BASF China chief eyes stronger R&D role

A BASF's factory in Nanjing, East China's Jiangsu province. [Photo provided to China Daily]

Heuser said he believes that BASF will be able to leverage more business opportunities from China's economic restructuring, and BASF has invested to build laboratories and offices in China for research and development to fuel innovation.

With major investments in Nanjing, Shanghai and Chongqing, BASF has been one of the largest foreign investors in the Chinese chemical industry, and it will continue to step up its investment in the country.

China has a significant role to play in the company's long-term and sustainable growth. Last year, the company posted sales revenues of 5.5 billion euros in China, accounting for 7.4 percent of its global sales, despite a global economic downturn. It aims to achieve sales of 12 billion euros in China by 2020.

"I don't see any threat to our business under the 'new normal' in China. It will even foster more business opportunities, and we will strengthen research and development in China," he said.

Heuser said another priority for the company is to increase its market share at the downstream, and work closely with Chinese companies. BASF is working on a joint research project with Haier and a US partner to develop a new cooling system, which allows for noise-free cooling down of refrigerators, consuming 30 percent less energy.

At the same time, the company is boosting its research and development in China and increasing contacts between its researchers and consumers. In addition, it is cooperating on research with prestigious universities, such as Tsinghua University, Peking University and Fudan University.

When it comes to the market in western China, BASF said that its investments in Chongqing and in Korla, Xinjiang Uygur autonomous region, would play a key role in its western China operations and serve as a vital conduit for its expansion.

"We are looking for future opportunities brought by the new Silk Road. Xinjiang and Chongqing are already connected with Europe, and this will enable us to look into new markets," Heuser said.

Established in 1865, BASF greeted its 150th anniversary this year. With a tour of six cities worldwide, BASF organized weeklong events including an exclusive summit, contests and workshops in Shanghai for celebration and co-creation for future innovation.

The company held many innovative and interactive activities at the former venue of the 2010 Shanghai Expo, where unique artworks have been installed. Topics that range from sustainable consumption to urban transport and waste management of the future were discussed.

Heuser was extremely amiable and clear about the company's plan when he spoke to China Daily. He joined the material science department of the engineering development division of BASF in 1987. A native German, he enjoys a green lifestyle at his home in Germany.

"I have a co-generator heating system at home, it produces heat and generates electrical power with high efficiency. I produce my own electrical power, and the heating is a by-product," Heuser said.

If he ever has a free weekend from his busy schedule, he likes to spend the time with his wife walking and sightseeing in Shanghai. "We are very curious about Shanghai, if we have a little bit more time, then we might play golf and eat at beautiful restaurants in the city."

"I go back to Europe to give reports about China on a regular basis, and I tell my colleagues in Germany that China is really diverse, not only as a market, but also in terms of working with Chinese at our company."