“For us, Europe is a driver of innovation”

Since the acquisition by Emerson in October 2023, NI strenghens its focus on Europe. Ritu Favre, Group President at Emerson Test and Measurement, explains what role Europe plays in the company's global innovation strategy - and why the continent's diversity is a key success factor.

Markt&Technik: NI was acquired by the Emerson Group in October 2023. How has the company developed since then and what impact has the takeover had on NI's global business?

Ritu Favre: Since becoming part of Emerson in October 2023, NI has been on an incredible journey of transformation while staying true to its roots. Our integration with Emerson has been extremely positive, thanks to a shared vision for automation and how aligned our corporate cultures are. At a leadership level, they have been very supportive of me and the entire NI team throughout the whole process.

Being part of Emerson has strengthened our global presence, allowing us to tap into a broader network, scale our operations more effectively, and continue pushing the boundaries of innovation. We’ve made significant strides in enhancing our core products like NI LabVIEW and NI DAQ, reaffirming our commitment to delivering cutting-edge solutions. This partnership has also reignited our focus on innovation, especially in AI-enhanced testing.

NI has been rather quiet in Europe in recent years. How is the European business doing?

I can understand why it might seem like we’ve been quiet, but the reality is quite the opposite. In the years leading up to the acquisition, we were heavily focused on global trends, which may have made our European-specific efforts seem less visible. And, of course, during the acquisition process in 2023, legal restrictions limited how vocal we could be. That said, we’ve remained deeply committed to Europe.

We’ve been actively supporting industries like aerospace, automotive, and semiconductors, despite some challenging market conditions. Our aerospace and defense sectors have been growing, and we’re also playing a key role in the European space community, with programs like Galileo. We even opened a space lab in Debrecen to help foster innovation among college graduates. And now, we’re back in Europe with our NI Days events, which kicked off in Italy and Germany, and will continue in France and the UK.

How is NI positioning itself in the European market? And how are you holding your own against local competitors and other large international companies?

We’ve been part of the European market for decades, so we really see ourselves as an established market leader. Our presence spans regional offices, R&D centers, and long-standing partnerships in key industries like aerospace, automotive, and semiconductors. What gives us a real edge is our flexible, modular, and open platform, which allows us to serve a wide range of industries and applications.

Our approach to testing has always been different. We focus on a software-defined strategy that gives engineers more control over their testing routines, architectures, and strategies. This flexibility is something that really sets us apart from competitors. Plus, we’re doubling down on AI, which is helping engineers optimize workflows, make better use of data, and ultimately innovate faster.

The European market often works differently to the US market. Where do you see the biggest differences and how are you adapting your strategy to be successful here?

The European market has its unique challenges and opportunities. Unlike the US, where there’s a single language and legal system, Europe has a mix of different languages, cultures, and regulations. That’s why we put so much emphasis on having regional offices with local teams who really understand their markets.

We’ve also noticed that Europe places a stronger focus on sustainability, regulatory compliance, and industry collaboration. To adapt, we align closely with EU regulations, invest in green technologies like EVs and power semiconductors, and build strong partnerships with local companies and universities. It’s all about ensuring that we’re not just present in Europe but that we’re deeply embedded in its unique ecosystem.

In which industries do you see the greatest growth potential for NI in Europe, and how do these differ from other regions?

There are several industries in Europe where we see incredible growth potential. The automotive sector is a big one, especially with the shift towards electric vehicles, advanced driver-assistance systems, and software-defined vehicles. This shift is creating a huge demand for more sophisticated testing solutions.

We’re also seeing exciting opportunities in the semiconductor space, particularly with Europe’s focus on high-power ICs for EVs and industrial applications. Aerospace and defense continue to be strong growth areas, especially with increased investment in space programs. And let’s not forget wireless and RF technologies. 5G is still expanding, and 6G is already on the horizon, which brings new testing challenges and opportunities.

How important is Europe for NI's innovation strategy? Are there any special research projects or co-operations with European universities and companies?

It is very important. Europe plays a significant role in our innovation strategy. We’ve got some of our key R&D hubs here, focusing on the latest advances in NI technology. For example, our team in Dresden is really pushing the envelope in wireless communications. They're working on systems that enable our partners and customers to do cutting-edge research, especially in areas like prototyping, benchmarking, and testing embedded AI. This helps create the foundation for next-gen solutions in 5G, 6G, and AI-driven technologies. We’re also teaming up with European research partners such as TU Dresden to drive innovation.

In Hungary, we've set up a space research lab in Debrecen in partnership with ESA, the European Space Agency. This lab not only supports European space programs but also provides hands-on experience for up-and-coming engineers, helping drive innovation in the space sector. These collaborations with universities and industry leaders help us stay ahead in an ever-evolving tech landscape.

Political and economic developments can have a major impact on global companies. How do trade tariffs or geopolitical tensions affect your pricing strategy and competitiveness in Europe?

Navigating geopolitical and economic uncertainties is always a challenge, but we’ve built resilience into how we work. We closely monitor shifts to ensure business continuity and leverage our strong European presence, local partnerships, and flexible supply chain to manage risks like trade tariffs or regulatory changes. Being part of Emerson strengthens our global position, helping us handle challenges and maintain stability. In times like these, our modular, software-connected platform becomes even more important. It gives customers the flexibility they need to stay competitive and adapt quickly to change, ensuring they stay ahead in uncertain times.

Finally, what are your long-term plans for NI in Europe? Are there any concrete plans to further expand your presence?

We're absolutely committed to growing our presence in Europe. We already have strong R&D hubs in places like Dresden and Debrecen, plus manufacturing and sales offices across the continent. But what's really exciting is our intelligent test approach, which empowers engineers to innovate faster. With our open, modular platform, we’re giving engineers the tools they need to succeed, now and in the future. We’ll continue to invest in key industries in Europe, leveraging AI to make testing more efficient, strategic, and future-ready. We truly believe that with our approach, test can become a strategic differentiator for our customers.

The questions were posed by Nicole Wörner.