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Swedish subcontractors aim to increase their share of the German market
There were a record number of participants when FKG once again brought together Swedish subcontractors for the IAA Commercial Vehicles trade show for 2010. The Swedish display area - more than 550 square meters - included 28 Swedish subcontractors. The impressive collection of companies had an easily visible location in one of the halls. The purpose for most of the companies was clear - to increase their share of the German market.
Companies from all over the world were represented at the show. Right next door to the Swedish display area was the Indian counterpart, though India's display area was not even a fourth of the size of Sweden's. It seemed clear that IAA is more for the Swedish market than the Indian market. FKG´s display was well visited by Indian attendees, which perhaps indicates that in two years we might see greater Indian involvement.
We took the opportunity to sound out some of the companies in the Swedish display area. Two of the Swedish subcontractors were the family owned businesses Uppåkra and Tonsjö. These two companies have a lot in common - both companies produce similar components, both are family-owned engineering companies, and both want to increase their share of the German market.
Uppåkra, which has about 200 employees, provides metal cutting and processing services and has attended IAA before. They have made a number of interesting contacts at previous IAA trade shows which they continue to work with, and this year they hoped to broaden their cooperation with several of their existing German customers. “The reason for attending IAA is to market yourself and try to get more customers," says Bengt Williamsson, Uppåkra´s managing director. “It is also important to be seen here, to further strengthen our relationship with customers."
This was the first time Tonsjö and its managing director, Jonny Nyberg, attended IAA. The company has conducted in-depth market research and set objectives about which customers to contact in Germany. They at first identified a large number of companies, then narrowed their focus to about 20 that they would like to meet and develop business with. Nyberg says that the joint effort of Swedish companies at IAA is a very positive initiative. “This gives us a solid presence and shows our cumulative expertise," he says. “In Sweden we have some of the best heavy vehicle manufacturers in the world. They choose to work with us because of Sweden´s quality and competence."
We took the opportunity to sound out some of the companies in the Swedish display area. Two of the Swedish subcontractors were the family owned businesses Uppåkra and Tonsjö. These two companies have a lot in common - both companies produce similar components, both are family-owned engineering companies, and both want to increase their share of the German market.
Uppåkra, which has about 200 employees, provides metal cutting and processing services and has attended IAA before. They have made a number of interesting contacts at previous IAA trade shows which they continue to work with, and this year they hoped to broaden their cooperation with several of their existing German customers. “The reason for attending IAA is to market yourself and try to get more customers," says Bengt Williamsson, Uppåkra´s managing director. “It is also important to be seen here, to further strengthen our relationship with customers."
This was the first time Tonsjö and its managing director, Jonny Nyberg, attended IAA. The company has conducted in-depth market research and set objectives about which customers to contact in Germany. They at first identified a large number of companies, then narrowed their focus to about 20 that they would like to meet and develop business with. Nyberg says that the joint effort of Swedish companies at IAA is a very positive initiative. “This gives us a solid presence and shows our cumulative expertise," he says. “In Sweden we have some of the best heavy vehicle manufacturers in the world. They choose to work with us because of Sweden´s quality and competence."
Another company that participated in FKG´s display area was Finnsveden. This company sees the German market as a natural way to expand into Europe. Its goal for attending IAA was clear. “We are here at IAA to find new customers and in the long-term increase our market share in Germany," says Bart Van Lokhorst, the company´s European sales manager “Both the passenger car and heavy vehicle markets are very important to Finnveden. The hunt for weight-reduction measures has not hit the heavy vehicle sector to the extent that it has the passenger car sector, though. There we see great potential for our light-weight components made of magnesium." Finnveden currently manufactures magnesium components in Poland and in Hultsfred, Sweden.
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