For the first time, the German machine tool industry has showcased its capabilities in Thailand. 100 of Thailand’s top-ranking industrial representatives accepted the invitation issued by the VDW (German Machine Tool Builders’ Association) and the German-Thai Chamber of Industry and Commerce to a technology symposium in Bangkok. On 9 November 2010, 12 prestigious German firms showcased their products, solutions and services in terms of machining, forming and control technology for modern-day industrial production facilities. One of the principal target groups was customers from the automotive industry and its component suppliers.

“Thailand has evolved into one of the major production locations in Asia for the automotive industry”, explained Klaus-Peter Kuhnmünch, who at the VDW is responsible for the German technology symposia. So the automotive industry in Thailand and its component suppliers constitute two expanding, highly attractive customer groupings for the German machine tool industry.

Last year, Thailand was by far the most important export market in the ASEAN region for German manufacturers, who supplied machine tools worth 21 million euros. Orders from Thailand rose by 141 per cent during the first half of 2010. In the estimation of German and Thai symposium participants, the Germans’ market share can be substantially upsized in the future.

To quote Dr. Jens Hardenacke, CEO – Cooperation Markets at DMG / Mori Seiki, speaking in Bangkok: “We’re taking part in the VDW symposium because Thailand is our twelfth-biggest market. It’s on course for further vigorous growth.”

VDW technology symposia are a good platform for German manufacturers seeking to penetrate the market concerned. Prof. Hans J. Naumann, a managing partner of Niles-Simmons-Hegenscheidt, concurs. “Feedback from the Thai visitors was very positive. Events like this need to be frequently repeated, perhaps at other locations, in order to focus more emphatically on the capabilities of German machine tool manufactures.”

Thai customers are keenly interested in German technology

The VDW technology symposium aims to intensify existing business contacts and contribute towards creating new ones. This is why, in addition to the companies’ presentations, the event provides plenty of scope for bilateral conversations and opportunities for networking.

Kitti Tangsongtham, Managing Director of Krasstec Company Ltd. in Bangkok, a prominent dealer for German machine tools, was full of praise. “The VDW symposium is a unique opportunity for Thailand’s customers and dealers to experience a day of top-quality German machine tool technology, and to enter into a dialogue with the German representatives.”

The VDW’s partner in organising the technology symposium was the German-Thai Chamber of Industry and Commerce in Bangkok. Stefan Buerkle, the chamber’s Executive Director, emphasised: “We’ve been supporting technology symposia for decades, and in the collaboration with the VDW we see a definite development for us towards more specialisation. The customers’ reaction shows that there is keen interest here in Thailand in German machine tools. Although Germany has been present in Thailand for 150 years as a vendor of German technology, you have to maintain a visible presence and repeatedly rejuvenate your image. Our market share can be significantly increased in the future.”

Kuhnmünch from VDW pointed out that German manufacturers, with their vast experience in the international automotive industry and among its component suppliers, can be valuable partners in expanding and modernising these two important sectors of Thailand’s economy, and indeed other industrial segments as well. “As the German machine tool industry, we are convinced that German manufacturers can offer their Thai partners attractive business opportunities”, he stressed. The VDW is fully behind this initiative, and acts as a contact point for prospective customers from Thailand. 

Background:

The VDW has been organising German technology symposia in important growth markets since 2003. They are aimed at supporting the German machine tool industry in penetrating these markets, and showcasing for local users the sector’s can-do competence and corporate capabilities. Symposia have been organised so far in India, Mexico, Poland, Romania, Russia and Turkey. In line with the VDW’s commitment to sustainability, the symposia will be repeated at certain intervals.