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"Sustainability becomes more relevant"

Expert Interview

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"Sustainability becomes more relevant"

Key challenges, reliability of products, customer needs: Steven Zenar, Director Sales (Americas), explains how agricultural equipment will change in the coming years.

Steven Zenar

Question 1

Mr. Zenar, the agricultural industry is facing several challenges at the same time. What will you be focusing on in the coming years?


There are several changes in the markets, for example labor shortages, escalating material prices, localization pressure in terms of an efficient supply chain, fast availability, flexibility, and high performance. At the same time, economical products and comprehensive service are already an integral part of our customers’ requirements.


Question 2

How is Continental coping with this development?


We are becoming increasingly aware of this and are adapting our resources and organization accordingly, which is reflected in investments and the development or expansion of the necessary expertise.


Question 3

How important is the reliability of products and systems on the way to smart farming?


Efficiency and uptime optimization are key topics that our customers ask us to address. Put simply, major OEMs are fully focused on enabling the farmer to achieve the highest possible level of productivity, be it through diagnostics, quality, or service aspects. Here the range is very broad. We contribute within this area primarily through our expertise in product development – for example materials, design, valorization, and serviceability.


Question 4

Which solutions are customers asking for in the coming years?


In addition to the requirements for the overall package, from development and testing to the start of production, sustainability requirements continue to gain importance in the agricultural sector. For example, the utilization of clean materials from clean traceable sources as well as recyclability.


Question 5

When will smart farming become reality?


That is difficult to predict. The industry is strongly geared toward this goal, OEMs continue to adapt their organizations and development teams, entering partnerships and acquiring companies, delineating more strongly and consciously between internal and external competencies.


Question 6

What does this mean for you and your colleagues?


We are taking on the challenge of digitalizing our processes and products where this can add value for the customer. At the same time, we continue transforming and expanding our plants and capabilities to better service our markets and customers.

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