The 2015 Seoul Motor Show, which will run until April 12 at the Korea International Exhibition Center (KINTEX), is in full swing. Under the theme “Experience the Technology, Feel the Artistry”, the show has already drawn in thousands with its displays of some 370 automobiles from over 30 brands.

2015 Seoul Motor Show’s Concept Cars

The show’s concept cars, an eclectic mix of automobiles that possess both innovative technologies and cutting-edge designs, are undoubtedly a highlight of the event for most car enthusiast attendees. Kia Motors’ all-new K5 sedan has drawn attention with its sleek, sporty design, as has the Alfieri by Maserati, a stylish coupé named after the most prominent of the founding Maserati brothers.

Yet it’s undeniable that eco-friendliness is a theme that stands at the forefront of this year’s show, as evidenced by the number of electric and hybrid models on display from brands such as Porsche, Lexus and Hyundai.

EOLAB: A Stand Out Model

Among the show’s “green” concept models, Renault’s EOLAB, which is making its first appearance in Asia since its official global debut at last year’s Paris Motor Show, stands out, thanks to its revolutionary style and environmentally conscious characteristics. Although it’s unlikely that the EOLAB will make it to production anytime soon, its technological innovations are slated to appear on future models by 2020.

Renault claims that the EOLAB boasts a super-efficient fuel economy of 100 kilometers per liter, while at the same time produces as low as 22 grams of CO2 per kilometer, parameters that are five times better than its eco-friendly rivals. EOLAB’s eco-efficiency is possible because of its extraordinary lightness, enabled by the use of its state-of-the-art high-strength steel and special magnesium panels developed in conjunction with POSCO.

POSCO and Renault, a Perfect Match

Although the EOLAB may be a car of the future, the relationship between Renault and POSCO is nothing new. In 2012, POSCO signed a joint development agreement with Renault-Samsung, and in 2014, joined in on the EOLAB production project with the French automaker.

Dr. Lee Hong-woo, Principal Researcher of POSCO, noted that the collaboration was a great opportunity to show off 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,” Lee noted. “Also, through this project, POSCO and Renault signed an additional agreement to co-develop light vehicle body and automobile chassis solutions for the next generation. Therefore, we are looking forward to establishing a full range of EVI networks in the upcoming future.”

The Future of POSCO

As global car manufacturers like those participating in this year’s Seoul Motor Show continue to seek lighter but stronger materials for automobiles of the future, demand for POSCO’s advanced high-strength steel products and magnesium plates will also increase.

Lee Hyun-ju, Sales Manager of Automotive Flat Products Sales Group, agrees that this is only the beginning of POSCO’s involvement in the automotive industry. He states, “Although automobile companies and steel companies are already cooperating in various aspects, I believe that there are many more opportunities and possibilities to lead to an enhanced collaboration from production to completion. Therefore, I wish to continue the cooperative efforts with many more companies and people in the future.”

As the 2015 Seoul Motor Show wraps up at the end of this week, we can only wait and see what next year’s show will have to offer. One thing is for sure, though; this won’t be the last time we see POSCO playing an integral role in the design and development of the world’s finest automobiles.

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/2014-paris-motor-show-posco-last-episode-posco-participates-malaysias-proton-technology-day/ Thu, 16 Oct 2014 19:56:17 +0000

As 2014 Paris Motor Show is still on the show, car fanatics around the world are continuing to devote their attentions to the automobile industry. For today’s last episode of our globalblog’s 2014 Paris Motor Show series, we would like to share another context of POSCO’s engagement in the automobile industry. Recently, POSCO participated in an automobile event in Malaysia. Let’s find out about POSCO’s activity in the event!

POSCO’s Participation in Malaysia’s ‘PROTON Technology Day’
Over the course of 2 days in Malaysia from September 27^th to 28^th, POSCO participated in the PROTON Technology Day for the first time in Southeast Asia. PROTON, headquartered in Kuala Lumpur, Malaysia renowned for its strong automobile manufacturing business in Southeast Asia, hosted this technological event and invited a number of world-famous technology giants, including Bosch and 3M, and over 25 other automobile-related electronic components manufacturers of the automobile industry. Despite the fact that POSCO was the only company invited globally from the steel industry, it was highly praised for its technological breakthroughs,  super strength steel such as PosM Steel or Aluminum Plated HPF, and a wide range of various automobile parts from the audience.

POSCO, the ‘Solution Provider’ powered by EVI Program and PROTON Automobiles
Through this opportunity, POSCO emphasized its competitiveness as the world-leading steel manufacturer and actively promoted itself as the ‘Solution Provider’ by introducing the EVI program that supports developments of new cars and relevant technologies for its clients. Regards to POSCO’s presentation at the PROTON Technology Day, PROTON’s CTO Mr. Rashid stated that, “I was deeply intrigued by POSCO’s effort to support technological breakthroughs in automobile industry through the EVI program and I hope we can build a stronger corporate relationship with POSCO concerning joint technological development for the new cars”.

At the PROTON Technology Day, board members of POSCO held a business meeting with the CEO Mr. Harith from PROTON to discuss how both parties could mutually enhance the corporate relationship. Furthermore, both corporates held an in-depth discussion session on the 26^th to review potential technical exchange gathering programs for board members of the two companies to achieve joint technological development in more effective and efficient manner.

POSCO in Malaysia
POSCO saw a big potential in the local steel market for automobiles and appliances in Malaysia and has been aggressively investing in Malaysia for the past years. Accordingly, POSCO currently operates POSCO-Malaysia that manufactures electronic galvanized steel sheet, POSCO-MKPC that acts as a processing center for steel products, and POSCO-South Asia Kuala Lumpur Office in Malaysia.

To briefly introduce, POSCO-MKPC is a steel-processing center located in Selangor, Malaysia that operates 2 separate processing factories that account for processing 100 and 120 thousand tons of steel per year respectively; POSCO-Malaysia is responsible for operating manufacturing factory that produces approximately 18 thousand tons of steel products per annum. By operating these facilities, POSCO aims to expand supply and clients by providing high-quality steel products to the Malaysian market.

Though 2014 Paris Motor Show will be closing on the 19^th this month, we hope all of our POSCO fans to maintain the interests in POSCO in the automobile industry. We will continue to post more content on POSCO’s technology in various fields of industries, so stay tuned for our next series!

Please Give Us A Brief Introduction And Your Account At POSCO!
Since my entrance to POSCO in 2010, I have been working in the auto steel plate sales team and actively participating in field sales activity. Before joining POSCO, I was an engineer in charge of developing an engine in automobile company. However, as I start new at POSCO, I jumped into marketing with a strong passion in mind. Maybe it is due to my destiny with automobiles, I am now conducting automobile steel plate sales business! Until about a month ago, I was in charge of sales targeted to GM Korea. Because of my responsibility to handle contract issues, I had frequent meetings with client companies. My major work revolves around managing and signing of the key contracts that are vital in achieving corporate’s annual sales goal. Hence going on 100+ business trips a year became the norm to maintain good relationships with the existing clients and to meet new clients. Now I can breeze through a business trip from Seoul to Bupyeong.

Looking Back On Your Past Experiences, What Do You Consider As The Most Essential Quality Of A Marketing Manager

From five years of my past experiences, I believe that the basic quality required for a marketing manager is ability to ‘scratch the itch that they can’t reach’. For instance, the quality of products must be impeccable and they need to be provided in timely fashion. Every tiny detail that our clients might demand must be handled with scrupulous attention. As we build trust through sincere endeavors to enhance in every aspect, we were able to fully experience the true communication with our clients.

Automobiles Are The Outcome Of Constant Cooperation Between POSCO And Its Clients! Is There A Special Motif That Sparked Your Interest In Automobiles?
I don’t recall a significant motif but I’ve been realizing many fascinating aspects of automobiles ever since I started working as an automobile engineer. One of the biggest charms is that automobile is the product of collaboration of a number of professionals from various industries and companies. Also, despite its high price as a consumer goods, I believe it is wonderful that automobiles can provide a topic for any conversation with anyone at anywhere.

What Is The Sales Status Of Auto Steel Sheets In Regards To GM Korea?
Even in the current status of increasing foreign steel products, POSCO Auto Steel Sheet Marketing Team has led to a situation where a large portion of GM Korea’s steel products are being supplied by POSCO. Also, we have recently established a global process which provides high-quality products with competitive price and continue to participate in technical collaborations required for developing a new automobile prototype.

What Is The Biggest Difficulty You Are Facing As A Salesman?
From last month, I have been managing steel sheet sales targeting Renault Samsung Motors and SsangYong motors. Though I am very excited about encountering new clients, when we consider increasing competition of production cost in the current market, I am always contemplating the best approach to accomplish a Win-Win outcome for both POSCO and the clients.

What Do You Wish To Do At POSCO In The Future?

Currently, I am in charge of domestic business at POSCO, but I would like to work on overseas export in the future. Although automobile companies and steel companies are already cooperating in various aspects, I believe that there are many more opportunities and possibilities to lead to an enhanced collaboration from production to completion. Therefore, I wish to continue the cooperative efforts with numerous more companies and people in the future.

According to Mr. Hyun-ju Lee, he always reminds himself of the very first day he started working as a ‘salesman’. By reading about Mr. Lee who is constantly striving and learning from past and present, we hope everyone can feel positive and motivated as you reach the end of this post!

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!