Understanding customers needs and give substance to their requirements: this is the essence of Emak?s mission on product innovation.

The company is structured in such a way that it can keep monitoring the profile and expectations of the end user ? consumer or professional ? checking in advance how demand is evolving and providing the solutions best able to meet the needs identified.

An involved and complex process, based on a systematic and continuous focus on consumers, analysis of their profile, needs and purchasing habits.

The information gathered is converted into rationally selected product development opportunities, that is to say, giving priority to solutions responding fully to the needs expressed by the customer and ensuring an effective and swift return on investments.

Development of new models is based on a clear identification of the target user and his needs, conceiving the product not only as a machine, but as the focus for a world of services and benefits put for the customers: in short, adopting an ?wider

product? approach. The cycle continues with a survey on customer satisfaction, in order to check how products and services have met or exceeded expectations.

Around 60% of Emak?s investment resources are channelled into product development. Quality is also a prime target, assured by vetting and training suppliers and through the definition of performance indicators monitored on a permanent basis.

As a result of this commitment, 7 new models on average are launched on the market each year: an innovation-driven policy clearly rewarded with success, reflected in the fact that 30% of turnover comes from products launched on the market within

the last 3 years.