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| The company probably budget an exchange rate nearer 1.50. | |
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All depends on the kind of business in question. For example, a lot of noise is done about Swiss going shopping in Germany. But Swiss went shopping in Germany already in the 1920ies and then again in the 1950ies and 60ies, so that this is not new. Right now however, the Swiss retail-business in a "border-zone" of some 70 kms (which includes Geneva, Basel, Zürich, St. Gallen) lost many of its German clientele.
The other way round hits as well. If a company, like SR Technics, makes its sales in € and US$, its incomes back in CH are down quite heavily.
While the "merchandise-value" of the € may be around 1.45, to achieve an exchange-rate of 1.30 or 1.35 will be extremely ambitious and very difficult. The rate of CHF 1.20 was chosen as it is possibly the highest maintainable rate achievable,
And of course, just as an example, SR Technics has been "burning" money for years.
And nobody really knows what will happen with the UBS. I hope, those in charge do not wait until it is too late, but rather sell the company when it is still possible. Another "grounding" can hardly be the way !