Dürr sets up new "Industrial Products" area
Bietigheim-Bissingen, December 2014 – Dürr is usually known for the planning and implementation of complete paint shops including a comprehensive portfolio of paint applications for the automotive industry and its suppliers. Now the company is strategically expanding its application technology range for paint and high-viscosity materials to customers in general industry. Dürr presented its new, customized products at the "Application Products" Customer Days held at the Bietigheim-Bissingen headquarters. In the following interview, Holger Beiersdorfer, Vice President "Industrial Products", explains the background and stresses that customers from the automotive sector will remain the main target group for application technology.
What were the reasons for setting up the "Industrial Products" area?
We have great know-how in the area of painting and are confident that we can establish ourselves in a new market. Setting up "Industrial Products" allows us to position Dürr more broadly. Although the automotive industry and its suppliers will remain the focus of our activities, we now also offer our products to other industries.
What is the target group of the new area?
Any industry that requires corrosion protection or applies glue or wet paint. This includes companies which, for example, process wood or plastic, produce furniture or ceramics, or are involved in shipbuilding.
What existing and new products or technologies does Dürr offer here?
Our portfolio can be divided into four segments: conventional application technology, 2-component systems, pumps and fluid handling equipment as well as product systems for electrostatic application. Products such as our EcoBell rotary atomizers, which have been tried and tested in the automotive sector, have been optimized for other industries. With regard to 2-component systems, we offer an innovative, modular system that provides efficient solutions for complex requirements. We also have new developments such as an explosion-protected stand-alone controller for electric pumps.
What sales strategy do you follow at "Industrial Products"?
We will sell our products via regional sales centers, system integrators and distributors. The fourth and very important pillar is our web shop, which will be launched at the beginning of next year.
The "Application Products" Customer Days took place on October 21 and 22. What were the goals of this event?
We presented our product portfolio to coating companies and their suppliers. And we announced our plans to start sales in Europe in January 2015, with a view to expanding globally step by step.
What does the collaboration with international trading companies and system integrators look like? What service can your customers expect?
Our product development is centrally located, at our Bietigheim-Bissingen headquarters. We are setting up regional sales centers – initially in Europe and then gradually in other key markets such as China, India, North and South America. We will install test and training centers at these sales bases as an additional service. Our customers will benefit from Dürr's global reach. Sales and service staff for "Industrial Products" will be based at numerous sites within the Group. This ensures customer proximity, quick response times and fast spare parts delivery.
And what can the customers expect of the web shop?
Here customers will be able to configure and order all products. It is new that we now sell our application products as individual components. Customers can also use the web shop to download all necessary technical information such as instruction manuals and updates for their Dürr software. Logging into their account will enable them to track the status of their order.