Pagina 41 - Progettare International 2013

stic market and are looking for components
that have good technical characteristics so as
to be able to protect themselves against the
competition from machines supplied by the
big international OEMs. Also in the Russian
Federation there is an increasing number of
products that are made in China, which tend
to lower price levels”.
“The appreciation of goods that are ‘Made
in Italy’ on the Russian market – concluded
Mr. Trezzi- , is based on elements such as the
quality of the product, the flexibility when
creating solutions and the relational appro-
ach that puts the customer at the centre of
the business proposition. These values, which
have always been an intrinsic part of the spirit
of Duplomatic Oleodinamica, are enabling
us to enjoy a successful experience”.
According to Mr. Cattaneo, however: “Rus-
sian customers want to be spoiled and advi-
sed, but they do not want any impositions
and they are not prepared to pay over the
top for quality, unless its on a luxury level.
This is why they find Italian companies excel-
lent partners who are not only able to give
to sound advice, but also offer flexibility and
quality at a competitive price. Finally, there
is a great deal of affinity between the Italians
and the Russians and let’s not forget just how
much our country is loved and appreciated”.
language was not that widespread, especially
among the over-40s, a great deal of empathy
can now be felt between the Russians and
Italians. We can safely say that, generally spe-
aking, our country and everything which is
‘Made in Italy is very well-rated”. He went on
to say: “then, obviously, there is the techno-
logical quality of Atos products, the competi-
tive prices, the flexibility of our organisation
in terms of customer requirements and the
reliability of the service. Finally, but that does
not mean it is any less important, I believe
that our Russian colleagues, also thanks to
their very good technical skills, are able to
support the user to the fullest by coming up
with solutions that are spot-on for any kind
of application”.
Mr. Ferrari concluded by adding a few ma-
jor concepts: “Product quality, flexibility
and dedicated solutions are the winning cha-
racteristics of Italian produce on the Russian
market. Products made in North Europe,
however, are particularly well-rated for the
fact that they can be used in extreme tech-
nical conditions and climates. Thanks to its
completeness, Italian produce has a good po-
sitioning, so much so that, over the years, it
has almost completely ousted local produc-
tion. Locally-based OEMs are concentrated
on manufacturing machinery for the dome-
37 progettare international
The interviewees
Roberto Cattaneo, from Ufi Filters: “Russian
customers want to be spoiled and advised, but
they do not want any impositions and they are
not prepared to pay over the top for quality,
unless its on a luxury level. This is why they
find Italian companies excellent partners
who are not only able to give to sound advice,
but also offer flexibility and quality at a
competitive price”.
Andrea Ferrari, from Walvoil: “The Russian
market currently accounts for about 3%
of Walvoil’s Emea (Europe, Middle East
and Africa) sales. The Russian Federation
is investing a great deal in the construction
industry and, over the next seven years, major
investments are expected in infrastructures such
as motorways, urbanisation and industrial
poles. The transformation of ex state-owned
companies and their privatisation with
incentives to boost technological development
and domestic productivity, certainly represent
a great deal of potential for the hydraulic
market”.