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Interview with new CSO, Dr. Michael Haidinger Customer-centered As the group’s new Chief Sales Officer (CSO), Dr. Michael Haidinger has been in charge of Tognum’s global sales and service operations since the middle of this year. He spent the first few months getting to know the people at MTU and MTU Onsite Energy and their clients, after previously working primarily in the aircraft industry – at DASA, Fairchild/ Dornier, Airbus and Eurocopter. Most recently he headed aircraft engine maker Rolls-Royce’s German operations and its global sales of small and medium-sized engines. We found out in this interview how he can nevertheless identify with diesel and gas engines and efficient energy systems and why an airline company is like a mining operation. If MTU Report were to publish an article on your work as Tognum CSO in a year from now, what headline would you hope for? 'Tognum even more successful in focusing all its efforts on the customer' would be good. Further improving customer satisfaction with high-quality products and a matching range of support services is my main aim. In the past you have worked for companies in the aircraft industry. How did the switch to Tognum, a producer of terrestrial and marine engines and energy plants, come about? I have had a lot to do with engines in recent years. So it wasn’t such a big leap as it might appear. Of course, an aircraft engine is only comparable to a limited degree with a fastrunning diesel engine. But the clients’ business models are similar. The operator of a fleet of haul trucks has to earn its money from those vehicles, so they have to be available 24 hours a day, seven days a week, must never break down and must be economical to run. The manager of an airline has precisely the same concerns. Just like a mining truck, an airplane must never be out of action any longer than absolutely necessary. Train operators are in a similar situation too. A yacht owner, on the other hand, might only use his engines very occasionally – but he still has demanding expectations of them. In his case it is more a matter of speed than stamina. He wants his engines to accelerate quickly and deliver high performance, to work perfectly whenever needed – and to look good as well. That is similar to the way owners of private business jets think. They don’t have to make money out of their aircraft, but it is very nice to have one and woe betide if it does not work just when you need it. So the demands and expectations that clients have of our products and services are not at all unfamiliar to me. What attracted you about Tognum? Tognum operates in growth markets, and it is always more enjoyable to work in an expanding business than a contracting one. This company has outstanding products and is well placed in many different markets. That means there are a lot of opportunities, and it is up to us to make use of them. That is an exciting task. You will undoubtedly have met a large number of clients in your first few months as CSO. What is their message to you? Quite rightly, clients expect that I am their voice inside the corporation. They want me to be aware of what they want, and that I take it on board here and put it into practice. And what do they want? In short, that we offer them the best possible solution at a competitive price. It is difficult to be more specific than that because the individual requirements are very different from one application to another. Service is always a major issue. Some customers are very satisfied, whereas for others dissatisfaction with the support services is enough for them to switch to another supplier. That should never happen. Our clients are not buying a disposable product. They expect to be able to use their propulsion system or energy plant economically for years, if not decades. To do so, they need a reliable partner. And that starts right from product development. Even at that early stage we have to be looking ahead to how the product will behave in operation. And, of course, we will always be working on getting spare parts and technicians on site even faster to deal with any problems. Already we are at the point where clients are no longer buying just an engine, a propulsion system or an energy plant from us – they demand service backup as well. In future it may be that they will ask only for 'kW per hour' to achieve «Even at the development stage we have to be looking ahead to how the product will behave in operation. » Dr. Michael Haidinger, Tognum CSO their mission. We are currently breaking new ground in this area with the Intercity Express Programme (IEP) rail project in the UK together with our consortium partners, Hitachi. We are sharing the operating cost risk for a period of over 27 years. That is both an opportunity and a challenge, and it shows the demands that the market is placing on us. We accept them willingly and with total commitment. Your co-Director, Dr. Ulrich Dohle, announced in the last issue of MTU Report that Tognum would be investing more in gas engine development as well as diesel engines. How do you see gas engines developing? 10 I MTU Report 03/12
Interview For me, it is no longer a question of whether gas is the fuel of the future, but when it will be used in which applications. Oil reserves are limited whereas gas will last for a very long time – so we have to change over sooner or later. Nevertheless, despite all the euphoria, we should bear in mind that there will still be problems to overcome with the gas infrastructure, especially for mobile applications. It is quite a different thing always operating a gas-engine powered ferry between the same ports on the Norwegian fjords compared with traveling from one side of the world to another in a gas-fueled ship and depending on a well-developed gas infrastructure in every port. And the development of the rawmaterial cost of oil and gas will also play a part in determining when and where a changeover makes sense. So the diesel engine will continue to perform an important role for some decades yet. Its share of the overall market will shrink, but will remain large enough for us to continue to do everything to make it even cleaner and more efficient. Have you got a favorite Tognum product yet? So far, I haven’t found any product that doesn’t excite me. Tognum has fantastic products. Be they engines for luxury yachts, Powerpacks for trains, energy generation plants or big marine engines, they are all in their own way masterpieces of technology. And I am a technophile and an innovation enthusiast. But that’s not a surprise, because I wouldn’t have been in the business for over 20 years otherwise. Interview: Lucie Maluck Picture: Robert Hack Since summer 2012, Dr Michael Haidinger has been responsible for global business involving the MTU and MTU Onsite Energy brands and for Tognum's distribution and service business. MTU Report 03/12 I 11
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