The German market as a success factor for Swiss companies

Published in Swiss Export Foreign Trade Association

When KYBURZ Switzerland AG sought its first successes in the market with its electric delivery vehicle, the DXP, it was thanks to a decisive step: in 2009, company founder and CEO Martin Kyburz succeeded in entering the market with Deutsche Post AG.

Although the order was small, its impact was enormous: it not only provided KYBURZ with a valuable reference in one of Europe’s most demanding logistics markets, but also helped to build trust in Switzerland. When Swiss Post recognized that the vehicles were being used successfully in Germany, the big breakthrough finally came: the DXP became the standard vehicle for Swiss postal delivery.

However, this process was not just a question of product quality and cost efficiency, but also required regulatory hurdles to be overcome. In Switzerland, there were initially strict regulations for the approval of electric delivery vehicles in the postal service. KYBURZ had to meet technical requirements, provide evidence of the safety and durability of the vehicles, and engage in intensive discussions with the authorities and Swiss Post to ensure that the regulations were adapted accordingly. Only when these challenges had been overcome could the nationwide deployment of the vehicles begin.

Today, KYBURZ is not only the market leader in Switzerland, but has also established itself in letter delivery in Australia, Iceland, the Netherlands, Hungary, and Finland. This success story shows how Swiss companies can use the German market as a springboard for international expansion—even if the greatest sales opportunities lie elsewhere.

Why the German market is attractive for Swiss companies

Germany is Switzerland’s most important trading partner and, with over 83 million inhabitants, offers a huge sales market. The combination of geographical proximity, cultural and linguistic similarities, and a high affinity for quality and innovation is particularly attractive for Swiss companies.

For companies such as KYBURZ, Germany was also an important reference: even a small order from a renowned German company can be a valuable signal to customers in other countries. In technology-driven industries such as electromobility, Swiss companies benefit when their innovations are successfully tested in the demanding German market.

Synergies between Switzerland and Germany from a business perspective

Swiss companies often have a reputation for the highest quality and precision – a decisive competitive advantage in Germany. This is particularly true for durable capital goods such as electric vehicles, where factors such as productivity, ease of maintenance, reliability, and total cost of ownership (TCO) are key.

Another advantage is the similar regulatory environment. While market entry in non-European countries is often associated with complex certification processes, the harmonization of EU directives and mutual trust between markets facilitate access to Germany.

KYBURZ market development in Germany

KYBURZ is currently pursuing a growth strategy for the German market. While new vehicles are sold through the German subsidiary KYBURZ GmbH in Konstanz, the company relies on a network of qualified local partner workshops for service and maintenance. This structure enables efficient customer care and fast after-sales support.

The following growth areas are a priority:

• Deutsche Post AG: Expansion of cooperation with regard to existing and future delivery vehicles
• Private delivery companies in the CEP sector (CEP: courier, express, and parcel services)
• Municipal technical operations, depots, and industrial sites: Promotion of the use of KYBURZ vehicles for municipal operations and works logistics

This strategic expansion is intended to further strengthen KYBURZ’s market presence in Germany and exploit the potential in the field of sustainable urban mobility.

Conclusion and recommendation for other Swiss companies

The success story of KYBURZ Switzerland AG shows that the German market has enormous potential for Swiss companies – often as a door opener for other countries.

Those who focus on quality, customer proximity, and innovative strength can not only be successful in Germany, but also provide important impetus for the domestic market. The lesson to be learned from KYBURZ’s success? The German market does not necessarily have to be the largest sales market, but it can provide the decisive impetus for greater success in Switzerland and other foreign markets.

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How can the German market become a success factor for your Swiss SME? How much new customer business and how much sales growth do you want to achieve in Germany? In which new fields of application, industries, and market regions?

What drives you and what are the most important obstacles to overcome? I would be happy to assist you in exploring market opportunities—together with experienced experts from the enable2grow network on site in Germany—in most industries and regions of Germany.

Make Germany a key market for your Swiss SME and its profitable growth!

Arrange an initial consultation now!