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

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!