Are you curious about the lives of POSCO’s overseas expatriates who enjoy working and leisure in an exotic environment? POSCO Newsroom reports on the local lives of overseas expatriates. In Part 1, we meet Don-Gun Kim, an resident engineer working at Renault in France.

Hi. I am Don-Gun Kim, a resident engineer who has been working as an expatriate at the Renault Tech Center in Guyancourt, a suburb of Paris, since November 2021. POSCO Group has maintained a close cooperative relationship with Renault Group in the steel sector since 2014, and is gradually expanding the scope of technological cooperation to include secondary battery materials and hydrogen. Our cooperation extends beyond producing cars with reduced environmental impact. We are actively working to expand our efforts in developing sustainable materials, aiming to significantly reduce carbon emissions and promote a more environmentally responsible car market.

I joined POSCO’s Gwangyang Forming Research Group (formerly the Automobile Processing Research Group) in 2010 and have been working at the Songdo Steel Solution Research Institute since 2012. Anyone who enjoys challenges and romance would dream of working and living abroad at least once. I also thought working overseas after joining POSCO would be a good idea. I realized that I would need experience in a variety of fields to do so, and I was dispatched to the Automotive Materials Solutions Group in 2018, even though I was still affiliated with the research center.

After I started working with Renault Nissan and continued working in Songdo, I naturally had the opportunity to challenge myself as an expatriate overseas. I heard that many people applied for the Renault resident engineer position, but I was selected to work as an expatriate at the Renault Tech Center in 2021 in recognition of the work I had performed over the years.

Renault’s departments have different policies, but the one I belong to operates on a flexible work schedule. Anyone can commute to work according to their schedule between 7 AM and 8 PM as long as they keep a 35-hour work week. This policy was created after the COVID-19 pandemic: if you work at the office for at least two days a week, you can work from home for the remaining days. As you may have expected, I work according to POSCO’s working hours. I stay home on Fridays unless Renault requests a meeting. Even the cafeteria is closed that day because most employees are not in the office (Smile).

You might think that I am fluent in French since I am an expatriate in France. Unfortunately, this is not the case. Most of my colleagues are French, but we communicate in English. I wanted to learn French when I arrived in France, but it took work. So, I can only say hello or simple greetings. One useful expression is “Je ne parle pas français,” which means “I don’t speak French.” Everyone understands it well, although my pronunciation is poor. It is very useful when I receive an advertising call since they hang up immediately.

My colleagues are mostly French or Canadians. I am the only Korean there. I was initially worried about how to deal with them, but I found that French people are friendly. The American teacher who teaches me English says that Korean and French people are surprisingly similar in many ways. He thinks we are very curious about each other and like talking.

I think it is really true. They enjoy talking over coffee breaks, and I get more information and ideas during tea time than during meetings. Since business meetings are official events, expressions are limited, and thoughts are bound to be rigid. However, as we chat about personal matters, the atmosphere becomes more relaxed, and better ideas emerge. I have this kind of occasion more often. I learned about the overall need for materials for eco-friendly cars through conversations with Renault colleagues and held an event called POSCO Group Tech Day at Renault on November 16, 2023. Moreover, as communication became smoother, we had opportunities to supply new materials and strengthen collaboration between technology and sales in various areas.

People who are thinking about becoming an expatriate often ask, “Will I adapt well to a foreign country?” I had the same question at first. But people are similar wherever you are. I was initially shy, and they seemed uncomfortable talking to me, so I approached them proactively, said hello, and started talking to them, and from then on, everyone started to treat me comfortably. There was a time when I said I wanted to go on a trip to Annecy, France, and a co-worker with whom I was not very close told me it was his hometown and led me to his desk. I followed him, and he unfolded a map and explained the attractions I should visit. I remember him patiently answering all the questions I had.

It is not easy to find a place to live, go to the hospital, and find a school for your child in France. You have to have a phone number and bank account to get a house, but you need a home address to get a phone number and bank account. Being a foreigner in an unfamiliar place and solving these things one at a time was difficult. We all know that these procedures are carried out very quickly in Korea. Sometimes, I wondered why everything was so slow and frustrating. I received a lot of help from the Korean community whenever I faced a difficulty. There was a lot of information on how to get to the hospital and how to get the items I needed, which was very useful in helping me adapt to local life. Asking colleagues was also helpful. You can obtain useful information by actively asking questions and seeking opinions on things related to the local area.

The most important thing in expatriate life is family. If you have children, it is no exaggeration to say that their school life determines your quality of life. Expatriates send their children to international schools, except in English-speaking countries. Since the official language of international schools is English, teaching them the language in advance will help them gain confidence in school life.

It is a word that represents French culture, which is related to understanding and accepting differences. French people say that even when they cannot go to work because the subway workers are on strike, it should all be for a reason, and they do not complain since they believe that it will help them in the end. I am not sure if that is true…(Smile)!The phrase means “It depends” in English and is often used to explain the slow French administrative services. It may take 4 weeks or even 4 months to produce a single document, and you will get the answer “Ça dépend” when you ask how long it will take. It also means not to worry about it, accept it and wait if it is not very important in your life. It should be noted that “not very important tasks” include administrative services such as obtaining a driver’s license or residence permit. The culture encourages you to pay more attention to the people around you and enjoy a happy life than trivial things. Of course, the reality is quite different. ^^

① Tourist attractions in Paris

France is the world’s no.1 tourism country. It is not an exaggeration to say that France has the most cultural heritage in the world. In addition to the Eiffel Tower, Arc de Triomphe, Louvre Museum, Musée d’Orsay, Notre Dame, and the Palace of Versailles, you can also see Giverny (Monet’s garden), Van Gogh’s tomb, and Disneyland within an hour’s drive. I remember going to see an exhibition of the Anthology of Great Buddhist Priests’ Zen Teachings, the world’s oldest extant book printed with movable metal type, at the National Library in Paris. I wonder if there could be a better education than getting an annual membership to the Musée d’Orsay or the Louvre Museum and taking your child there every weekend. Of course, it is not easy to visit them once a month.

② Tourist attractions outside of Paris and Europe

You can easily travel to Spain, Italy, Switzerland, Austria, Germany, the Netherlands, and Belgium by car from Paris. It takes 10 hours to travel to Barcelona and 15 hours to Rome. You can visit most countries in Europe within 4 hours by plane. You can travel to countries that have joined the Schengen Agreement* without separate passport verification, so it is worth taking full advantage of it if you are stationed in Europe. I went to the Netherlands to visit the Yi Jun Peace Museum in the Hague and the painting by Rubens that Nero and Patrasche, the main characters in the movie The Dog of Flanders, last saw.

*Schengen Agreement: An open border treaty providing for visa-free travel between member states of the European Union (EU)

③ Bread
Bread can be categorized into three types in French: Pain (bread like baguettes), Viennoiserie (Viennese pastries like croissants), and Pâtisserie (pastries and cakes like cakes and macarons). French people are very proud of their bread. Soon after I arrived in Paris, colleagues asked me if I had found my own bakery. I wondered why they were asking this question, but it wasn’t long before I found my own bakery. I thought bread was bread and how could one differ from others, but I completely changed my mind after trying baguettes made in Paris. Moreover, the price was unbelievably cheap at around 1.2 euros, so it was very satisfactory. There are many kinds of bread other than baguettes, and I encourage you to enjoy them.

④ French wine tour
France has many famous wine-producing regions. Bordeaux, the farthest city from Paris, can be reached in about 6 hours by car, and other places such as Champagne, Loire, and Burgundy can be reached in 3 to 5 hours. So, if you are at all interested in wine, I highly recommend enjoying various wine tours on weekends!

⑤ Course meal for fine dining and raclette
Fine dining course meals are expensive in Korea at 200,000 to 300,000 won, but they are not as expensive as you might think in France. Course meals priced around 100,000 won are wonderful, so I recommend visiting local restaurants even without Michelin stars. Many tourists visit Paris, so it sells a variety of meals. Personally, I recommend raclette, a winter food most Europeans enjoy. It is a leading Swiss cheese dish, along with fondue, made by dipping potatoes, vegetables, ham, etc. in melted cheese. Casual dishes include onion soup, veal, duck, etc. Try them whenever you get a chance.

On April 15, I attended the Expatriate Leadership Course Before/During Assignment held at POSCO Group University. I received specialized training in leadership, global negotiations, and communication during the 5-day program. Most expatriates work alone, and talking or asking about the head office is difficult. However, this program was a good opportunity to satisfy the thirst for information about changes and trends in Korea and the head office. The content, which helped you to change your thinking to a discussion/participation type and refresh your future career vision, was a big professional and psychological help.

When I return to the Songdo Steel Solution Research Institute, I plan to conduct research and development for technological cooperation and sales expansion with customers. The global capabilities and negotiation skills acquired through this training program will greatly help me to communicate and work with customers. The Expatriate Leadership Course Before/During Assignment is an integrated program and was great because I was able to communicate with people working or planning to work in other countries, share local experiences, and empathize with them. I was very proud to be able to convey our experiences vividly to junior expatriates.

I now have about a year left in my expatriate position. I plan to achieve good results at Renault in the time remaining. Personally, I want to make many good memories with my family. I will travel often and capture the scenery around France in my heart so I can smile later and say, “I made these memories in France.” This was Don-Gun Kim, a POSCO special correspondent currently working as a resident engineer at Renault in France.

POSCO GIGA STEEL –  For Automakers

POSCO GIGA STEEL is like the iPhone X or the latest Xbox or PlayStation for automakers. It’s the newest, hottest must-have item for any type of car. Automakers are constantly working to lightweight their vehicles without compromising strength to meet increasingly stringent safety and environmental regulations. In order to offer its auto partners the ultimate solution, POSCO developed POSCO GIGA STEEL, an advanced high-strength steel (AHSS) that comes in 6 different types for a variety of applications in vehicles.

POSCO GIGA STEEL can be applied to different parts of a vehicle chassis. (Source: Renault Samsung)

Applying AHSS, including POSCO GIGA STEEL, resulted in a 26 percent reduction in the total weight of a vehicle. Not only that, POSCO GIGA STEEL emits about 10 kg less carbon emissions than aluminum from a life cycle analysis (LCA) viewpoint. Plus, POSCO GIGA STEEL is about 2.1 to 3.5 times less expensive than alternative options like aluminum. It’s no surprise that leading automakers like Renault Samsung, Ssangyong Motors and GM Korea use POSCO GIGA STEEL, proving it to be the all-time favorite gift for automakers.

PosMAC- For Photovoltaic Structure Manufacturers

Solar energy is the fastest growing source of renewable energy in the world, according to the International Energy Agency (IEA). In India, solar electricity generation capacity quadrupled from 2014 to 2017 as it is the cheapest form of alternative fuel in the country. The government also plans to back the industry with USD 100 billion in investments. India is one of many countries looking to solar energy to meet their country’s environmental goals and stimulate the economy.

As a result, photovoltaic (PV) structure manufacturers around the world are working to keep up with the growing demand and gain a competitive edge with high-quality products. PosMAC is ideal for PV structures because it is highly corrosion resistant and cost-effective. Not only is the material itself lower in costs compared to other materials, PosMAC ensures a long lifecycle, decreasing maintenance costs to give manufacturers an added competitive edge. For such manufacturers, POSCO PosMAC steel is the perfect gift.

Magnesium- For Electronics Manufacturers

Magnesium is a common material in electronic devices such as laptops and smartphones. Magnesium is the perfect gift for electronics manufacturers such as LG and Samsung, as their competitiveness lies in delivering the most versatile, lightweight and convenient devices to their customers.

The Samsung Notebook 9 is one of the lightest laptops available. (Source: CNET)

Magnesium is also increasingly finding its way into the automotive industry, especially for electric vehicles (EVs), as magnesium plates and other parts allow automakers to further reduce the weight of the car. Magnesium will likely be the perfect gift for that manufacturer who is thinking ahead and always experimenting new ways to improve future models of their cars.

Hyper NO- EV Manufacturers

The market for EVs is one of the fastest growing, expected to expand from USD 27.84 billion in 2016 to USD 38.98 billion by 2021, at a compound annual growth rate (CAGR) of 7 percent. Much of the success of EVs lies in its motors that will determine the EV’s efficiency, performance and feasibility for wide-spread use. As such, POSCO came up with the perfect gift for EV manufacturers – the Hyper NO.

Hyper NO is a type of electrical steel used to make electric motors. POSCO’s new technology increases the magnetic flux density and reduces core loss of electric motors, making it the perfect gift for electric motor manufacturers looking for ultimate efficiency.

Stainless Steel Products- For Everyone

There are some gifts that satisfy just about everyone, like a gift card for the movies or the nearest cafe. It’s not super special, but it’s a safe and sure choice for anyone as it is practical and functional.

Stainless steel is the ultimate gift for manufacturers as it’s one of the most widely-used materials in the world for a variety of products including surgical tools, watches, kitchenware, buildings, pipes, artistic sculptures and plenty more. It’s literally the foundation of cities and communities all over the world, and without it, the world would not have the most basic systems in place today. Moreover, stainless steel’s non-corrosive and 100 percent recyclable characteristics make it one of the best gifts for every kind of manufacturer.

No matter the type, there is a perfect gift for every manufacturer with steel. POSCO will make sure to provide even more customized and innovative solutions for its partners and continue to “keep on giving” in the new year.

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.

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.

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.

Introducing POSCO’s Global EVI Forum

EVI (Early Vendor Involvement) is an activity, initiated by finished vehicle companies, brings the key auto parts companies to participate in new model development projects. The POSCO EVI Forum, which started as a domestic auto market target event, has been developing into a global event where various industry fields and global client companies participate in; also expanding the contact points with POSCO’s clients in the meantime. Currently, the event is positioning as client-oriented marketing festival to strengthen business partnerships with customers, while facilitating interaction and exchange with potential global clients.

Presentations and Discussions of Six Major Industrial Programs

During the general session which also includes the opening ceremony on the 28^th, Remi Bastian, Renault’s head of research, advanced studies and materials, Sungho Park, POSCO’s Director of Research Center and Raghavan Ayer, SK innovation’s Science Advisor and Senior VP made presentations on industrial topics. Except for the opening ceremony and the general session, the discussions were arranged into six major industrial programs, including automobile, energy, shipbuilding, electricity, electronic, construction, stainless, and wire rod.

Each session’s presentation and discussion on ‘Steel Solution for Eco-friendly Vehicle of Now and Future’, and ‘Energy·Shipbuilding Solution for Client’s Best Value’ intensified the concentration and communication among clients and participants at the event. There were hosted discussions about industrial technology trends, followed by topic-based presentations. Noteworthy examples included a presentation on technology development designed to lighten the weight of automobiles that was undertaken by Volkswagen in Germany; the development of Hadfield steel LNG tanks from Daewoo Shipbuilding & Marine Engineering and the usage of wire rods in the marine industry by KISWIRE.

Also, the forum provided a special location to global clients of each session for technology consultation and purchase agreement, presentation and discussions. In fact, POSCO successfully established positive relationships with global clients through the technology consultation and sales agreement were proceeded for two days from the 27^th to the 28^th.

Focus on Renault’s ‘EOLAB’ of POSCO Chassis

As a rapid adaptation to the trend of European auto industry, Renault has recently introduced its hybrid concept car ‘EOLAB’ (a compound of the Greek god of wind ‘Aeolus’ and the English word ‘laboratory’) which contains POSCO’s steel products. Therefore, the unique technologies of POSCO were praised, including its lightweight· high strength products, which were used in the ‘EOLAB’ prototype. Other noteworthy additions included POSCO’s magnesium plating and PosM Steel, which received much attention from global client companies.

As a result, POSCO was able to sign various technology agreements and sales contracts during the automobile session which is one of the six industrial programs at the forum. Also, POSCO pursued a long-term cooperation with domestic and global companies of the finished vehicle and key auto parts at the same session of the forum. Moreover, POSCO agreed on technology cooperation and joint marketing activities with key domestic and global client companies for shipbuilding, construction, electronic appliance and wire rod.

Creating Successful Partnership through POSCO’s Solution Marketing

Also, this year’s forum has acquired a favorable comment by creating a special counter for POSCO’s solution business introduction and registration for the clients’ request on solution development. Even after the 2014 Global EVI Forum, POSCO promises to continue to seek for practical approaches to the customer value creation. Also, POSCO will further reinforce its growth foundation with clients by amplifying the solution marketing not only to domestic clients but also to distinguished global client companies.

In the next episode of our global blog’s Global EVI Forum series, we will introduce the in-depth explanations of each forum session and interviews with our client companies. So, please stay tuned with us!

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/paris-motor-show-2014-posco-2-interview-hyun-ju-lee-sales-manager-automotive-flat-products-sales-group/ Tue, 14 Oct 2014 18:48:53 +0000 Last week, we have introduced POSCO’s contribution in the production of Renault’s ‘EOLAB’, the concept car that made its first appearance in the Paris Motor Show 2014. The car was highlighted for its eco-friendly efficiency brought by its extraordinary lightness. And, POSCO’s advanced high strength steels were the key factor for the lightweight feature. Today, we would like to share an interview with Hyun-ju Lee, the Sales Manager of Automotive Flat Products Sales Group.

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!