In today's industrial field, automation, digitalization, and intelligent transformation are becoming a global trend, and automation system drive solutions play an important role in this. On July 22, Lenze, a Germany family-owned company founded in 1947, celebrated its 75th anniversary with the "Lenze Slogan Launch" in the cloud.
At the press conference, Mr. Xie Weidong, President of Lenze East Asia, shared the strategic signals behind the renewal of the Lenze brand and the related localization layout. In addition, a number of product managers, industry experts and application engineers from Lenze explained the products, solutions and application scenarios in the fields of drive control, supply chain, logistics and so on.
The brand is renewed, and it is committed to becoming a global benchmark in the field of factory automation
Behind the renewal of the Lenze brand is the Lenze Group's brand story, the slogan Lenze: engineered to win, and the three brand values of Productivity, Power and Partner, which together constitute a crucial strategic move for the Lenze Group in the future.
"With this rebranding of Lenze, we want to send a strong signal to the market: Lenze is an expert in system solutions for 75 years, and in the future, Lenze will continue to focus on industrial digitalization and intelligent solutions, lead the transformation and upgrading of the manufacturing industry, and strive to become a benchmark for industrial automation. We are a participant in smart manufacturing and a value creator, and we hope that Lenze's experience can provide strong professional support and value empowerment for our partners in the transformation of the manufacturing industry. Our brand slogan, Engineered to Win, exemplifies the leading role, with the goal of setting a benchmark in global factory automation and being at the forefront of digital transformation. Mr. Xie Weidong explained the brand slogan of the new brand.
In addition, Productivity in Slogan refers to Lenze China's desire to provide customers with more efficient solutions, improve customer productivity, and digital and intelligent capabilities; Power covers the goal of "becoming a benchmark in the field of automation" with strong technical support, and hopes that Lenze can play a leading role in the automation and intelligent manufacturing industry; Partner aims to add value to customers, but also covers long-term close partnerships with suppliers, agents, employees, etc.
In the course of 75 years of development, Lenze has continued to innovate, from vertical deep cultivation to full process coverage, from electromechanical to servo, from systematization to digitalization and intelligence, aiming to provide customers with better overall solutions at all stages of equipment development.
Empower China's intelligent manufacturing and build the "most Chinese" Germany company
Lenze Group officially entered the Chinese market in 1997, and in 2006, it set up a wholly-owned subsidiary in China's Lingang Heavy Equipment Zone and started the construction of the first phase of production and logistics base, with a total investment of about 200 million yuan. As the business continues to expand, the Lenze plant has been expanded to integrate development and application centers, and today the Lingang plant is now the Lenze Asia headquarters for sales, production, logistics, R&D and applications.
Lenze China has been actively promoting the process of localized R&D, localized supply chain and localized production. "Localization is the key to our foothold in the Chinese market, and Lenze's localization is not only to put foreign products in China for production and assembly, but also to start from the optimization of core components, and transfer component suppliers from Europe and the United States to China, so as to realize the localization of suppliers. In terms of R&D, according to the needs of the Chinese market, under the guarantee of Lenze quality standards and product strategy, we will carry out localized optimization and produce products that meet the needs of Chinese customers, and truly meet the strategic requirements of 'in China for China'. Mr. Xie Weidong elaborated on the localization path of Lenze China.
In any market, the real economy of the manufacturing industry is the cornerstone, and China's manufacturing industry should be upgraded to a new height, and the transformation of automation, digitalization and intelligence is an inevitable trend. It is believed that Lenze's decades of professional experience and system solution capabilities in the field of automation will play an important role in the development of the whole industry chain in the transformation of China's intelligent manufacturing.
"Despite the exceptional circumstances of the coronavirus pandemic, Lenze has maintained double-digit annual growth rates in recent years, which is closely related to our close proximity to the Chinese market. In the future, Lenze China must be the 'most Chinese' Germany company and will also become the enabler of China's intelligent manufacturing! Mr. Xie Weidong looked forward.
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