INTERVIEW Ӏ CHRISTOPH KLEINER, LIEBHERR
SWOT ANALYSIS
Christoph Kleiner, managing director of sales at Liebherr-Werk Ehingen, speaks exclusively to Cranes Today about the company’s strengths, weaknesses, opportunities, and threats in today’s business environment.
The 'SWOT analysis' business strategy tool can be useful in helping organisations assess how they compare to competitors and to evaluate their position in the wider international political and economic environment. By identifying strengths,
weaknesses, opportunities, and threats a SWOT analysis can help paint an accurate picture of the business landscape. Set against the backdrop of
Bauma 2025, the world’s largest trade show – where Liebherr traditionally has the biggest stand, the company’s many strengths are showcased. And in this interview Christoph Kleiner, MD of sales at LWE, highlights many of the reasons underpinning this success. He goes further, however,
and gives a frank assessment of potential threats and challenges - providing a full SWOT analysis. Topics including Chinese
competition, Trump's tariffs, Russia, investments, aftersales service, and technological development, are all discussed...
STRENGTHS CT: What are Liebherr's key competitive strengths in its lifting portfolio? Kleiner: We offer the largest range of mobile and crawler cranes in the
24 CRANES TODAY
Christoph Kleiner, managing director of sales at Liebherr-Werk Ehingen with Sophie Albrecht, member of the administrative board of Liebherr- International AG
world. We do this through direct sales, in direct, daily exchange with our long-standing customers all over the globe. With our worldwide service
network we are directly on site at our customers' locations and can ensure a high level of equipment availability in the field. This is also thanks to our stock of spare parts in numerous countries on all continents.
With our used crane business,
we also offer optimum solutions to customers who require fast availability or want to operate a reliable Liebherr crane with a stable value despite having a smaller budget. The ability to retrofit and install
new technologies and digital products such as Liebherr Connect and our telemetry applications in old models and existing series cranes ensures that our cranes are always state-of-the-art and can be used worldwide – without local conversions and expensive adaptations. New technologies are key and at this year's Bauma we are presenting a whole range of new, electrically powered mobile and crawler cranes. This makes us, by far, the largest supplier of alternatively-powered mobile cranes in the world.
Which crane product lines or crane types are doing the best at the moment? LTM all-terrain cranes have been our largest product line for years. Demand remains high, especially for cranes with more than five axles. We are also seeing good
demand for the larger crawler cranes in the project business. And with the MK product line,
which we now sell in-house, we are seeing initial success in new markets. We have taken over sales
and service from our sister plant in Biberach and are now clearly focussing on growth in internationalisation without neglecting the core markets in Central Europe.
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