When producers from the Arab countries want to enter Europe, market access starts with focus, not with market sizerow’s Landscape Of Intelligent Machines
Today I had a conversation with a producer from Saudi Arabia. A good and open discussion. And one that clearly shows how different perspectives on the European market can be.
There are producers in the Arab countries who understand Europe very well. They talk about specific products, clear applications, realistic volumes and a sound regulatory setup. And there are new players who start with great ambition and first ask about the total demand in Europe.
For me, that question is not the decisive one. Market access does not come from chasing the largest volumes. It comes from identifying products that have real potential to be placed in the market.
That potential is not defined by volume alone. It is shaped by applications, existing market structures, price levels, quality expectations and the question of whether a product is genuinely needed today or only looks attractive on paper.
This is why, for me, the overall size of a market is secondary. What matters is which products have the space to establish themselves step by step.
REACH is not the starting point in this process. REACH is the result of a clear decision in favor of exactly those products.
Based on these conversations, I have defined the Arab countries as one of my key future focus areas. From 2026 onwards, I will place a clear emphasis here. On products with substance, not just volume. And on partnerships that understand this distinction.
That’s the chemistry.
Siggi.
