Tradition Meets Innovation in Vehicle Construction
Interview with Robin Suer, COO of Suer Commercial Vehicle Engineering GmbH & Co. KG
For over 130 years, Suer Commercial Vehicle Engineering GmbH & Co. KG has stood for innovation and tradition in the transportation and logistics sector. Robin Suer, COO and representative of the 5th generation of the family business, provides exciting insights into the challenges and strategies of a globally operating medium-sized company in the interview. From lightweight construction technologies to future-oriented materials and a unique corporate culture – Suer shows how a company shapes the mobility of tomorrow.
Wirtschaftsforum: Mr. Suer, Suer is one of the leading family-owned companies in your industry. What is your secret to success?
Robin Suer: Our success is based on a combination of tradition and innovation. Since our founding in 1892, we have evolved from a carriage supplier to an internationally recognized specialist for vehicle components, load securing, and lightweight construction. It is important that we have continuously invested in our company, whether in new technologies or in our staff. Flat hierarchies and quick decision-making processes allow us to respond flexibly to market changes.
Wirtschaftsforum: How has your product portfolio evolved?
Robin Suer: In addition to classic components, we now offer a wide range of proprietary developments. A highlight is our ‘Aluminiumschraubpritsche leicht’ (ASPL), an innovative kit for vehicles up to 7.5 t. It is extremely lightweight, flexibly adaptable, and significantly optimizes load security. Additionally, we are active in the research of alternative materials to develop sustainable and cost-efficient solutions.
Wirtschaftsforum: What role does sustainability play in your company?
Robin Suer: Sustainability is a central issue for us. Already in the 1950s, my grandfather opted for aluminum instead of wood. Today, we continue this tradition by focusing on materials and designs that reduce weight and thus energy consumption. For example, we also develop lightweight solutions for electric delivery vehicles and cargo bikes, to actively shape the future of urban transportation.
Wirtschaftsforum: What does your internationalization strategy look like?
Robin Suer: Around 35% of our revenue is generated abroad. In addition to strong markets like Poland and Scandinavia, we have intensified our commitments in France and Spain. The Australian and New Zealand markets are particularly exciting for us, where we score with innovative lightweight construction solutions. With subsidiaries such as Suer Polska and Suer Baltic, we cover regional requirements and continuously expand our network.
Wirtschaftsforum: What challenges do you currently see in your industry?
Robin Suer: One of the biggest challenges is the increasing bureaucracy. Additionally, there are rising demands for efficiency and sustainability. At the same time, this opens up opportunities: those who remain innovative can stand out. With our patented products and high responsiveness, we consider ourselves well-positioned.
Wirtschaftsforum: Your company is known for its employee focus. What are you doing in this area?
Robin Suer: Our employees are our most important asset. We promote personal responsibility and collaboration across departmental boundaries. In addition, we invest in their mental health – for example, through online workshops. Our goal is to create a corporate culture where everyone feels comfortable and can fully realize their potential.
Wirtschaftsforum: Where do you see Suer in ten years?
Robin Suer: Our focus is on further developing our technologies and strengthening collaboration within our corporate group. I want us to continue to be pioneers in sustainable solutions and to expand our position in international markets. I see great potential especially in the field of electric mobility and alternative materials.
Wirtschaftsforum: Mr. Suer, what does it mean to you to lead a traditional family business?
Robin Suer: It is an honor and a commitment. I want to preserve the legacy of my family while setting modern impulses. Our goal is to continue being a reliable partner for our clients and an attractive employer – both today and for future generations.