FOCUS says Philipp Omlor, Head of Sales & Market- ing Services. The situation didn’t improve in 2023 either, with demand for generics collapsing. “It was clear to us that we needed new projects that would contribute to our bottom line in the short term,” Schaffrath says. At Saltigo, short-term means six to twelve months af- ter the initial assessment. To this end, the BU set up the interdisciplinary BOOST task force to give the established project man- agement process an additional boost. The BOOST team reviews potential customers’ portfolios, analyzes their product ranges and molecule patents, and then outlines what profitable projects this might lead to. “When acquiring new customers, we win them over with our expertise, reliability, and trustworthiness. Our customers’ know-how is safe with us,” says Michael Zobel, Head of the Saltigo BU. Like in the past, Saltigo will also weather the current crisis – and the team is doing everything it can to ensure that it does. Within the framework of partnerships with automotive manufacturers, IPG is currently researching the use of tailored iron oxide particles as the cathode material in LFP batteries. 08 Xpress | 03/2023 LANXESS is currently in talks with various LFP manufacturers as well as with well- known automakers to develop this lucrative business sector through cooperative ven- tures and to launch specific projects for the synthesis of cathode materials together with partners from the automotive industry. This includes a development project funded by Germany’s Federal Ministry for Economic Affairs and Climate Action. Specifically, this project involves the development of an iron oxide-based cathode material that includes the subsequent return of the product to the raw material stream through a recycling process. “If we’re successful, we wouldn’t only have a new market for our main prod- uct, we’d also have been involved in what is currently one of the most important fields of research today: the development of sus- tainable battery technology,” Bartolucci ex- plains. STEPPING UP COMMUNICATION The AII business unit’s sales team believes in maintaining a close relationship with its customers. “This has always been the case, but now we’re stepping communication up a notch so that we don’t miss out on any existing needs and can move straight into negotiations,” says Manuel Johannes, Head of Sales for Germany and Benelux. Unfortunately, demand is currently low and in addition to the existing oversupply, com- RESPONDING TO TRENDS: COMPRE- HENSIVE PRODUCT INFORMATION The slump in demand is hitting the IPG and AII business units particularly hard. The weak construction industry – as one of its main customers for iron oxide pigments – is creating a difficult situation for IPG, and talks with customers aren’t offering any reason to think that things will soon improve. “Low de- mand, continued high inventory levels, and rising interest rates are slowing down the industry. And additional growth drivers from the key Chinese market are simply nonex- istent,” sums up Frank Lueckgen, Head of Global Marketing, IPG BU. IPG and its sales team have to fight for the sale of every ton of iron oxide pigments. “At the same time, we’re also facing severe price pressure, as Chinese competitors are increasingly en- tering the market.” The situation is extreme, “But we’re the market leader and want to keep it that way,” says Lueckgen. The sales team remains in close contact with custom- ers and is positioning itself heavily around the additional value the product solutions of- fer. Lueckgen sees this value in, for example, the environmental product declarations for the iron oxide pigments. “After all, sustain- able construction has long since become a major trend in the industry,” says Lueckgen. “And we recently became the only supplier able to present the environmental footprint of our products in a comprehensive and ver- ified way.” A lot of energy and work went into preparing these declarations – now they just need to ultimately win over customers. NEW PRODUCT APPLICATIONS At the same time, the business unit is seek- ing to expand into new areas of business. The lithium iron phosphate battery project is gaining importance and represents an innovative field for IPG. “As a cathode ac- tive material, lithium iron phosphate (LFP) is becoming a sustainable alternative for electric vehicles compared to materials containing cobalt and nickel,” explains Ste- fano Bartolucci, Head of the Plastics, Paper, and Specialties market segment. By 2030, LFP demand in Europe alone is expected to grow at a rate of more than 20 percent per year, reaching a volume of half a million tons. Technical iron oxides are one of the key precursors of LFP batteries. “With our world-scale plant at the Krefeld-Uerdingen site, we’re one of the largest producers of iron oxides in the world and can provide iron oxide particles in the required size, purity, and morphology, as well as in the necessary quantities,” Bartolucci says.