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Germany most popular country for Americans to do business

US firms have ranked Germany as the top place in Europe to do business, according to a study published Tuesday by the Boston Consulting Group.

Germany most popular country for Americans to do business
Yes, please! Photo: DPA

The study of 61 top US companies, including Microsoft, Nike and McDonalds, also placed Germany ahead of Eastern Europe, Britain, France and Spain – the first time Europe’s powerhouse has topped the poll since it began in 2004.

“Because clients are demanding more security in these troubled times, companies are placing particular emphasis on high quality products and processes. This is what you find in Germany,” said BCG’s head in Germany, Christian Veith.

Fred B. Irwin, president of the American Chamber of Commerce in Germany, which commissioned the study, said Germany’s strengths outweighed its perceived weaknesses – high labour costs and tax burdens and low economic growth.

The research also revealed that US companies are pinning their hopes on improved transatlantic relations in the wake of Barack Obama becoming president last month.

A huge majority (86 percent) said US-German economic relations would improve, with 14 percent believing they would stay the same. Not a single firm surveyed said economic ties would deteriorate under an Obama administration.

Nevertheless, the financial crisis has undoubtedly affected the corporate mood. Nearly half (41 percent) said they would reduce their workforce in Germany in 2009, compared to 16 percent in 2008.

However, one third of US firms said they intended to increase their investment in Germany in 2009, with 17 percent predicting a reduction. Around half (51 percent) said investment levels would not change.

Businesses said they felt less buffeted by the financial crisis in Germany than in other locations.

“Our members have assured us that Germany is still an especially attractive market because of its relatively stable housing market, high purchasing power and low household debt,” Irwin said.

But the companies also said they would like to see a greater number of well-qualified graduates emerging from German schools and universities.

Engineers are especially hard to find, the poll showed.

The 61 firms surveyed have a combined turnover of €110 billion ($143 billion) and employ 250,000 people in Germany, the survey said.

ENVIRONMENT

Sweden’s SSAB to build €4.5bn green steel plant in Luleå 

The Swedish steel giant SSAB has announced plans to build a new steel plant in Luleå for 52 billion kronor (€4.5 billion), with the new plant expected to produce 2.5 million tons of steel a year from 2028.

Sweden's SSAB to build €4.5bn green steel plant in Luleå 

“The transformation of Luleå is a major step on our journey to fossil-free steel production,” the company’s chief executive, Martin Lindqvist, said in a press release. “We will remove seven percent of Sweden’s carbon dioxide emissions, strengthen our competitiveness and secure jobs with the most cost-effective and sustainable sheet metal production in Europe.”

The new mini-mill, which is expected to start production at the end of 2028 and to hit full capacity in 2029, will include two electric arc furnaces, advanced secondary metallurgy, a direct strip rolling mill to produce SSABs specialty products, and a cold rolling complex to develop premium products for the transport industry.

It will be fed partly from hydrogen reduced iron ore produced at the HYBRIT joint venture in Gälliväre and partly with scrap steel. The company hopes to receive its environemntal permits by the end of 2024.

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The announcement comes just one week after SSAB revealed that it was seeking $500m in funding from the US government to develop a second HYBRIT manufacturing facility, using green hydrogen instead of fossil fuels to produce direct reduced iron and steel.

The company said it also hoped to expand capacity at SSAB’s steel mill in Montpelier, Iowa. 

The two new investment announcements strengthen the company’s claim to be the global pioneer in fossil-free steel.

It produced the world’s first sponge iron made with hydrogen instead of coke at its Hybrit pilot plant in Luleå in 2021. Gälliväre was chosen that same year as the site for the world’s first industrial scale plant using the technology. 

In 2023, SSAB announced it would transform its steel mill in Oxelösund to fossil-free production.

The company’s Raahe mill in Finland, which currently has new most advanced equipment, will be the last of the company’s big plants to shift away from blast furnaces. 

The steel industry currently produces 7 percent of the world’s carbon dioxide emissions, and shifting to hydrogen reduced steel and closing blast furnaces will reduce Sweden’s carbon emissions by 10 per cent and Finland’s by 7 per cent.

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