For the first time at the PCIM Europe 2021, we will be focusing on a specific country: The United States. On this occasion, we asked our long-standing exhibitors operating in the US for their assessment of the US market, especially with regard to the power electronics industry.
- How long has your company been operating in the US?
Hearaeus Electronics has been running its electronics business in the US for over 37 years.
- Why did you decide to establish a location in the US?
At that time, the use of precious metals in the rapidly growing microelectronics market was expanding significantly, which fit our product portfolio perfectly. We wanted to capture a leading position in this new industry.
- How important is the United States as a sales market for your company in Europe?
We see the US as a key market for the design and qualification of many new technologies that require our solutions. We feel that we need to a presence in this region to be there for local companies and be in early on the development phase of new programs.
- What makes the US special as an industrial partner in power electronics?
The US market is a key market for us in the power electronics industry. There is so much development of new applications that we need to be involved in. Although the actual production of power electronic modules may be low in the US, it is a clear target market for the applications of these power modules, which in the end helps us to design new solutions to meet those needs.
- What are the strengths of the US market in power electronics?
The most important advantage of the US power electronics market are the entrepreneurship and the openness to innovative designs to solve difficult problems.
- In your opinion, what can German companies learn from US companies?
US American companies are adept at changing with fast moving markets. They are open to new ways of doing business, and can pivot quickly to take advantage of new technologies. What this means is that their suppliers need to be able to respond quickly as well, to focus on developing solutions quickly. There is so much competition that you need to offer agile solutions.
“American companies are adept at changing with fast moving markets.”
- USA Special