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Concentric
How is Concentric leading the green-tech pump transition?
Concentric shifted from traditional engine pumps to an integrated high-voltage electric pump platform in late 2024, capturing share in hydrogen fuel cell and BEV markets. Founded in 2011 after a demerger, its roots trace to 1921 and headquarters are in Linköping.
By 2025 electrification products make up 32% of sales, reflecting a pivot from high-volume diesel supply to OEM thermal-management partnerships; sales use multi-channel outreach, data-driven marketing and sustainability positioning. See Concentric Porter's Five Forces Analysis
How Does Concentric Reach Its Customers?
Concentric Company’s sales channels combine a direct-to-OEM model with an expanding aftermarket network, supported by a Global Account Management structure and digital B2B tools to serve OEMs and distributors worldwide.
Direct-to-OEM Sales
Primary channel: direct contracts with global OEMs such as Caterpillar, Volvo and Cummins, emphasizing co-engineering for performance and emissions compliance.
Global Account Management
Established by 2025 to provide consistent engineering support across US, Europe and Asia manufacturing sites for multinational clients.
Aftermarket Distribution
Network of authorized wholesale distributors and partner retailers drives replacement-parts revenue as global commercial fleets age.
North America Expansion
Acquisition of Engineered Machined Products (EMP) strengthened access to transit bus and specialty vehicle markets in North America.
Digital omnichannel initiatives and performance metrics
Omnichannel & Digital B2B Portal
Launched a professional B2B portal in 2024 enabling distributors to track orders and access technical documentation in real time, aligning Concentric Company sales strategy with modern digital enablement.
- Portal rollout reduced lead times by 15% and lowered administrative overhead.
- Direct sales teams reallocated focus to high-value engineering contracts for electric platforms and next-gen systems.
- Aftermarket omnichannel approach supports steady recurring revenue from parts and service.
- See analysis of target segments and channel mix: Target Market of Concentric
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What Marketing Tactics Does Concentric Use?
Concentric's marketing tactics prioritize B2B digital content and technical thought leadership to influence engineers and procurement officers, using tools like a 2025 TCO calculator and targeted SEO for e-pump efficiency and hydrogen cooling solutions.
Lead generation via TCO tool
The 2025 Total Cost of Ownership calculator quantifies fuel savings and emission cuts from variable flow pumps, converting technical interest into qualified leads.
Thought leadership content
White papers and webinars focus on Euro VII compliance and battery thermal management to engage engineers and procurement teams during long buying cycles.
SEO for high-intent queries
SEO is optimized for keywords such as e-pump efficiency, hydrogen cooling solutions, and electro-hydraulic steering to capture consideration-stage traffic.
Trade shows with AR demos
Presence at Bauma and IAA Transportation uses augmented reality to visualize internal fluid dynamics, strengthening OEM relationships and visibility.
Data-driven segmentation
An integrated CRM and marketing automation stack segments audiences by application—truck, bus, construction, agriculture—to deliver personalized case studies and nurture tracks.
Virtual Engineering Lab
The Virtual Engineering Lab lets clients simulate Concentric components in digital twins, shortening the sales cycle for electric products by nearly 20%.
Integrated tactics and metrics
Concentric balances technical rigor and digital accessibility, tracking lead-to-opportunity conversion and content engagement to optimize its sales and marketing alignment.
- Primary focus: engineer and procurement conversion through content and tools
- Key metric: sales cycle reduction for electric products (~20%)
- Channels: SEO, webinars, white papers, AR at trade shows, CRM-driven personalization
- Revenue impact: TCO tool and Virtual Lab accelerate buyer validation during multi-year development timelines
For historical context on the company’s evolution and product focus see Brief History of Concentric
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How Is Concentric Positioned in the Market?
Concentric positions itself as a premium technology partner marrying mechanical excellence with future-proof electrification, encapsulated by the message Technology + Innovation = Sustainability. The brand emphasizes precision, reliability in extreme environments and a data-driven, forward-looking voice to support OEM net-zero goals.
Market positioning
Concentric Company sales strategy targets OEMs seeking high-reliability electric cooling and thermal management, prioritizing longevity over low-cost alternatives.
Core message
Technology + Innovation = Sustainability frames fluid power as essential to the green transition and underpins Concentric Company marketing strategy.
Visual & tonal identity
Visuals stress precision and cleanliness; tone is authoritative and data-centric to reflect engineering pedigree and support Concentric Company business strategy.
Differentiation
Positioning focuses on high reliability in extreme conditions, reinforced by the Zero Defects quality initiative and IP portfolio to defend against low-cost competitors.
Brand metrics and consistency
Innovation ranking
2025 brand perception data places Concentric among the top three most innovative electric cooling suppliers for European OEMs, validating its Concentric Company go-to-market strategy.
One Concentric framework
The One Concentric framework standardizes customer experience globally so sales and engineering interactions in China, the UK or the US are identical, supporting Concentric Company sales and marketing alignment.
Reliability metrics
Field data shows warranty claim rates below industry average; internal reporting cites less than 0.5% defect incidence post-assembly, reinforcing the Zero Defects claim.
Target audience promise
Messaging frames Concentric as a safe pair of hands for complex thermal management and a partner to meet OEM net-zero targets via durable, efficient solutions.
Competitive defense
Defensive assets include a deep IP portfolio, long product lifecycle records and documented performance in extreme environments to counter low-cost regional manufacturers.
Commercial impact
Sales enablement focuses on engineering-led demos, case studies and trials; recent go-to-market wins report contract values averaging €1.2m per program for electric cooling systems.
Execution levers
Key tactical elements align branding with revenue generation and customer retention strategies.
- Engineering-first content and proof points to drive Concentric Company content marketing strategy examples
- Account-based marketing targeting Tier-1 European and Asian OEMs
- Field reliability data and Zero Defects as primary sales collateral
- One Concentric customer journey to ensure consistent service and upsell pathways
Further reading on the company’s broader marketing approach is available in this article: Marketing Strategy of Concentric
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What Are Concentric’s Most Notable Campaigns?
Key Campaigns summarized include Flowing Forward in 2025, targeting hydrogen economy scalability, and historical programs like Efficiency Without Compromise that shifted markets to variable-flow oil pumps.
Flowing Forward (2025)
The 2025 Flowing Forward campaign focused on scaling electric pump technology for the hydrogen economy and surpassed its objective by securing five major supply agreements by mid-year through LinkedIn ads, executive roundtables, and a dedicated microsite with performance data.
Proof of Concept Video Series
A video series demonstrating pumps in sub-zero and high-heat conditions drove a 40% increase in inbound inquiries, notably from aerospace and stationary power sectors, supporting the Concentric Company sales strategy and marketing strategy.
Efficiency Without Compromise
The historical Efficiency Without Compromise campaign translated fluid dynamics into fleet-level financial benefits, accelerating adoption of variable-flow oil pumps and contributing to measurable CO2 reductions across customer fleets.
EMP Rebranding & Integration
Rebranding the EMP product line under the Concentric umbrella preserved North American brand equity while exposing EMP to a global customer base, aligning the Concentric Company business strategy with integrated go-to-market execution.
Campaign tactics combined technical evidence, storytelling, and targeted channels to drive pipeline growth, brand equity, and measurable sales outcomes.
Targeted Digital Outreach
LinkedIn advertising and a microsite showcased performance metrics, improving lead quality and supporting the Concentric Company go-to-market strategy.
Executive Engagement
Executive roundtables and customer workshops accelerated procurement cycles and enabled enterprise-level supply agreements for hydrogen fuel cell applications.
Performance Evidence
Real-world test data and POC videos reduced sales friction and increased conversion rates in aerospace and stationary power segments.
Messaging: Financial Impact
Campaigns emphasized TCO and CO2 savings, translating engineering advantages into clear business cases for fleet operators and energy providers.
Brand Integration
EMP integration maintained local trust while leveraging global distribution, illustrating Concentric Company sales and marketing alignment in M&A-driven product strategies.
Measured Outcomes
By mid-2025 the Flowing Forward initiative delivered 5 supply agreements and a 40% uplift in inquiries; campaign ROI tracked via lead-to-contract conversion and pipeline velocity metrics.
Campaign Implications for Strategy
Key campaigns reinforced competitive positioning, enabled channel partnerships, and informed pricing and retention strategies across applications.
- Demonstrated Concentric Company revenue generation strategy through enterprise hydrogen agreements
- Strengthened Concentric Company customer acquisition strategy details with sector-focused proof points
- Improved Concentric Company digital marketing tactics and execution via targeted content and paid social
- Provided data for Analysis of Concentric Company's current sales funnel and sales enablement
Further reading on commercial model and revenue implications can be found in Revenue Streams & Business Model of Concentric.
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