TRUMPF APAC open house: A conversation with Hans-Peter Laubscher

International Metalworking News for Asia (IMNA) sat down with the Managing Director of TRUMPF Asia-Pacific, Hans-Peter Laubscher, during TRUMPF Asia-Pacific's 2014 Open House. Laubscher spoke about up-and-coming markets in Asia; new investments and innovations that keep the company competitive; and what it takes to be a market leader.

The family-owned Germany company, TRUMPF, was founded in 1923 as a mechanical workshop. Today, the company has a presence in over 60 countries, with almost 10,000 employees world-wide. The company has established itself as a force to be reckoned with in a myriad of differing industries: laser technology, electronics, medical technology, and sheet metal and material processing.

TRUMPF set up its office in Singapore in 1991. The Singapore office in the German Centre in the International Business Park is also the main office of TRUMP Asia-Pacific. The company has a presence in Indonesia, Malaysia, and Vietnam, as well as trusted distribution partners in Australia, New Zealand, Philippines and Thailand.

IMNA: How has TRUMPF's technology and expertise influenced and impacted the machine tools industry?

Laubscher: At TRUMPF we are proud to offer our customers technologies which best suits their needs. For example, when looking at the 2D laser cutting technology, our machines are equipped with either a CO2 laser or a fiber guided Solid State Laser – depending on the customer’s application.

Thus, the fact that we produce both Laser Sources ourselves is extremely important for us in order to provide a one stop solution when it comes to service and applications.

IMNA: What steps are you taking from a management point of view to stay competitive and progressive?

Laubscher: We know that investing in new machinery is a major decision for manufacturing companies. With this regard, we offer leading edge technology driven by innovations such as BrightLine fiber or Laser Networking. At the same time we are strengthening our portfolio with entry level solutions for start-up companies. Our investment in fiber guided laser cutting machines is paying off. We are the sole player with four different machine series which can either be equipped with CO2 or fiber guided lasers.

Thanks to our technology, we are certain that our customers will save on material, energy and processes in the long run. This will eventually lead to cost savings. It is good to know this as the initial investment in technology is, in many cases, a burden for smaller companies. In order to be able to support our customers in their long term success, TRUMPF offers competitive financing possibilities to our customers.

IMNA: In what areas, or departments, will you continue to invest?

Laubscher: As you can see in our showroom today, TRUMPF is continually investing in new ways and synergies to offer technologies which enhance our customer’s production sites.

For example, the TRUMPF Laser Network allows companies to connect several machines or applications to one single Laser Source, thus saving on the initial investment costs as well as on space and maintenance requirements. The Laser Network also allows an easy entry into new fields of application by using the Laser Source of the 2D Laser Cutting for Laser Welding applications as well – just to name one example.

IMNA: Can you tell us about TRUMPF's sales and business growth and revenue?

Laubscher: In 2012 and 2013, the TRUMPF Group – which has almost 10,000 employees worldwide – achieved sales of 2.34 billion Euros. With more than 60 subsidiaries and branches, the TRUMPF Group is represented in almost all of the countries in Europe, North America, South America, and Asia. Asia makes up 22% of total sales of the TRUMPF Group, with China being the third largest single market after Germany and the United States. However, we strongly believe that other Asian markets, and especially markets in ASEAN, will grow over-proportionally. With this respect, we are increasing our footprint in the region continuously in order to serve our customers in the related markets with sales and after sales services.

IMNA: How involved is the company, from a manufacturing and a marketing standpoint, in Asia?

Laubscher: TRUMPF has its own production sites in Japan and China and several showrooms and Application Centres in the Asian region in countries such as Korea, Taiwan, and Singapore.

In South East Asia we are represented with own TRUMPF subsidiaries in Singapore, Indonesia, Malaysia, and Vietnam. For us, it is essential not to only supply technology to the markets, but to also strongly build on providing service to our machines in order to support our customers at any time required.

IMNA: What new markets are you targeting?

Laubscher: In addition to new markets, we are also targeting new fields of application of our latest technologies. Especially when it comes to Laser Tube Cutting, there are certain industries which show great potential for more efficient and cost effective manufacturing by just adapting the design of the manufacturing parts to be processed by new technologies.

IMNA: What would you say are the keys to TRUMPF's success story?

Laubscher: TRUMPF is rather unconventional. We are a mechanical engineering company and a laser specialist, but we are also a manufacturer of medical technology. Merging the expertise in these fields by being back-integrated gives us the advantages of being flexible and adapt to changing demands in the markets.

Our special strengths lay no doubt in the fact that we have all technologies under one roof. We design and manufacture all types of lasers in-house, produce external beam guidance and cutting optics ourselves, and integrate them into leading edge systems. With that said, we are unique being a one-stop shop vertical and horizontal from punching or laser cutting, via bending to welding.

Additionally, we are a family-run company. We are also responsible and geared toward the long-term, being conscious of our history and focused on the future. We are a medium-sized enterprise – even though we have almost ten thousand employees. All these factors contribute to being a leader in innovation, and having shaped the technological state of the art for decades with a dedicated commitment to all markets we are directly, or via partner, represent.

By: Marisse Gabrielle Reyes