On the March 17, 2020, Heidelberg announced, among other profitability increasing measures, its plan to discontinue the production of the Primefire 106 inkjet folding carton press. The decision came as a surprise to many. In the last strategy report, bearing the headline “Heidelberg goes digital,” the Primefire 106 was described as a “flagship product.” That fundamental shift in the product strategy did create some uncertainty in the market and we invited Heidelberg CEO Rainer Hundsdörfer to comment on the developments.

The Primefire 106 was launched at drupa 2016 as a cooperation with strategic partner Fujifilm, which provides inkjet print bars, process technology, and ink. It was Heidelberg’s first foray into the digital folding carton printing market and its first cutsheet inkjet product. In fact, it is the digital press incorporating the most of Heidelberg’s offset press technology so far.

According to Hundsdörfer, Primefire sales did not meet expectations. He added that the market demand was not as high as expected and the technology was too early for the market. While a revival is not ruled out, it is unlikely that market conditions will change soon for a new approach. The product will be discontinued at the latest by the end of 2020. Existing customers can either trade in their presses—which is what Heidelberg would prefer—or opt for continued support of installed presses.