A word, Mr. Schäuble

Since last autumn, Dirk Schäuble has been a permanent member of our FRIKE team as a customer advisor. We wanted to find out how he has been doing since then.

Dirk, you have now been at FRIKE for about six months. How are you enjoying it?

Dirk Schäuble: The onboarding went smoothly and the training was very well structured. I felt welcome from the very beginning. I especially appreciate the open atmosphere within the team and the short decision-making processes, which allow me to work independently and contribute my own ideas.

What do you especially appreciate about FRIKE?

You immediately sense that tradition and the quality of the solutions are a matter close to the owners’ hearts. The tasks are varied and challenge me professionally, which is exactly what I was looking for. I also find the support from my supervisors and colleagues very positive. In addition, I really appreciate the pleasant interactions with our customers, which in this industry are still very personal.

The delivery of two signal trailers with CEO Tim Baur (2nd from left) to the maintenance service of the Principality of Liechtenstein was one of Dirk Schäuble’s (1st from right) first projects.

Speaking of customers: which projects have you already been able to implement?

I have already been able to implement several exciting projects in the cantons of Zurich, Graubünden, and Eastern Switzerland. I was also entrusted by our CEO Tim Baur with a number of larger and, above all, long-term projects. In particular, the focus is on quality and trust that products will function reliably and be practical over time. At FRIKE, we all stand behind this standard – from colleagues in the workshop right up to the executive level – which is essential for me as a customer advisor. I also value the continuity in customer relationships.

You bring a lot of ideas and fresh energy. Where do you still see potential for FRIKE in the market?

As a field sales representative, I hold a key position. I always go through life with my eyes open. On the one hand, you gain a lot of information directly from customers on site; on the other hand, it is also important to continuously observe the market and competitors. In this way, I repeatedly identify promising projects to increase safety in road, air, and rail transport. In general, we are particularly known and appreciated by our customers for our customised solutions such as signal trailers, traffic light systems, runway closures, or cone-setting devices. However, I believe there is still a lack of awareness that we also supply standard products such as construction site lights, traffic cones, etc. Through a targeted expansion of our product range, we can certainly further increase our visibility among customers.

«As a field sales representative, I hold a key position."
Dirk Schäuble, Key Account Manager German-speaking Switzerland

What are your highlights for 2026? What are you looking forward to?

It’s hard to say definitively. For me, a seemingly small project can be just as interesting as a large-scale one. However, next week we will be on the road for five days to present our cone-setting device to a potential customer and conduct training sessions. That will certainly be a special experience for me. In addition, the Suisse Public will take place in June, where we will also be present with a stand, and I hope to welcome many of my customers there.

A five-day product presentation is a significant commitment.

That may be true, but this is also not a product you simply acquire on the side. However, this kind of customer service and going the extra mile is very typical of FRIKE.

For example: recently I was with a customer who was interested in a mobile impact attenuator (TMA – Truck Mounted Attenuator). Coincidentally, we had a vehicle equipped with a TMA from a cantonal regional unit with us for maintenance. We quickly arranged transport and just a few days later the customer was able to test our TMA in real use. This level of simplicity and flexibility is truly unique and, as a customer advisor, something I greatly appreciate. It allows me to offer our customers the kind of service I would want to receive myself at any time.

What would you like to share with our customers?

First of all, I would like to sincerely thank them. They give me their attention, and that is not something to be taken for granted these days. I am pleased if I can continue to support them with our combined know-how and expertise, as well as our innovative solutions, and if we can create safety together. I am happy to be there for them and available at any time.

Dirk Schäuble has been responsible for our customers in German-speaking Switzerland since 1 September 2025. Thanks to his many years of experience in the field of traffic engineering in Switzerland, he not only has technical expertise but also valuable market insights.

He lives with his family just across the border in Germany, is active in a carnival club, and brews his own beer.