European construction OEMs forecast to see growth

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European manufacturers of construction equipment are expected to see growth until 2020, according to a new survey…

A survey of more than 75 OEMs has revealed European manufacturers can expected see an annual growth of five to six per cent until 2020. An additional two per cent in profit will also be experienced.

The survey carried out by McKinsey & Company asked senior executives for their feedback. A total of 69 per cent of companies said they remained optimistic about the figure, with only one in 10 predicting a downturn in business.

Manufacturers recognised growth from markets outside Europe and aftermarket business—such as parts, services, and solutions—would offer opportunities to develop. Six in 10 firms said these two developments would be the most important trends for the industry.

Co-author Erik Sjödin said:  “The study also reveals that growth in new sales markets and the aftermarket business will shape the industry in the coming years.

“The primary factors determining success in this industry will shift from an operations focus to customer orientation.”

Sjödin added: “Customers will also increasingly expect European OEMs to become active partners in optimising how the machines are used on site and how they contribute to the customers’ value creation.”

There are currently some 450 construction equipment machinery and attachment manufacturers across Europe. They employ around 150,000 workers and generate annual sales of approximately €40bn. The main hubs are in Italy, Germany, and France, which house more than half of all manufacturers.

Two-thirds of companies are considered SMEs, with annual sales of less than €50m, and only 10 per cent reach the €1bn mark.

Additionally, more than 40 per cent of sales in Europe take place on an international platform, namely North America, the Middle East, and Asia.

Leader of McKinsey’s Automotive & Assembly Practice in Europe Detlev Mohr said: “The construction equipment industry is on the brink of profound transformation.

“Manufacturers are facing change in almost every aspect of their business – increasing competition in emerging markets, tougher customer requirements, and tightening regulations.

“Moreover, big-data-driven solutions, electrical powertrains, and driverless machines will alter the market.”

The survey was conducted in conjunction with CECE, the European construction equipment manufacturers’ association.

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