export-to-germany

Doing business in Germany: the most important strengths and weaknesses

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low risk for businesses

  • Economic risk

  • Business environment risk

  • Political risk

  • Commercial risk

  • Financial risk

  • Economic risk

  • Business environment risk

  • Political risk

  • Commercial risk

  • Financial risk

Germany has the largest economy in Europe and is one of the largest economies in the world. The country is known as the engine of the European economy, although that has certainly not been the case in recent years. In 2023, economic growth amounted to -0.6%, while the eurozone scored a small positive average (+0.6%). While Germany used to lead the way in economic recovery, it is now acting as a brake. The prospects are also not very bright. The German economy needs a thorough overhaul. There are plenty of plans for this, but too little happens in practice.

Even though things are bad now and the tone is pessimistic, Germany is still an important economic bulwark. This is especially so with respect to the traditional manufacturing industry. It is one of the strongest in the world. German industry specialises in high-quality products such as cars, machines, chemicals and electronics. Industrial brands such as Mercedes-Benz, Siemens, BMW, Bosch and Volkswagen enjoy tremendous fame worldwide. German products are associated with quality, reliability and innovation all over the world.

Of course, the large industrial concerns are important for the German economy, but the strength of German small and medium-sized enterprises (SMEs) should not be underestimated. There are more than 3 million SMEs in Germany, which account for more than 50% of employment.

If we look at GDP, the share of industry in Germany is much more dominant than in other large countries, while the service sector lags behind. German industry contributes 18.5% to GDP (in France 9.3% and in the US 10.7%) and the service sector 62% (in France 70.3% in the US 77.6%). Germany lags behind with smart, digital services that generate a lot of money in other countries.
Germany has a well-educated labour force. The country has a long history of craftsmanship and technical prowess. This makes German companies attractive to do business with. Quality is guaranteed and the companies are used to doing business internationally. The economy is largely geared to exports.
Germany is located in the heart of Europe, a strategically perfect location for companies wanting to do business within the European Union. The German infrastructure is excellent on a number of fronts. The country has an extensive and well-maintained road network, modern and efficient airports and also an important network of waterways. The German railway network is reliable and efficient, although there is also a lack of maintenance. The digital infrastructure is clearly less well developed than in other European countries.
Germany has a tradition of social partnership. Government, trade unions and employers' organisations work together to develop the economy. This ensures a stable economic climate.
No country produces as much renewable energy as Germany. The German Energiewende is well known. Large-scale investments have been made in renewable energy sources such as solar energy, wind energy, biomass and hydropower. The aim is to reduce dependence on fossil fuels (as well as nuclear energy). The country has numerous subsidy programs to encourage energy efficiency. Exports also benefit from the leading role that Germany plays in the field of green energy. The growing global demand for green technologies offers German businesses plenty of (new) opportunities.
windenergie
  • Solid public finances
  • Strong industrial base
  • Low structural unemployment
  • Well-diversified export sector (products and trading partners)
  • Low systemic political risk
  • Skewed growth in industry versus the service sector
  • Ageing population and skilled labour shortage
  • Dependence on exports
  • Behind in new technology
  • Dominance of the automotive sector
  • Moderate medium-term growth prospects due to weak investment
Germany has benefited greatly from globalisation. And not just the large corporations whose brands can be found in all corners of the world. The smaller companies ('Mittelstand') also score well internationally. They often specialise in niche markets. The German export sector is highly competitive and well positioned to compete on the global market. The fact that the German government supports the export sector with various subsidy programs also plays a role in this.

Main countries for imports and exports are:

(% of total, 2023)

Export Position Import
United-States 9,9%
1
13.0% China
France 7,3%
2
7,6% Netherlands
Netherlands 6,8%
3
6,2% United-States
China 6,8%
4
5,2% Poland
Poland 5,7%
5
4,8% Italy
  1. Road Vehicles
  2. Machinery
  3. Electrical Products
  4. Pharmaceutical Products
  5. Optical, photographic Products
  1. Electrical Products
  2. Machinery
  3. Road Vehicles
  4. Petroleum Products
  5. Pharmaceutical Products

Of course, the Belgian business community is affected by the decline of the German economy. It remains our most important sales market. But at the same time, you see that dependency is decreasing. Figures from the Central Planning Bureau show that the German share of total Dutch exports has fallen from 30% to 20% in recent decades. That trend continues. If you look at the corona crisis, you will see that Germany has mainly stagnated since then, while Dutch exports have experienced strong growth.

Despite economic difficulties, Germany remains the 4th largest global economy and our largest trading partner. The German market therefore remains a good market if you want to develop your business abroad.

In many ways, the Germans can be considered masters of planning and organisation. Companies have a well-defined and strictly enforced hierarchy, with clear responsibilities and distinctions between roles and departments. The meetings follow a formal procedure and punctuality is taken very seriously. Being 15 minutes late is considered a serious violation.

German companies are generally risk-averse, which slows down the decision-making process. You can expect that every detail of your proposal will be considered with care and attention to detail. Be well prepared and use facts and figures.

The communication style is formal, direct, short and precise. Emotions and unnecessary content have no place in a discussion. If you don't speak German, make sure you don't systematically address someone in English. Germans generally speak very good English, but some may feel offended.

If you want to do business in Germany, the country offers plenty of opportunities, although you must take numerous considerations into account when making decisions. What conditions do you apply to the agreements you make? You need thorough insight into markets, customers and local economic developments. And that is exactly where trade credit insurer Allianz Trade can help you.

With over 100 years of international expertise, we help you (further) develop your business abroad. We specifically focus on companies that do business internationally, including in Germany. We owe our unique knowledge of the local market to our extensive database of financial data and the expertise of our analysts. With our offices and colleagues in Germany we will provide you with the necessary expertise to securely develop your business in Germany.