Swisslog Boosts SEA Automation with Asia Pacific Integration

Swisslog, a leader in automated intralogistics, is enhancing its customer support in Southeast Asia (SEA) through a new structure for the Asia Pacific excluding China (APeC) region. This strategic move coincides with Swisslog's celebration of over 30 years of operations in SEA, reinforcing its commitment to the region's logistics transformation.

The new APeC structure facilitates closer integration with neighboring markets, including Australia and New Zealand. This alignment strengthens Swisslog's existing SEA service and management teams, promoting enhanced knowledge sharing and providing SEA customers with direct access to a wider pool of expertise across Swisslog's Asia Pacific operations.

Steven Xie will lead the expanded APeC region as Executive Vice President & Managing Director, based in Malaysia. Xie highlighted the increasing demand for scalable automation solutions in SEA due to e-commerce growth and labor challenges. He emphasized that bringing markets closer together allows for the sharing of engineering expertise, project experience, and innovation, ultimately strengthening the delivery of complex automation programs.

Swisslog's "Ready for the Next" strategy focuses on being a lifetime automation partner, providing throughput reliability, system resilience, and scalable expansion pathways. The company aims to ensure customers' automation investments remain optimal as market demands evolve. This approach is underpinned by local insights, considering market-specific nuances like compliance, safety, and labor dynamics, while leveraging regional resources for flexibility and rapid response to changing requirements.