To: Mr. Park who wrote (2825 ) 1/28/1999 8:58:00 PM From: Far Side Read Replies (2) | Respond to of 3458
Interesting industry article on Allied Signal's turbocharger division's market strategy for the short term. Copied from "Automotive Industry", an automotive trade magazine, January 1999 edition. "Boosting Business At Allied Signal" Its turbocharging division says Innovation will help it double sales every three to five years. By Gerry Kobe It's difficult enough to sustain double digit growth with a new and exclusive product, but doing it with one that is near commodity status is nearly impossible. That said, Bill Amelio, president of Allied Signal Turbocharging Systems tells "AI" he is confident his company will do just that. "Those kinds of growth curves are common in the computer industry," he says, "Companies doubling sales in just a few years can be done and is being done and that's our goal as well". A veteran of IBM's personal computer business before joining Allied Signal in 1997, Amelio knows that the key to success is a steady flow of innovative products that are "pulled" by the currents of the marketplace. Mohsen Sohi, engineering and technology vice president and head of worldwide product development, says the company has a two-step approach to satisfy the needs and the wants of its customers. "We realize we have to start with a very competitive base product to get our foot in the door" he says. "if we don't do that we will never get the opportunity to offer our premium technologies." From an innovation standpoint, the company's turbochargers, sold under the Garrett brand name, have been the industry benchmark in recent years. It's variable-nozzle turbocharger (VNT) is a big hit in Europe offering the the quick spooling characteristics of a smaller turbo off idle and the capacity of a larger unit at speed. But in keeping with company's growth philosophy, it is already looking past the current VNT. "The product that is popular in Europe now is our multi-vane turbo," Sohi says. "but we are bringing out an advanced VNT this year called Slidevane, that will be cheaper, with 70% fewer parts and built in controls for better vane positioning" He adds that the product already has a home in a new Ford SUV with a Navistar diesel engine. Slidevane technology comes hot on the heels of Garrett's recently introduced Hydracharger, which is an oil driven turbo that permits a blower speed independent of engine RPM. This unit is currently designed for diesels but is adaptable to any engine and offers supercharger lie low-end response and excellent packaging advantages. Garrett's rapid -fire technology introductions are part of a long term strategy to unbalance competitors. A bit farther down the road, the company is planning an electronic-assist turbocharger, which will spin the turbine electronically at low speeds to completely eliminate lag. Sources indicate BMW is the first to use it in the 2001 time frame. The company is also investigating a "dry" turbo that uses air bearings borrowed from its aerospace division. Such a unit would eliminate oil and bearing failure and allow turbos to be installed in any orientation. Garrett-brand turbochargers enjoy 51% share of the world market, with projected growth rates of 18% to 20% in the foreseeable future. The largest market is Europe, where turbodiesels vehicles are booming in popularity but strict CAFÉ standards in the U.S. could further ignite the market here. Sohi adds that the company is also positioned to capture business on future powertrains. "Turbo applications include gasoline, diesel, turbogenerators, alt-fuel engines, fuel cells and hybrid vehicles," he says "the only thing that we don't have a stake in is a pure electric vehicles". It should come as no surprise that Allied Signal is now testing a portable power plant that produces power cheaper and more cleanly than being on the grid. Perhaps double-digit growth at this company is a conservative estimate.