An inside look at the Product Innovation department

Published on November 28 2025

Customer-driven innovation: how VB-Airsuspension’s innovation team creates smart vehicle solutions for tomorrow
At VB-Airsuspension, we don't just develop suspension systems that improve vehicle dynamics — we continuously innovate. Innovation is an ongoing process. That’s why we’ve formed a dedicated team focused entirely on translating customer needs into strategic product innovations: the Product Innovation team. A team built on collaboration, insight, and experimentation — fully focused on advancing VB-Airsuspension’s product portfolio.

It starts with the customer
Innovation begins with listening. And that’s exactly what Manon, our Innovation Analyst, does every day. She speaks directly with end users, analyses their experiences, and identifies recurring patterns. With her background in product management and marketing, she specialises in market research and customer interviews. For the innovation team, she engages with users, examines their feedback and uncovers needs — sometimes even before customers can clearly define them themselves.

“What really matters to campervan owners? How do they experience our product? Or, how do they experience their vehicle without our system? What would truly make a difference for them?”

With her strong analytical skills and experience in customer research, she turns these insights into well-founded business ideas. She starts by focusing on the Dutch market, before expanding to countries like Germany. Camper and motorhome trade shows, as well as the VB-Community, serve as valuable sources for qualitative research.

Her role is crucial: she helps identify trends, analyse customer needs, and provide the foundation for meaningful innovation opportunities.

Manon Proksch-Wanders (Innovation Analyst) shares:
“I really enjoy discovering the challenges our customers face, and working with the team to develop concrete solutions. Our customer conversations form the basis for improvements and adaptations to our products — literally taking vehicle behaviour to the next level.

Innovation doesn’t always have to be big. Often, the power lies in small optimisations that make a significant difference in customer satisfaction. Everyone in our team brings their own expertise and perspective, but we all work towards the same goal: improving the customer experience. Our continuous customer research forms the foundation. We work in an agile way, in short iterations that allow us to learn, experiment, and adjust quickly. It keeps us constantly moving forward.

What I find special is working in a team with such a strong balance of knowledge, experience and fresh ideas. We have an open culture where everyone is encouraged to contribute, regardless of role or background.

Vehicles are increasingly tailored to the needs of the user. That’s exactly what we aim for in our daily work: constantly finding new ways to enhance the driving experience, with a strong focus on safety and ease of use.

What makes working at VB-Airsuspension so interesting to me is the combination of freedom, responsibility and working together towards a single goal: making vehicles more comfortable, safer and smarter.”

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Teamwork in innovation: from need to idea
Once a clear customer need has been identified, the entire innovation team comes together to brainstorm and exchange ideas. In these sessions, we take a broad view of what’s happening in the market, how VB-Airsuspension can offer a distinctive solution, and where we can truly make a difference. Ideas always arise as a team, with input from various angles and areas of expertise.

From idea to prototype
The translation from idea to technical solution lies with Kay, our Concept Development Engineer, and Jean, our Prototype Testing Engineer. Together, they are responsible for designing, building and testing prototypes. You’ll often find them in the workshop, under the vehicle, installing or refining their latest concepts.

Kay has been with VB-Airsuspension for over four years, previously working in the Innovation, Research & Development department. Thanks to that experience, he has deep insight into existing systems, ongoing projects and strategic priorities. Following the recent changes within the iR&D department, he has chosen to fully dedicate himself to innovation. After playing a key role in the innovation team’s pilot phase, he now applies his experience structurally in his new role as concept developer.

What does he bring to the team? A strong sense of perseverance and a fresh perspective. He’s not afraid to challenge existing frameworks and is always looking for smarter, better solutions. He understands that not every idea leads to immediate success — and it’s that resilience that makes him such a valuable innovator.

Jean brings an open and honest attitude to the team, helping to foster a strong dynamic. He is hands-on: building, testing, and refining prototypes. His motto: “The faster we learn, the faster we innovate.” Together with Kay, he focuses on turning innovative ideas into working products. By keeping each other sharp and always striving for the best possible solutions, they aim to quickly deliver a proof of principle or proof of concept — accelerating the transition from concept to product.

Jean Hemmer (Prototype Testing Engineer) shares:
“What makes the innovation team so interesting to me is that we constantly find ourselves navigating uncharted territory. The challenge lies in coming up with creative solutions to new problems. Along the way, we encounter issues and limitations that you simply couldn’t predict in advance.

We develop the newest solutions when it comes to innovative concepts and prototypes — almost always within the field of vehicle dynamics. In that respect, I’d say our team is probably the most deeply involved in this topic at VB.

For me, the key is to stay critical with every step you take, and to be willing to learn by making mistakes. That’s how you know you’re heading in the right direction.

We work according to the Scrum method, which helps us build our prototypes at a healthy, sustainable pace. We collaborate closely, with daily stand-ups to check whether we’re still on track with our sprint goals.

In my view, the strength of our innovation team lies in its versatility. Manon focuses on customer research — essential to ensure we’re actually working on the right innovations. Without that input, there’s no direction or value.

Kay and I mainly focus on designing and developing the actual innovative product or prototype. By keeping each other sharp and aiming for the best possible solution, we try to deliver a proof of principle or proof of concept as quickly as possible. Aard complements both sides effortlessly — technically and from a customer insight perspective — thanks to his broad experience.

For me, vehicle innovation — especially in the context of vehicle dynamics — is primarily about safety and comfort. That will always be a key challenge. You have to weigh many different requirements and then find the right path forward with the solutions you have.

What makes VB unique is that, unlike most automotive companies in the Netherlands, almost everything happens on-site — except for our suppliers. That means you work with a tight-knit and diverse group of people, and decisions can be made quickly and efficiently. Those short lines of communication make the work here especially dynamic.”

Kay Lamers (Concept Development Engineer) shares:
“Solving problems and immediately testing your solution — that’s the part of engineering I enjoy most. In the innovation team, that’s exactly what we do in a very hands-on way: we tackle a (partial) problem, and then immediately build and test the solution. Every single week.

Almost all of our projects touch on either comfort or safety. In every product we develop — whether large or small — there’s always a vehicle dynamics challenge involved. For me, innovation means bringing a new product to life, and that’s exactly what we focus on every day.

Within the team, we try to let everyone work to their strengths as much as possible. That benefits our speed, motivation and the overall quality of our output. Each morning, we determine which tasks are most critical to achieving our bi-weekly sprint goals. This way, we deliver a working prototype every two weeks.

For me, the strength of our innovation team lies in the system we use. It enforces a certain pace. Because decisions need to be made quickly, there’s less room for endless deliberation. You’re more inclined to try out a riskier idea — and that often leads to faster, better solutions.

Of course, VB-Airsuspension plays a modest role in the wider landscape of vehicle innovation — we’re not the ones setting the course for the big OEMs. But if you look ahead, you can see a clear shift towards autonomous driving and an increasing focus on comfort over dynamics. Air suspension can play a key role in that. But if we want to stay in the game as VB, we’ll have to seize those opportunities in time.

What makes working at VB-Airsuspension so interesting for me is that we define the DNA of our own products. Unlike many automotive companies in the Netherlands, we’re not just a traditional supplier. We choose our own target market, create our own niche, and take on much broader responsibility. That makes the work more challenging — and it gives us the freedom to truly create smart, innovative solutions.”

Strategic innovation
The team is led by Aard, the Product Innovation Manager. For over 25 years, he has been a familiar and trusted presence within VB-Airsuspension, playing a key role in the growth of our organisation as the manager of the IR&D department.

Now, a new chapter begins — not because his role as IR&D Manager is no longer needed, but because the demand for targeted, process-driven innovation continues to grow. In his new role, he is fully focused on strategic innovation.

Together with the innovation team, he works on the development of new products — not based on ad-hoc ideas, but grounded in deep customer insight. The goal? To expand VB-Airsuspension’s product range and further strengthen our competitive position. Aard provides support where needed and acts as the link between the team and senior management. He oversees the process, while also actively contributing to the content.

Aard Tuenter (Product Innovation Manager) shares:
“I find it incredibly rewarding to explore and develop strategically new products for VBA — especially because we do this primarily based on verifiable customer needs. These are exactly the kinds of products that allow VBA to stand out in the market. With them, we aim to take yet another step towards ‘the next level in vehicle dynamics’.

Innovation is, of course, a broad and often overused term, but we focus exclusively on product innovation. We develop products that our end users choose because they address an unmet need. At its core, that’s what determines VBA’s relevance and continued existence in the market — it’s what we make our living from.

As an innovation team, we operate independently and complement each other based on our individual strengths. That allows us to be as self-reliant as possible across all areas. Still, we can’t do everything alone — so when necessary, we call on colleagues or external partners.

Our strength lies in being a dedicated, autonomous team with a single goal: to develop strategically new products. And that is essential for the long-term future of VB-Airsuspension.

Vehicle innovation — or more specifically, anything related to chassis and vehicle dynamics — is a fascinating domain. Solutions have been developed in this area for centuries. We probably won’t reinvent the wheel, but we can continue to address relevant customer needs in new ways. That’s where our strategic advantage lies. As long as vehicles move on wheels, innovation will remain necessary.

VBA is also a company that brings its own (technical) product to market. We create something the end customer can directly apply or use. That means we work on a complex and versatile product, involving many different areas of expertise. And that makes it a truly interesting, educational and exciting place to get up for in the morning.”

Sprinting to success: three key lessons from the innovation team
“As an innovation team, we learn every day how to work smarter and faster,” the team explains. In practice, three key insights shape their way of working.

First: speed through smart collaboration. If you really want to accelerate, you need to handle as many tasks as possible within your own team. That keeps momentum high and avoids unnecessary coordination.

Second: progress through focus. Running multiple projects at once might sound efficient, but it often leads to delays. One team, one goal — that’s the strength of their approach. By fully committing to a single project without distractions, they achieve results up to three times faster.

And finally: enjoyment through progress. That’s how they describe it. By working in two-week sprints, the team quickly sees tangible results. Less back-and-forth with other departments, more ownership within the team — and that brings both energy and satisfaction.

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