Our Managing Director Michele Farruggio spent several days in Atlanta and Chicago promoting our ZELL Factory System. In this interview, he reports on his experiences.
How did it all start, that ZELL decided to win the US market as well?
It began with the decision that we, as ZELL Group, wanted to expand. After already being represented in several European countries, the management team quickly agreed that the USA should be next for us.
Why the USA?
Many of our customers in the automotive and medical sectors already have a presence in the USA. We see a great deal of potential in this market for our products in the fields of automation, logistics and cleaning.
So how did ZELL decide to Partner with DigitalituM?
We have searched in our network for Partners who live in the USA and fortunately found them. Due to the distance, the time difference and the different culture, it is imperative for us to have local Partners. We want our customers to receive the same quality of service and advice in the USA as they do in Europe. This only works if we are on site. DigitalituM has fulfilled all these requirements for us.
Is there a vision, 10-year plan for the US market?
We want to be represented in several states and establish the ZELL Factory System as the standard in manufacturing companies.
Do you think ZELL can hold its own against established competitors in the US market?
We are all convinced of this! We have launched a world first that no one else has. Our modular system has already met with a great response from customers in the fields of automation, logistics and cleaning. Especially at IMTS, all visitors were totally enthusiastic about our products, and there were several concrete inquiries that we are currently processing. We are even supposed to deliver to South Korea. It was simply unbelievable!
What will set ZELL aPart from the other competitors?
Our product has a unique selling proposition and over 30 years of experience in this field. German engineering or "Made in Germany" is highly valued in the USA.
Now the first trade show was already very successful. How will ZELL continue to win customers with its Partners?
We will continue to invest in marketing, especially digital, but also print media, social media and in further trade shows, both as exhibitors and visitors. In addition, our Partners in the USA are well connected, so we will benefit from cross-selling options here.
Were you already able to discover a new interesting target group in the USA after your visit to the trade show?
No, not yet. We only started in the USA a few months ago. But we have already been able to generate a lot of valuable leads.
Are there any new ZELL products that you think should be developed specifically for the American market?
In the American market, we want to focus primarily on the sales of our new ZELL® FactorySystem.
What would you like to say to future American customers?
Contact us and see our innovations for yourself!
Thank you for the interview!
performed by Desiree Ezane
The "International Manufacturing Technology Show" is the largest and oldest industrial trade fair in the Western Hemisphere. This year, it will take place from September 12 to 17, 2022 at McCormick Place in Chicago, Illinois. The trade fair is considered a central platform for inventors, manufacturers, vendors and drivers of manufacturing technology. All participants and exhibitors can be inspired here by product innovations in digital and traditional manufacturing. A total of more than 15,000 new machining technologies and processes will be presented in 9 pavilions by more than 2,000 exhibitors.
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