FACE TO FACE
The welding diner and lounge on EWM’ s stand at Schweissen and Schneiden. Image: Messe Essen.
“ Innovation and R & D has always been a huge driver for EWM. We put a lot of investment into R & D( one of the highest in the industry). This means software development, digitalisation, the digital connection between welder and equipment, and automation( due to the skills shortage in welding) and the need to attract younger people into welding. The average age of a welder is 50 years old,” continued Thomas Häusle.
Shaping strategy
“ In a period of transformation, it is time to rethink not just new products but also new ways of doing business. From a strategic perspective, things are changing now and there is ongoing consolidation in the industry. The majority of our business is in Europe and China, but we are accelerating our efforts to become more international; we are very German and European-focused now. However, there are a lot of regions where we are underrepresented and we want to address that,” outlined Thomas Häusle.
“ Current global geopolitical tensions are having a real effect on the industry, so it is challenging, but I still see opportunities for EWM to gain market share and become more powerful. Our new collaboration with ESAB combines our strengths and expertise to provide a united and powerful front to the market. We share the same values with ESAB and there is a lot of complementary activity between our brands. We are still in the early stages of our joint planning, but we should have more to announce later this year. However, innovation will remain a key focus for us,” he emphasised.
EWM and ESAB are joining forces in an alliance built on mutual strength, shared values and a joint vision to lead the future of welding technology. The partnership with ESAB unlocks new prospects for both companies. At the heart of this partnership, says EWM,
lies a shared purpose: to shape the future of welding— innovatively, ambitiously and sustainably. Rooted in Europe, both companies share a rich heritage of entrepreneurship, innovation and customer-centric values.
Market trends and drivers
Both Thomas Häusle and Alan Cauchi pinpointed key trends in welding that are shaping EWM’ s strategy going forward.
The EWM and ESAB management team.
“ I have noticed more requirements for traceability and accountability. Our digital products, such as our Xnet quality management software, are becoming more popular as they take away the need for manual and written tasks for quality management. This means that welders can also plan for service intervals, production schedules, machine shutdowns etc. Training and service is also becoming more important for customers,” outlined Alan Cauchi.
Thomas Häusle agreed.“ It has always been our philosophy to demonstrate products that offer value for investment. We want to produce the best, most sustainable technology for customers and strike the balance between sustainability and value for money. There will always be budget products but value, and return on investment, matters. It is not always about the cheapest product ….. Having said that, I have also noticed customers looking more towards higher
The REACT system. quality equipment and pivoting away from price,” he added.
Alan Cauchi highlighted the success that EWM has enjoyed in the UK’ s nuclear sector over the past few years and sees more opportunities to come.
“ We have provided TIG equipment to power stations such as Hinkley Point in the UK, and hope to replicate that business at Sizewell C. With current geopolitical tensions, we expect to see more opportunities now from the defence industry in the UK. Our USP is our SCO( special customer order) department; we are one of the very few companies who can produce welding products to customer specifications. For example, for two key customers in the defence sector, a version of our machines was designed and built to the customers’ specifications. We are flexible
56 | ismr. net | ISMR October 2025