Initial Situation

As the world's leading manufacturer of automotive safety systems, Autoliv supplies all the major carmakers. As part of a wide-ranging restructuring process, the systems provider planned to relocate its production to another site and, at the same time, to move its research & development department to a new, state-of-the-art facility.


The task was to provide comprehensive advice to the German CEO and to provide communications support for the relocation of research & development and production against the backdrop of a forward-looking, pan-European strategy. Protecting the company's reputation was the top priority.

Idea and implementation

We developed a comprehensive communications strategy for the process and for the internal and external positioning of the German CEO. In terms of communications, we embedded the restructuring measures in a forward-looking, strategic realignment on the German market, thus paving the way for constructive negotiations with the employee side.


Hardly any resistance from employees and largely neutral reporting and placement of the key messages through transparent communication and a convincing storyline. As a result, we successfully protected the reputation of the CEO and the entire company with relevant internal and external stakeholders throughout the entire restructuring process.


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