Interview with Jörg Ströbele
Managing Director of LIEBHERR Logistics
What are LIEBHERR’s main objectives with the new Tupelo distribution center?
The construction of a continental warehouse by LIEBHERR Logistics GmbH in the USA is a strategically important decision for the LIEBHERR Group’s worldwide spare parts supply. It needs to improve logistics capacities and strengthen its presence on the American market. The LIEBHERR Group’s presence on the American continent guarantees timely availability of spare parts for customers throughout the entire region. The proximity to U.S. and Canadian customers enables next-day delivery. A reliable supply is also assured for South American customers. Another goal is to consolidate the distribution of several of the Group’s product segments at the new location and offer shared services in a campus model. In addition, more storage space for spare parts is created.
Why was Tupelo, Mississippi chosen as the location?
LIEBHERR analyzed all its locations in North and South America and identified the regions around Memphis, Atlanta, Louisville, Indiana, Cincinnati and Chicago as potential options. Factors that swung the balance were the logistical infrastructure, the proximity to national and international airports, labor availability, and the existence of a free trade zone. Tupelo delivered on all criteria, which is why we finally opted for this location.
Jörg Ströbele
Jörg Ströbele is Managing Director of LIEBHERR Logistics GmbH. He completed his degree in industrial engineering at the RWU Ravensburg-Weingarten University of Applied Sciences. He then joined the LIEBHERR Group. In 2003, he started as an in-house consultant at the LIEBHERR plant in Ehingen before moving to Newport News, VA (USA) as Logistics Manager in 2004, where he eventually became Head of Business Unit After Sales. In 2018, he became manager of LIEBHERR International AG in Bulle, Switzerland. He took up his position as Managing Director of LIEBHERR Logistics GmbH in 2022.
The location is a center of gravity that, as the logistical hub of flow of goods, benefits from the immediate proximity to an air freight hub as well as other vital transportation and logistics routes, offering us a wide range of logistical advantages.
What sets the location apart from other possible regions?
The central location enables LIEBHERR Logistics GmbH to provide even better support to its customers, who are not only in the USA, but throughout the entire American continent. The location is a center of gravity that, as the logistical hub of flow of goods, benefits from the immediate proximity to an air freight hub as well as other vital transportation and logistics routes, offering us a wide range of logistical advantages. These in turn enable us to expand our services, providing customers with real added value. For example, we can offer later cut-off times – optimizing time-to-market and next-day delivery.
What are the benefits of setting up the center as a free trade zone?
Operating as a free trade zone means our customers outside of the USA can also be supplied directly from this location without any extra administrative effort. There is no change to administrative processing, similar to how it works in Europe. However, our customers reap the benefit of the logistical advantages of a locally based continental warehouse.
What technologies and automation solutions will be used in the new distribution center?
All storage technologies are utilized, from manual to automated storage systems for small load carriers and pallets. The automated systems all exploit the latest technologies available on the market so they can meet both current and future needs.
The LIEBHERR project managers (from left to right):
Managing Director Martin Barth, Operations and Logistics Manager Kilian Ribhegge, Managing Director Jörg Ströbele and Project Manager Bastian Gauer.
To what extent do these technologies improve the center’s efficiency and reliability?
The high degree of automation ensures consistently high quality and process reliability. Not only does this enable improved scalability and flexible adaptation to market demand, it also contributes to a significant improvement in efficiency. Quality controls can also be fine-tuned. From the customer’s point of view, this makes for faster order processing with consistently high delivery quality.
How would you describe the cooperation with io during the planning and implementation of the project?
Excellent. io drew on its technical expertise and experience from previous projects to successfully and positively support the site selection and the basic preparatory work for the project.
What challenges did you encounter during the project and how did you master them?
The biggest challenge was probably the time pressure. Many potential locations were analyzed and evaluated in no time at all. The building layout and planning also had to be done under considerable time pressure. However, thanks to the professional and long-standing collaboration with io, the project was successfully completed – within the specified time frame.