Yesterday, at the New Horizon New Year’s event, our CEO Albert Maas had the privilege of joining the panel discussion on how to build the future of Eindhoven, the Brainport region, the Netherlands, and, in a broader perspective, Europe.
During the panel, participants shared their perspectives on the impact of geopolitical shifts on businesses, demonstrating how forward thinking, innovation, and entrepreneurship not only mitigate risks, but actively create new opportunities. The discussion was open and sharp, focusing on how Europe can cherish its values while staying ahead in a rapidly changing geopolitical landscape. One conclusion emerged clearly from the discussion: Europe faces an important moment to strengthen its position. Governments worldwide are investing heavily in technology, recognising that technological innovation drives economic growth, and economic strength creates leverage and resilience.
Robotics and drones: a necessity driven by labour shortages
Robotics and drones were highlighted as key technologies for Europe’s future. Albert Maas noted that large-scale investments and long-term strategies in other regions have accelerated progress in robotics and drone technologies. This highlights the risk of Europe falling behind at a time when automation is becoming essential to address structural labour shortages and sustain economic growth.
At the same time, geopolitical tensions are reshaping markets. According to Maas, security, strategic autonomy, and reliability are increasingly decisive factors in purchasing and investment decisions. European alternatives are gaining traction as organisations place greater value on control over critical technologies and data.
Reflecting on the discussion, Maas observed that global competition is increasingly influenced by regional dynamics rather than individual companies alone.
Invest with ambition
A second recurring theme was the mobilisation of capital. The challenge Europe faces is not a shortage of money, but the willingness to deploy it decisively and with ambition. To remain competitive globally, Europe must activate its capital effectively, supporting innovation, scaling strong brands, and enabling OEMs to compete internationally.
Everything is in place to make the difference
Looking ahead, the discussion ended on a note of confidence. The Brainport region has everything it needs to succeed: a strong industrial heritage rooted in companies like Philips, a world-class engineering mindset, creativity, and ambition. The opportunity now is to convert that strength into visible impact, by developing distinctive products, building meaningful brands, and working closely with OEMs to bring European technology to the global market.
For Avular, the panel reinforced our conviction that technology-driven entrepreneurship is a cornerstone of Europe’s future resilience. By combining collaboration with speed, decisiveness, and the courage to make choices, Brainport can truly make the difference.