Interview with Manfred Stöhr, Director of Sales for Asia & Africa at Abicor Binzel

Manfred Stöhr is a 60-year-old professional with over 30 years of experience in the welding technology industry. In 1990 he joined Abicor Binzel, a German company specialising in welding technologies. Since 2020, he has held the position of Sales Manager for Asia and Africa. With the support of Invest for Jobs, the company has recently set up its first welding innovation-, training- and distribution center in Morocco. To address the shortage of skilled workers in the industry, Invest for Jobs and Abicor Binzel have partnered to develop several training offers for welding professionals.

In our interview, Manfred Stöhr shares his experiences with overcoming initial investment obstacles when expanding to Morocco with the assistance of Invest for Jobs. He also highlights the significant investment opportunities for industrial and technological companies in the country and explains why the the Joining Technology Cluster Morocco (JTCM) has played such an important role.

1. What challenges have you been able to overcome with the support of Invest for Jobs?

In 2019 we decided to launch a new site in Morocco. During the preparation phase, we had to cross many hurdles in terms of bureaucracy and local administration. Invest for Jobs has supported us with continuous dialogue and guided us through the different project phases. Through its financial and technical support as well as networking opportunities, the partnership helps us to achieve our goals in terms of human resource qualification and job creation while also contributing to broader development objectives. Our Moroccan site is a welding innovation-, training- and distribution center, the “Technology Innovation Centre”, and had its grand opening in May 2023 in Kenitra.

2. What services does your company provide generally?

Alexander Binzel Schweisstechnik GmbH & Co. KG operating under the brand Abicor Binzel is a leading international specialist and technology developer for welding and cutting technology. The high-quality, efficient, and innovative solutions are suitable for diverse applications and fields of use. The focus is always on the users and their special welding tasks. With a clear industry orientation, process-oriented products, and a worldwide service network, Abicor Binzel is one of the top addresses for welding and cutting worldwide. In Morocco we operate our “Technology Innovation Centre” for the North and West Africa region.

4. You mentioned the recent inauguration of the “Technology Innovation Centre” in Kenitra, what is the purpose of this new site?

The centre offers trainings specifically aimed at industrial companies seeking to improve the skills of their employees, as well as vocational schools wishing to complete the training of their students in Morocco, and more widely in the Maghreb and West Africa region. With the support of Invest for Jobs, the center is also offering 110 young Moroccans the opportunity to receive free training. The aim is to equip them with advanced welding skills to open up promising career opportunities.

In addition, our “Technology Innovation Centre” also offers Moroccan manufacturers the technology they need to test and optimize state-of-the-art welding techniques and processes to produce new metal products and structures. These customer tests are very useful for improving the quality of components and bringing them into line with international standards. Customers are thus able to penetrate new markets and improve their export capabilities, while reducing costs through the development of more efficient production processes.

The centre also offers on-site assistance to manufacturers for the maintenance and repair of welding equipment and accessories, as well as advice and support for the application of advanced welding techniques. All in all, for welding technology companies in the region, it’s a huge asset.

5. The “Technology Innovation Centre” has been created within the framework of the Joining Technology Cluster Morocco (JTCM), a network of companies supported by Invest for Jobs. Abicor Binzel is one of the founding partners. Why was it important for your company to co-found this initiative?

JTCM is a network comprising leading companies in the welding and joining technologies market, as well as Moroccan and German training institutions.

As players in the welding industry, JTCM members are convinced of the importance of staff qualification as a lever for quality. Basically, all companies in the industry are faced with a shortage of staff sufficiently trained in modern and innovative welding processes. With the support of Invest for Jobs, JTCM developed training offerings for Moroccan workers to overcome the industry-wide skills shortage. Together we’ve set up two training offerings in Kenitra: firstly, a basic welding training workshop at the Centre de Perfectionnement Technique (CPT), which has been running courses since February 2022. The second is the recently opened “Technology Innovation Centre” of Abicor Binzel which specialises in modern, sophisticated welding methods not covered by general welding training at the CPT. These two training offerings are therefore complementary and consistent with the needs of companies.

One of my personal highlights is that the manufacturing processes taught, and the techniques used are sustainable, environmentally friendly, and safe in the workplace. They have the potential to reduce consumption of energy, gas, and operating materials (electricity, technical gases) in the companies applying them and can cut welding fume and dust emissions, thus contributing not only to environmental protection but also to the health and safety of our welding personnel.

7. What advice would you give to German and European companies considering investment projects or opening up new businesses in Africa?

Entering the African market requires a mindset of patience and diligence due to the variations in culture, mentality, working methods, and regulations that differ significantly from the European style. It is essential to comprehend the diverse cultural values and social norms, which can vary greatly from North to South Africa. Each country within Africa has its own specific regulatory and operational requirements. Therefore, thorough preparation is crucial before making any investments, including a comprehensive understanding of the specific needs and preferences of the target market.

Abicor Binzel is supported by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH within the framework of the Special Initiative “Decent Work for a Just Transition” of the German Federal Ministry for Economic Cooperation and Development (BMZ).