Lenze in the UK: It’s all about the “Brainware”
01 September 2020
Paige West, Group Editor of DPA, spoke with Eric van den Broek, Managing Director at Lenze EMEA West (Benelux & UK), about the future of UK manufacturing and how the company is helping machine builders and OEMs to climb the Industry 4.0 ladder.
How long has Lenze been in the UK and what services do you offer?
Lenze is a leading automation company for the machine building industry. The company’s portfolio includes high-quality mechatronic products and packages, powerful systems consisting of hardware and software for machine automation, as well as digitalisation services in areas such as big data management, cloud or mobile solutions, and software for the Internet of Things (IoT).
Lenze, founded in 1969 in the UK, acted more or less like a distributor under the name Simplatroll Ltd. It rebranded as Lenze in early 2000. In 2015, Lenze realised its current business model had a challenging future – it was just selling products which had limited added value. Take a standard AC module produced in Europe, for example – to differentiate the technology from others, the approach needs to be solution-based, not product-based. This challenge was not specific to the UK, it was global, which meant that the company had to start to approach total solutions to get application benefits that were not just product-based.
Lenze realised that anyone who cooperates with customers on a solution-based level will always win against their competitors. Its new strategy is built on three pillars: mechatronics, systems automation and digitalisation/servitisation solutions. It aims to help customers by using all three pillars to innovative mechatronic, automation and digital services – coupled with engineering expertise.
“However, what really differentiates us from others is our brainware,” says Eric van den Broek. “Our daily task is to create value with our technology. The knowledge we put into our technology comes from the knowledge of our engineers. It means we can make machines better, quicker, more reliable and sustainable. Industry 4.0 to Lenze is not an interface to the Cloud, it’s our brainware!”
Read the full article in the September issue of DPA.
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