The challenge
The customer is losing market share to lower-cost suppliers from Asia and North America. In response, they are seeking a product that can be manufactured more cost-effectively and efficiently—without compromising on quality or brand reputation. To achieve this, they are exploring alternative production methods and materials to develop a new product that can compete with low-cost alternatives. Some of their existing products are made from extruded aluminium, prompting them to investigate this material further. However, due to limited in-house experience with this production method, the customer realises the need for a development partner. While a similar product already exists in their portfolio, it is currently made of steel and involves extensive welding and cutting—making it too costly to produce and contributing to their loss in market share.





