You’re promoting Germany as a location for automobility, ICT, and logistics, for example. But to be frank, the auto industry missed out on the electromobility wave, while the improvement of Germany’s internet speed is stuttering and Germany seems unable to build new stations or airports (e.g. Stuttgart and Berlin): is Germany really “working”?
Wiegand: “Germany Works.” is a confident and assured statement that brings our internationally-renowned reliability into focus. The German economy stands for high quality, competence, and innovation. The auto industry, which is admired all over the world for superb engineering and innovation, is an excellent example. So we feel confident promoting ourselves on the hallmark of quality. No country is perfect, but Germany’s good reputation is justified, despite its many challenges.
What is the main message you are sending to foreign investors?
Wiegand: “Germany Works.” advertises our greatest strength in the eyes of foreign decision-makers: reliability. In Germany today, foreign companies will experience a unique interplay of location advantages, social and political stability, qualified labor, top-class infrastructure, an attractive domestic market, and a high quality of life.
“Germany Works.” promotes “business location Germany” overseas. How does it benefit German companies?
Wiegand: The success of German companies is visible and dynamic proof of our excellent economic performance and our products. This is precisely what we are promoting.