Fronius is expanding rapidly, including in Latin America. Establishing new sites and strengthening the company’s presence on the whole continent are currently the top priorities.

Markets, their challenges, and potential. For decades, Fronius Perfect Welding has been expanding rapidly and establishing itself in markets around the world. Latin America is one region that possesses huge potential. International companies with a strong presence in Mexico, Brazil, and Argentina, including some in the automotive sector, were the reason behind Fronius wanting to tap into this market. The company’s subsidiaries in Brazil (2002) and Mexico (2007) employ around 150 people and were the first step in opening up this market.

The next important step came in 2019 – the opening of a new site in Argentina. Based on internal estimates of welding and cutting equipment imports, Fronius regards Argentina as the third-biggest market in South America. Reason enough to strengthen business activities in the country with the aim of increasing the company’s market share.

The procedure in Argentina was marked by a variety of complex challenges that the company is often confronted with across Latin America in general. Differences in culture and mindset play a key role. However, the company will surely benefit from already having gained important experiences in Mexico and Brazil.

COMBINING GERMAN PUNCTUALITY WITH A LATINO RHYTHM

Although Argentine tango music is a world apart from classical music, this does not mean that classical music has nothing of value to add. It is equally possible to set up an office that conforms to European standards but also ensures South American customers are completely satisfied. If you want to understand business in Latin America, it is first and foremost important to understand and appreciate the culture, so that you can adapt accordingly to it. A number of major Fronius customers in the automotive sector are European companies such as VW, Daimler, Benteler, and others, all of whom require outstanding quality and service from their South American production facilities – and above all, German punctuality.

Where significant differences arise, Fronius takes on the role of mediator. By establishing a subsidiary in Argentina, the existing Fronius representative in Buenos Aires, RH Welding S.A., will have access to the relevant internal standards and support, thus allowing them to further improve service quality, from which the industrial manufacturers in the region will ultimately Benefit.