"What I enjoy most about my job is the partnership aspect, being in direct contact with clients and understanding what they really need. Not just selling anything but offering the customer a solution that adds value," says Adwin.
“There’s often a lot in the unsaid and picking up on that is part of the job. I also really enjoy working with different cultures in Taiwan, South Korea, or India: every collaboration is different.”
“Hearing from a major tire manufacturer that VMI is a benchmark in terms of sustainability, that’s the highest compliment we can receive, in my opinion.”
One moment that stands out to Adwin in the year since the Sustainability Program was launched is a sustainability presentation given to . “Hearing from them that VMI is a benchmark in terms of sustainability, that’s the highest compliment we can receive, in my opinion.”
The Sustainability Program has also changed the way Adwin looks at VMI’s role towards customers. “The biggest learning is that we can help our customers define and meet their sustainability goals. Whether it’s reducing the amount of scrap and power consumption in the production process, improving ergonomics, or supporting the development of more sustainable products, we have something to offer to clients. That’s an important shift in mindset.”
At the same time, challenges remain. “While sustainability is a buzzword, it can be difficult sometimes with Tier 3 customers. Sustainability can be harder to sell, as it’s not high on their priority list.”
Still, Adwin sees alignment between sustainability ambitions and commercial objectives. “There’s heavy competition in the market, and a way to stand out is in making machines that put us ahead. The best example is the LAT100—a tread compound testing machine that allows clients to develop tread compound more efficiently. Next to that, the latest generation LAT100 helps customers develop tires that generate less microplastics during their lifetime. With legislations in the EU becoming stricter on this, this is a key selling point.”
Looking ahead, Adwin expects the industry to continue evolving steadily. “I see a shift from a focus on mechanical processes to a focus on data and AI. There’s huge potential in optimizing existing machines. It’s about taking small steps toward that bigger vision of sustainability.”
