12.09.25 • When Hans Martens took over as Managing Director of SEW-EURODRIVE Oy in 2009, the company had already established its position in the Finnish industry as a reliable gear motor supplier. The company was highly regarded for its excellent delivery capability, technical expertise, and strong commitment to its customers.
Behind this success was a skilled team, long-standing customer relationships, and a strong reputation in the market. Martens’ task was to ensure that this solid foundation would carry into the future – particularly through the development and growth of automation products.
Hans Martens led SEW-EURODRIVE Oy from 2009 to 2021, during which the company faced significant changes. The financial crisis hit Finland particularly hard, but under Martens’ leadership, the crisis was turned into an opportunity. The company renewed its strategy and strengthened its customer focus, laying the groundwork for new growth.
At that time, many customers tended to tender equipment suppliers on a component-by-component basis, with purchasing decisions often driven solely by price. SEW-EURODRIVE Oy aimed to highlight the benefits of consolidation – such as the added value of compatible systems and long-term partnerships.
A new direction was found in automation products, the rapid development of internet technology, and comprehensive maintenance services. The Service Center established in Hollola began operations serving industrial end customers, and it quickly became clear that there was strong demand for maintenance services. The rapid advancement of information technology significantly influenced product innovation, particularly in automation solutions. At the same time, the company shifted from a reactive delivery model toward proactive, customer-oriented service, opening new business opportunities in industries such as sawmills and machine building.
‘"Customer proximity and service development were key. Our sales quickly returned to pre-crisis levels and continued steady growth. At the same time, the focus of customer discussions began to shift from the technical features of products toward our comprehensive service solutions, which delivered added value to customers," Martens explains.
In the mid-2010s, the company began promoting LEAN thinking – not only in production but across all organizational processes. This enabled the creation of added value for customers in their own processes as well – from order to commissioning and maintenance.
Over the years, customer relationships deepened into partnerships. Previously, product price often guided many customers’ decisions, but through the LEAN approach, SEW-EURODRIVE Oy succeeded in demonstrating the hidden costs of sub-optimization and strengthening customer relationships.
The development of SEW-EURODRIVE Oy over the past decade demonstrates how strategic renewal and customer-oriented thinking can create sustainable growth even in challenging times. The company’s journey reflects its ability to listen to customers, develop services, and build collaboration that delivers value for all parties.
“I hope that the company’s current employees will continue along the path paved by its history, serving customers with the same passion I came to know back then.”
“Twenty years with the SEW Group were the best time of my career and my life.”Hans Martens