MOBIS Conducts Comparative Performance Tests on Parts with BMW
Hyundai MOBIS 2011/03/28프린트
- Mobis Holds Parts Tech Fair on German Luxury Automaker BMW’s Body Parts
- Korea’s Largest Auto Parts Maker Conducts Comparative Test on BMW Parts… Demonstrates Confidence in its Product Quality
- The Event was Held at the Invitation of a High-ranking Official of the BMW Group... Signals Greatly Enhanced Korean Auto Parts on the Global Stage
- The Exhibit Features State-of-the-Art Automotive Components, Future-oriented and Value-added Parts.
MOBIS, which launched the goal of transforming itself as an “auto parts company” in its business strategy seminar held in January, is stepping up its efforts to expand its presence in global auto markets.
Since 2009, the firm has awarded a series of contracts to supply parts to major automakers including Daimler Benz and Volkswagen, as it has been expanding its sales to complete car industries overseas. MOBIS is now targeting the global market as it holds an auto parts technology exhibition in collaboration with the world-class automaker BMW.
The nation’s leading auto parts manufacturer (www.mobis.co.kr) announced it had held its <MOBIS Tech Fair> in BMW’s technology research center in Munich, Germany, between March 17-18, as about 100 purchasing and research staff members attended the event including purchasing executive Lotheremmer Hemmer.
As a parent company of BMW, including the MINI and Rolls-Royce brands, the BMW group is one of the top automakers in the world with products ranging from compact cars to luxury performance sedans which enjoy a high market share in all segments. The group announced its record sales goal of more than 1.5 million vehicles this year.
This exhibition was held at the invitation of the BMW’s high-ranking official in charge of purchasing. It is rare for the group to ask an individual auto parts company to participate in an exclusive exhibition, which reflects the changing attitudes of overseas automakers towards Korean auto parts companies.
Usually, auto parts exhibitions are held targeting major automotive companies at the requests of parts companies and consist of perfunctory product presentations and Q&A sessions.
On the other hand, MOBIS adopted a different type of parts exhibition that can lead to substantive contracts. Instead of general types of presentations which are unilaterally given by parts companies, MOBIS adopted a more interactive presentation in which it could compare its products with those of BMW auto parts, which clearly demonstrates Mobis’ confidence in its overall product quality.
MOBIS performed benchmark testing and comparative trials on nine cutting-edge automotive parts including the Around View Monitor (AVM), Intelligent Battery Sensor (IBS), Lane Departure Warning System (LDWS) and BMW auto parts. The test results showed that more than a few of MOBIS’ product items proved to have equal or better quality than BMW auto parts.
The Around View Monitor system allows drivers to have a full 360-degree view around the perimeter of the vehicle to reduce the risk of accidents and also assists the driver when parallel parking. It is inevitable to have blind spots from inside the car due to the location of cameras. However, MOBIS’ AVM significantly reduced the blind spots to a mere 8 cm, compared with BMW’s product with a blind spot area of 60 cm.
Intelligent Battery Sensors (IBS) are used for the measurement of electrical charges that are retrieved and stored in the vehicle battery. Using an IBS system, the battery can be systematically managed and state of charge determined, improving the performance and life of the battery. MOBIS’ IBS systems, which are recognized as one of the major application products of the firm, are installed in some Mercedes Benz models at the moment but are expected to be expanded to most products offered by Daimler including Mercedes-Benz’s luxury vehicle line-up.
Also, this exhibition featured high-capacity light- emitting diode (LED) headlamps for vehicles, a representative value-added item. MOBIS signed an $80 million deal to supply rear lamps to be used in BMW’s 3-series vehicles in 2009. With the contract, MOBIS successfully established its brand name in the global auto parts market, along with a positive appraisal from BMW. In particular, presentations for nine lamps including LED headlamps that can be immediately installed in MINI models attracted great attention from researchers and purchasing staff members of BMW’s lamp section.
MOBIS’ vice president Lee Jun-hyeong (overseas business division director) said, “It is meaningful for us to hold this exhibition as a “guest” invited by the global automaker. Although it is too early to make a hasty conclusion about our contracts, this exhibition will have a positive influence on our pushing to secure orders from major automotive manufacturers given that all of our product lines received favorable assessments from BMW.”
By taking advantage of overseas parts technology exhibitions and aggressive marketing, MOBIS has expanded into overseas markets in recent years. Since 2009, the firm signed a deal worth $3.5 million to supply audio systems to Daimler, along with another contract worth $9.5 million to provide IBS to the automaker and received an order worth $20 million to provide lamps to Volkswagen and awarded a contract worth $80 million to supply Rear Combination Lamp Assembly (RCL) to BMW.
In order to expand its contracts from overseas automakers, the firm will actively engage in marketing activities. In this regard, MOBIS set its ambitious sales goal of $1.51 billion this year, which is a 30 percent increase from the last years’ $1.15 billion. In addition, the company is expected to broaden its horizons into Europe, the United States, China and Japan, diversifying its export items and promoting module exports.
To that end, MOBIS intends to invest a total of 360 billion won in R&D this year and bring in more researchers with backgrounds in software engineering and information technology instead of machinery and industrial engineering. Through these efforts, the company will focus on developing state-of-the-art automotive parts and high value-added products.