Vision & Strategy

Vision

The KION Group is committed to delivering a sustained increase in shareholder value. It has therefore set itself clear strategic objectives with which it can focus on sustained growth, efficiency and strong earnings. In the medium term, the KION Group aims to be the undisputed market leader and to use its strong competitive position to become the provider with the largest market share in the sector. Factors that will help achieve this objective are the KION Group's market-leading technologies, the high proportion of service business and, in particular, the initiatives launched in 2009 to boost performance.

Our strategy

To achieve its strategic objectives, the KION Group uses four strategic points of leverage.

Maintain market leadership in Europe and further expand service offerings
The KION Group intends to consolidate its market leadership in Europe. For this it continually aligns the broad range of products and services offered by its brands with customer needs. The portfolio consists of far more than the new truck business - the KION Group offers all the solutions and services that customers require for their internal material flow.

Exploit full market potential in growth regions
The KION Group occupies an outstanding position in all of the high-growth regions. It has its own production sites in China and Brazil and, thanks to its distribution and service network, is represented in all the important high-growth markets. The KION Group will continue to make targeted investments in high-growth regions, expand its distribution and service network and adapt local production capacities to market requirements.

Boost market penetration with multi-brand strategy
The multi-brand strategy is a fundamental element of the KION Group's overall strategy. The KION Group's five brands enable it to draw on their different strengths and effectively cover the various markets and segments via all the main distribution channels. The range of brands also enables the KION Group to offer several alternatives. In future, the KION Group will continue to pursue a multi-brand strategy and make targeted acquisitions of other local brands that will enable it to further strengthen its market position. Moreover, the KION Group will further expand its distribution and service network.

Cost leadership through synergies and operational excellence
The objective of the KION Group's organisational structure across all five brand companies is to increase overarching synergies and implement best practice throughout the Group. The KION Group's production and logistics units are managed at head office by Central Operations in order to establish uniform standards and make expertise available to all parts of the Group. Besides the ongoing improvement of production processes, COPS also focuses on platform strategies and modular concepts. Having a shared purchasing organisation generates cost savings for the entire Group due to economies of scale and a stronger negotiating position. This, plus the joint research & development unit, enables the bundling of resources and more efficient capacity utilisation.