Our CEO Michele Farruggio spent several days in Atlanta and Chicago to promote our ZELL Factory System. In this interview he tells about his experiences.
How did it all start, that ZELL decided to win the US market as well?
It started with the decision that we wanted to expand as ZELL Group. After we were already represented in several countries in Europe, we quickly agreed in the management that the USA was next for us.
Why the USA?
Many of our customers in the automotive and medical sectors are already represented in the USA. We see a lot of potential in this market for our automation, logistics and cleaning products.
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 U.S. market?
We want to be present in several states and establish the ZELL Factory System, as a standard in manufacturing companies.
Do you think ZELL can hold its own against established competitors in the U.S. market?
We are all convinced of that! We have brought a world first to the market that no one else has. Our modular system has already been very well received by customers in the fields of automation, logistics and cleaning. Especially at the IMTS all visitors were totally enthusiastic about our products, there were several concrete inquiries which 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?
We have a unique selling proposition with our product and over 30 years of experience in this field. The German engineering or "Made in Germany" is very much appreciated in the USA.
Now the first trade fair 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 fair?
No, not yet. We've only been up and running in the U.S. for a few months. But we have already been able to generate a lot of valuable leads.
Are there any new ZELL products that you think are being developed specifically for the American market?
In the American market, we intend to concentrate mainly on the sale of our new ZELL® FactorySystem.
What would you like to say to future American customers?
Contact us and convince yourself of our innovations!
Thank you very much for the interview!
performed by Desiree Ezane
TheInternational Manufacturing Technology Show is the largest and oldest industrial trade show in the Western Hemisphere. It will be held this year from September 12-17, 2022 at McCormick Place in Chicago, Illinois. The show is considered the central platform for inventors, manufacturers, vendors and drivers of manufacturing technology. All attendees and exhibitors can get inspired by product innovations in digital and traditional manufacturing. In total, 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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