Invertek Drives

Origins

The main motivation for starting the business was to fill a global market gap for easy to use, compact variable speed drives. Three major challenges were (a) developing a variable speed drive with class leading performance in a highly competitive market. The product was required to provide world class reliability and flexible performance whilst being extremely easy to use; (b) developing a global brand profile for Invertek Drives and the Optidrive range of variable speed drives. As a new company with a completely new product it was imperative to establish credibility and raise awareness very quickly and (c) developing a global network of Sales Partners to drive sales and marketing programmes around the world; carry local stocks of products; and maintain high quality service centres for worldwide product support

Success Factor

An unwavering commitment to developing brand profile and sales enquiries through global marketing programmes has been at the heart of the organisation’s rapid growth right from the outset. From investing in a major presence at the largest international exhibitions to developing a world class website and an online resource centre to support Invertek drives Sales Partners around the World. In addition, leading edge design and technology coupled with world class drive manufacturing techniques have been key factors in Invertek Drives continued competitive advantage. The speed at which innovative new ideas can be developed, fully field tested and then put into production has undoubtedly been a major factor supporting the rapid growth of the company. Finally, from product development to production, from logistics to customer services, Invertek has always set out to employ only the best people who share the vision of being a global leader in the manufacture and marketing of variable speed drives. It recognises the need for specialist knowledge and experience, factors which are particularly reflected by the global network of sales Partners who are integral to the firm’s success.

The Future

Ease of use is a philosophy that the directors strive to incorporate into every aspect of the firm’s products which makes drives accessible to more and more diverse applications around the globe, with no complicated set up or management required. Drive design and manufacturing has developed accordingly to achieve increasingly robust standards. 2011 has seen the introduction to the market of the much admired high performance range of IP55 products the Optidrive P2 family, which has cost £4m to develop and is a significant investment that will establish a strong position in a market where the firm is not currently prominent. The financial year to 30th September 2010 saw orders grow by 72% and responding to such an enormous increase in volume has resulted in almost complete renewal of the firm’s manufacturing facilities, creating additional future capacity as well.