Strategy 2022


1 | Our Mission – What do we stand for

Everything we do, think and learn is inspired by the success of our customers in the construction and agricultural sectors. We stay close to our customers around the world so we are always getting quicker and better at understanding their regional needs, challenges and worksite processes. As a specialist for light and compact equipment, we proactively offer innovative solutions, products and services that strengthen our customers’ business success in the long term.


2 | Our Values – What we build on

COMPANY VALUESExpertisePassionEntrepreneurshipAgility


The reputation of the Wacker Neuson Group is mainly determined by the appearance, activity and behavior of each of its individuals. As a globally-active group, we are aware of this responsibility at all of our locations. Shared values are the basis for our work and influence our attitudes, beliefs and ideals. Our actions are aligned at acting sustainably and making a permanent contribution to the future of our company. In addition to the operational tasks, our mission statement also forms the framework for our strategies and growth objectives.

Around 6,000 employees give the group, our brands and products a face and voice world-wide. And as different as they all are, they do pursue the same goal: meeting the requirements and needs of our customers around the world with each of our products and each of our services.

Culture of a traditional, family-run business

No matter what we do, we are always looking for ways to do it better – and to the highest quality standards. We understand the benefits that our equipment and services offer our customers and we know the strengths and weaknesses of our competitors. These insights enable us to find new ways of solving problems and launching innovative products for our customers.

We are passionate about delivering excellent results, feel compelled to achieve our goals and often reach beyond ourselves to go the extra mile. Challenges inspire us to be more creative. We recognize outstanding performance and celebrate our successes.

As a family-run company, we focus on the challenges that lie ahead, taking an open-minded, bold approach to new business opportunities. With a clear focus on targets and execution efficiency, we aim for sustainable, profitable growth. As employees, we pride ourselves on our sense of initiative, responsibility and reliability, as well as our ability to think outside the box.

We understand that needs vary from one customer to another and so we make it our personal business to always respond to each new challenge with agility and efficiency. We never lose sight of the big picture. Organized in self-starting teams, we ensure that information is shared quickly and transparently across the company. We value and respect each other.


3 | Our Strategy – What drives us forward

The “Strategy 2022” roadmap consolidates the Group’s position as one of the world’s leading manufacturers of light and compact equipment. In future, Wacker Neuson will further strengthen its sense of customer centricity – every thought and action will begin with the customer.

The Group is guided here by the three pillars of its strategy: ‘Focus’, ‘Acceleration’ and ‘ Excellence’. Around 6,000 employees provide a solid foundation for the company’s growth and continued success.

In the coming years, Wacker Neuson will focus in particular on developing its core markets of Europe and North America. The Group intends to increase its market share in these regions with core products. Profitable segments are set to be developed further. By 2022, China will also become an important market for the Group. To support this expansion, the company will systematically enlarge its portfolio of competitive light equipment for China and the Asian market.
Wacker Neuson has a long tradition of innovation and will continue to invest in targeted research and development activities to expand its portfolio and reinforce its position as a technology leader in its core markets. Innovation hotspots like energy efficiency, alternative drive technologies, driver assistance systems and smart digital networking of products and services will play a key role in creating even greater customer value. Wacker Neuson is also busily developing new business models and continuously optimizing processes likes sales support and production planning.
Striving for even greater operational excellence, Wacker Neuson aims to build on and further improve the high quality of its products, processes and workflows across all lines of business. Key success factors include streamlining its internal structures to speed up and improve its workflows, ensuring ongoing employee development, and fostering commitment, agility and teamwork.


4 | Our Goals – How we measure success

Top-32 times> € 2 bn> 11 %
with core productsmarket growthRevenueEBIT marginNWC

In light of the developments regarding COVID-19, we expect to achieve our Strategy 2022 targets one to two years later than planned. 



5 | Our Vision – Where we are headed

We are the most innovative trendsetter in the industry, growing twice as fast as the market. We are the partner of choice for our customers. Our core strengths lie in closer customer ties, customer-centric product development, digitalization and product/service networking. We maintain a corporate culture that values and respects individual effort and we channel our efforts into gaining a leading position in all areas.