Re-branding of Waitzinger pumps is just the first step to integration with new parent Liebherr
Branding the Waitzinger concrete pumps post-acquisition is the first step towards integrating them into the huge Liebherr family
Having acquired concrete pump manufacturer Waitzinger in October 2012, Liebherr is presenting the four-pump range in the yellow Liebherr livery. This is the first step towards integrating Waitzinger into the huge Liebherr empire.
The next steps will see the integration of the two sales organisations. “There will be some markets where Liebherr is strong and some where Waitzinger is strong,” said spokesperson Kristian Kueppers. “We have to look at these and build up the sales organisation where it is required.”
The best of the technology from the two firms must also be combined, said Kueppers, “In the technology area we need to see where it is interesting to integrate Liebherr know-how into the concrete pumps. This all takes a certain time.”
Waitzinger, with a turnover in 2012 of 15m Euros, was a minnow compared to Liebherr, which turned over 9.1bn Euros last year. Liebherr’s plans now are to grow Waitzinger’s business, retaining all of its 60 staff based in Neu-Ulm in Germany and recruiting more.
It was an unusual step for Liebherr, usually so proud of developing its own technology in-house, to purchase another company. “We had that possibility but it would have taken a long time to develop concrete pumps in house,” said Kueppers.
The reason Liebherr was keen to add concrete pumps to its range was so that if could offer customers a complete solution: concrete batching, concrete trucks and concrete pumps. “It is always better to offer a whole range,” said Kueppers. “It means the customer gets better service, a better relationship.”
For Libeherr, the payback should be that its sales of the other concrete products also rise. However, six months after the deal, it is too early to say whether there has been an impact.
Liebherr’s decision to buy Waitzinger was not connected to Sany’s acquisition of Putzmeister, said Kueppers. “We were in discussions with Waitzinger already. The only connection between these two things is that Sany contributed a little bit to our speed of decision-making.”