Name: This CEO’s Approach to Operating in Top Markets
Uploaded: 2026-07-28T17:45:00Z
Duration: 3 min 45 s
Description: "The hunger to break new records is always there," Morten Wierod, CEO of ABB, tells Barron’s Andy Serwer.

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"The hunger to break new records is always there," Morten Wierod, CEO of ABB, tells Barron’s Andy Serwer.

https://m.wsj.net/video/20260728/369d1582-3491-488b-b72d-233a798cc8bc/1/hls/manifest-hd-wifi.m3u8

This CEO’s Approach to Operating in Top Markets

And what are your markets, your biggest markets? How are your revenues distributed?

Today, we have, United States is by far our largest in the single market. It's almost 30% of our revenue of the company. Europe, number two. So if you take the whole Europe together, it's a bit more the same size. And then Asia follow them, and the Middle East/Africa. Number two market for us is China. We are a player has been there also for a long time. Three single market is Germany, and number four is India. So it's the, all the key markets. And what is a bit special maybe in ABB is that we serve these markets locally. It means that when we produce close to home. In Europe, the easiest example is 98% of what we produce or what we sell in Europe is produced in Europe. But if you take China and India also there, we are closer to the 90%. Here in the United States, 80% of what we sell in United States is manufactured and produced in the US.

That's a popular motif these days in the United States, by the way.

Yes, but that is kind of where we have been our focus for many years in ABB. I'm sometimes asked that, is that something new you implemented in the last few years. No, it is. Myself, I was living in China from 2008 to '12 building up local manufacturing, local technologies in China in those years. Since then, of course, we met also here in the United States several acquisitions. We bought Baldor Reliance Electric Motors. We acquired Thomas & Betts in the electrification business. And GE Industrial Solution was another acquisition we made in 2017, which has really kind of also been an accelerator of the growth that we have seen here in the United States. And today gaining market share, which means that we're a bit back to the old GE heights, I think, today, but under the ABB umbrella and the ABB name.

Those are some big, big companies that you bought some big names. I believe that you guys recently raised your profit margin, operating profit margin targets. Is that the case? And in which businesses specifically are you looking for growth?

Yeah, we had our capital market day in New Berlin, which is north of Milwaukee in Wisconsin in November last year. And there we increased our margin corridor. It was previously from 16 to 19. Last year, we did reach the 19% operational EBITDA margin. And of course, then in ABB, it's always when we hit the target, then we need to go further, and that's what we want to do. And we increased our margin corridor from 18 to 22%. So still some work to do from the 19% this year. I already promised in our investor calls that 2026 will be a new record year for ABB. So with that it's also guided that there will be, as I say, I always say that the best is yet to come. So that is the, also the hunger to break new records is always there. And that's what we are committed to. And there are some different margin levels. When we're talking about ABB, we say we had three business areas and the kind of leading indicator, there is our electrification business that is operating from their corridor is from 22 to 26%, which is with ambition to be. We always have an ambition to be the best in class in our industry. Not there yet, but we're on our way.