Leading by example: an Industry 4.0 pioneer

By Anda Sebesi

2022 was a year of consolidation at Arctic. The company finalised the second production line in its Industry 4.0 washing machine factory in Ulmi, an investment totalling over EUR 37.8 million. As a result, the facility’s capacity doubled, reaching 2.2 million appliances a year. Moreover, the factory in Ulmi serves as a model in terms of the efficient use of energy and resources. Last year, it received the "Sustainability Lighthouse" recognition from the World Economic Forum, being one of only 13 such production facilities in the world and the only one of this kind in the region. “Romania’s performance in IT and its highly skilled workforce make it an ideal destination for Industry 4.0,” says CEO Murat Büyükerk. Arctic also opened a regional spare parts hub in Arges County to serve 67 countries, in line with its sustainability strategy, which focuses on reliable products with a high degree of repairability and a low carbon footprint.

“Arctic’s entire business strategy is based on integrating sustainability at all levels, including by promoting responsible consumption. Our two main Arctic brand campaigns of 2022—‘Forgotten’ and ‘Food from local producers deserves Arctic Built-In appliances’—were aimed at educating and empowering consumers to make the shift towards an environmentallyfriendly lifestyle,” Büyükerk adds. At the same time, during the last 12 months, Arctic has focused on its HR component, having intensified its efforts in areas such as dual education, training, and professional development through projects such as Arctic Women Community, Women in Tech, and Dual Learning. Even though the company had several major achievements last year, 2022 was a year of numerous and overlapping challenges. “Despite this context of uncertainty, the adoption of smart energy-efficient home appliances by customers is expected to increase, as there will continue to be significant demand for innovative products that are equipped with advanced technologies,” the CEO argues. He adds that the strategy that’s based on sustainability, digitalization, and innovation pursues long-term goals, while also providing the company with stability in an economic climate which is marked by uncertainty and declining purchasing power. “Arctic is an Industry 4.0 pioneer, and digital transformation enables us to develop and roll out cutting-edge products and better adapt to changing consumer demands in a globally complex and competitive environment, while also placing sustainability at the core of our operations.”

Discussing his leadership style, Büyükerk says that he believes in creating an environment that encourages creativity and collaboration. He is also an advocate of leading by example with actions that protect the climate and empower people by focusing on inclusion, diversity and equality. “My leadership style is founded on the three main pillars of our corporate culture: our respect for each other, our profound sense of care for the environment and the society, and our passion to grow together. As we rise to the challenges of a world that is evolving faster than ever, we must focus on strengthening the way we work together,” the CEO concludes.