“RevelX provided us with the structure to create strategic clarity and to shape our approach to innovation. Their method not only helped us define new growth areas but, above all, ensured that our management team was fully aligned. We are now well-positioned to set up and drive execution.”

Robbert-Jan Koebrugge

Head of Strategic Transformation, voestalpine Automotive Components Bunschoten

voestalpine Automotive Components Bunschoten B.V. (vACBu), located in Bunschoten, Netherlands, is a subsidiary of the voestalpine Group’s Metal Forming Division. The company specializes in designing and manufacturing steel and aluminum body parts for various international car and truck brands. Operating from a 165,000 square meter production facility equipped with over 100 individual production cells, they utilize cutting-edge technologies to produce build-to-print parts with minimal investment and maintenance costs. This flexibility allows them to adapt swiftly to the dynamic demands of the automotive industry.

voestalpine in the Netherlands is facing significant challenges due to its reliance on the automotive industry, coupled with the current uncertainties and high competitive pressure in this sector. The management acknowledges the risks of this dependency but lacks a clear strategic direction and pathway to success.

To address this, the company is exploring new business models to tap into fresh markets and segments, leveraging its existing assets in innovative ways. However, a traditionally rooted market approach limits the ability to unlock new growth opportunities, necessitating a transformation process focused on innovation-driven expansion. Given the company’s pragmatic structure and limited resources, establishing a dedicated innovation department is not feasible; instead, change must be driven within the current workforce. A RevelX keynote spurred the management team to reflect on critical questions:

  • What does innovation mean for us?
  • How can we implement it successfully?
  • What changes are required to support this transformation?

These considerations underline the importance of a structured yet practical approach to innovation, ensuring that new growth opportunities are not only identified but also successfully executed within voestalpine’s existing framework.

To address voestalpine’s challenge, RevelX designed and executed a structured approach consisting of two working sessions to align the management team on a clear innovation strategy and ambition.

The first workshop, a two-day innovation design session, was focused on identifying key challenges, drivers for innovation, scoping direction, setting ambitions, and establishing the necessary conditions for successful innovation.
It explored questions such as: How do we define innovation within voestalpine? How does it align with the overall company’s growth strategy? What external factors drive innovation?
The session included an external and internal analysis, defining a ‘North Star,’ setting KPIs, innovation themes, enablers, and key initiatives or projects. The RevelX Innovation Strategy framework guided the process, incorporating best practices from the Innovation Strategy Playbook and Innovation Operating Model Canvas. Participants completed an Innovation Readiness Benchmark (IRB) survey, extended to 25 employees for broader stakeholder input.

The second workshop, a one-day validation session, refined and finalized the innovation strategy, filling the new business growth areas with projects and initiatives. Furthermore, internal enablers and next steps were identified to capture the innovation growth objectives. Between workshops, teams completed assignments on targets, roles, and execution plans. This session ensured the strategy is practical, actionable, and aligned with organizational goals.

Through two intensive working sessions between RevelX and voestalpine’s management team, a solid foundation has been established to develop new growth engines for the future. The entire management team is fully aware of the drivers for innovation, there is a clear shared sense of urgency, and broad support has been created for the new business strategy, its potential areas and targets.

RevelX delivered a comprehensive report summarizing the strategy, key decisions, and a clear, practical roadmap for innovation-driven growth. This structured approach lays the groundwork for voestalpine to move effectively forward with implementing new business models and unlocking new market opportunities.