Based on its recent research on the automotive steering solutions market, Frost & Sullivan presents tedrive Steering Systems GmbH with the 2013 Europe Frost & Sullivan Award for Product Leadership for the company's intelligent Hydraulic Steer Assist (iHSA) product. It has a wide range of functions, including active lane keeping, cross-wind compensation, trailer stabilisation and joystick manoeuvring, which can be incorporated in the steering gear.
The iHSA offers the best of both the electric power steering (EPS) systems and traditional hydraulic steering systems, while also being robust enough for installations on light commercial and commercial vehicles/buses with higher front-axle loads. Apart from its exceptional technological advantages, the iHSA solution requires original equipment manufacturers (OEMs) to spend fewer Euros per function, which is a deal clincher in a highly cost-sensitive segment.
"Designed to suit both rack-and-pinion type of steering and recirculating-ball steering systems, the iHSA product range has great modularity that suits various platforms," said Frost & Sullivan Team Leader Chassis, Safety & Driver Assistance Systems, Prana Tharthiharan Natarajan. "It is independent of the front-axle load and is packaging-agnostic, which makes it readily available for installation on various vehicle models, immaterial of their weight."
Both passenger vehicle and commercial vehicle sectors are evincing keen interest in the iHSA solution due to industry dynamics and the growing need to integrate safety solutions into the steering system. While products from Competitors 1 and 2 need to meet the highest automotive safety integrity level (ASIL-D), the iHSA solution has to meet only ASIL B or C requirements, based on the system design. This translates to significant time and cost savings.
The company is expanding outside its traditional European markets of Germany, Sweden, the U.K. and the United States, and has gained considerable traction in markets such as Turkey, India, China, Argentina and Russia. This expansion drive gets the company for the future, as emerging markets are likely to hold the maximum revenue potential in the near future.
OEMs from new markets are strengthening business ties with tedrive Steering Systems by implementing torque overlay solutions such as iHSA into their vehicle model line-up. Invigorated by this success, the company is planning to introduce products based on the EPS technology. In addition tedrive Steering is very much focusing on light-weight steering solutions, which is expected to be the focus of OEMs in the coming years.
Interestingly, the majority of end-customers such as fleet-managers and retail owners of commercial vehicles tend to opt for standard HPS or EHPS solutions. Frost & Sullivan estimates that only 10 to 15 per cent of commercial vehicle end-customers are interested in advanced features. Products from competitors 1 and 2 compel OEMs to take a call on whether they should make the power steering solution a standard fitment or not. If they do, most consumers may resent paying for an option they did not want. The iHSA solution addresses this issue by being a plug-and-play option. Consumers that opt for the additional features alone need to pay for the optional fitment.
"Legislative requirements in the next few years are likely to favour a solution such as the iHSA," noted Natarajan. "The company's presence in emerging markets also secures its position as a frontrunner and its cost-competitiveness further bolsters the company's future prospects."
Each year, Frost & Sullivan presents this award to the company that has demonstrated innovation in product features and functionality that provides enhanced quality and higher value to customers. The award recognizes the rapid acceptance such innovation finds in the marketplace.
Frost & Sullivan's Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
About tedrive Steering Systems GmbH
tedrive Steering Systems GmbH (td-steering.com) is a specialised development partner and manufacturer of steering systems for the global vehicle market headquartered in Wuelfrath (Germany). Beside three facilities in Germany the company operates further plants in Istanbul (Turkey) and Chelny (Russia). tedrive is a full-service provider in the field of steering technologies. The product portfolio includes steering systems for all vehicle segments: from lightweight steering up to the intelligent hydraulic steering assistance iHSA® for passenger cars and commercial vehicles. Rack-and-pinion steering, as well as recirculating ball steering for heavy commercial vehicles complete the portfolio.
Britta Lange-Stolle, Press & Public Relations
tedrive Steering Systems GmbH
E: media[.]td-steering.com - P: +49(0)176 63 300 524
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