Mechanical engineering and manufacturing of industrial devices is the traditional industry in Germany. High quality engineering meets excellent production expertise. But as usual, there are two sides to the medal. "Technophilia and over-engineering“ are all too often result in products that do not meet market demands with regards to functionality and cost. Moreover, it becomes much more difficult to defend the position of technological leadership against Asian competitors and secure value chains in a high-wage country. Proven concepts and methods such as "stratetic product planning" and "road-mapping" must be consistently adapted. Targeting the conscious use of new opportunities derived from topics such as "Industrie 4.0", "agile product development" and "operational excellence" is essential.