New technologies for forging metal made auto bodies and chassis stronger than ever, and by the 1930s, all-steel bodies were the industry standard. But the way steel really changed the auto industry is because the stamping and welding process was adaptable to mass production. Steel use in the automobile industry created the assembly line we know today.

Steel cars could be made in greater volumes and at lower costs. Steel has answered challenges of anticorrosion, quality and safety.

(1908) The Ford Model T was the most widely produced four-seat car of its time, and was named the most influential car in the international Car of the 20thCentury awards.

(1964) The Ford Mustang is an American classic, and one of the best-selling cars ever. It is one of the most recognized American muscle cars. With the introduction of lighter steel, automobiles began to reach new speed and power.

Advancing the Industry

POSCO’s automotive steel plates are used by many carmakers today. Its Advanced High Strength Steel (AHHS) is lighter in weight, yet stronger, more robust and more durable than other steel. POSCO’s steel technology is contributing to vehicle weight reduction, which has an effect on fuel economy. As materials become lighter, reducing mass, fuel economy is maximized. Cars can travel faster and longer using less fuel, while remaining safe.

Automakers around the world have been using steel for the past 100 years. POSCO has been working with global carmakers like Renault, FIAT, Ford and Toyota, as well as over 200 auto components manufacturing plants such as BOSCH, Delphi and Valeo. With advanced steel technology, POSCO will continue to drive the automobile industry.

POSCO provides leading car makers such as Renault the light weight steel that makes technology of the future possible. Last year, Renault unveiled its EOLAB concept car at the 2014 Paris Motor Show and again at the 2015 Seoul Motor Show.

POSCO has been working with Renault since 2012 to co-develop light vehicle body and automobile chassis solutions, with the goal of being both stylish and environmentally friendly. The technologies featured in the Renault’s EOLAB are expected to be ready by 2020.

The Future of Cars

As the steel industry continues to evolve, new materials are being produced which are expanding the possibilities of the future of automobiles. As steel gets lighter and stronger, it improves safety, durability and fuel economy. Because steel is lightweight, durable, affordable and recyclable, it will continue to play a large role in the auto making industry for years to come.

Steel Everywhere! Steel in Our Daily Lives

It is hard not to use recycled steel every day. Can you imagine cutting steak with a plastic knife? We unconsciously use recycled steel, which is often revived in watches, canned food, cars, containers, rollercoasters and more. We use steel in different forms every day and we’re sometimes not even aware we’re using it. Wherever you go, you will find steel! Steel’s recycling qualities are not only unlimited, but the material has a variety of ways it can be reused.

<Click here to find out why steel is called “The ‘Real’ Man of Steel”>

What Can We Do With Recycled Steel?

Steel’s wide range of recyclability allows us to have effective and efficient lives. In some cases, it can also help protect the environment. The story the infographic by worldsteel describes tells us about how recycled steel helps both us and the Earth.

<Click here to download Infographic>

Cars made with recycled steel can be reborn as nine different useful products. Steel recycling does not stop there, as it continues to transform into various products via endless re-recycling. What’s interesting about recycled steel is that it saves our time, lives, and even our planet. Cars made with recycled steel are lighter, cleaner and more efficient. They emit less emissions and save us money at the pump.

Less is More – And For the Better

Steel and automobiles are best friends. It is hard to make cars without steel. Compared to the past, customers now prefer lighter cars because they are lighter, have lower fuel consumption, and are simply more efficient. Even more interesting is that lighter cars are more environmental friendly. Also – and most importantly – as cars become lighter, they reduce fuel consumption and use less steel to reach fuel efficiency standards.

The less steel in cars, the better! As illustrated by the 2014 Paris Motor Show, manufacturers are moving toward economical and practical vehicles with low fuel consumption and close to zero emissions. Part of the new concepts of the cars of tomorrow take account lighter steel plates and the economic cycle of steel.

<Click here to read about “POSCO’s Advanced High Strength Steels In Renault ‘EOLAB’ Concept Car”>

It is rather interesting to see how various ways steel can be used as technology grows and industries develop. It will be even more interesting to see how steel will be incorporated into our lives in the future and even today.

Establishing the Foundation Solution Marketing through POSCO Tech Day

The overall result of ‘POSCO Tech Day’ was marvelous: 1,352 people attended the event held at Gwangchi Toyota on January 30th and 1,050 people attended the Gwangchi Honda event. This event has an exceptional meaning to both Gwangchi Toyota and Gwangchi Honda. Because the companies had never previously held an in-house event with an exclusive invitation to a single supplier.

Along with the introduction of POSCO, EVI (Early Vendor Involvement) activities and case examples of solution marketing were presented at the event. Localization strategies through operating Guangdong Pohang Automotive Steel, TSC (Technical Service Center) and POSCO-CFPC were also presented. Moreover, other information such as world premium products, unique steel technologies, and new steel material demand development activities, which are executing with auto parts companies, were introduced.

Above all, ‘POSCO Tech Day’ drew client’s interest and emotions through content that emphasizes automotive structures. Clients who experienced POSCO’s solution marketing at the event expressed their eager interests by sounding out cooperative business possibilities with auto parts companies.

Targeting engineers and purchasing department of each company, the event’s technical seminar focused on Advanced High Strength Steels (AHSS), utilization techniques, performance evaluation, and stainless auto parts products.

Perspectives for POSCO in Guangdong, China
This event is expected to strengthen the future technical partnership in Guangdong, China by raising the potential for practical solution demand identification and joint technical project research. Moreover, it is estimated that the event has helped to enhance the global automotive client networks and increase the actual promotion effects. The greatest outcome of the event is the fact that the foundation for POSCO’s solution marketing is constructed in China, the country that is rapidly developing as the world’s largest automobile market with considerable inbound investment from global automakers.

POSCO will build on this event to actively pursue differentiated client-oriented care, new steel product development, and enhanced commercial support. In the second half of this year, POSCO will hold a technical seminar focusing on local TSC for other global automakers and respond to client’s needs for car body weight reduction and advanced product design capabilities.

Meanwhile, POSCO was the first steel company to be invited to a technical exhibition of PROTON, the only local automotive company in Southeast Asia, in September 2014. POSCO also showed that POSCO is leading the field of car body weight reduction through developing new steel grades and participating in the development project of Renault’s EOLAB concept car which was unveiled at 2014 Paris Motor Show.

If you are interested in more information, scroll down and check out global automakers’ displayed items at ‘POSCO Tech Day’!

PBC-EV (POSCO Body Concept for Electric Vehicle) at EVI Activity Section
By applying the cutting edge technology such as PosM Steel and hot press forming, PBC-EV is lighter than the previous car bodies.

(From left) Rear Lower Arm, First Generation Styled Wheel, Front Lower Arm, Fuel Tank

Electricity Motor Cores (manufactured with electrical steel) at Power Train Section
(Left)Bonded Core Stack – EM Free
(Center)Core Stack – Embo Type
(Right)EV Traction Motor Core (Electric Vehicle Motor Core)

Front Sub-frame Upper at Chassis Section

Beyond Gasoline & Diesel, Iron as the Fuel Option for the Future
In the very near future, cars might run on iron. Despite the spotlight on iron as an alternative energy for the future, can you actually believe this could happen for real? Due to the rising gasoline prices and restricted fossil fuel, iron has been discussed as the potential energy resource in many laboratories. In 2005, Oak Ridge National Laboratory in the United States reported that metal fuels such as iron, boron and aluminum, can be developed for automobile transportation.

It might sound like a pie in the sky since the metal’s boiling point is much higher compared to the temperature of water coolant. The combustion temperatures of the metal fuels are high enough to burn down the entire vehicle. However, when nano-technology gets involved, it is a totally different story. That is, when iron particles are broken up into 50 nanometers, which is a size equal to one-thousandth of a human hair, only 250℃ is required to make the iron particles ignite.

Moreover, having a nature of green energy, iron nanoparticles hardly leave ashes after combustion and can re-produce fuels after many cycles of oxidation and reduction. Since ignition period of iron nanoparticles only last for 0.01 ~ 0.2 second, it is impractical to be commonly used as transportation fuels at the moment. In recent year, however, a follow-up study on ‘clusters’ of iron nanoparticles to increase the burning time has been in progress. Besides, other metal fuels like aluminum are also in the active process of further research. Though it is only at a beginning stage, iron nanoparticles are expected to show promise as future fuels.

(reference:  POSRI https://www.posri.re.kr/eng/)

Innovation Goes On, Lighter Cars!

• A New-Born-Baby SUV, Ssangyong’s ‘Tivoli’

Lately, many auto-enthusiasts have been transfixed by ‘Tivoli’, SsangYong’s new compact crossover which was launched only a week ago. Surely, the spotlight comes from the fact that it is the first model to be developed ever since Indian industrial giant Mahindra Group’s takeover. However, that is not necessarily the only reason. It is also because POSCO’s automotive steel plates were applied to this small SUV. In order to reflect the trend of vehicle weight reduction, POSCO and Ssangyong shared a number of technical consultation process and finally applied POSCO’s advanced high-strength steel to 72% of the car’s body. You can set your expectations high on ‘Tivoli’!

• Lighter than Air, Renault’s Concept Car ‘EOLAB’

Making its debut in 2014 Paris Motor Show, Renault’s new concept car ‘EOLAB’ is the result of cooperation between POSCO and the European automaker. ‘EOLAB’ is known for its amazing fuel efficiency, traveling up to 100 km with only 1L of gas. This unbelievable level of efficiency was achieved by POSCO’s advanced high strength steel, which is known for its robust and lightweight quality. As the material minimizes the car body’s weight, the fuel economy enhances to its maximum! For more information on ‘EOLAB’, visit 2014 Paris Motor Show and POSCO #1: Advanced High Strength Steels in Renault’s Concept Car.

Do you remember Renault’s concept car, ‘EOLAB’ which was showcased at the 2014 Paris Motor Show and introduced in the previous series of our global blog? Running 100km with only 1L of fuel, this amazing car ‘EOLAB’ contains POSCO’s light vehicle steel plate. POSCO and Renault collaborated in the ‘EOLAB’ development project in order to lead the way of vehicle weight reduction throughout the automobile industry. Let’s take a look at an interview with the two key contributors of the ‘EOLAB’ project, Shin, Seung-jun, the Manager of Steel Solution Center and Dr. Lee, Hong-woo, the Principal Researcher of POSCO.

How Do You Feel About Promoting ‘EOLAB’ At The Paris Motor Show As A Partner Of Renault?

Dr. Lee: This year’s Paris Motor Show was a great opportunity to show the excellence of POSCO’s technology to the world. I believe that it was exceptionally special because the collaboration represented Renault’s firm trust in POSCO. Also, through this project, POSCO and Renault signed additional agreement to co-develop light vehicle body and automobile chassis solution for the next generation. Therefore, we are looking forward to establish the full range of EVI network in the upcoming future.

△(Left) Kim, Ji-yong, the head of POSCO Steel Solution Center, (Right) Remi Bastien, the head of research, advanced studies and materials at Renault

Manager Shin: As I participate in the project, I was able to experience the power of POSCO’s solution marketing. It seems that POSCO was able to create the positive results with its exceptional behavior to bestow devotion even to small components while supplying materials and application technology. I hope that this project could set an example for POSCO EVI activity and solution marketing so that it could contribute to the expansion of POSCO’s prospective relationships with client companies.

We Heard That The Worldwide Media Had Shown Their Strong Interests At The POSCO Booth. How Was The Overall Response Of The Press?

Manager Shin: During the promotion period, 103 journalists from 26 different countries had visited our booth and showed their fervent interests. They were especially interested in POSCO’s weight reduction materials. So, we displayed several cylinders of same volume but with each different steel materials so that they could take a closer look at our weight reduction materials. The journalist at our booth displayed interest in the weight difference of each cylinders. It was definitely an important opportunity to draw spectators’ attention to POSCO’s steel materials.

Could You Describe The Development Process Of The Spotlighted ‘EOLAB’?

The relationship between POSCO and Renault goes far back. In 2012, POSCO had signed a joint development agreement with Renault-Samsung. This year, POSCO participated in the ‘EOLAB’ production project with the French automaker, Renault. To be honest, there were quite many differences working with the local staffs of Renault due to the language and geographical difference between France and Korea.

However, these problems were easily solved as Dr. Lee flew to Paris for long-term stay during the project. Although Dr. Lee and I were far apart, our teamwork was more than excellent. As Dr. Lee collect VOC of Renault and send it to Korea, our research team and I would build upon the given data and suggest a solution to Renault. As you might know, there is a seven-hour time difference between Korea and France. I used to call Dr. Lee in Paris 4PM every day to check our work process and put plans into practice.

We Heard That There Was A Special Tip To Improve Job Performance. Could You Share The Tip With Us?
Dr. Lee: The cooperation with Manager Shin could be defined with two keywords: ‘Trust’ and ‘Conservation’. Manager Shin trusted me in terms of technical aspect and I trusted him with specific process management in return. I believe that this mutual trust contributed to ‘speed-up’ aspect which was one of the expectations and demands of Renault.

In fact, one of the aspects that I am proud of, is the ‘One-day feedback’ system. As Renault passed the VOC and other related issues to Manager Shin in the morning (afternoon in Korea), the Korean staff held an urgent meeting and were able to receive POSCO’s official response in less than 24 hours. I am sure that this timely reaction had a big part in the POSCO-Renault trust-building process.

Did you enjoy the stories of the key members of POSCO automotive steel plate EVI activity? The duo of Manager Shin and Dr. Lee really showed us a great harmony despite of distance and time difference. Until POSCO’s automotive steel plate is applied to every global automobile companies, POSCO markers will continue their efforts to expand POSCO’s presence in the worldwide spectrum.

]]> https://newsroom.posco.com/en/feel-presence-posco-automotive-materials-industry-brand-new-print-advertisement-posco-global-network/ Fri, 24 Oct 2014 17:17:29 +0000 Through our recent series on ‘2014 Paris Motor Show and POSCO’, we have discussed about POSCO’s leading role in the global automobile industry. Today, we would like to introduce an advertisement that presents the global network of automotive materials. With the advertisement you guys can see POSCO’s global networks at a glance!

“POSCO Stands beside Global Automakers” 

POSCO’s print advertisement introducing its global network of automotive materials has been released! As the advertisement demonstrates POSCO’s ‘world famous technology’ and the ‘best service based on its global network’, the series of ‘POSCO’s Global Network’ describes 15 production branches, 29 processing centers and 3 logistics branches. This advertising series were designed to visualize POSCO’s strength on customized sales strategy and customer service through logistics bases and technical service centers scattered all around the world. The design layout of a world map created with automotive steel parts is a notable feature of the advertisement. As we continue to advertise POSCO’s capabilities for premium products and diverse aspects as a prestigious steel company, we ask for your continuing interest!

Reinforced from the Past Advertisements 

With the purpose of better portrayal of the quality and technology of POSCO’s automotive steels, POSCO’s Steel Project Business Department has been producing print advertisement as a new attempt in order to inform the public about POSCO’s products and marketing.

Global Network and Technical Service Center (TSC) Enable High Quality Service

As shown in these print advertisements, POSCO has been contributing as a crucial role in the automotive flat products market. The current place of POSCO has been largely influenced by POSCO’s Technical Service Centers (TSC) established in 2011.

Distributed widely throughout the world, the TSCs handle local contact technology support. With technicians exclusively arranged for each country and location, they are in process of extensive technical exchanges with client companies. Associating with existing global network, they are fulfilling the demand and values of international client companies.

The very first global TSC was founded in China. Launched on October 13, 2011 in Tianhe District of Guangzhou, the center has been managing a number of duties that range from R&D of China-targeted product to customized service that reflects the demands of clients.

Reaching beyond to shipbuilding, home appliances, steel building materials, thick plates and more, POSCO will continue to expand its global network in every industry fields and advance along with clients through POSCO’s TSCs around the world.

Concept Cars At This Year’S Show

(Citroen DS Divine, Copyright @Mondial de l’Automobile)

Just as every other international auto show, this year’s concept cars are attracting the audience from the practical and economical cars that are displayed on the show floor. Although the concept cars will never get to the production stage, many people find it fascinating to experience the unprecedented ideas of cars. To introduce some of the impactful designs among the plenty of concept cars on display, the Infiniti Q80 Inspiration suggested a horizon-looking outer structure that is “aggressively proportioned”. Also, Citroen DS Divine provided a design covered with diamond shapes and gemstones. Although the production viability of these cars is extremely low, it is always fun to visually experience the dream cars in real life.

Renault Unveils Its ‘EOLAB’ Concept Car

Among the numerous concept cars at the 2014 Paris Motor Show, Renault, the French automaker, also unveiled a hybrid concept car called the ‘EOLAB’. The ‘EOLAB’ is claimed an ultra-low fuel economy of 100Km/l while producing as low as 22gm of CO2 per Km. The most favorable features of this prototype are the A.E. Hybrid technology which brings ultra-low fuel consumption and zero emissions, the refined aerodynamics, and the lightweight body construction.

Another reason why people say that the ‘EOLAB’ is a cleverly designed car is in its composition:  three pillars with light-weight magnesium roof, aluminum doors, and thermoplastic bonnet. Unfortunately, Renault isn’t planning on actually manufacturing the model for sale. However, they reckon that nearly most of the concepts in the ‘EOLAB’ will be possible for production by 2020 or sooner.

POSCO’s Advanced High Strength Steels In Renault ‘EOLAB’ Concept Car
As mentioned above, the ‘EOLAB’s one of the greatest strength is in its lightness. POSCO contributed to lightening the car body by applying new steel grades in the development project of ‘EOLAB’, such as 900PosM Steel, 2000HPF steel, and magnesium (Mg) panel Moreover, POSCO carried out a variety of solution marketing activities, such as participating in the production of demo car components. In particular, POSCO`s magnesium panel was used on the roof of a vehicle weighing approximately 10kg, thereby reducing the roof weight down to around 4.5kg.

In this ‘EOLAB’ concept car project, Renault`s five partners cooperated along with Michelin and Faurecia. With all other project members being European companies, and the fact that POSCO is the only steel producing company to be part of it, POSCO has shown itself to be acknowledged for its leading technological competencies in the advanced European automobile market.

We will continue to post more stories about the world automobile industry and POSCO’s involvement in various automobile productions. Please stay tuned with us until the end of 2014 Paris Motor show!