What is Sales and Marketing Strategy of Xaar Company?

Xaar's core sales approach involves direct engagement with OEMs and UDIs globally. This B2B focus allows for tailored solutions and close collaboration in developing and implementing inkjet printing technologies. The company's business strategy is built around these direct relationships.

A significant evolution in Xaar's go-to-market strategy, introduced in 2024, is the offering of 'complete turnkey solutions.' These packages include printheads, electronics, ink supply systems, and inks, reducing integration complexities for partners and significantly shortening time to market. For example, a collaboration with M&R in August 2024 resulted in a product launch within six months, a stark contrast to the typical three-year development cycle.

Xaar leverages key partnerships to expand its reach and penetrate new markets, particularly where inkjet technology is not yet the standard. These collaborations are vital for driving growth and building a path to digitization in diverse industries. Understanding Xaar's customer acquisition strategy involves recognizing the importance of these alliances.

Collaborations are crucial for Xaar's market penetration. In automotive coatings, partnerships with Axalta and Dürr aim to replace traditional spray painting with inkjet technology. For desktop 3D printing, a partnership with Flashforge, launched in November 2024, integrates Xaar printheads into full-color inkjet machines. Furthermore, in 2024, partnerships with Omijia and Shifang for EV battery coatings have led to the launch of new machines, with initial orders indicating strong scaling potential. These efforts highlight Xaar's competitive advantages in the inkjet market.

The company positions itself as a global frontrunner and innovator in industrial inkjet technology. Its focus is on piezo-based drop-on-demand printheads and systems components, aiming to transition analogue printing and manufacturing to digital inkjet solutions.

The central brand message emphasizes enhanced efficiency, economic benefits, increased productivity, and sustainability. This is achieved by transforming traditional printing and manufacturing processes into advanced digital inkjet methods.

Unique technologies like TF Technology for ink recirculation and Ultra High Viscosity Technology are key differentiators. These enable the use of a wider fluid range, opening new applications such as high-viscosity and high-pigment jetting.

The brand appeals to businesses seeking advanced digital printing solutions by offering superior print quality, speed, and reliability. This is driven by its technological advantages, particularly in handling challenging fluids.

Launched in July 2024 with the Xaar eX and Nitrox eX printheads, this campaign targets the critical EV battery sector. It aims to replace less efficient coating methods with inkjet technology, enhancing safety and reducing waste.

An exclusive partnership with Axalta and Dürr drives this campaign for two-tone and decal automotive coatings. The goal is to offer a more sustainable alternative to spray painting, potentially reducing CO2 emissions by up to 30%.

A collaboration with Flashforge introduced full-color inkjet 3D printers featuring Xaar printheads at Formnext in November 2024. This campaign makes high-resolution, full-color 3D printing more accessible and cost-effective for consumers.

Partnering with M&R, Xaar launched its Aquinox printhead for water-based inks in September 2024. This initiative aims to provide a complete turnkey solution, significantly shortening new machine development times.