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MACHINE BUILDING, FRAMEWORKS & SAFETY FEATURE competitive Strength
StandardiSation: the new Source of
Marc Vissers, Lenze, examines why industrial
leaders must reduce complexity to scale faster, perform predictably and create more value
where possible and differentiate only where that difference is visible in machine value, productivity or customer outcome. This is where Lenze positions itself as more
than a technology supplier. The conversation starts with diagnosis: which motion determines throughput, energy performance or serviceability, and which variation makes the platform unnecessarily complex? Only then does technical selection become part of the business case.
thoSe who Simplify, win Competitive advantage emerges when technology reduces complexity rather than adding dependencies. The winners standardise where possible, modularise where necessary, and make deliberate choices about which motions are critical for performance, energy consumption, maintenance and service. For Lenze, the right drive axis is therefore
E
uropean industry is entering a phase in which competitive strength will increasingly depend on the ability to simplify. Not
because technology is lacking, but because machines, control architectures and service models have become highly capable – and often highly complex. The decisive question for industrial leaders is no longer what can be added, but which choices create measurable value across the full machine lifecycle. Complexity carries a cost. More variants
in components, software and service processes increase engineering effort, extend commissioning time and put pressure on maintenance, spare parts and specialist knowledge. What once looked like flexibility can become a constraint on margin, availability and scalability.
the right drive axiS: where technical choice becomeS buSineSS diScipline In this context, selecting the right drive axis becomes strategically relevant. Each motion should be assessed not only on technical performance, but on its contribution to output, energy use, reliability, serviceability and total cost of ownership. The best solution is not always the highest-performing one, it is the one that delivers the required outcome with the lowest necessary complexity. Value is created when standardisation
becomes a deliberate design principle. Efficient motor, gearbox and inverter combinations
www.designsolutionsmag.co.uk SEPTEMBER 2026 DESIGN SOLUTIONS 15
can reduce energy consumption, simplify commissioning and create a more consistent installed base. For machine builders, this means shorter engineering cycles, easier service models and more predictable lifecycle performance. Scalability matters just as much. A portfolio
approach that distinguishes between standard motion, higher dynamics and servo performance enables machine builders to standardise
a business discipline rather than a component decision. Value is created when technical architecture supports lower lifecycle costs, faster time-to-market, higher availability and reduced operational risk. For industrial leaders, standardisation belongs
on the strategic agenda. Not as a limitation on innovation, but as the discipline that allows innovation to scale. The organisations that will move fastest are those that know where to differentiate and where to simplify.
Lenze
www.lenze.com
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