Wacker Neuson Sales Americas LLC recently appointed Johannes Schulze Vohren as the new North American regional president. Schulze Vohren now leads all of Wacker Neuson’s sales, marketing, aftermarket and logistics activities in both the United States and Canada. We caught up with him to find out how he sees Wacker Neuson fitting into the landscape of rental equipment suppliers and what he plans to focus on in his new position.
Rental: What's new at Wacker Neuson?
Schulze Vohren: Wacker Neuson counts on a global organizational structure with regional responsibility. We have various regions worldwide, each of which is focused on its own distribution strategy for the individual local customer’s needs. The focus is on providing local customers products and solutions that best fit local market needs.
In North America, for the past five years, we have invested heavily to build and grow our contracted dealer network. Our contracted dealer network is at the heart of supporting our expansion into our equipment but also in promoting our entire product portfolio. It also is the backbone of our aftermarket services.
In 2015, for the North American region, we created a newly formed aftermarket organization. This is a very exciting step forward for us. It helps us and our dealer network to better market our parts, accessories, attachments and services. This division also will support the expansion our technical services capabilities.
Also In 2015, we introduced our first skid steer and track loaders to the North American region made in the US. The reception by the market has exceeded our expectations. The entry into the skid steer and track loader market was a very important step in our strategy for the North American market. In 2016 you will see us introduce a number of new products that will round out our program for our contracted dealer network.
Rental: What do you think people think of when they think of Wacker Neuson?
Schulze Vohren: The Wacker name has been synonymous with the rammer or as the “rammer company” for almost 60 years in the United States. When I meet people in the industry I routinely hear about the “Wacker Packer." Yes, compaction products have been at the core of Wacker Neuson’s offering for many, many years and still continue to be at the core of our product portfolio. What many people in the industry may not realize though, is that Wacker Neuson has become something bigger and is much more than a producer of equipment. We have an expansive product portfolio ranging from small sump pumps and portable generators to ride-on concrete trowels, mobile generators, and 14-ton excavators and 9-ton dumpers. A large number of our products are manufactured right here in the United States at our Menomonee Falls, WI and Norton Shores, Michigan plants.
Rental: What would you like them to think?
Schulze Vohren: Wacker Neuson – All it takes! What this implies is that we have a clear focus on our key target segments: local construction trades and contractors all of which are served by the general construction tool and industrial rental. For these segments we offer products and services that cover the core equipment needs to get the job done. For our distribution network, our product portfolio offers a great opportunity to cover the needs of their customers from one supplier. In short, whether you are a local contractor or a dealer or rental company serving local contractors – all it takes to be successful is Wacker Neuson. Beyond the product line, Wacker Neuson’s commitment to the success of both our dealer network as well as their customers. Support is at the heart of our success. Whether it be financing, marketing, aftermarket support (service), sales, and/or training support – dealers and their customers alike can rely on Wacker Neuson. Everyone at Wacker Neuson understands that our success depends on our customers’ success.
Rental: What is your vision for the company going forward?
Schulze Vohren: Our partnership with dealers is the foundation for growth in the market. The strength of our distribution network and our ability to provide a diverse portfolio is what currently sets us apart. We will continue to develop innovative, reliable, performance-driven solutions and equipment to support a variety of applications across different industries. Wacker Neuson has a long history of actively participating in the rental industry and we design products for the general rental equipment industry. Our line of light and compact equipment is well structured to serve rental needs from both ends – contractor as well as the rental channel. Rental to us also is the best way to introduce a new piece of equipment to the market. In short, the rental industry is a vital component in our sales strategy now and in the future.
Rental: What is your favorite piece of equipment that Wacker Neuson makes? Why?
Schulze Vohren: With over 300 product groups, it is difficult to pick a favorite. We have products that compact, pump, power, light, dig, haul, load, you name it. I like to think that all of our products provide a solution to get a job done easily and quickly. I have two products that I consider among my most favorites: the wheel loader and the dumper. Why? Well, both as of very recently have hardly had a place on jobsites in North America. With both, our teams have created and opened new markets. Today, many golf courses cannot imagine life without a dumper. Many cemeteries, including Arlington National Cemetery in Washington, DC rely on them daily in their operations. Key to the success of the dumper has been its maneuverability in confined spaces while delivering tremendous hauling capacity. In many parts of the country our compact wheel loaders have replaced skid steers as the more cost efficient way to handle snow removal and many tasks in landscaping. Our current initiative is to introduce the All Wheel Steer Wheel loader as a very cost effective multi-tool carrier into general construction. Key to our success with wheel loaders has been that all of our machines accept skid steer attachments reducing the investment of contractors that look for more cost effective ways of completing their jobs. Neither of these two products has yet achieved wide acceptance in the rental industry but that will be just a matter of time. For me it is exceedingly exciting to introduce better, more efficient ways to get the job done. Many years ago Wacker Neuson introduced the reversible plate and the articulated trench roller to the North American market. These products today are staples on every jobsite. I am convinced that soon we will achieve the same with compact wheel loaders and dumpers.
Rental: What excites you most about your current position?
Schulze Vohren: Working daily with dealers and providing opportunities for them to profit with quality equipment from a quality brand. Our company has grown rapidly over the last few years and this growth provides new opportunities for our dealer to expand their business. Working with our employees and seeing their enthusiasm and dedication to making our dealers and our company successful, however, is the most rewarding part of my current position. Helping them to make our company successful in growing a strong and profitable distribution network is my highest priority.
