There is a sweet spot where we get the profits we need, and customers still find our product more valuable than the money we ask for. This sweet spot is a moving target, so once a year we ask our customers if they think we give them value for money. And this is how they answered in 2021:

Out of 100 customers, 24 customers said we have “OK” prices. A few even said we had bad prices. But the vast majority said “Yes! NCAB have good or excellent prices”. So it seems we really have found a price level where most of our customers actually can pay more, for the value we provide.

This is another way to look at customer value. This circle represents how much it costs for our customers to create their product – for example breaking systems for a high-speed train. This little dot shows the price of the PCB. This circle represents how complex our products can be, and this big dot shows the importance of the PCBs for the customer’s product to do what it’s supposed to do.

This is a huge responsibility. High-speed trains are useless if they can’t break properly. Our customers are not just buying PCBs, they are also acquiring our competence, our people, and peace of mind. They want to be able to sleep well at night.

When we stick to our values, we deserve our customers’ trust. They notice when we put Quality First, when we value our Relationships with them, when we take Full Responsibility every time. Living after this is not easy, and it’s not cheap – we need a healthy profit to make sure that we can honor the promises we make.

And let me remind you: in 2021, the majority of our customers thought our prices were good or excellent — so there’s absolutely no reason to be ashamed of our prices.

Remember: without gasoline, there is no driving. Without profit, there is no NCAB.