On December 20, 2023, the Board of Directors of EXEL Industries appointed Daniel Tragus as Group Chief Executive Officer. He succeeds Yves Belegaud, CEO of the Group since December 2019, who had decided to exercise his pension rights by the beginning of 2024. Daniel Tragus has worked most his career for different companies of the EXEL Industries Group, and was, in his most recent position, Deputy CEO of the Group, in charge of strategy, M&A, and industrial property.
Joint interview.
Daniel Tragus, in what state of mind are you approaching this new stage of your career, which places you at the helm of EXEL Industries?
I would like to begin by saying that I am honored by this appointment and the sense of duty it entails. As the new Chief Executive Officer, my orientations, in line with the values of EXEL Industries, will be focused on the success of our customers and our employees, on innovation and industrial performance, and on the development of our societal and environmental commitments.
What were the main initiatives that characterized the year? What do they say about the Group’s development?
Yves BELEGAUD (Y.B.): EXEL Industries continued its development with the acquisition of the French family group DEVAUX, specializing in the manufacture and marketing of garden tools. This is an important transaction as it enriches our offering in the garden sector. Until then, we were active in garden spraying and watering. We now have complementary expertise by offering our customers a new range of hand-held tools.
Daniel TRAGUS (D.T.): In order to capitalize as soon as possible on this new asset and develop synergies that will help strengthen our footprint in the Garden business, we have set up cross-functional teams between HOZELOCK, G.F. and DEVAUX. The goal? Rapidly increase our market share and benefit from positive commercial spin-offs through the pooling of our strengths. We opted for the same approach in the industry business, when iNTEC joined SAMES in 2020. With these two entities, EXEL Industries now has an offer in paint applications and an offer in metering and control technologies for adhesives and sealants. Thanks to SAMES, the Group has a strong presence in these segments in Europe and the United States and in Asian markets. The joining of our forces has led to increased commercial activity.
Y.B.: To build on what Daniel has said, other successes marked 2023 for Industrial Spraying, in particular thanks to the various projects related to the electrification of motor vehicles. This change requires a review of car manufacturers’ processes, a process to which SAMES is making its contribution. This movement is set to grow. Added to this, we have the renovation of the SAMES plant in Stains, which is a major event in the life of the Group, and the opening of a subsidiary in Kazakhstan. We have also refocused on the DNA of our brands, especially in the agricultural sector, which are once again capitalizing on their strengths, namely power, performance and innovation. The example of AGRIFAC is enlightening from this point of view. As regards EXEL YACHTING, a new Tofinou model was released in 2023 and the W55 model will be presented by WAUQUIEZ in 2024. Lastly, I do not forget the relaunch of the EXEL Academy, focused on motivational management. Aimed at managers, it aims to develop their knowledge of the Group, highlight its identity markers and offer keys to understanding its organization, its operating methods and its various challenges.
"The Group’s success, in accordance with our values, will be based on the success of our customers and employees, on innovation, on industrial performance and on the development of our societal and environmental commitments." Daniel TRAGUS
Daniel Tragus
D.T. : Significant progress has also been made in terms of corporate social responsibility. First, EXEL Industries conducted materiality analyses and carbon assessments across its various activities, which have provided insight into the nature of our footprint and now allow us to work on our roadmap, particularly on Scope 3. To achieve this, we must address the emissions generated by our suppliers and the customers who use our products. The levers of electrification and hydrogen should therefore be prioritized. In the first case, this involves replacing combustion engines with electric motors; in the second, introducing new solutions to the market, such as the TRAXX Concept H2 by EXXACT ROBOTICS, an autonomous hydrogen-powered vineyard straddle tractor. Additionally, the Group has introduced the 3S Spot Spray Sensor® solution, developed by EXXACT ROBOTICS, into pre-commercial production in Central Europe and Australia. Based on ultra-localized spraying, which means applying the right dose of phytopharmaceutical products in the right place, it comes with a significant reduction in inputs. It is undoubtedly a value-creating innovation for farmers. More broadly, with diagnostics in place, the next step is to roll out projects that are beneficial to both our customers and the environment.
As the economic situation seems to be shifting, what are the challenges the Group must face and the key areas of focus it should pay attention to?
Y.B. : We must continuously ensure that we maintain our operational and commercial performance at a level that allows us to manufacture competitive, high-quality products and machines, and, of course, to sell them. Without performance, there can be no profitability or market share growth. Nevertheless, we can be confident in our ability to continue our responsible, controlled development without falling into overconfidence.
D.T. : I fully agree. Even though our order book is well-positioned and our standings are strong, we must take advantage of our strong start at a time when the economy is experiencing some turbulence. This means continuing to promote our brands, ensuring they remain visible, and maintaining our innovation momentum. It is essential to stay agile and attentive to global developments and economic fluctuations. This is how we can continue to create lasting value for the benefit of our stakeholders.