projects. “The digital transformation has already found its way into our daily work on a broad front. The coronavirus pandemic has boosted our activities enormously,” he explains.
“Your new start-up mentality makes you ready for the future and possibly unique in the industry” – this statement from an SHW WM customer fills Martin Greis and his team with pride. “The positive customer feedback, especially during the coronavirus crisis, regarding our reliability, speed of response, service and existing expertise confirms that we are on the right track for sustainable action,” says Martin Greis. The importance of a strong “Made in Germany” brand is particularly evident in difficult times. New facilities in the development area are being planned and should be implemented quickly by 2021. This will further strengthen the main site in Aalen-Wasseralfingen. “A small digitalization and development hub should help strengthen the future of the company. We don’t want to abandon the path we have successfully taken since the takeover following the insolvency in September 2018,” assures Martin Greis.
We want to be ready when the markets pick up again.
Martin Greis, Managing Director SHW WM
The consequences of the pandemic have not left SHW WM unscathed. There has been a clearly noticeable dip in order processing and incoming orders. Nevertheless, the company has responded well so far with the instrument of short-time work. The moderate use of short-time working has increased financial stability during the crisis. “We want to keep our qualified employees on board and be ready when the markets pick up,” says Martin Greis. A job security pact was concluded between the shareholders, management and workforce for 2020. This means that no employees will have to leave the company this year due to the coronavirus crisis. “We have made prudent and sustainable decisions for the future,” says the Managing Director.
The diversification of markets that began before the coronavirus crisis is starting to bear fruit. Scandinavia, for example, has long been a promising region. Good market opportunities for the Wasseralfingen-based machine tool manufacturer’s products are seen there in the future. “The Chinese market is picking up again and we have concluded new contracts with a cooperation partner in North America,” Greis continues. However, Germany, Austria and Switzerland remain important sales markets.
In September, SHW WM wanted to present a new type of machine to a large audience at the AMB trade fair in Stuttgart. The trade fair was canceled at the end of May. However, SHW WM is continuing to pursue its presentation plans: the area of social selling is being strengthened and even greater investment is being made in a virtual presence with customers. “Our new Head of Electrical Design, who will start on 1 July 2020, comes from the field of digitalization,” emphasizes Greis. The course has been set at SHW WM for the post-corona period: “We are looking confidently and full of energy towards a more positive future.”
© Wirtschaft Regional 08.07.2020 15:47
