Berlin.
The heat pump boom will lead to tough price wars. The German medium-sized company is preparing for this. Alone he would be too small.
What do the Hessian heating engineers have Viessmann and traditional German beer brands like Beck’s and Holsten in common? Nothing at first glance, but a lot at second glance. Shortly after the turn of the millennium, the brewers slipped under the umbrella of foreign, globally operating beer companies.
They were big numbers in Germany at the time, but quite small in international comparison. They recognized that in globalized markets it would be increasingly difficult for them to develop their own market position to defend, let alone expand.
This is similar to the situation Viessmann is in today. The medium-sized company is selling its core business of air conditioning solutions, including the promising heat pump production, to US competitor Carrier for twelve billion euros. It’s not about liquidation and withdrawal. It’s about finding yourself in the face of what’s just beginning heat pump boom to reposition.
Viessmann: It has nothing to do with failed industrial policy
Viessmann is already extremely successful in this segment. But the Hessians alone do not have as much financial power and not as gigantic production capacities such as the Asian corporations Samsung or Mitsubishi. They are just waiting to be able to flood the European market with their products.
The owner family sells Viessmann’s core business at a time when a very good price can still be achieved. has nothing to do with that. A tough price war is imminent in the heat pump market. For consumers and the climate change that’s good news. In the course of the sale, the employees will receive bonuses and multi-year job and location guarantees. Employees in other sectors would also like that.
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