We checked in with Dr. Sven-Oliver Jungklaus, Global Marketing Director of BASF Battery Materials, to discuss how BASF is positioning ourselves to be the leading global supplier of cathode active material (CAM). Take a look below to see what we learned.
Checking in with Dr. Sven-Oliver Jungklaus, Global Marketing Director of BASF Battery Materials
Just last year, the global electric vehicle market achieved a 50% increase in OEMs shifting their focus and consumers purchasing an EV over a traditional car. Now just imagine how quickly the battery materials market is picking up to supply this demand increase. To keep up with the pace in such a fast-changing, dynamic market, BASF must be backed by a strong marketing team that can provide a competitive edge in intelligence, strategy, product and portfolio management. Are we there yet? You bet.
Our global marketing team is able to adapt to this highly dynamic market environment. The market is ever changing, with new information around entrants, technology, expansion of key players, and metals each day. Our team can take this information, condense it down so we can study it and make fact-based decisions. Why are we spending so much time and effort studying the market? Well, you could say it's a high area of important focus for us at BASF, but not only to our management, it's becoming an increasingly important topic for our external stakeholders as well. They are interested in understanding our approach to this exciting industry. Our marketing team is doing a fantastic job at keeping the communication lines open with relevant information for our internal and external counterparts.
But it doesn't stop there. Another important aspect that we have developed is our product management team. Our product management colleagues not only ensure that we are making the right pricing decisions, but ensure that we have the necessary permits to produce and sell our products at the end. This end-to-end analysis of our position in the market and the options available in the value chain allow us to discuss how we are planning out our roadmap to 2030 and position BASF as the leading global cathode active material (CAM) supplier.
So you may be wondering how we'll be one-step ahead in such a dynamic industry? We'll give you a quick glimpse into our strategy.
First things first: speed. We've set up the right measures internally to improve our asset setup to serve the needs of our customers around the globe. In addition, we have learned to be agile when it comes to serving our customers fast and efficiently.
Secondly: cost. With improvements in an overall design, especially, new, and innovative approaches, we are in a position to be competitive in the market. We are reaching an economic of scale situation where the whole fun begins!
Lastly, customer relationships. We have an aligned value proposition to the requirements of our customers, which is delivering high performance products, produced locally with security of supply at the highest sustainability standards. We are targeting to set a standard in CO2, and we are able to drive multiple product qualifications to multiple customers.
We are consistently improving our product portfolio and working closely with our customers to define whether our products meet their specific needs. On one hand, this allows us to closely interact with our customers, understand their needs, what they are looking for, and how we can get there, as well as providing us with a better understanding of the market and technology. 2021 has been an exciting (and busy!) year for us so far. With our recently announced joint venture signing with ShanShan, a leading lithium-ion battery materials supplier serving both the e-mobility and the consumer electronics (CE) market, we are focusing on expanding our global footprint with an integrated, unique cathode active materials supply chain.
But expansion in the market isn't our only focus. We recently announced entering into a patent cross-license agreement with Umicore to build on each other's strong product technology expertise to support the technological needs of our customers. These types of strategic investments and collaborations are what allows us to set our goals for the business and execute on them.
Leadership demonstarted by Dr. Sven-Oliver Jungklaus is what allows highly dynamic, global teams to keep their spirits up in a fast-paced environment. So how does his approach keep his team recharged?
Leading forward. I have a high sense of responsibility. I feel the need to be close to the team to understand their roadblocks and to then remove them. The marketing and product management teams are fully empowered, and they have their own drive to tackle the right things. This already works excellently within our group. My role is to have their back and to make sure that we are setting the right priorities.
Dr. Sven-Oliver Jungklaus
Global Marketing Director of BASF Battery Materials
Our collaborative teams has taught Dr. Jungklaus a lot about leadership and setting the right direction. Managing expectations and working on improving the team's development allows employees to feel recharged, supported, and empowered. With this guidance, there is no stopping our battery materials' colleagues. So what's our ultimate goal? Becoming the leading global supplier of cathode active materials (CAM). With our strategic poistioning, our oustanding team members, a collaborative environment with partners and customers, it's only a matter of time until we get there.
