MOBIS Receives its 4th Order for ICS (Integrated Center Stacks) from GM
Hyundai MOBIS 2012/09/21프린트
- Trust built through its supply process & expands the range of applicable models through the repurchase of relevant parts
- Opportunities gained through expanding client numbers, with great impact from its first France-based technology exposition
- Strategy implemented to create a virtuous circle for impacts ranging from export-targeted products to new market expansion
MOBIS has begun creating a virtuous circle in terms of its impact, accelerating aggressive overseas marketing based on its elevated status gained through success in obtaining orders for key automobile parts from the world’s best known complete automobile maker.
# Received its 4th Order for ICS (Integrated Center Stacks) from GM, thereby Expanding Application Scope
On September 11, MOBIS (www.mobis.co.kr) announced that the company made a contract to supply ICS (Integrated Center Stacks) worth 160 million dollars (180 billion won) to GM, the famous American complete automobile maker.
ICS (Integrated Center Stack) is a device which controls various multimedia products placed inside the automobile. It is a high-value core component produced only by the leading companies in the world. MOBIS, the only company in Korea that has the technology to produce this component, succeeded in obtaining the order for this component with GM back in 2008. This marks the 4th order received, following the second and third orders made in 2010 and early this year, respectively.
That GM has expanded the repurchase program is due in no small part to its satisfaction and trust in MOBIS products – and that trust has been built up over the course of supplying and applying this component.
“When we first received an order for ICS from GM, there were many difficulties as we had to contact both high-ranking members and hands-on workers to introduce the competitiveness of our product and make a bid that would remain competitive when ranked alongside other global automobile parts suppliers. But, we won the trust of GM in terms of product quality and technology, resulting in a solid partnership with GM”, said Lee Junhyeong, Vice President and Head of MOBIS Global Sales Division.
MOBIS plans to take build on the virtuous circle it has created by expanding its range of export-targeted products and entering into new overseas markets.
# MOBIS’ New Elevated Status Means More New Clients, Particularly with its First Technology Exhibition to target Renault, France
MOBIS held a large technology exhibition for consultation on parts ordering at the head offices of Chrysler headquartered in the United States and Suzuki, Japan, earlier this year. It built on this momentum by holding, on September 4, a technology exhibition in France, with the express request of Renault, one of the most famous European complete automobile makers, thereby allowing MOBIS to expand its overseas marketing.
Although, in terms of the European market, MOBIS has established partnerships with Daimler, Volkswagen and BMW, supplying a full range of key components, including Audio, IBS (Intelligent Battery Sensors) and automobile lamps, this was nevertheless the first technology exhibition intended solely for Renault.
At this exhibition held in Renault Tech Center (located in Paris, France) MOBIS introduced the company’s entire product line, consisting of 57 items, including the most advanced technology applied on the Kia K9, brake systems, lamps, safety systems, and multi-mecca products. In terms of local interest, 200 senior vice presidents in the program and purchase sector, related executives and hands-on workers from Renault attended this exhibition, showing the strong support for MOBIS products.
“As we are growing and exporting more parts to overseas complete automobile makers, we are now the subject of keen interest from such global complete automobile makers who previously had no record of any transaction with us”, said Park Yongho, Director and Head of MOBIS Overseas Business Department. “Like the response from Renault members, their interest extended to amazement in MOBIS’s various product lines and core technology and this translates into a high possibility of obtaining new orders”, he added.
# Implement a strategy to amplify “the impact of virtuous circles” in terms of expanding export-targeted products and new markets
With the achievements of Hyundai-Kia Motors focusing on supplying automobile modules and key components to the global market and their export to overseas complete automobile makers, MOBIS is now ranked 8th in the global automobile parts industry by U.S. Automotive News. In this, its latest study, MOBIS held a higher ranking than Germany ZF and the U.S.-based Delphi, two of the world’s most famous parts makers, meaning that MOBIS now can rank alongside such giants as Bosch (Germany), Denso (Japan) and Continental AG (Germany) in terms of position in the global market.
Taking the perfect opportunity to capitalize in overseas markets through its newly elevated international status, MOBIS is now concentrating on obtaining more orders for its high valued products. As a part of these efforts, MOBIS has selected 10 product families from electrical and eco-friendly parts, in addition to the advanced airbag, which is recognized for having competitiveness, the MDPS (Motor Driven Power Steering System) and MED (MOBIS Electronic Brake), and intensively foster such items as high valued global-strategy products.
Likewise, MOBIS has created a virtuous circle: “succeed in entering into the overseas market” → “elevating its status in the market” → “obtaining orders in a row” → “expanding the export-targeted product” → “securing new clients”. With this, MOBIS has strengthened its local marketing in new global markets, including those of China and India, diversifying its market exposure.
To this end, MOBIS has moved away from having a strategy focused solely on export to the leading automobile markets that include those of North America, Europe and Japan and, instead, opening a local branch in charge of marketing aimed at Indian complete automobile makers with a plant to expand its sales organization in China, focused on South East Asia, to other regions. Through active overseas marketing, MOBIS plans to achieve 20% of overall sales with export to overseas complete automobile makers by 2020.