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DW-World
Loewe - Multimedia for the World - the latest technology from Loewe
Loewe - Multimedia for the World - the latest technology from Loewe
Loewe has something special in store for the IFA or International Consumer Electronics show in Berlin. It's a multi-media remote control that brings new meaning to the nickname "zapper" - and can do far more than just change the channel. A company located in picturesque Upper Franconia, Loewe, nearly went broke in 2004 because it failed get on the flat screen bandwagon. But the firm has bounced back in the last three years. Now, increases in turnover and profits are yearly features of its annual reports. Leading sellers are top-of-the-line flat screen televisions that sell for between 1000 and 10,000 euros each. These provide customers with not only exclusive designs, but premier technology that is "Made in Germany." And Loewe is also one of the few remaining television manufacturers whose production facilities are still nearly all in Germany. Only the LCD screens are made by market leader Sharp, in which Loewe has a 30% share. A report from Robert Donauer tells you more. ____________________________ Today Wolfgang Gollub is in a hurry, and hasn't got time to admire Kronach's picturesque surroundings. He heads up Loewe's audio development department and he's got other things on his mind - currently problems with the exhibits for the IFA consumer electronics show. Wolfgang Gollub says: "The most important thing at the moment is to get our exhibits ready for the IFA. Our latest highlight, the media center, is one of the things giving us a headache. Last week, the backs were delivered and we realised that they didn't fit." A thousand people are usually hard at work here. But August is vacation time, and for Loewe's R & D staff, the IFA consumer electronics show is the most stressful time of year. Only engineers are employed here. They're testing a new loud-speaker. Gollub is wondering whether all the components for the IFA have arrived. It's the most important show in Loewe's calendar -- and it's just days away. That's the reason for this flurry of activity. This is their latest product: the media center. It might look quite inconspicuous, but it can control an entire household's electronic devices via remote control: whether it be the DVD or CD player, an iPod or internet radio. Gollub was worried about the media centre's software: now, he's got the all-clear as he mentoined: "We've got good news from America. We got new software from the States today and that's supposed to iron out some of the problems we complained about." So all he has to worry about now are the external parts for the media center as he told: "That's the next thing that we'll have to do to check whether the backs have arrived. I hope that has worked out too." But at the moment there is still no sign of them. Meanwhile, these staff are testing a new power supply unit for an ultra-slim TV. Here things are going well. The combined effort has led to TVs that are only half the thickness of last year's models. And the sound of the new loud speakers is better. The new board chairman, Frieder Löhrer, has clearly managed to get off on a good footing with long-serving Loewe staff members. Even though he's not from the consumer electronics sector. He says: "What I bring to the job is experience with branding. I have experienced the worlds of branding at Rodenstock and Rolf Benz. And Loewe is definitely a Hercules among German brands. My second strength is my international experience. I have lived and worked abroad. I have always been active internationally. I see Loewe's greatest chances for growth are on the international stage." The backs for the media centre have finally arrived. But do they fit? At first they didn´t. But Loewe staff don't give up that quickly: "OK, that's it. Now let's have a look. It fits. Well, the corners are still sticking up a bit." The new boss has to rely on his staff to make sure everything is up and running by the time of the IFA. It's his job to market the TVs worldwide - sets costing up to 10,000 euros each. Frieder C. Löhrer says: "Having a strong base is important for the process of internationalization. Loewe is very rooted in Kronach. The staff really put their heart and souls into it. This sense of belonging enables us to project an external image of strength" But that won't happen overnight. And IFA is just round the corner. It's the end of long day. Was it a good one? Wolfgang Gollub answers: "Today was a success on the whole. The parts that we urgently needed have also arrived and seem to be OK this time." The new media centre is set to go on sale worldwide from April 2009.
DW-World | August 26, 2008
