A strong local presence
In April 2024, Liebherr-Verzahntechnik GmbH opened a branch in Mexico. The Querétaro site specializes in the sale and servicing of gear cutting machines and tools, measuring technology, and automation systems. Branch Manager Miguel Cisneros serves customers nationwide. He is supported in this role by Felix Scholz, General Manager of Liebherr Gear and Automation Technologies, Inc. in Saline, Michigan (USA), and Andreas Heider, Sales Director Gear Cutting Machines in Kempten (Germany). In the interview, they discuss goals, collaboration, and market potential.
How did the decision to establish a site in Mexico come about, and what added value does it offer customers in the region?
Scholz: Until now, we have served the Mexican market from the US, but the need for a local presence has grown significantly. Our customers want local contacts, fast response times, and service in their own language. Remote support is often no longer sufficient. So it was clear to us that if we want to develop the market successfully in the long term, we need to be close to our customers.
Heider: The new location will take over service, spare parts supply, and training. Production will remain in Kempten, but we are building up a strong service team on site. This is because local support has become a decisive factor for many European customers investing in Mexico.
How does cooperation between the sites in Mexico, the US, and Kempten work?
Scholz: We are in close and regular contact with each other. For technically demanding requests, new developments, or complex products, Miguel coordinates directly with product management in Kempten. Saline also provides additional sales and service support. This allows us to pool our expertise and ensure consistent support.
Cisneros: Open communication not only promotes the exchange of ideas and best practices, but also helps us to overcome challenges quickly. The departments in Saline and Kempten cooperate excellently and form a very efficient team.
How are customers responding to the new location, and what are the next steps?
Heider: Miguel brings not only technical expertise, but also a deep understanding of the market, gained from 20 years of experience on the user side, both domestically and internationally. He is familiar with local cultural expectations, can classify them and mediate between perspectives in Mexico, the US and Germany.
Scholz: The customer response has been overwhelmingly positive – they appreciate the local proximity, direct accessibility, and communication in their native language. Our goal is to become an independently operating location with a focus on sales, service, and spare parts. Miguel will gradually take on more responsibility and build a strong team.
Mr. Cisneros, how would you define your role and your personal goals?
Cisneros: My focus is on building and maintaining customer relationships. Immediately after the launch, I began making regular visits to establish personal contacts and publicize our new presence. My goal is to continuously expand customer proximity and establish the location for the long term – in close coordination with Saline and Kempten. Hiring service technicians is an essential step in this process. For me, being part of Liebherr means working in a value-oriented, stable environment with a strong team spirit and family cohesion – that motivates me every day. In the long term, I see Querétaro as a strong, customer-oriented location with training facilities, testing capabilities, and excellent customer service.
