latest edition - Elpress

Competition
Compete on
page 8 for the
chance to win
an exclusive
bag.
PAGE 8
– for hexagonal crimping of
tap changers and parallel
connectors up to 10 mm 2
PAGE 5
New CEO at Elpress
The new CEO at
Elpress, Johan Sandberg,
has extensive
experience in Swedish
industry with export
sales and he has
specific visions for
Elpress.
PAGE 6
NO. 1 2013
“Targeting customers
who are highly
focused on safety”
Product news: PV130L
Ralph Rogge, Sales Manager in Germany

The close knit team
Elpress has been active on the German market with its own subsidiary since 1968.
“The workforce is expanding as Elpress increases its market share, and we are now employing an additional salesperson
who will be responsible for Germany's southern regions,” says Ralph Rogge, Sales Manager in Germany.
ElPrESS’ German subsidiary is located in
Viersen, not far from Düsseldorf and close
to both the Belgian and Dutch borders.
As one of the world's leading industrialised
countries, with many business groups
in both the electronics and energy sectors,
Germany has long been a prime market for
Elpress.
“The German subsidiary has roots dating
back to 1968, and the person who established
the company in Germany, retired
last year having worked for Elpress for 44
years,” says ralph rogge.
Today, seven people work for Elpress
Germany, a close-knit team that have
turned satisfying customer needs into an
art form. A good collective spirit and close
collaboration are key success factors for
the German office.
“We fully understand each other's work
tasks and as everyone is highly motivated
in serving the customer, we have found
ways of supporting one another which
will benefit our customers in the long run.
Our excellent team spirit is a key asset for
Elpress in Germany,” says ralph rogge.
As with the other two sales persons, he is
frequently on the move.
“I try to meet three to five customers per
day, of which about 40 percent of them are
2
new customers. I spend Fridays in the office
planning the week ahead,” he explains.
The German market has been stable
for many years, and the main challenge is
raising awareness in System Elpress and
capturing additional market shares.
“We target customers who are already
highly focused on safety, primarily in the
Electrical machines, Traction and Wind
power segments. We often make an initial
approach to the company's technical
department, as we want to convey that System
Elpress will surpass customer expectations
in terms of safety, and that we have
a comprehensive offering that includes
www.elpress.net

Viersen, Germany
of Germany
We see solutions where others see problems,
“
we focus on long-term projects and customers
with high expectations
support, training and service. I usually say
that we are selling a system – not a product.
We see solutions where others see problems,
we focus on long-term projects and customers
with high expectations,” ralph rogge
explains.
“We very much look forward to working
closely with the new export manager at
Elpress, Carsten Mathiesen, who was recently
appointed in Denmark. It feels stimulating
to get closer to the export-oriented market,
where there is huge potential for Germany,
one of the world's largest exporting nations,”
says ralph rogge.
www.elpress.net
3
This is
Elpress in Germany
ralph rogge
Sales Manager Germany
Tel +49 172 2743699
Stefan Witte
Sales Manager North Germany
Tel +49 1522 8831215
Klaus Krumscheid
Sales Manager South Germany
Mobile: + 49 173 21 57 988
Kai Grundei
Order Handling / Customer care
Tel +49 2162 9319 22
Markus Drissen
Order Handling / Customer care
Tel +49 2162 9319 24
Marianne Scharner
Economical Department
Tel +49 2162 9319 0
Klaus Schulz
Warehouse
Tel +49 2162 9319 0

Elpress optimises
agreements for distributors
As part of an growth plan offensive, increasing demands are being placed on
Elpress' distributors in export markets.
“The optimal interaction between Elpress and our distributors is characterised
by a range of scope for both parties to set high standards,” says Sten Alfredsson.
ElPrESS’ has become more selective in its
choice of distributors in export markets.
“We set high standards for our distributors.
In order to hit our aggressive growth
targets, we need to work with the right
partners and give them the right platform
to succeed,” says Sten Alfredsson.
The distributor must communicate
Elpress's system thinking to qualified
customers in each market, which places
high demands on a common understanding
of what has come to be the hallmark of
Elpress, namely safety and quality.
“Our distributors must adopt our safety
mindset and speak 'our language' when
visiting the customer. In return we set high
standards for ourselves to provide support,
training, documentation and technical support,”
says Sten Alfredsson.
In 2013, we will be reviewing our existing
agreements with distributors and updating
old agreements.
Read more: Spanish KPS is one of Elpress's new
distributors. We asked three questions to KPS Director
General José María García Riera as follows.
3questions for José María García Riera, Director General KPS
How do you view the partnership
with Elpress?
“Our partnership with Elpress is one of the
most important elements of our business plan.
Today, the European markets in general are
being affected by the global financial crisis, and
Southern Europe in particular is experiencing
major financial difficulties. Along with Elpress, we
can distinguish ourselves from our competitors
in the domestic and Southern European markets.
With a common approach we can offer
a strong brand and a high quality solution with
System Elpress. Our partnership with Elpress
permeates our whole strategy, as well as the
daily work of our sales staff and engineers.”
What potential do you see System
Elpress as having in the market?
“We see impressive potential for System
Elpress among both transformer customers
and within the wind power and rail segments,
where System Elpress is always considered to
be the best solution when technical experts
make their assessments. We also see an exciting
opportunity in offering turnkey solutions
to power companies in Spain, which consequently
open doors to the South American
market where Spanish companies account for
a substantial part of the growth.
What are your ambitions as a distributor
for Elpress?
We intend to capture significant market share
by offering the best solutions for industry.
We will achieve this by being responsive to
customer needs and by keeping pace with the
development of new products. We will always
offer the best quality, but not always the lowest
price. Our partnership with Elpress is a
prerequisite for this.”
4
www.elpress.net

www.elpress.net
questions for
Chris Montgomery
3What
CEO of E-tech Component, UK
strengths do you
believe Elpress has as a
supplier?
For us the main strength
of Elpress is their commitment
to offering high
quality crimping, a system
that is tested and approved
according to the highest
international standards,
(including IEC 61238-1).
This means that we can offer Elpress products
for demanding applications such as the oil and
gas, nuclear, rail, renewable and petrochemical
industries. Elpress also provides us with full
technical support, certified solutions and training
that is tailored to suit our specific needs.
Elpress is also able to help us to develop special
products and new technical solutions for specific
customers using their own laboratory/testing
facilities. High quality products and technical
support are also matched by an exceptionally
high level of service and the prompt delivery of
standard products as well as quick lead times for
special products.
What potential do you see System Elpress as
having in the market?
The market has begun to understand the critical
point of crimping in relation to installation, that
when it comes to crimping, it is not the time to
cut corners by using products of a more dubious
standard, as it will cost more in the long run.
E-tech Component, together with Elpress has
successfully started a marketing and training
campaign to raise awareness in international
standards.
What are your ambitions as a distributor for
Elpress?
We at E-tech Component are very proud to be
the distributor of Elpress crimping tools and
System, and we match Elpress' high ambitions
for growth in all our markets in the UK. The
market is changing and becoming more quality
conscious and this is where Elpress crimping expertise
is at the cutting edge. Through our partnership,
our goal is to be the preferred choice of
supplier for quality conscious customers.
5
InVestMent In productIon
CNC operators Christoffer Viberg (left) and Fredrik Lundmark (right)
and production technician Torbjörn Nordlander (centre).
NEw MiLLiNG MaChiNE
streamlines production
AT THE END of September a new
milling machine was delivered and
installed in our tooling department. It
is a horizontal pallet machine, a Mazak
4000-II model, and is to replace our
old Hitachi HG400, which is to be sold
after about 40,000 machine hours.
In January, after just over three
months, the work team consisting
of production technician Torbjörn
Nordlander and CNC operators Fredrik
lundmark and Christoffer Viberg made
the majority of the transfers of products to the new machine. This
involved different kinds of crimp jaws, round shaping tools, pump
housings and more.
“The new machine is faster and more stable than the HG, which
allows us to run more efficiently while still maintaining a high level
of quality. In addition, the new machine is more reliable,” says
Fredrik lundmark.
product news
PV130L
- for hexagonal crimping of tap changers
and parallel joints up to 10 mm²
• Hexagonal crimping up to 10 mm 2
• NiMh battery (9.6 V and 2.0 Ah), charging time approx 40 min.
• Excellent accessibility and ergonomics
• Fast crimping sequences 2-4 sec
• Jaws adapted for crimping special jointing sleeves
• Weight 1.6 kg, length 360 mm

“we must be at the
forefront, driving
development”
He has done it before. Taken well-run Swedish companies,
placed them on the world market and grown sales.
The new CEO at Elpress, Johan Sandberg, has experience
in Swedish industry with export sales, and has exciting and
specific visions for Elpress.
ElPrESS’ values were one of the reasons
why Johan Sandberg chose to accept his
post when he was hand-picked for the CEO
position.
“If there's anything I've learned after all
these years in Swedish industry, it is that
core values play a major role in a company.
A long-term approach is essential to
me, along with proud employees who are
responsive to each other. I am pleased and
proud of the faith put in me to lead and
drive the development of such a well-run
company as Elpress” says Johan Sandberg.
In what at first glance may resemble a
traditional base industry, he views it more as
a challenge where only your own imagination
sets the limits.
This type of mindset, with an unbeatable
combination of years of experience in Swedish
industry, undeniably provides a lot of gravitas.
“We should never forget the domestic
market where nurturing and developing
long-term, good relationships is very
important, while stepping up a gear in the
export market at the same time. This is
partly about identifying long-term, functional
distribution channels in order to reach the
market, through our own subsidiaries and
by creating a good working relationship
with distributors, wholesalers and agents.
It is also about becoming more marketoriented
internally. Previously it was enough
to possess technical expertise, whereas
today things are different, we have to work
more for every deal, be proactive toward the
customer and adapt our product range to
suit new needs,” says Johan.
He has identified another exciting path in
a unified European safety standard. A path
that could not be more timely.
“Elpress is one of the few players in the
market that can live up to a really tough
safety standard through our superb technology
and established system thinking. This
is why we must be at the forefront driving
the development of a uniform European
standard, and in so doing I am confident
that we can strengthen our market position
further,” he says.
Now it is simply a case of finding our feet
in the new role.
“I have had a positive initiation, my first
impression has been characterised by a
warm welcome, great expertise, quality
awareness and an excellent market reputation,”
says Johan Sandberg.
6
Johan Sandberg holds a Bachelor of
Science in Economics. For a short period
he worked with accounting, finance and
as an auditing consultant. He was CEO
of an industrial group for a few years
which in a short time acquired a dozen
companies in Swedish industry, and
enjoyed impressive growth, from SEK 30
million to SEK 150 million over six years
which was a combination of organic
growth and acquisitions. Most recently he
was CEO at Cibes Lift AB, where he had
worked for 15 years. When he started,
the company had annual sales of SEK 20
million, whereas sales now currently stand
at over a half a billion Swedish kronor.
New CEO at Elpress
The former CEO of Elpress, Sten
Alfredsson, is now division manager
for one of Lagercrantz four divisions,
Mechatronics, where Elpress is included
as one of the companies. Sten has been
appointed chairman of the board.
Johan Sandberg is CEO at Elpress from
April 1, 2013.
www.elpress.net

trade faIrs
– trade fair unites the electricity industry
May 13 to 17, Swedish Exhibition Centre, Gothenburg
Elfack is the largest venue in the Nordic region where the whole power industry
meets to showcase new products and solutions. At Elfack you can immerse
yourself in specific areas and at the same time broaden your horizons in other
parts of the industry.
Visit us at our booth E03:22 and enter our competition
where the first prize is an iPad!
www.elfack.com
June 4 to 6, Messe Berlin, Germany
Seventeen years of continuous growth has seen CWIEME become the largest
trade fair and conference in the world specialising in electromagnetism, insulation
materials and coils, electric motors and transformer manufacturing
and service and repairs. By attracting hundreds of leading exhibitors from
more than 40 countries, the trade fair has an international scope that no
other fair can match.
Visit us at our booth 3327!
www.coilwindingexpo.com/berlin
– trade fair for the railway industry
30/4-2/5 Earls Court, London
Britain's largest train event returns for the eleventh time to Earls Court, london.
railtex is the meeting place for technological innovation in all railway
sectors. Thanks to continued investment in rail and major ongoing projects,
railtex provides the opportunity for companies in the railway industry to
showcase their products and services.
Visit us at our booth C130!
www.railtex.co.uk
www.elpress.net
7
Just a MInute
MaTS wiNROTh
Service technician at Elpress Kramfors
Your work duties include repairing and servicing
virtually the entire Elpress product range,
from simple hand tools to power hydraulic
pumps, is this difficult?
“Service includes both repair and maintenance,
and the tricky thing is when we get in a defective
tool without any description of the fault. It
can then sometimes take a few hours before
we manage to figure out the problem. We have
clear procedures throughout the process. We
start by conducting a thorough inspection of
the tool, and depending on what faults we find,
we will replace parts in the device or complete
units. After completion of the repairs or
maintenance, we make an additional detailed
inspection of the tool and the customer will
get documentation stating the tool meets the
specified inspection requirements.
How long must the customer wait to get his
tools back?
repairs should take no longer than two weeks,
and during that time, to avoid disruption to its
operations, the customer can rent equivalent
equipment from Elpress.
We have express solutions for emergency situations
and we can also offer some maintenance
training to companies with their own service
staff. The more they can do for themselves, the
less the impact on their own production.
Does that mean that you get to travel a lot as
part of your job?
“We also train our service partners around the
world and this has involved a lot of travel over
the years, including to China, Germany and
Poland, in addition to the Nordic countries. In
my latest assignment, I will be going to India
to service and repair tools on site and provide
a little training on preventive maintenance at a
company there. These aspects are a fun part of
my work.”

coMpetItIon
coMpetItIon
answer the four questions correctly to have a chance of winning a stylish
eLpress sports bag. we are giving away three bags from the correct entries.
QuestIons
1. who is the new ceo at elpress?
1. Johan sandgren
X. Johan sandberg
2. Johan sandström
2. what booth number will elpress have at the elfack trade fair?
1. c133
X.dB-43
2. e03:22
3. where is the e-tech company based?
1. Germany
X. spain
2. uK
4. How much does the elpress tool pV130L weigh?
1. 1.6 kg
X. 4 kg
2. 8 kg
send or fax your answers by May 13 to:
eLpress aB, Box 186, se-872 24 Kramfors, sweden. fax no. +46 612-71 71 51.
the correct answers and winners will be presented on our website
www.elpress.net on May 17. when applicable, capital gains tax is payable by the winner.
new staff
Elpress is expanding, and thereby is expanding its workforce too.
You can see the latest positions at Elpress below.
MD
Johan Sandberg
Tel. + 46 612 71 71 54
johan.sandberg@elpress.se
Sales Manager West &
South Europe, Middle East
Kim Malte Brock
Tel. + 45 20 35 80 82
kb@elpress.dk
Quality Manager
Ian James Backhouse
Tel. + 46 612 71 71 79
ian.backhouse@elpress.se
Sales Manager South Germany
Klaus Krumscheid
Tel. + 49 173 21 57 988
klaus.krumscheid@elpress.de
Elpress AB, P.O. Box 186, SE-872 24 KRAMFORS, Sweden. Tel. +46 612 71 71 00, e-mail: sales@elpress.net, www.elpress.net
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