MOBIS hold parts technology fair to target the heart of North America
Hyundai MOBIS 2010/06/10프린트
Since expanding its horizons to Daimler, BMW and Volkswagen, MOBIS is now targeting the North American market through an auto parts technology exhibition.
MOBIS held the ‘Ford Tech Fair’, where parts like brakes, lamps and multimedia products were exhibited at the Detroit Ford Technical Institute between June 7 and 8. R&D executive Frank J. D Alessandro and 400 other people in purchasing and R&D were also present.
Since being founded in 1908 by Henry Ford, the father of the automobile, Ford has maintained its position as one of world’s Big Three car manufacturing names until the global economic crisis. Although in recent years, the company was faced with stagnant sales, the company has had several hits like the Lincoln, Taurus and Mustang series in the past. Clearly, Ford is overcoming the crisis with its reputation in the American market as the automaker that makes ‘the most American car.’
This event, the largest auto parts exhibition for a single company, raised much interest in the Korean auto parts industry. Ford especially took notice of MOBIS calipers and boosters, as well as the LED lamps for cars which MOBIS has been developing in partnership with Samsung LED.
Calipers are devices that, with a brake pad, hold or grip onto the disc, bringing the car to a stop when the driver brakes. This process, made possible by the caliper, directly affects the braking distance and provides a sense of safety to drivers. Boosters push the master cylinder, which creates hydraulic pressure for braking.
Light-weight products with better fuel efficiency, as well as new materials on products that increase durability were especially well received in this showcase; critics have especially lauded MOBIS brakes on compact vehicles (C segment) as the best in their class.
With the signing of the ‘Agreement for technological cooperation for the joint development of LEDs for car headlamps and modules’ with Samsung LED, MOBIS has come up with ‘Full LED Headlamps’ by combining the expertise on core parts design and production for cars with its partners technology. The LED headlamps currently on the market are in the very early stages of development, with only the highest models of Lexus and Audi using them. But MOBIS plans to mass produce them to mount them on the new Hyundai Equus models. In the meantime, Ford is trying to regain its share of the global market and its competitive edge in quality, thus further concentrating on the selection of parts manufacturers. Ford is applying very strict standards on the technology and financial soundness of its partners, old and new, thus raising the bar higher for new companies to gain the old automaker’s attention.
However, such circumstances are becoming opportunities for Korean auto parts specialists. In the recent International Initial Quality Study (IQS) by J.D. Power, the score sheet for MOBIS showed higher or equal grades to Toyota or Honda in the car parts category. Hyundai and Kia cars followed suit, ranking number one in many automotive quality ratings. This has turned all eyes in the car industry towards Korea. The technology and quality management abilities of the Korean parts industry have become benchmarking points for the rest of the world.
The PSA Tech Show for auto parts at PSA Peugeot-Citroen was another event where MOBIS was commended, particularly for the quality and price competitiveness of lamps and related parts. Through such showcasing opportunities demonstrated around the world, MOBIS has signed a $35 million audio system and $95 million intelligent battery sensor (IBS) contracts with Daimler, a $20 million contract for lamps with Volkswagen and an $80 million contract with BMW for rear combination lamp assemblies (RCL).
Global Business Division head Lee Joon-hyung, who ran this event, said that “MOBIS plans to continue its efforts to increase the number of North American and European cars with core components from MOBIS in the future.”
Already a supplier of complete chassis modules and braking parts to Chrysler and GM, two of North America’s Big Three automakers, MOBIS is expected to soon become the first Korean company that supplies core parts to the Big Three. The auto parts specialist has announced its aim to expand OEM parts in advanced North American and European markets and to create new customers in the Chinese market. These steps clearly show the intention to further diversify the company’s export region portfolio.
The parts maker is also planning to aggressively market in the global market for more contracts. It has already reached its goal of $880 million worth of modules and core parts sales to automakers overseas, a 60% increase from the previous year.
MOBIS starts supplying front/rear chassis modules to Chrysler 2010-06-08 00:00:00
MOBIS started supplying front and rear chassis modules for two of the Chrysler group’s 2011 models, as agreed in a $2 billion contract between the companies.
The all new MOBIS plant on West Fort Street in Detroit, MI was inaugurated with a ceremony for 200 people in attendance. This included the COO for the global business division Lee Joon-hyung, as well as Chrysler technology and purchasing executive Fred Solomon and executive vice-president of the United Auto Workers (UAW) Bob King & - on June 4.
Aptly named MOBIS Michigan Plant (MNA-MI), the facility will kick off by making front and rear suspension modules for the Jeep Grand Cherokee, which will start assembly in June at Chrysler’s Jefferson North Assembly Plant (JNAP) and for the Dodge Durango, which will be made starting in November.
The front chassis module combines 11 separate parts such as the steering shaft, the caliper and brake disk. The rear chassis module also involves 11 separate parts put together, including the control arm and the spring & shock module.
The modules, front and rear, that MOBIS supplies play the role of a backbone that supports the entire car. While it affects passenger comfort and their sensed quality, Korean SUVs like the Sorento R are also equipped with similar style modules.
After signing the contract with Chrysler, MOBIS rented an 810,000 sq. ft. site and a 170,000 sq. ft. building about 13 mi away from the Chrysler plant, thus setting up its new production line and administrative office.
Focused on a reinforced Error Proof System, the plant is the first to implement a quality control system that lets workers to check for defect at each stage.
All production line workers log onto their personal computers to start work and check instructions, assembly videos and quality information through the computer. Thirty racks for bi-product prevention, 25 bar code systems categories and 86 bolting assurance systems were put in, so that advanced electrical tools are used for all processes that require bolting to improve precision.
Using eight comprehensive processes, the plant also enacted the Vision System, where the module assembly is monitored for quality through a camera. Thus, when each part on the chassis module is assembled on each of the four positions (i.e. above, below, left and right), the locking value and all other information that occur in each of the manufacturing processes remain in the records for 10 years to guarantee quality.
Global Business Division COO Lee Joon-hyung said that “MOBIS has been supplying complete chassis modules for the Jeep Wrangler since 2006. Being able to do the same for the Jeep Cherokee again is a very meaningful experience. As MOBIS modules are becoming trusted in the automotive industry for their quality and technology, we plan to take an aggressive stance to win more contracts with carmakers in North America and Europe.”
Meanwhile, MOBIS is not only making large-scale modules, but also turning its attention to developing and exporting smaller components that make up the module. After signing a contract with Chrysler in 2002 for steering columns, MOBIS has been exporting steering columns, ABS and ESC braking systems, safety parts like airbags and lamps to such companies as Volkswagen, BMW and GM.