Interview: Becoming a NATO supplier with Vicente Gonzalez

In this insightful interview, we delve into crucial aspects of international trade and defense procurement with our Project Manager Vicente Gonzalez as he offers valuable insights into the evolving landscape of defense procurement, the impact of geopolitical conflicts, and the challenges and opportunities for North American suppliers in Europe.

Let's begin by addressing the current state of American exports to Europe, the largest market, and its receptivity to NATO suppliers.

Vicente Gonzalez (VG): Certainly. Europe stands as the preeminent market for American exports, historically demonstrating a more open stance toward NATO suppliers compared to non-NATO counterparts, such as China. Notably, American companies are increasingly expressing apprehension about reliance on suppliers from nations like China or Russia. Consequently, many are diversifying their supplier base by turning to Europe or Canada, even at a premium, or opting to directly alter their supply chains.

An intriguing development indeed. Now, shifting our focus to the conflict in Ukraine, how has it influenced the import needs of countries, particularly in the realm of defense procurement?

VG: The conflict in Ukraine has wielded a substantial impact on import needs, specifically within defense procurement. Prior commitments to NATO members allocating at least 2% of their GDP to defense have been not only reaffirmed but bolstered post-conflict. Nations are not merely meeting the 2% threshold; many are surpassing it significantly. This surge in defense spending has reignited procurement efforts, leading to heightened investments in defense systems across NATO member states.

It appears there's a notable shift towards European suppliers driven by protectionist sentiments and the pursuit of European sovereignty. Could you delve into the historical evolution of this initiative?

VG: The initiative to fortify European capabilities and decrease dependence on external suppliers is not a recent development; it has been in motion for over a decade. However, the conflict in Ukraine significantly accelerated and reinforced this initiative. Countries began channeling substantial funds to bolster their domestic defense industries. Some smaller domestic companies lack the competitiveness of their North American counterparts. Solely investing in preserving this ecosystem is unsustainable in the long run. There is a growing acknowledgment that collaboration with North American suppliers is imperative. As time progresses, we can anticipate these programs becoming more open, presenting opportunities for American companies to engage in evolving areas of interest in Europe.

Shifting our attention, the disparities in regulations between Europe and the United States, notably in the aerospace and defense sector, are noteworthy. Do they pose challenges for companies seeking to expand their products in Europe? 

VG: In the aerospace and defense sectors, American suppliers do face notable challenges and regulatory obligations. One prominent regulation is ITAR, or the International Traffic in Arms Regulations. When American companies sell military equipment or related technology to foreign buyers, like a French company, conditions under ITAR come into play.

The buyer typically must furnish an End User Certificate, committing to ensuring that the product won't be resold or transferred to restricted countries or entities, such as Congo or North Korea. These export regulations aim to control the dissemination of sensitive military technology and prevent it from reaching unauthorized hands.

What strategies can North American defense industry suppliers employ to effectively tackle challenges associated with international agreements and countries' willingness to harmonize regulations in Europe?

VG: Navigating the European defense industry as a North American supplier entails addressing several key challenges:

1. Relationship Building: Success in the defense industry often hinges on cultivating and sustaining relationships. Knowing the right individuals and organizations is pivotal.

2. Awareness of RFQs: Staying ahead of the curve is crucial. Being informed about Requests for Quotation (RFQs) from NATO or governments before tenders are released is essential for seizing opportunities.

3. Transparency and Communication: While governments advocate for transparency and open communication with suppliers, actively seeking information and maintaining direct lines of communication remain crucial.

4. Information Days: Participation in information days tied to defense projects is indispensable. It offers a chance to gather crucial insights, network, and be well-prepared when tenders are unveiled.

5. Industry Shows: Establishing a presence and forging connections is facilitated by participating in industry shows. Noteworthy events in Europe include SEI, Space Com, and others, providing valuable opportunities for engagement and visibility.

VG: For instance, during my time at ARA, when we were marketing mobile terminals, our target was to secure the French military as customers. However, approaching the French military directly isn't the protocol. Instead, you must establish ties with entities like the National Centre of Space Studies, collaborating with them to subject your equipment to rigorous testing. If your product meets its stringent standards, it may receive approval for military use.

Conversely, the German procurement portal operates with a level of complexity and bureaucracy. Each country adheres to its distinct procurement procedures and platforms, underscoring the importance for companies to vigilantly monitor and establish automated notifications across diverse platforms to stay abreast of potential opportunities.

So, it's not solely about the product, rather understanding the right channels, cultivating relationships, and navigating the approval processes in the defense industry are integral.

VG: Absolutely. Having cutting-edge equipment isn't always imperative, particularly given Europe's size and the collaborative ethos within the European Union. While some countries heavily invest in the latest technology, having key players like Germany and Scandinavia procuring advanced equipment can often suffice.

Therefore, while possessing state-of-the-art equipment remains crucial for certain countries, collaboration through NATO and shared resources plays a vital role in shaping European defense procurement.