Once Leica took the
necessary and overdue steps to change to digital photography, the company has
been very successful. As a matter of
fact, 2015 was the most successful year in the history of the company, closely
followed by 2016, and 2017 and all indications are that Leica will be able to
point to additional financial gains in 2018.
But what about the
future? What is Leica planning to
maintain their impressive figures of growth?
According to Leica, it would be possible to double turnover for the
company, especially if they were to work through a variety of distribution
channels. But that is not their intention at all. Instead they are planning to build their
presence in different countries in a manner that allows them to control all
aspects of the business on their own.
Leica will not put any
great emphasis on expanding their production facilities. Instead it is their goal to continue to honor
their promise of “Made in Germany” and to maintain the high quality of their
products. As a matter of fact, it is planned
to increase quality from the time of purchase up to customer service.
Leica is fully aware that
some segments of the camera market have dropped by a huge percentage. Especially point and shoot consumer cameras
are all but gone. Leica instead is
growing because they are not engaged in the beginners market as well as the
medium priced camera market. That will
not change.
Leica M10
Leica is planning to
continue with the introduction of innovative products which will show that an
investment five, ten or even twenty years ago was the right one. Leica has managed to find new customers for
Leica with the Leica T, the Leica TL, the Leica Q and the new Leica CL, all of which
lie well below the legendary Leica M.
Especially with the Leica Q it is a known fact that 40 percent of the
buyers are absolutely new customers.
Leica TL
Leica Q
Leica CL
Leica also looked at cooperation with a cellphone
manufacturer. That wasn’t to be simply a
license agreement to use the Leica name.
Instead Leica was looking at cooperating in the design and engineering
of the product. This did indeed happen with
Huawei when Leica entered a contract with them to further develop the optical
and camera modules in Huawei cellphones beyond the current models, all of which
have been quite successful.
Huawei P20
Leica is also planning to
expand beyond Wetzlar. This will always
be their Headquarters. Already now they
have a design team in Munich, simply because Munich is one of the design
centers in Europe. In addition it is
planned to establish a center for innovation in Berlin in order to combine
their engineering with the thinking and logic of the young founders of start-up
companies. Leica Camera has also entered
the ophthalmic lenses market through a new partnership with French manufacturer
Novacel. That doesn’t mean that Leica
will eventually give up making cameras and lenses, but there is the potential
of manufacturing other types of products.
Currently Leica has a
workforce of over 1600 people. But they are in a phase of expansion. They opened stores in India, where they have
never been present. They also opened their
own organizations in Hong Kong and Shanghai.
So far they have not had any of their own organizations in the Nordic
countries and in the Benelux countries.
This will change. In the coming
years Leica is planning to open 15 new Leica stores.
Leica SL
Leica S
Currently the Leica Q has
a demand that is five times as high as what Leica is able to deliver. The new Leica SL enjoys a similar
popularity. It is the goal to grow each
year by two figures for the coming five years.
This is something the company is able to do with their current
production facilities.
The future looks as bright
as ever for Leica. They see their number
one position in terms of quality and performance as a responsibly. That's not a job, but in fact it is seen as a
calling.
For other articles on this blog please click on Blog Archive in the column to the right
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For other articles on this blog please click on Blog Archive in the column to the right
To comment or to read comments please scroll past the ads below.
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ReplyDeleteMade in Germany? Most of their products are Made in Portugal
ReplyDeleteI just returned from Wetzlar where I toured the company, including access to the floors of both the camera and lens production. while it is correct that many Leica items are made in their Portugal plant, I can assure you that major production steps are taking place in Wetzlar, especially with their lenses. The vast majority of lenses elements are ground in Wetzlar.
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