Charm of 'made in Germany' persists despite localization

摘要

Located in the Shanghai Waigaoqiao Free Trade Zone, Dornier's premises on Fute road is one of the ordinary office buildings. However, this is where it serves the whole region of East Asia. Although localization may lead to higher profitability, for Dornier, "Made in Germany" is critical to ensure quality and maintain the company's image as a high-end weaving machinery manufacturer. With years of technological advantages, Dornier is one of the market leaders in rapier weaving machines and air-jet weaving machines. There has been growing demand for advanced weaving machinery in the Asia market. To better serve the Asia market, the company established its own subsidiary in Shanghai in 2003 for sales and after-sales services of the Chinese and Southeast Asian markets.