Solutions that Create Value
Interview with Johannes Pfluger, Managing Director of Prima Power GmbH
In times of growing technological complexity and volatile markets, industrial success increasingly depends on the ability to move beyond products and deliver integrated solutions. Prima Power GmbH in Neufahrn near Freising has taken this path consistently. Operating from its German base as part of a globally active group, the company is one of the leading providers of automated, energy-efficient and scalable solutions for industrial sheet metal processing. Managing Director Johannes Pfluger discusses the company’s strategic shift and its impact on Prima Power’s business development.
European Business: Mr Pfluger, you have been with Prima Power for seven years and have been closely involved in shaping the company’s strategic transformation. Where does the company stand today in a challenging market environment?
Johannes Pfluger: Prima Power is in a stable and increasingly positive position across key regions. The group employs around 1,500 people worldwide and generates more than 500 million EUR in revenue. Despite a difficult global environment, we have achieved double-digit growth in order intake in the DACH region. This is far from being the norm in our industry at the moment and underlines the effectiveness of our strategic direction, even under challenging political and economic conditions. It also shows that our business model has become more resilient over time.
European Business: What has driven Prima Power’s resilience, and how has the shift toward integrated solutions reshaped both the organization and its leadership culture?
Johannes Pfluger: The key factor has been our long-term shift from selling individual machines to delivering integrated manufacturing solutions. This transformation did not happen overnight; it has been a gradual process over several years and required a clear strategic commitment. Today, we think less in terms of standalone products and more in terms of connected systems, automated production lines and complete solutions tailored to customer processes. A product has a price; a solution creates value.
This shift also required a fundamental rethinking of structures, roles and leadership. Functions that once worked in silos now collaborate closely across the organization, with sales increasingly acting as project coordinators who bring together the right expertise at the right time. At the same time, leadership has evolved from a directive approach to one focused on coaching, moderation and creating a secure framework. Open communication, mutual respect and clear responsibilities now form the basis of our culture and have become a decisive success factor.
European Business: What defines Prima Power’s portfolio today, particularly with regard to digitalization?
Johannes Pfluger: Our portfolio is centered on automated, scalable manufacturing systems for industrial sheet metal processing. We cover a wide range of technologies, from laser cutting, punching and bending to fully automated production lines with integrated software. Energy efficiency has been part of our DNA for more than 20 years; our fully electric machines are among the most efficient on the market in terms of energy consumption per produced part. Software and automation enable customers to scale production step by step as demand grows, which is a critical factor in today’s volatile markets. This is particularly relevant in growth markets such as heat pump manufacturing, where we are involved in some of Europe’s largest projects. Our software development center in Finland plays a key role in this context and supports our focus on intelligent manufacturing.
European Business: You often stress the importance of openness to different technologies. What do you expect from policymakers to safeguard Europe’s industrial competitiveness?
Johannes Pfluger: We need a return to technology openness and honest debate. Technology should not be treated as an ideological issue, but as a toolbox for solving complex challenges. Europe has strong engineering capabilities and a solid industrial base, but industrial value creation must remain economically viable. If energy costs, regulation and taxation continue to rise, production will inevitably shift elsewhere. Addressing these realities openly and pragmatically is essential if we want to maintain prosperity and industrial strength in Europe in the long term.
European Business: Finally, what is your vision for Prima Power in the coming years?
Johannes Pfluger: We have achieved a lot, but we are not finished. We are good today, but not yet excellent. Excellence requires continuous movement; stagnation is the real risk in an increasingly dynamic environment. Our goal is to keep refining our solutions, strengthening our organization and staying adaptable as markets evolve. Technologies, customer expectations and decision-making processes are changing rapidly, and our task is to help our customers succeed in an increasingly complex industrial environment.