Deutz AG and the challenges of the present time
At EIMA International, we met Markus Müller, CTO and CSO of Deutz AG. The Cologne-based company has taken decisive steps forward under its new board. From the presentation of the TCD 3.9 to its renewed presence at trade fairs (CONEXPO, Agritechnica, EIMA International, and soon bauma Munich). Watch the video interview.
Deutz AG has shifted gears, adopting a market approach rooted in healthy realism and the understanding that diversification is always a smart strategy. And that’s exactly what Deutz AG is doing. We wanted to explore the vision and tactics of one of the largest engine manufacturers for the OEM market, through the insights of an exceptional insider. Markus Müller, Member of the Executive Board of Deutz AG, Chief Technology Officer, and Chief Sales Officer, is the perfect person to shed light on what’s happening along the banks of the Rhine.
In the video, you’ll find the full interview, recorded at the Deutz Italy booth at EIMA International. If you prefer to read it, look out for the January-February issue of POWERTRAIN International.
Markus Müller, Member of the Executive Board, CTO and CSO of Deutz AG
So, we begin our magazine story. We need to rewind to March 30, three years ago, to find the press release titled “Frank Hiller leaves DEUTZ.” Since then, the management board has undergone a significant transformation. The CEO is now Sebastian C. Schulte, Oliver Neu serves as CFO (a role Schulte himself held from March 2021 to February 2022), Petra Mayer is the Chief Operating Officer, and Markus Müller is the CTO and CSO. A young and clear-headed team.
At the time, the circumstances were less than ideal. The pandemic was subsiding, but supply chain disruptions were still causing major challenges. However, 2024 will be remembered as the annus horribilis for the German automotive industry. There are concerns that 2025 may follow a similar tone. Nevertheless, the Board has made a bold shift. The divestment of Torqeedo, the acquisition of Blue Star Power Systems, the agreement with TAFE, and the Dual+ strategy, along with maintaining profitability margins despite a noticeable decline in demand, show a clear strategic turn.
From our perspective, we also appreciated the change in communication strategy. Deutz has stepped out from the perimeter of the Coreum in Stockstadt am Rhein and back into the spotlight at major trade shows (Conexpo, Agritechnica, EIMA, and soon Bauma Munich).”
