MOBIS Develops “Top-Quality Global Products,” Targeting the World
Hyundai MOBIS 2011/11/24프린트
-Utilization of betters brakes, steering, airbags, infotainment systems, LED headlamps, with a total of 10 devices being phased in from next year
-Minimizing the technological gap with established car makers, becoming a leader in the auto part industry, attaining global top 5 in early stages
Achieving a global top 10 spot within the global automobile part industry earlier this year, MOBIS has since announced that it has established a strategy of developing top-quality products to help it reap further growth and so go on to achieve its goal of global top-5 status.
Having carefully analyzed the risk and return rates of current trends within the car component market, MOBIS looked carefully at its own capabilities and came up with 10 devices that it wants to make into leading global products. MOBIS chose the devices based on their having excellent competitiveness in terms of price and performance when compared with global benchmarks, and is considering further integration of its newly developed components within the global car manufacturing processes of new cars.
Focusing on the development of top quality products, MOBIS selected 10 products to concentrate its efforts; brake equipment (3 devices), steering equipment, airbags, radar, green car technology, infotainment systems, LED headlamps, and devices related with the car-body (at least 1 device). MOBIS has in fact been strengthening its technical know-how previously through developments that it’s made in-line with sector trends for green and intelligent car design, and, furthermore, is forecast to start employing its newly developed car equipment from next year. There are further plans for it to go ahead with a full-scale business marketing campaign, involving the research of foreign buyers in the marketplace as well as organizing tours of foreign factories; as part of its marketing campaign, MOBIS has been running events such as the MOBIS Tech Fair, centered on providing a showcase for its international car manufacturing process solutions.
Through improvements Mobis has made in the effectiveness of heat preservation and an overall improvement of more than 40% when compared with the level of existing air con and LED-headlamp systems, Mobis’ hope is to strengthen its price and functionality-based competitiveness. Indeed, through the development of integrated intelligent headlight technology it is looking to launch a full-scale assault on the global car market, having already secured several major global contracts, including orders placed by Mitsubishi. Meanwhile, at its Mobis Tech Fair aimed at all areas of business connected with car-manufacturing, its new technology has garnered a considerably favorable reception in terms of its potential global competitiveness.
The plan is to more than triple the performance improvements relative to the existing standards for the output of electric driving motors, inverters and other electric components. MOBIS has already won large swathes of support domestically as well as in the US for the engines of its Sonata and K5 hybrid cars, and for their inverters, and converters, all of which it has managed to combine into a single combined power controller, supplied alongside battery package modules.
Through its policy of developing top quality products, MOBIS is looking to seize the reigns of the global car components market and so achieve its mission of top-5 status. With such a strategy, Mobis has already achieved qualitative first-half growth, based on quality and technological factors, managing in the process to firmly establish a virtuous cycle of qualitative leading to quantitative growth.
Back in 2000 Hyundai sectioned off a part of its business under the name of MOBIS and, since then, as a component parts manufacturer of cars, Mobis has, in the short period of just 10 years, managed to achieve rapid market growth to become a major player within the global component industry. Through strengthening its own ability to develop new capabilities as well as through implementing technological partnerships, MOBIS has already narrowed the technological gap with existing car parts manufacturers, who had previously thought their own position unassailable, to now be viewed as a company that while not yet having the capability to lead the world market, is getting there soon.
Accordingly, its new strategy aimed at developing top-quality products should see the of the technological gap with existing parts manufacturers being closed, while the strategy as a whole is an ex-pression of MOBIS’ confidence at becoming a global market leader.
MOBIS VP and Research Laboratory Chief Bong Hwan Lee said, “in just 10 years MOBIS has managed to localize the production of brakes and steering systems, airbags, electric systems, and headlamps, amongst other things, and we have also expanded our capabilities at almost every level to just about reach global benchmarks. Through focusing on the development of top-quality products which represent us on the global stage, we can become a true player and leader in the global car components market.”
Indeed, the construction of the new Mobis Electrical Systems Research Laboratory is due to be completed by 2012. In-line with this, MOBIS’ human-resource strengths in related fields are also set to be expanded. Furthermore, with a 30% increase in annual investment in R&D, total R&D spending is to be doubled by 2015. Thanks to this, MOBIS’ R&D strength should rise, while it should also help the increase with its development of future technologies such as green-cars and intelligent-cars with a focus on electrical systems, components and related modules.