As the global construction industry prepares to converge on Munich for the 2025 edition of BAUMA, one company is set to redefine expectations—not with louder claims or more specs, but with clarity, simplicity and a bold new message.

Topcon Positioning Systems, under the leadership of President and CEO Ivan Di Federico, is stepping into a new era—one that aims to cut through the industry’s noise by focusing on what truly matters to customers: solving problems, creating value and simplifying complexity.

In a wide-ranging conversation with Inside Unmanned Systems, Di Federico shared how this
year marks a pivotal transformation for Topcon. The company isn’t just launching products at BAUMA—it’s launching a reimagined identity. One that speaks less in technical jargon and more in real-world outcomes. One that connects, resonates and—most importantly—delivers.

THE STRATEGY: CLEAR, VALUE-CENTRIC COMMUNICATION

Topcon’s first major shift is a strategic departure from the traditional tech-centric pitch.

“For too long, the industry has obsessed over features and specifications,” Di Federico explained. “But customers don’t wake up in the morning thinking about GNSS signal strength or correction algorithms. They think about how to finish jobs faster, reduce errors, make better decisions and serve their customers more effectively.”

Topcon’s new approach? Start with the problem. Speak to the workflow. End with the product—briefly.

“We’ve flipped the script,” Di Federico said. “Our BAUMA presentation begins with the customer challenge. Then we show how our solution adds value—not just to the customer, but to their customers as well. It’s about enabling a value chain that is more efficient, more intelligent and more profitable.”

This storytelling approach culminates in videos and immersive displays that guide visitors through a curated journey. Rather than showcasing isolated tools, Topcon is delivering scenarios, experiences and tangible outcomes.

And while the final reveal of Topcon’s new brand slogan remains under wraps, Di Federico promises it will be unforgettable: “It’s simple, high-impact and instantly positions us as the partner who helps you do your job better.”

CUTTING THROUGH COMPLEXITY

The construction and positioning industries have, according to Di Federico, reached a point of saturation—where confusion often outweighs clarity.

“There are too many copies of copies. Too many ‘me-too’ solutions competing on price and complexity,” he said. “And the customer is left with an infrastructure so fragmented, so hard to integrate, that instead of empowering work, it adds friction.”

That’s the second pillar of Topcon’s new vision: simplify. Reduce the technical barriers. Eliminate unnecessary layers. Make it easy for professionals to do their job with confidence.

This philosophy will be reflected in every element of Topcon’s presence at BAUMA—from the booth’s layout to its messaging.

“Our stand is different this year,” Di Federico noted. “From the moment a visitor enters the hall, they’ll know something has changed. It’s immersive, it’s synchronized, it’s designed to awaken curiosity. You don’t walk into a booth. You step into a story.”

A massive panoramic display encircles the space, running a “perspectives video” that weaves together the history of precision, the milestones of Topcon innovation and the future of integrated technology. Other screens snap into rhythm with the central narrative, reinforcing a sense of harmony and purpose.

“It’s not about gadgets—it’s about transformation,” he added. “This is our world. And we invite you into it.”

LEADING WITH UNIQUE DIFFERENTIATORS

At the core of Topcon’s new strategy is a renewed focus on what has always set the company apart: a legacy of innovation, an open-architecture approach and a collaborative spirit. “We’ve been doing this for almost 100 years,” Di Federico said. “We’re not a startup. We’re not here to experiment. We’re here to enable—reliably, consistently and at scale.”

That longevity gives Topcon credibility, especially in contrast to low-cost competitors who flood the market with fragmented systems that promise more than they deliver.

“Precision is not a commodity,” he emphasized. “This is not about selling candy. It’s about science. It’s about trust.”

Open architecture—another Topcon hallmark—has also emerged as a crucial differentiator. While others push closed ecosystems that lock customers into specific tools and platforms, Topcon has gone the opposite direction, prioritizing interoperability and integration.

“We don’t believe in silos,” Di Federico said. “We embrace what works. We collaborate. Because real progress requires partnership, not isolation.”

Topcon’s recent acquisitions—including strategic moves in software, connectivity and radio communication—underscore this belief. Each acquisition has been a building block in creating simplified, end-to-end solutions that align with customer needs, not just Topcon’s portfolio.

A SINGULAR MESSAGE AT BAUMA: COME EXPERIENCE THE CHANGE

The message Di Federico wants to convey to the BAUMA audience is deceptively simple: come experience something new.

“We’ve designed this to resonate emotionally and professionally,” he said. “It will change how people see Topcon. And it will remind them why they joined this industry in the first place: to build, to create, to solve.”

His parting advice for BAUMA attendees?

“Be open. Be curious. Step into our world. Let the message wash over you. And walk away not just impressed—but inspired.”

THE TAKEAWAY: SIMPLICITY WITH SUBSTANCE

Topcon’s new direction isn’t just a rebrand. It’s a rallying cry.

By focusing on value-centric communication, eliminating complexity and reinforcing its unique strengths, the company is charting a new path forward—not only for itself, but for the entire construction technology ecosystem.

“We don’t want to be just another booth at BAUMA,” Di Federico concluded. “We want to be the booth that people talk about. The one that made them think. The one that reminded them why technology matters—not because it’s new, but because it works.”

For those attending BAUMA 2025, one thing is clear: there’s a new Topcon in town. And you won’t want to miss it. Visit Topcon at Booth A2. 249