NEW STRATEGIC GOALS
During the last 20 years EBNER China has been confronted with several challenges such as the SARS crisis in 2003, the global financial crisis in 2008, the US-China trade war starting in 2018 and the COVID-19 pandemic, which began in 2020. The last crisis resulted in an increased atmosphere of anti-globalization sentiment, making it necessary to adjust our business strategy.
In line with this new strategy, we have been focusing our efforts on developing and cultivating our own products that are suitable for the Chinese market, such as press hardening furnaces (PH), while at the same time striving to maintain the export market.
For a long time, our core business mainly comprised the production of complete sets of equipment, as directed by the headquarters in Leonding, Austria. However, press hardening furnaces for the Chinese automotive industry became an exception. Due to market demands, press hardening furnace projects are run completely by EBNER China, including product marketing, design, manufacturing, installation, commissioning and start-up, as well as improvement, adaptation and development.
Our success is evident, as we have sold 23 press hardening furnaces to date, covering about half of EBNER China’s manufacturing volume. We have decided to make BAF furnaces and FAST continuous annealing furnaces the next products we produce independently, and are investing considerable resources into developing these products, optimizing the cost structure and developing the market ourselves.
The 20 years of EBNER China are a testament to enduring effort and a dedication to a long-term approach. At the same time, EBNER China is able to recognize and actively react to change, responds to trends, is consistently innovative and is constantly striving to provide exceptional service to our market sector.