Palfinger CEO Andreas Klauser presented an unconventional business strategy at the Industriekongress 2025, positioning complexity as a competitive advantage rather than a cost factor to be eliminated. While most equipment manufacturers pursue platform strategies and modular standardisation to reduce variants, the Austrian crane and lifting equipment maker deliberately maintains a broad product portfolio tailored to specific customer applications. Klauser argued that the ability to manage complexity—from custom loader cranes to specialised forestry and recycling equipment—creates barriers to entry that protect margins, according to trade publication Industriemagazin. The strategy reflects Palfinger's positioning in niche segments where customisation commands premium pricing over standardised solutions.