Speaking exclusively last week at Northprint 2007, president Ryuta Sakurai insisted there is demand for A1 in Europe and has Heidelberg's customers in his sights.

"The customer doesn't have any option," he said. "Every manufacturer imposes on the customer: 'you should try and fit my size'.

"There is demand [in Europe], especially in England for A1 format [and globally in] Brazil, China, Japan. They want this size."

A prototype of the Oliver-496 SD already exists and is currently being demonstrated Japan. Manufacturing will begin in October, with shipping scheduled for 2008. The press is expected to go on sale at a sub-£500,000 price.

Its relatively low price is down to a unified component architecture. "It uses the same parts as other Sakurai machines," said Mr Sakurai, adding that he is trying to reduce the number of components.

There are other efficiencies too. Mr Sakurai said the 8.9x2.1x3.3m press is smaller than other A1 competitors and has many automated processes. He claimed this means it only needs to be monitored by one person.

He added that the A1 format also means less paper wastage.

Mr Sakurai said the four-colour press supports "up to six colours or more with two-over-two or three-over-two combinations". He added that a "five-colour straight version is coming soon".

However, despite the new Sakurai press typically costing less than a Heidelberg, Mr Sakurai still has a task to loosen the German manufacturing giant's grip on Europe.

"Typical Heidelberg customers have an allegiance to Heidelberg; they're not interested in the Sakurai offset," he admitted.

He added that he hopes to grow relationships with European business through regular visits to customers, as opposed to Heidelberg, which he described as "burdened with bureaucracy".

And Northprint 2007 offered another route into the UK market, with printer Gemini Press buying the Maestro 102AII machine on the stand.

"Once they buy one of my machines, I expect them to buy three or four more," said Mr Sakurai.