NAME: Interview | INNOVATE
IN FOCUS
Andrea Genuini As featured in
C O M P A N Y: The CEO Magazine
Bonfiglioli Vietnam & For more info visit
Bonfiglioli South-East Asia theceomagazine.com
POSITION:
General Manager &
Country Manager
TIGER
L O C AT I O N :
Binh Duong, Vietnam
IN THE
TANK
AS WESTERN COMPANIES INVEST IN THE BOOMING
VIETNAMESE ECONOMY, ‘MADE IN VIETNAM’ IS SET
TO BECOME A HOUSEHOLD PHRASE. MANUFACTURER
BONFIGLIOLI ROLLED THE DICE WHEN IT ESTABLISHED
A PLANT IN THE COUNTRY, BUT GENERAL MANAGER
ANDREA GENUINI BELIEVES THAT GAMBLE IS PAYING OFF.
WORDS MICHAEL WAYNE • IMAGES MIKE PALUMBO
E
ven the most powerful Asian tigers have been Fast forward to 2021, where Vietnam’s economy is
left weakened to some degree by the financial expected to grow by 2.4 per cent thanks in large part
fallout of COVID-19, yet Vietnam has emerged to its effective response to the COVID-19 pandemic.
relatively unscathed. The country was already Western companies that made Vietnam their home before
an exceptional economic performer among the health crisis took hold, such as Italian gear motor
its South-East Asian neighbours even before and drive system manufacturer Bonfiglioli, are beginning
the pandemic, thanks to its burgeoning manufacturing sector to enjoy the dividends of their move east.
and friendly, lucrative trade relations with bigger players. “The potential for Bonfiglioli in Vietnam is huge,” says
This enviable standing is the result of a concentrated Andrea Genuini, Bonfiglioli Vietnam’s General Manager
three-decade effort to make Vietnam’s economic virtues – and Country Manager for Bonfiglioli South-East Asia.
prime geography, low labour costs and a formidable export “We are working in one of the fastest-growing regions
market – available to foreign investment. Trade, by 2017, in the world, and I’m lucky because the company’s top
made up a whopping 200 per cent of Vietnam’s gross management is very keen to grow the business in South-
domestic product – a record in the eyes of the World Bank. East Asia, so they don’t hold back any resources.”
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Interview | INNOVATE
Founded in 1956 as a designer, manufacturer and
distributor of actuators, servomotors and control systems,
Bonfiglioli has become one of Europe’s top transmission
companies. “It is considered one of the best companies
in Italy,” says Andrea, who joined the business 18 years
ago. “At the time I was a young mechanical engineer
full of dreams and passion, and I was very happy to
become part of the team.”
Since then, his own journey within the business has
run in parallel to its rise from European powerhouse to
leading multinational; a transformation spearheaded by
Bonfiglioli Group President Sonia Bonfiglioli. “She took
over in 2010 and grew the company to spread across
the world,” Andrea explains. “She’s extremely keen on
innovation when it comes to our products and strives
to integrate the latest technology in our processes.” Additionally, the company’s inherent investment in
Andrea’s first foreign posting was in Turkey; from innovation is another boon. “Innovation
there, he was put in charge of a major project in India. is no longer an option; it’s a must to
“I was asked to set up a new factory near Chennai,” survive. You either innovate or you’re
he says. “I completed the project on time and in return Innovation is out of the market,” Andrea says. “But
I was promoted to Country Manager for the Industrial Bonfiglioli is a frontrunner of digital
Business Unit in India.”
no longer an transformation, and we’ve received
Heading up one of the most important countries option; it’s a several awards for our innovative
in the Bonfiglioli stable proved to be the most exacting must to survive. products and factories. Of course,
role of Andrea’s career. “It was very challenging, but India You either it helps that Sonia, our Chair, is the
gave me so much that I consider it my second country,” first sponsor of this initiative.”
he shares. “I also found my wife there, and she helped me
innovate or Bonfiglioli’s innovation-heavy
understand the complexities of the culture.” you’re out of policies have ensured several of its
After seven years in India, Andrea was promoted to the market. products are integrated with sensors
Plant Director at Bonfiglioli Vietnam. “That was in 2018, that allow for continuous performance
when the company was almost exclusively manufacturing monitoring. “This has multiple
electric motors and small gearboxes for the greater group,” advantages, from the optimisation of the
he recalls. system to the possibility of preventative
Although operations were efficient, Andrea felt they “We’re evolving towards automation and digitisation, a maintenance,” Andrea says. “Automation has also become
didn’t harness the full potential of the Vietnam facility. process that began a few years ago and has been accelerated the norm in our factories. It permeates every aspect of
“In my dual role, I saw an opportunity to create many by the COVID-19 pandemic,” he says. “This change is the Bonfiglioli supply chain and production process.”
synergies between our Vietnam plant and our commercial reshaping factories, products and people. It changes the way It’s this innovation that attracts the best candidates.
branch in Singapore,” he points out. we think about our processes and requires new skills at every According to Andrea, people are foundational to the
The plan worked; the optimised supply chain was able level of the business.” company’s success. “In return for their hard work, we
to dramatically improve Bonfiglioli’s level of service for In this regard, Bonfiglioli Vietnam has an edge in the can offer opportunities to grow and upskill,” he says.
local customers. “Today, we leverage our plant in Vietnam industry. “We’re able to offer one of the best ratios of quality “In a business like ours, focused on innovation in such
to continue to grow in South-East Asia,” he reveals. to price in the market thanks to our Vietnamese facility,” a fast-changing industry, it’s crucial for us to have our
That growth is dependent on several factors, Andrea states proudly. “To shorten delivery time, we keep employees up to date.”
particularly for a European company far from home. significant stocks of components and subassemblies here. Through the promotion of initiatives that aim to
“South-East Asia is a very diverse region with many Our plant is also fully equipped with assembly machines preserve Vietnamese customs, Bonfiglioli is harnessing the
languages, different cultures and completely different and test benches to provide timely delivery and after-sales power of one of the region’s strongest economies in a
attitudes,” Andrea notes. “It requires a very delicate support to clients.” hopefully soon to be post-COVID world. “Our people in
balance between maintaining Bonfiglioli’s European Vietnam are conscious they work for a big multinational
style and adapting to the local culture.” “The logistics issue is the real challenge but, today, we can guarantee Bonfiglioli with high standards,” Andrea confirms. “This gives them
The ongoing evolution of manufacturing and and our partners in Asia competitive prices and faster deliveries than local
suppliers. Customers will feel at the centre of the supply chain, whereever they
not only a sense of responsibility and accountability, but
engineering presents another challenge for the company. are located in the world.” – Nicola Rodeghiero, CEO, Miotti Rappresentanze pride as well. It’s a very special environment.”
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