Simtec is a flying theatre and simulator ride supplier for the attractions industry, as well as a manufacturer of driving and flight simulation applications. With its new digital signage system Simtec also offers advertising solutions. Its CEO, Bernd Kaufmann, is leading the company forward as it continues to be a leading supplier in the attractions industry.

Founded in 1989, Simtec has spent the last three decades establishing itself as a leader in its field.

Based in Braunschweig, Germany, the company develops and manufactures simulator systems for various applications such as automotive component testing and driving simulation. The majority of its business is done within the entertainment industry, where it develops simulator attractions for customers worldwide. Simtec Asia – a subsidiary of Simtec – was created specifically to support its customers in East Asia, with a marketing and sales office in Shanghai, China, and a service location in Wuhan, China.

“Our most successful product is our HexaFlite Flying Theater system, as well as our Funride closed cabin simulators,” says company CEO, Bernd Kaufmann.

“We have a powerful focus in the development of simulator attractions with our own engineering teams. Beside this engineering focus we do the system integration and can offer turnkey solutions for several simulator systems.”

High-profile clients
Simtec has focused its business on three different industries. The first is the entertainment industry, serving customers including theme parks, museums, zoos and expos. The second is the automotive industry, where it creates test systems for automotive components, driving simulators, and test systems for other applications. Digital signage is the third arm of Simtec, with its new moving advertising system for airports, shopping malls and other places.

Working primarily in these three areas, over the last three decades Simtec has built up an impressive client list.

In the attractions sector, major clients include Volkswagen Autostadt, the Mercedes Benz Museum, Cinecittà, Wanda and Evergrande. Simtec has also worked for research institutes such as the German Aerospace Establishment, universities, museums and multiple Expos, including World Expos in Hannover and Shanghai.

In the automotive industry, these include the likes of Volkswagen, Audi, BMW and Mercedes, as well as a number of different automotive suppliers.

The company has installed its ScreenFlite digitial signage system at Aeroporto di Roma and can offer similar solutions for locations including airports and shopping malls.

“We’re supplying our customers with customised, as well as small series, products. We also do special development projects of unique systems,” says Kaufmann. “We take this worldwide, with a focus on Europe, the Middle East, China and East Asia.”

Always innovating
With the slogan “German innovation in motion”, it’s no surprise Simtec likes to offer custom-designed products, created on-site within 7,000sq m (75,000sq ft) of system integration halls and offices.
“We have our own technology development capabilities and don’t depend on others to develop innovative products,” says Kaufmann. “We like to work with customers on a long term perspective, so having everything in-house is perfect.”

When working with new clients, Kaufmann says that Simtec management will work with their client to understand their ideas, targets and vision for a new system or attraction, so they can create a bespoke final specification matching their needs.

A current project is the HexaFlite flying theatre, which is being installed in China for both Wanda and Evergrande.

An industry perspective
As the business grows and evolves, Simtec always his its finger on the pulse.

“We have an internal team that analyses the market and tries to summarise different needs in the industry,” Kaufmann explains. “As we’ve been in the market for about 30 years now, we’ve a gained much experience and have designed our own new products to fit different demands.”

Not only does Simtec analyse its own customers, but it keeps an eye on the global attractions market. Identifying different strengths and weaknesses in various world regions, Simtec does this so that it can deliver the best product possible to each individual market.

“China is the strongest market at moment,” says Kauffman. “Due to the economic war between the US and China, a German supplier such as Simtec is more and more interesting for our customers in China and in wider Asia.

“We’re prepared in that market with our fully-owned subsidiary. We also have a very good and experienced team in both our China and Germany locations, with our staff able to take additional business for our entertainment systems, as well as our automotive test systems and digital signage systems.”

Reliable business
Simtec can provide a multitude of solutions for the visitor attractions sector, whether that be in creating rides, working in the automotive sector or creating digital signage. But why choose this company?

“If you’re a customers who’s looking for a reliable, family-owned supplier with a 30 year track record in the industry call Simtec,” says Kaufmann. “Here we expect the unexpected.”