Difficulties at BASF A German Industrial Giant Runs into Trouble
BASF has been one of Germany's best performing companies for decades, withstanding the Great Depression, World War II and the 1970s oil crisis. Now, though, the company is having to radically reduce output as it is hit hard by the global economic downturn.
Editor's Note: This feature is part of a SPIEGEL series that will continue all week on how the economic downturn is affecting people and companies around the world. No other downturn in history has hit as many of the world's economies. The current crisis is hitting migrant laborers in China, automobile workers in Detroit and even Russian oligarchs.
Driving through Ludwigshafen on the way to the main administration building at BASF, Carl-Bosch-Strasse, gate no. 2, you pass by a small park: a reassuring patch of lawn among all the gray concrete buildings, steel pipes and chimneys. The park belongs to BASF, but it is open to the public, and when plant manager Bernhard Nick, 50, tells visitors about the internal elements that hold together the largest chemical company in the world, he talks about the park and the memorial that can be seen there.
BASF is turning into a surprise victim of the global economic downturn.
A few weeks ago, there was a visitor from China who, like Nick, is a chemist by profession and someone who normally doesn't let his feelings show. But when the man stood in front of the old ammonia unit in the park, he became choked up with emotion. The text on the plaque reads: "Without this process, the struggle against hunger would be hopeless." Nick says that they have calculated that in a world without ammonia roughly half of mankind would die of hunger because there would be no chemical fertilizer. That is certainly somber food for thought.
The Promise of a Bright Future
The plant in Ludwigshafen has other points of pride as well. One of those is that production has never been brought to a standstill for long. The ammonia plant weathered the stock market crash of 1929 just as well as it survived the bombings of World War II, the oil crisis of the 1970s and the recession of 2001. "Annual production of ammonia is increasing worldwide with continuously growing demand" is another sentence on the commemorative plaque. For the employees of BASF, this phrase has always held the promise of a bright future.
For now, the company's balance sheets don't look bad. But management is concerned about the immediate future.
The slowdown eventually hit A3, as the ammonia facility here is called. On normal days the unit produces more than 1,000 tons. Aside from the symbolic importance of this product, it generates potential sales of roughly 300,000 ($400,000) a day, a significant amount, even for a major player like BASF.
But in mid-November the company extinguished the waste gas plume, the eternal flame of the chemical industry. Since then, the approximately 500-million unit, which is normally operated in shifts, has not produced a single gram. Production at the second ammonia unit nearby, known as A4, has been reduced to a bare minimum. No one knows how long it will continue to run.
Never Experienced Anything Like It
It's a puzzling situation for BASF. Could it be that the world suddenly no longer needs ammonia? "Back in September, there weren't many indications of a crisis," says plant manager Nick. But that made the effects of the recession all the more profound as customers suddenly began cancelling their orders. Within only a few weeks, the market had virtually collapsed. Nick says that he's never experienced anything like it.
The situation at BASF illustrates how the crisis has reached the core of German industry. And it has dashed hopes that the destructive force of the recession would be limited to financial high-flyers, venture capitalists and the mismanaged automotive industry. There is no reason to succumb to a mood of gloom and doom, says BASF CEO Jürgen Hambrecht, but he is bracing himself "for very difficult times," and that is ominous news for the employees at Ludwigshafen -- as well as the German economy as a whole.
The CEO has a Ph.D. in chemistry and speaks with a pronounced southern German accent. With his no-nonsense haircut and preference for rather inexpensive suits, Hambrecht has always stood in contrast to the arrogant manager types that occupy the board rooms of other companies. When German Chancellor Angela Merkel travels abroad with a delegation of German business leaders, Hambrecht is especially welcome to come along. The company has a long history of good political connections. Former Chancellor Helmut Kohl, who once worked part-time at BASF to pay his way through college, loved to visit the plant, which even boasts its own wine cellar and a cafeteria that occasionally serves his favorite dish -- stuffed pig's stomach with fried potatoes.
A Global Corporation
But now it looks as if BASF is not robust enough to ride out the crisis unscathed. On two occasions in less than two weeks, the company has had to revise downwards its business forecast for 2009, something that has never happened under Hambrecht's solid leadership. Within just a single hour, the company's shares temporarily lost nearly 20 percent of their market value. That corresponds to roughly 5 billion, which analysts saw as an incredible overreaction, but it accurately reflects how strained nerves have become during the current crisis.
There is a large map of the world hanging on the wall of the visitor center at the main BASF plant in Ludwigshafen. Major production plants are marked with dark circles, and smaller ones with a dot. This is the map of a global corporation. With the exception of Africa and parts of Eastern Europe, there is no region that doesn't have dozens of branch facilities.
- Part 1: A German Industrial Giant Runs into Trouble
- Part 2: 'Anxiety in the Workforce'