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Excelling in a changing market

31 January 2024

The industry is changing at lightning speed. To safeguard their competitive position, companies will have to move with it. After all, to stand still is to go backwards. Family enterprise ATD Machinery from Hapert successfully overcomes new challenges. Koen te Lintelo and Ruud Hendrikx explain how the company distinguishes itself from its competitors.

ATD Machinery has been developing and building machines for customers worldwide for 55 years. These include machines for producing, packaging, labelling and marking luxury products. However, the company's origins go back more than a century, with the early days focusing on the production of innovative cigar machines. 

Koen te Lintelo, CEO, begins, "What distinguishes the production and packaging of cigars? They are fragile luxury goods with a wide variety of sizes and shapes that must be produced and packaged with the utmost care. We market the competencies we have in-house and that we have gained through our history. 

“Today, we produce flexible machines that can handle many types and sizes on a single line. This has added value, especially in the luxury segment where we increase the customer experience with packaging. For our customers, speed is often secondary to flexibility and tolerances." 

Ruud Hendrikx, responsible for sales, marketing and new business, elaborates: "The experience of the packaging increases the value of the product. We therefore like to think along with the customer about their packaging. That's our strength."

Lasting relationships
Besides offering the desired flexibility, forging lasting relationships is part of the formula for success for ATD Machinery, not only with customers, but also with suppliers. 

Te Lintelo comments, “We have a long-standing relationship with Lenze, which we have further intensified in recent years. For instance, we chose a new drive technology for our machines. We switched from mechanical drive technology to servos and now use a lot of robotics. We made this switch step by step [and] received a lot of support from Lenze."


Read the full article in DPA's February issue




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