PWR, a pioneering Australian company founded by Kees Weel and his son Paul Weel in the late 1990s, has been honored with a prestigious Australian Government award for its outstanding contributions to the export sector. The company, originally established to provide Australian-made cooling solutions for Supercars, has grown into a global leader in high-performance cooling systems.
The recognition comes as PWR’s products are now integral to every Formula 1 team, and are widely used in NASCAR, the World Endurance Championship, the World Rally Championship, and MotoGP. This remarkable growth underscores PWR’s evolution from a small family business into a powerhouse in the motorsport industry, with ambitions to expand into aerospace and defense sectors.
The Rise of PWR: From Local Beginnings to Global Dominance
In the late 1990s, the Weel family identified a gap in the market: radiators for V8 race cars were being imported and modified, leading them to start manufacturing custom parts at their Currumbin-based business. This initiative not only filled a local need but also set the stage for PWR’s international success.
Today, PWR stands as a testament to Australian innovation and entrepreneurship. Its journey from crafting radiators for Supercars to supplying advanced cooling solutions for the entire Formula 1 grid is a narrative of strategic growth and relentless pursuit of excellence.
Recognition and Impact: The Australian Export Awards
The Australian Export Awards, now in their 63rd year, celebrate the significant contributions of exporters to the national economy. These businesses not only drive economic growth but also create employment opportunities across cities and regional areas.
“Exporters make a significant contribution to the economy, creating new jobs in major cities and regional towns for the prosperity of all Australians,” the awards noted.
Don Farrell, Minister for Trade and Tourism, emphasized the importance of exporters in enhancing Australia’s reputation as a strong and trusted trading nation. “They create thousands of jobs in our regions and cities, taking the best of Australia to the world,” he said.
PWR’s Vision for the Future
Looking ahead, PWR is exploring new frontiers in aerospace and defense, sectors that demand the same high standards of innovation and reliability that have driven their success in motorsports. The company’s CEO, Matthew Bryson, highlighted the core principles that have guided their export strategy.
“When our founder, Kees, first purchased a single aluminum furnace to manufacture radiators for V8 Supercars, no one could have imagined that a mere 25 years later, we would be cooling the entire Formula 1 grid,” Bryson said. “We have found that the three most critical steps in exporting are to find your niche, build strong relationships, and just give it a go.”
These principles have not only propelled PWR to the forefront of the motorsport industry but also positioned it as a key player in global markets. As the company continues to innovate, it remains committed to showcasing the quality and diversity of Australian manufacturing to the world.
Conclusion: A Model for Australian Success
PWR’s story is a powerful example of how Australian businesses can achieve global success through innovation, determination, and strategic vision. As the company continues to expand its horizons, it serves as an inspiration for other Australian enterprises looking to make their mark on the world stage.
The recognition by the Australian Export Awards not only celebrates PWR’s achievements but also highlights the vital role of exporters in driving Australia’s economic prosperity. With a focus on quality and innovation, PWR is poised to continue its remarkable journey, taking Australian excellence to new heights.
