TRUMPF focuses on innovative solutions for Thailand's machinery industry

Decha Lertvilaisak

Thailand’s machinery industry plays a crucial role in supporting a wide range of downstream manufacturing industries such as Automotive, Electrics and Electrical Appliance (E&E), and Food Processing. Indeed, its importance is growing significantly, particularly in the smart machinery sector with increasing demand for robotics and automation.

TRUMPF is a German high-tech company focusing on Thailand’s machinery industry, where its laser cutting machines are prominent. The company provides manufacturing solutions in the fields of machine tools, laser technology, electronics, and Industry 4.0.

GTCC had the pleasure of interviewing Mr. Decha Lertvilaisak, General Manager of TRUMPF Ltd. (TRUMPF Thailand) to learn more about the company’s key milestones as well as industry trends.

With a proven track record in the industrial automation sector, Mr. Lertvilaisak brings a wealth of experience and expertise in channel strategy, operations management, electrical engineering, and customer support, while also ensuring high levels of customer satisfaction.

Congratulations to TRUMPF’s 100th anniversary this year, a remarkable achievement in the machinery industry. What have been TRUMPF’s key successes over the past century?

TRUMPF’s journey began in 1923 when Christian Trumpf acquired the mechanical workshops of Julius Geiger GmbH in Stuttgart, Germany, laying the foundation for a century of innovation and success. Fast forward to 1950, the company achieved its first million in turnover, a remarkable milestone in TRUMPF’s successful growth and progress. In 1963, TRUMPF established its first foreign subsidiary in Zug, Switzerland, in 1963.

Four years later, TRUMPF made a groundbreaking move towards automation with the introduction of the TRUMATIC 20, the first sheet metal processing machine with numerical continuous path control, enabling fully automated work processes, including tool changes. TRUMPF further showcased its commitment to innovation and development by becoming a laser expert in 1985, with the introduction of the TRUMPF LASER TLF 1000, the first self-developed and produced CO2 laser, representing an important milestone in the company’s growing technological prowess.

In 2015, TRUMPF expanded its global footprint by establishing TRUMPF Thailand, marking another milestone in the company’s strategy for international growth and influence. Two years later in 2017, the inauguration of a smart factory in Chicago emphasised TRUMPF’s vision, which was further enhanced by additional smart factories at three TRUMPF locations worldwide.

TRUMPF proudly celebrated its Centennial in 2023, a key milestone in a century of transformative achievements, unwavering dedication to technological excellence, and a global legacy of innovation in the machinery industry.

Could you share some insights into the company’s journey in Thailand’s machinery industry? And what have been the key challenges in doing business in Thailand?

Since the establishment of TRUMPF Thailand Technology Center in 2015, TRUMPF Thailand has seen steady growth. It currently employs 49 dedicated professionals, including 10 staff members who hold key positions in SEA regional positions, focusing on order processing, IT and services.

Our primary objective revolves around the establishment and strengthening of a local sales and service team dedicated to providing exceptional support to our customers in Thailand. To ensure our team’s expertise aligns with global standards, we have invested in comprehensive training programmes. Our technicians have undergone training sessions in Germany, China, and Japan, continually upgrading their product knowledge and proficiency.

We firmly believe that customer satisfaction, driven by key factors such as machine reliability, high throughput, top-notch finished product quality, and responsive after-sales service, serves as the cornerstone of our business growth.

Our employees know the national market very well. This enables us to not only comprehend but also effectively address local customer requirements, thus ensuring seamless communication and satisfaction. Our commitment to understanding and fulfilling the unique needs of Thai customers remains paramount as we continue to thrive in the region.

How does TRUMPF tailor its machinery and solutions to meet the specific needs of local costumers in different regions?

Globally, we offer three distinct product ranges for a given technology such as our 2D Laser cutting machines – the TruLaser 1000, 3000, and 5000. Factors such as speed and advanced options progressively improve across this hierarchy. TRUMPF’s machines share a common core functionality while offering a plethora of diverse options. This gives customers the flexibility to tailor their selection based on specific needs and prefer ences, ensuring a customised and efficient solution for their particular requirements.

What technological advancements has TRUMPF led the industry, and how have these innovations shaped the company’s market position over the years?

As one of the few manufacturers of laser cutting machines, we have uniquely engineered our cutting unit and laser source. This distinctive capability enables us to continually enhance machine performance and functionality. Consequently, our customers benefit from faster cutting speeds, superior cutting quality, and increased machine availability. An example is our proprietary laser source, TruDisk, renowned for its exceptional reliability and consistent power output over extended periods. Annually, we allocate significant funds towards research and development.

What is the SEA showroom that has its grand opening on 2nd February, 2024?

The Southeast Asia showroom, which will be launched on 2 February 2024, is located in Thailand but will serve the entire Southeast Asian region, including Indonesia, Vietnam, Singapore, Malaysia and the Philippines. It will showcase a range of machines and highlight the concept of a Smart Factory.

We aim to make our advanced laser cutting technology accessible to a broader market. Therefore, we show machines which we think are ideally targeted to customers in the Southeast Asia region. At the showroom, we also strive to showcase certain connectivity features, aligning with the industry 4.0 concept. Customers can integrate technology gradually, ultimately upgrading to our more advanced machines.

This marks a significant expansion into new territory, catering to customers who in the past may not have considered purchasing our products due to pricing barriers.

Do you have any plans to introduce new products to the machinery sector in the incoming years?

Certainly, we are unveiling our most powerful laser cutting technology with a 24 kW laser cutting capacity. This state-of-the-art solid-state laser sets new standards for productivity in the standard cutting process, capable of cutting through thick materials up to three times faster than its 6 kW counterpart. It is proficient in cutting mild steel with a thickness of up to 50 mm.

Collaborations and partnerships can drive industry success. Could you share any notable collaborations or partnerships that have played a significant role in TRUMPF’s journey in the machinery industry?

Among many significant collaborations, I would like to highlight one recent example. At German fairBlechexpo 2023, TRUMPF unveiled innovative automation solutions developed in collaboration with leading partners, a testament to our commitment to meeting diverse customer requirements, particularly in automation and material handling. A notable example of this collaborative approach is the solution developed for a systems supplier in partnership with automation specialist Starmatik.

Our collaboration with Starmatik, an Italian company specialising in robotic automation systems for the sheet-metal industry, was initiated in September 2021. Starmatik has proved to be an invaluable partner in achieving efficient and high-speed automated bending solutions.

What key trends have you observed in the machinery industry, and how do you see the industry evolving in the next five years?

The trend towards automation, which is well-established in Europe and the US, is becoming increasingly relevant in Thailand, where a surge in labor costs has seen a significant shift towards the adoption of automation systems. Our local customers are increasingly seeking solutions that integrate advanced machines to markedly improve productivity. Automation has not only streamlined processes but has also brought about efficiency and consistency, particularly in material handling through advanced storage systems and robotic assistance in assembly. We are also witnessing the integration of storage systems as a parallel trend, highlighting the indispensable role of automation in facilitating the seamless movement of parts from storage to the machines. The combination of automation and efficient storage systems emerges as a key trend, aligning seamlessly with our commitment to advancing efficiency and productivity.

In the competitive machinery market, how does TRUMPF differentiate itself from other industry players?

We emphasise the Return on Investment (ROI). Even though our machines might be more expensive than others, the ROI on our machines will be worth the investment when a customer considers the output of the machine, its reliability, consistency and quality of the finished material.

How does TRUMPF address sustainability concerns in its operations and machinery, particularly in the context of the Thai market?

At TRUMPF, sustainability is a core aspect of our operations and machinery offerings, and we are guided by the principles of ESG (Environmental, Social, and Governance). Our commitment to sustainability is not just a global initiative but is also tailored to address the specific needs of regional markets like Thailand.

We adhere to the ESG principles. This holistic approach is reflected in our climate strategy, encompassing energy-saving initiatives in our buildings, creating products that are more sustainable by consuming less energy and having a longer lifespan. This commitment extends beyond our internal operations to the solutions we provide to customers, contributing to the overall sustainability of their products.

Our machines are designed to be energy-efficient, enhancing productivity, boasting a longer operational life, reducing the need for frequent replacements. Additionally, we supply our laser sources to customers, such as electric vehicle manufacturers, who play a crucial role in promoting sustainability. Through collaborations and partnerships, we actively contribute to the creation of sustainable solutions, and we continuously explore opportunities to align our operations with the evolving landscape of sustainability.

What specific regulations or industry standards in Thailand’s machinery sector does TRUMPF adhere to maintain high-quality standards?

In Thailand’s machinery sector, we place a strong emphasis on adhering to safety standards and maintaining high-quality standards, even in the absence of specific safety standards and regulations for sheet metal processing machines.

This gap in regulations has led to the proliferation of cheaper laser cutting machines, often without proper safety measures. This poses a potential risk, as the laser light emitted during cutting, especially in fibre cutting, can cause long-term damage to human eyesight. TRUMPF, in contrast, prioritises safety and compliance with high-quality standards.

This commitment underscores TRUMPF’s dedication to prioritising the well-being of operators and maintaining the highest quality standards in the absence of specific local regulations.

As TRUMPF’s presence in Thailand is significant, can you share your perspective on the benefits of Thailand’s investment incentives to attract more foreign investments and their strategies in the Thai market?

From my perspective, Thailand’s investment incentives have been notable, with the government and authorities working actively on promotional schemes. This has yielded positive results, as an increasing number of foreign companies are choosing Thailand for both expansion and greenfield projects. However, to remain competitive, Thailand needs to continually benchmark its overall incentive packages against neighbouring countries, particularly in view of the lower labour costs in the region.

To further enhance the country’s appeal to foreign investors, it’s crucial to address issues such as the duration of the approval process. A more streamlined and faster approval process could certainly make Thailand a more attractive investment destination.

In my humble opinion, being more aggressive in devising comprehensive and competitive packages could be beneficial. This involves not only benchmarking against neighbouring countries but also continuously refining and improving schemes to draw the attention of foreign investors. It’s a competitive landscape, especially when negotiating with investors who are considering other options with lower labour costs.

Contact details:

Decha Lertvilaisak

General Manager

https://www.trumpf.com/th_TH

TRUMPF Ltd.