The lifting industry is evolving toward solutions that are increasingly specialized, efficient, and tailored to the needs of each project. In this context, the ability to customize has become a key differentiator for both manufacturers and customers. We spoke with Begoña Fernández, who recently joined Lancor to drive the expansion into new markets and strengthen the international growth of SILA motors, about how this trend is transforming the sector.
Interview with Begoña Fernández
Begoña, for years the market seemed to focus on standardized solutions. What has changed?
Customers continue to value reliability and quality standards, but they are increasingly demanding solutions that are better tailored to their specific needs. Today, we encounter projects with very specific space constraints, regulatory requirements that vary by country, or unique technical needs. In this environment, the ability to customize has become a major competitive advantage.
Why is customization so important in the lifting industry?
Because no two projects are exactly alike. Every building, every manufacturer, and every installation has its own unique characteristics. The ability to customize dimensions, drive configurations, cable or belt systems, and other parameters allows us to offer an optimized solution for every application. This flexibility adds value for both the elevator manufacturer and the end user.
What are elevator manufacturers looking for these days?
They are looking for technology partners who understand their needs and can support them from the early stages of the project. It is no longer just about supplying a component. They increasingly value the ability to collaborate on the design of the solution, make specific adaptations, and respond quickly to market requirements.
In that regard, what does the SILA line offer?
The SILA line was developed precisely with that philosophy in mind. It offers a wide variety of configurations and customization options, making it possible to meet a wide
range of requirements. Thanks to this flexibility, manufacturers in different countries can find a solution tailored to the specific needs of their projects without compromising on efficiency, reliability, and performance.
How does personalization influence international expansion?
It has a direct impact. Each market has its own technical, regulatory, and commercial characteristics. A solution that works perfectly in one country may require adjustments for another. The ability to customize our engines allows us to better address these differences and facilitate entry into new markets. One of my goals is precisely to help strengthen that international presence and continue driving the growth of SILA engines.
Is customization at odds with industrial efficiency?
Not at all. In fact, one of the major challenges today is combining both. Technological advances and accumulated experience make it possible to develop highly customizable products while maintaining efficient production processes and very high quality standards. It is that combination that truly creates value for the customer.
What trends do you foresee for the coming years?
We are seeing growing demand for compact, energy-efficient solutions that are increasingly tailored to the specific needs of each facility. We are also seeing greater emphasis on collaboration between manufacturers and technology providers. Companies that are able to listen to their customers and adapt their solutions quickly will have a competitive advantage in the market.
Personalization as a Driver of Growth
Developments in the elevator industry are demonstrating that flexibility is just as important as technological innovation. Projects are becoming increasingly complex and require solutions capable of adapting to different technical, regulatory, and operational requirements. In this context, customization has established itself as one of the industry’s key competitive
advantages.
For Begoña Fernández, the future lies in combining experience, customer focus, and innovation to offer solutions that meet the real needs of each market. This vision is aligned with Lancor’s strategy of continuing to grow internationally through the development of efficient, reliable, and highly adaptable lifting motors.
