Published on: Sep 12, 2016
Over the past years, AWL-Techniek has worked hard on the further professionalization of the organization and in strengthening its market position. This has resulted in AWL expanding from a regional player into a global partner for its customers. With branches in the Netherlands, the Czech Republic and China, and a strategic partnership with JR Automation in America, AWL is ready for a new phase. "A new step in global partnerships with our customers, is an expansion into Mexico", according to Brand van ’t Hof, CEO at AWL. The expansion will be realized this year.
Responding to market developments
With this step, the company is responding to the movement of the automobile branch towards Mexico and is also meeting demands from several customers. Van ’t Hof: "The market developments in Mexico make it extremely attractive for large car manufacturers to establish themselves there. The automotive footprint there is large and is growing very fast. To give our customers local support, we have to establish ourselves there too. Initially it will primarily involve sharing our knowledge in laserwelding. For a customer, it works pleasantly and efficiently if we can react quickly on his requests at a local level. Consider the training and education of employees in their own language."
To guide the expansion into Mexico in the right direction, the company has appointed a Mexico Business Development Manager. "We have asked former colleague Arturo Ramirez to focus on market developments in Mexico. With his roots in Mexico and previous experience with the AWL organization, we have killed two birds with one stone. Moreover, Ramirez has experience in the strategic development of global customer networks, something that will certainly help us there."
Recruitment of local personnel
At the moment, the company is already busy recruiting local personnel, such as robot programmers, welding specialists, PLC software engineers and so on. "We first bring these people to the Netherlands for training. Then, once a Dutch team has installed the machines at a customer, they will train and educate the employees locally and offer support in using the machines."
An expansion into Mexico increases the company's global footprint. "So we can serve our customers even better, throughout the world from three continents. And not only that, our expertise and know-how in laser welding and system integration is of a level unparalleled in Mexico. So there are good opportunities for the future", according to Van ’t Hof.