AMADA GmbH, which is headquartered in Haan in the German state of North Rhine-Westphalia, is celebrating its 50th anniversary in 2022. It is the moment for this subsidiary of the AMADA Group, a Japanese world-leading manufacturer of innovative solutions for the sheet metal processing industry, to look back at its past and prepare for the future.
“As long as 50 years ago, AMADA recognized the importance of the German market,” explains Alan Parrott, CEO of AMADA GmbH. That is why, in 1972, the Japanese AMADA Group selected Germany as one of its three leading international locations alongside the USA and Great Britain. In Düsseldorf, it founded AMADA GmbH, a company responsible for the marketing and service of band-sawing machines in Germany and the rest of Europe. In 1978, the sales portfolio was extended to include sheet metal processing machines. In 1979, the company moved into its first self-owned business premises in Haan. In 2009, AMADA GmbH moved into its new premises on a 46,000 square meter site in Haan-Gruiten, which houses not only the office space, the AMADA School and the Parts Center but also a Solution Center – one of three fully-equipped demonstration centers worldwide. In this way, the Group once again underscored the importance of its presence in Germany. Alan Parrott considers that the company’s approach has been proved to be correct: “Currently, Germany is Europe’s largest market for sheet metal processing solutions.” In Europe, AMADA employs around 1,600 people, with an annual business level of 450 million euros in 2021. AMADA GmbH, which also serves the sales territories in the Netherlands and Austria with a total of almost 200 employees, typically accounts over 30 percent of European sales from Haan. In its Annual Report for 2021, the AMADA Group could point to annual sales of approximately 2.3 billion euros.
Listening to market partners
The Solution Center in Haan and the Technical Center which was opened in 2013 in Landshut are much more than exhibition spaces. In line with the company credo “Create Solutions For Your Success”, customers can come here to test out the production of their own parts on state-of-the-art machines in close consultation with AMADA. This constant, direct communication with the customer has a long tradition at AMADA. “As long ago as 1978, we opened our first showroom in Japan with the ‘Amada Machinetool Plaza’. Our philosophy is to grow together with our customers. That is why we listen to what our market partners have to say and develop innovations that evolve into manufacturing solutions that respond to their specific needs. And nothing is going to change that philosophy in future.” AMADA GmbH maintains unbroken contact with its customers through regular in-house exhibitions at its sites in Haan, Landshut and Reutlingen. In addition to this, the company constantly presents its comprehensive product portfolio at industry trade fairs such as EuroBLECH which, in 2022, will be held from 25th to 28th October at the Hanover Exhibition Site.
Concentrating on the customer’s challenges
AMADA has always been able to recognize changes in the market at an early stage and play a pioneering role in shaping developments. As mass production was increasingly relocated to China during the mid-1990s and small batch sizes and short lead times became ever more important within the industry, AMADA started work on developing digital solutions. With VPSS (Virtual Prototyping Simulation System) and networking solutions, the company was able even then to present solutions which correspond to what have become current key industry topics such as “Digital Twins” and “Industry 4.0”. Alan Parrott: “In its product portfolio, AMADA always concentrates on technologies that help its customers to differentiate themselves positively from their competitors and create unique selling points in an ever more competitive market.” From bending, punching and laser technologies, such as cutting, through welding and on to the associated software – it is precisely in the field of automation that AMADA has established itself as one of the leading suppliers of the total solution for sheet metal processing.”
Ensuring long-term success with sustainable growth
“Whether in terms of the shortage of skilled labor or the problems of climate change, the sector is currently facing major challenges,” confirms Alan Parrott. The crisis in Ukraine is making the sustainable use of resources even more vital. The Covid pandemic highlighted the importance of digitalization. And manufacturing industries must also prepare for topics such as the “European Green Deal”, “charging infrastructure for electric vehicles”, “hydrogen drives”, “renewable energies” and the “digital transformation”. AMADA is monitoring these developments and, with experienced plus next generation employees, is ideally positioned to ensure the long-term success of its customers through sustainable growth. With AMADA GmbH, the Group is also able to respond to local needs in Europe. Alan Parrott has no doubts: “That is why we shall continue to grow together with our customers in the future.”
