TARGETED INCREASES “In this challenging market environ- ment, we didn’t just increase prices across the board. Instead, we examined each product line individually in two steps and tailored the adjustments spe- cifically to the actual cost increases we incurred for raw materials, energy, trans- portation, and availability. At the same time, we adjusted margins that hadn’t been satisfactory up to that point. COMMUNICATE EARLY It was important to us to communicate early and transparently. After providing initial preliminary information, our sales teams reached out to customers directly and clearly explained the cost drivers and their implications. In doing so, we made it clear that we aren’t over- reacting, but rather making balanced adjustments—while maintaining our commitment to quality, supply reliability, and innovation. ALL CONTRACTS RETAINED Our customers weren’t happy with the price increases. In the end, they accepted them, however. Many were facing similar challenges themselves. The individual analysis of the product lines and the transparent explanati- on of the measures were particularly well received. While the first round of adjustments went largely smoothly, the second round required more discussion. We were able to address this issue by providing additional data and detailed explanations. So far, we have retained all contracts.” VINCE PATRAM, Head of Global Marketing, LAB BU NEW CUSTOMERS DUE SCORING POINTS TO A CHALLENGING SITUATION “The difficult situation gave us momentum. Certain materials were in high demand and, as a result, quite expensive. For many customers, this raised the question: Is it more expensive to purchase the product at a higher price or not to purchase it at all? The answer was usually in our favor. Mutual understanding is crucial for long-term rela- tionships, which is why we maintain close WITH SUPPLY RELIABILITY „Given the current geopolitical situati- on, we had to raise prices significantly within a short period of time. To be as transparent as possible, we sent out formal letters announcing the price increases and followed up with direct talks with our customers. These were important because the effects varied depending on the product and the communication with our customers. customer’s situation. EXPANDED PORTFOLIO PRESENTED Due to the tense market conditions, we also saw new customers reach out to us—as well as former ones. We are now shifting our focus more toward them. Our goal is to build long-term supplier rela- tionships. To that end, we analyze their specific needs and present our entire portfolio, including products from other business units. We want to build long-term customer loyalty—ideally through long- term contracts. At the same time, it is clear that if certain materials become difficult for us to obtain as well, we will first supply our loyal customers with whom we have estab- lished partnerships. We want them to know that they can count on us. As soon as the market situation eases, this reliability will work to our advantage. WE ARE THE PREFERRED PARTNER In addition, we also use our technical ex- pertise to highlight the value of their sup- ply relationship with LANXESS. Innovative materials, joint development projects with customers, and close collaboration help us become or remain the preferred partner. Overall, we can say that we chose the right time to adjust our prices and that our approach has proven successful so far.” CLEMENS COUPETTE, Head of Global Sales, Consumer Solutions, MPP BU EXTENT OF INCREASES QUESTIONED The majority of our customers—over 90 percent—expressed understanding for the measures. Many faced similar challenges themselves, particularly given the situation in the Middle East. Nevertheless, customers reacted in different ways—while for some, supply reliability was the most important factor, others questioned the extent of the price increases for individual products. A CHALLENGING PHASE This phase was very challenging for our sales teams around the world. It beca- me clear that customers didn’t only care about the message itself, but above all, the way it was communicated. Through open and transparent dialogue, we were able to gain our customers’ acceptance in most cases—even when price increa- ses reached as high as 50 percent. In cases where customers didn’t accept the increases, our goal was to maintain a constructive relationship nonetheless and continue the dialogue.“ SERGIO COLEONI, Head of Global Sales, PLA Business Unit 02/2026 | Xpress 15