Spinning with success Hajdu

SPINNING WITH SUCCESS

Hajdu Zrt, Hungary’s most renowned manufacturer of household goods, celebrates its 60th anniversary this year. For many decades the company’s flagship products were washing machines, but in recent years it has moved its focus to the renewable energy sector and has been acquiring a strong presence with their award-winning developments. Edina Beale reports.

Hajdu Zrt, the formerly state-owned company, was established in 1952 to supply parts for the armed forces. In 1957 the company began to manufacture household goods and has continued with this profile ever since. By the mid-1970s Hajdu became a strong brand name for its high-quality automatic washing machines and began to export a significant amount. Since then the company has been continuously developing its products to meet rapidly changing customer needs and has expanded its portfolio to keep up with current trends. Success in renewable energy

In 2006 Hajdu began to shift towards the renewable energy sector and established a new division to develop products for this segment. In addition to maintaining its traditional markets, Hajdu Ipari Zrt began to supply solar systems and condensing gas-fired boilers. Soon the company identified other opportunities in this sector and made a strategic decision to start a large investment project to meet demand. In 2010 Hajdu completed the HUF 800 million technological development that was required to manufacture indirect tanks, enabling it to launch its buffer tank production. In addition to introducing the most modern technologies, the company has greatly improved its IT structure, staff training and marketing.

Whilst completing this project, the company has been constantly developing its product ranges in all segments. “There have been many significant changes in the EU laws regulating energy efficiency, and this encourages producers to focus on product development. This is exactly our direction, too,” confirms Mr Istvan Novotni, managing director of Hajdu

Ipari Zrt. All developments at Ipari Zrt focus on using renewable energy sources and aim at improving energy efficiency. The new approach has already brought the company success. In recent times Hajdu has launched an innovative buffer tank family range that won the Hungarian Quality Product Award, and also developed an STA type, multi-energy (indirect and solar) heat pump system that received the Hungarian House of Quality award in 2010.

Currently there are many product development projects in progress, as Mr Novotni explains: “These are adjusted to the imminent EU regulations and to the quickly changing consumer needs: we are redeveloping our small capacity products and are aiming to improve the energy efficiency and electronics of our traditional electric hot water tanks as well as extending our heat pump hot water tank family range.”

Dynamic growth in automotive products

Hajdu Autotechnika Ipari Zrt, the diversified manufacturing operation of the Hajdu group, came out as a winner from the recession, as its turnover has increased dynamically in the past few years. The company was established in the 1990s to supply automotive products, and its facilities have been constantly developed to meet the required technological demands. For many years the company has been producing exhaust system parts for the French company Faurecia and developed and produced its own manufacturing tools.

Following a new contract win, the company has recently begun to manufacture nearly 50 different types of exhausting drums that are being implemented into the biggest auto brands including Mercedes and BMW. The new assignment required Hajdu to make large developments in the factory, but also enabled it to take a step forward in the supply chain. “The first shipment of four different drum types went out in the beginning of June. The company is now able to provide assembled parts and completed drums in addition to manufacturing parts only,” reveals Mr Novotni.

Firm outlook

Hajdu today is a renowned name throughout Europe. The company has a presence in almost all countries in Europe, but its export activities to North Africa are also significant and it regularly distributes products to Thailand too. “Next year we will be putting emphasis on expanding our markets in Russia, Germany and France,” confirms Mr Novotni. “We maintained our market position in Hungary; our market share has increased in the market of traditional products whilst our turnover remained the same: HUF 7 billion in 2011.”

In the renewable energy sector, Hajdu is able to provide complex system solutions with full customer service. The company is able to assist in everything from carrying out a survey to writing applications for funds as well as installing and implementing the systems. Owing to the reduced purchasing power in the consumer sector, the factory is currently targeting companies that are looking to make large investments in this field.

In terms of future development plans, Mr Novotni explains: “The recent economic climate is a new challenge for all companies. Firstly, we will have to economise all our resources better than ever. Secondly, we will have to continue with our investments – but we will have to precisely hit the direction and size of these projects, regardless of whether it is a product, technological or organisational development.

“We plan to carry out a serious organisational development this year: we will expand and restructure our sales department, especially the export division, and will strengthen our research and development sector. The Infrastructure Zrt, which operates our industrial park grounds, invested HUF 200 million last year to improve our electric network system. This year’s agenda is to develop the compressed air system and our industrial waste water treatment system.” n