The Japan Times WORLD EYE REPORTS Baden-Württemberg
©THE JAPAN TIMES	Thursday, December 27, 2001

A new dawn breaks for MTU

Renowned for technical excellence, German manufacturers are coming to realize that engineering distinction is not always enough. Customer-focused marketing strategies and service expertise are paramount, if the goal is to stand out in the global market. Daimler Chrysler's MTU Friedrichshafen is putting this theory to the test with the launch of an ambitious new corporate identity and a customer-oriented drive based on proximity.

"Our company's ancestry includes some of Germany's most innovative engineers and this has left us with a formidable legacy of technical know-how and strong technological foundations," said Dr Rolf A. Hanssen, president and CEO of MTU Friedrichshafen and head of DaimlerChrysler's Powersystems Off-Highway business unit.

These strong foundations are vital to this newly formed unit, of which MTU is the most important part, since it is responsible for all of DaimlerChrysler's off-highway activities, and the manufacturing of propulsion systems for a wide range of applications.

Dr. Rolf A. Hanssen's concern for customer needs keeps him awake some nights.

But, Hanssen revealed that despite the evident technical excellence of his company, other issues are important for him as well. "What I am very much preoccupied with are our customers' requirements. Being able to gather and respond to information about the needs of customers makes all the difference in our business. This is something on which we are concentrating on very hard." Other matters have demanded the CEO's attention. Hanssen and his team are launching a new corporate identity. Part of this is a new company logo consisting of stylized flames colored a deep blue and a fiery red.

In a recent address to MTU employees, he explained the philosophy behind the new company emblem. He said, "We have crystallized what makes us unique; our fascination with power. Thus, our new logo comprises everything we stand for. Technological leadership and innovation on one hand; passion, inspiration and energy on the other."

Further issues are being addressed to bolster the company's worldwide presence. Currently, the Asian market generates more than 20 percent of the company's turnover. Keen to develop its Asian activities, MTU recently established a full sales subsidiary in Japan. The company is also expanding its activities in South Africa and France to promote organic growth in these regions.

"The establishment of these new companies points toward our commitment to expanding our worldwide sales and service organization. This is an ongoing process, and we have not yet finished by far," said Hanssen.

From his office in Friedrichshafen on the shores of Lake Constance in southern Germany, Hanssen speaks enthusiastically about the new Japanese subsidiary. "The key reason for establishing MTU in Japan was simple: the market demanded it. We want to be closer to our customers, to broaden our market share and to improve our service capabilities. To achieve this we can now act locally," he explained.

According to the hands-on CEO, Japan is among the 'strictest' markets in terms of diesel engine emissions and represents the ideal place to operate. "Our decision to bring MTU diesels to Japan was a logical one," he said. "Since we already surpass global quality standards, we are perfectly prepared to meet the stringent demands of this challenging market."

MTU's propulsion systems can be found in both military and commercial market segments, with most growth being registered in non-defense businesses. Commercial and naval marine, defense, power generation and industrial applications like rail, construction, mining and agriculture make up the majority of the company's business.

Hanssen is optimistic about the company's medium-term prospects in Japan. The goal is to expand the company's product offering further and double the sales effort in the next few years. "Anything less would be disappointing," he affirmed.

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