"Whoever does not automate today has already lost"
Interview with Thomas Pomp, Managing Director of FAMAG-Werkzeugfabrik GmbH & Co. KG
FAMAG is probably best known for its Bormax: the Forstner bit, which became a well-known brand not least thanks to its particularly high-quality processing. For many years, FAMAG has relied on highly automated manufacturing and now also supports many other companies with its grown expertise.
Wirtschaftsforum: Mr. Pomp, you joined FAMAG-Werkzeugfabrik GmbH & Co. KG in 1990 – and you quickly initiated important innovations!
Thomas Pomp: I came fresh from my training as a CNC programmer to the company, at a time when no innovations were being implemented anymore: The machinery was outdated, the staff was mostly on the verge of retirement. Thanks to my CNC skills, however, I immediately recognized how to effectively use these new techniques to enhance FAMAG's core competencies and create real added value in the market. Shortly afterward, we were able to initiate the first patents, and for FAMAG, a light began to shine again.
Wirtschaftsforum: The birth of Bormax dates back to 1991 – it remains one of the most popular products in FAMAG’s portfolio to this day.
Thomas Pomp: At that time, I had the idea to sustainably improve the classic Forstner bit. Our goal was to manufacture the best drill bit possible at our location – one that you could get on the market – and we spent a long time researching and testing towards this goal. Eventually, we succeeded in setting global standards with the Bormax – it has much longer service life, works more precisely, and is significantly easier to use. Additionally, it is visually appealing: You can tell at first glance that it was not made in a simple manner. Our experience shows: Once someone has drilled a hole using the Bormax, they never want to use any other tool for the job. This is also regularly confirmed by craftsmen on the go who visit our operation.
Wirtschaftsforum: Does this also represent an important unique selling point in the face of competition from the Far East, where manufacturing can be done with very different cost structures?
Thomas Pomp: In China, there is an entire city dedicated solely to the production of drills. The volumes that enter the global market are indeed enormous. Moreover, the machines and equipment used there often cost only a fifth of the prices here. Nevertheless, many East Asian products can now also be competitive in terms of quality. The technological capabilities of these countries undoubtedly deserve our recognition. However, our unequivocal quality promise will continue to be our most important unique selling point in the market – because it allowed us to establish ourselves. The quality we produce cannot be achieved with manual labor or cheaper equipment. With our state-of-the-art 5-axis milling and grinding machines, and our high level of automation, we consistently rely on the best technical solutions available in the market for manufacturing our tools.
Wirtschaftsforum: FAMAG is now offering its expertise as an automation expert to other companies as well – how did this development come about?
Thomas Pomp: Our extensive use of robots, which allows one of our shifts to be completely unmanned, is a critical reason why we can sustainably withstand competition from abroad. You can invent the greatest tools, but if you cannot manufacture them in a cost-effective profitable way, you will not be successful. We are aware that many other manufacturing-intensive companies in Germany face similar challenges – and we are convinced that, with our years of experience, we can support them effectively on their journey. That's why, for some years now, we have also been building robot-supported automated machines that combine several operations, thus contributing sustainably to the optimization of their respective manufacturing environments.
Wirtschaftsforum: How do you see the future of Germany as a manufacturing location?
Thomas Pomp: When I joined FAMAG in 1990, I was told that I must be crazy to invest in tool production in Germany, that it was all done in China these days. Despite this trend, I set up a state-of-the-art production facility in Germany. Producing these drills in top quality was and is not inexpensive – but it paid off completely. Certainly, the high energy prices in Germany today are a big problem – for many of our suppliers and friends' companies even more so than for us. We need to solve this in a fact-oriented and macroeconomic way. Because it is clear: we are no longer on a lonely island, but part of a global competition!