Strategy

Market strategy
Globalization strategy
Product strategy

Market strategy
We pursue a performance leadership strategy:
Number 1 in innovation and customer service: we work successfully to produce innovations that benefit the end user. We place an emphasis on comfort and safety as well as enhanced fuel-efficiency and reduction of package space and weight through integration. In addition we see ourserves as number 1 in customer service and we intend to strengthen this position. To accomplish this goal even in view of the tight situation in our industry, we have coined the term performance partnership.

Top quality at competitive prices: we continually improve our quality figures; and cost reduction is a topic that influences all our activities year after year.

Always there where our customers need us: the expansion of our services in the USA and further establishment in Asia is a key part of our plans for strengthening our international presence.

What do our customers value the most today and in the future in our work? Our innovative strength and active service orientation, as well as our proverbial quality, our productivity and our global presence:

Behr – Your Performance Partner!

Globalization strategy
Behr is always there where our customers need us. A network of development sites, production plants, and joint ventures in every key market for the automotive industry ensures customer proximity. As an international development and systems partner for our customers, we continually expand this network.

Europe
Today, we are the leader in our market segments in Europe, and we intend to maintain this position in the years to come.

The Americas
We want to expand our position in the USA, Brazil, and Mexico, with the goal of increasing sales in the region by a quarter over the next three years.

Asia
Behr will continue to expand its activities in Asia. Our goal is for organic growth that doubles sales over the next three years. India and Chinawill be the primary contributors in this effort.

Product strategy
The automotive industry will remain the main focus of our efforts. Despite individual market fluctuations, a fundamentally stabile demand is present, as the need for mobility continues unchecked. Behr contributes to the fulfillment of this basic social need by providing comfortable, safe, and ecologically sound mobility.

Original equipment constitutes our core business. In both of our business sectors, vehicle air conditioning and engine cooling, we are active at all levels of the value-added chain: components, modules, entire systems and large assemblies such as front-ends and cockpits.

Comfort and safety
HVAC modules circulate air, all the while cleaning, conditioning, and dehumidifying it, and finally distributing the air optimally throughout the vehicle cabin. User-friendly control devices complete our system product range, contributing to driving safety and comfort.

Ecological sustainability
Engine cooling systems are the decisive factor for stabile thermal conditions under the hood and make an indispensable contribution to fuel-efficient, reliable vehicle operation. Legal regulations on emissions reductions as well as the ambitions to reduce fuel consumption are among the key drivers for the development of engine cooling systems.

Integration - Reduction of package space and weight
To provide our customers with additional added value, we work to strategically expand our system know-how. We pursue this objective in cooperation with our renowned partner companies, including Hella and Plastic Omnium.