Investment in the future: Market changes and individual mobility require strategic transformation

The automotive industry, which is constantly changing, is continuously shaped by significant market events. International automotive suppliers are responding to this with a clear strategy and innovative processes.

Electromobility, digitalisation, COVID-19, Brexit – the changes and influencing factors on the market over the past year are enormous and are continuing to gain momentum. More than ever, speed, flexibility and reliability are going to be strategic success factors in order for automotive supplier Hirschmann Automotive from Rankweil to continue operating successfully. “A recovery in the most important lead markets is expected for the current year. However, it will be a few more years before pre-crisis levels are achieved. The most important market in the automotive industry is the one that has emerged the strongest from the coronavirus crisis: China,” reports Pascal Hetzenauer, Sales & Marketing Director at Hirschmann Automotive. The rapid change has had an enormous impact on the supplier’s strategic sales orientation. The strong points of the global player and future demand within individual mobility are continuously being re-evaluated.   

 Positive momentum in business development slowed by a global shortage of raw materials

The rapid economic recovery following the coronavirus pandemic has led to a global shortage of raw materials in many markets, with semiconductors and plastics being particularly affected. Recent natural disasters and accidents, such as the blockage of the Suez Canal, have resulted in additional strains on supply chains. “In spite of all these upheavals, the positive market development in China as well as the dynamism in electromobility confirms our strategic orientation of supplying the global automotive industry with innovative and tailor-made customer solutions,” stated Volker Buth, CEO of Hirschmann Automotive.

 Significant investments in the digital future

In the past year, the total investments amounted to 50.9 million euros, a considerable part of which went into digitalisation measures. Hirschmann Automotive is once again focusing on this area this year. In order to continue to shape the constant change in the industry and sustain economic success, the headquarters are being actively expanded and modernised. In addition to the final construction work for the new administration building, the structural work for the new logistics centre with automated small parts warehouse and automated intralogistics is already in full swing. The total investment for the project is around 30 million euros, with the planned completion having been scheduled for mid-2023. Last year, the automotive supplier also built a new factory building with a digitised logistics process at its site in the Czech Republic.


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Hirschmann Automotive GmbH
Oberer Paspelsweg 6-8
6830 Rankweil, Austria
Phone: +43 (0)5522 307-0

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