Adira Metal Forming Solutions, with its more than 60 years of history as a manufacturer and global supplier of engineering solutions, is positioning its brand more ambitiously and competitively, reformulating the company’s marketing and communication organisation and strategy to shore up its position worldwide.

‘Shaping the future’ is the company’s new slogan, with a focus on new technology to mark the change in positioning, which is in line with its mission to satisfy customer needs and provide innovative solutions. To grow its leadership position on the Iberian Peninsula into a multi-continental presence – by leveraging a geographic proximity that channels the competitive advantages of each of its global partners – Adira is now more accessible, more effective and more ambitious. Opening a physical and virtual showroom and designing an augmented reality app are just some of the innovations introduced with the rebranding on the company’s website. Aidra has also decided to study its performance through customer reviews, case studies and white papers, and to provide increasingly more optimised and automated customer service.

As well as being a specialist in the production of hydraulic, electric and hybrid press brakes, along with shears and robotised cells, Adira conducts intensive research and development in large-scale additive manufacturing. The company was acquired by Sonae Capital in 2017 and has since increased its portfolio of services, automation and customised solutions, focusing on digital restructuring and transformation. Adira now embraces the challenges of the future more effectively and successfully.

For further information
www.adira.pt

Machine manufacturers Gehring and Wafios are pooling their expertise to offer the global automotive industry complete turnkey production lines for hairpin stators.

The first step towards the new network arrived in November 2020, when the family-run Nagel Group took over machine manufacturer Gehring, which further strengthened its role as a technology partner for electro-mobility production systems. The next important step is intensive co-operation with forming specialist Wafios. Together, Gehring and Wafios will be developing stator assembly lines for important automotive locations worldwide, from initial idea to commissioning.

The co-operation combines Gehring’s decades of experience in designing systems for automotive series production and Wafios’ technological leadership in the field of straightening technology and wire forming, which is particularly important for the production of hairpins.

The low cycle times of high-volume production, in which electric motors are produced in under one minute, is a major challenge for stator production and its very complex wire-bending processes.

Says Tobias Single, head of E-mobility at Wafios: “We have mastered this complexity and can offer efficient, process-capable and futureproof solutions on the solid basis of our existing know-how. In addition, the bending process contributes significantly to quality: anything that we do at the beginning, whether right or wrong, makes the processes further down the line easier or more difficult.”

This is where Wafios comes on board as the right partner for Gehring, because the company’s FMU E bending machine has already proven itself many times over in the small series production of hairpins for the automotive industry.

For further information
www.wafios.com

Automation, increasingly networked machines, and changes in the automotive industry: tube-bending machine manufacturer Schwarze-Robitec is strategically repositioning itself in view of changing market requirements. With Heike Ahlers as head of strategic sales and marketing, and Philipp Knobloch as global sales director, Schwarze-Robitec is entering the future with two experienced sales experts and longstanding employees in new roles.

“In view of Industry 4.0, increasing networking and the trend toward automation, our customer markets are changing at breakneck speed – and with them, our sales process is changing,” explains Ahlers. “The sale of complex and customer-oriented machines and systems needs a high level of customer and market knowledge, and requires a holistic understanding of different customer demands.

Adds Knobloch: “We are aligning ourselves with the market even more than before and want to grow more strongly. Individually configured special machines and customer-specific solution concepts are becoming increasingly important. This is an exciting task for me and my dedicated team.”

Both sales experts have been closely associated with Schwarze-Robitec for years. Ahlers joined the business development department in 2013 and was instrumental in setting up the company’s US subsidiary in 2015. Since 2016, she has been head of sales and marketing. Philipp Knobloch, who joined Schwarze-Robitec in 2014 as junior sales manager, most recently spent four years as sales manager responsible for sales at national and international level.

Managing director Bert Zorn is confident about the future: “With our dedicated sales team headed by two experienced experts, we are well prepared for challenges that arise in our customer markets.”

For further information
www.schwarze-robitec.com