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A new brand is born
The time to invade the supply business could
hardly be more favorable; the market is
evolving at breakneck speed, original equipment
manufacturers (OEMs) are placing
tough demands on high-tech products and
cost-efficiency, increasingly unloading noncore
activities and betting heavily on flexibility.
The prospects to succeed in this market
are promising. Aware of the opportunities,
By Thorsten Rienth
Know-how transfer is the buzzword in the booming supply business. Germany’s leading
engine manufacturer is taking off with a new brand, MTU Aero Solutions, to provide advanced
technology solutions for cross-industry applications. The new brand is targeting not only the
aviation industry but moreover any other metal processing industry that can benefit from the
company’s long years of experience and expertise reflected in a wide array of offerings for engineering,
testing, parts manufacturing, and surface technology applications.
MTU went ahead and launched a third brand,
alongside MTU Aero Engines and MTU
Maintenance. MTU Aero Solutions will debut
at this year’s ILA International Aerospace
Exhibition, which will take place in Berlin
from May 27 to June1, presenting itself as an
independent brand benefiting from the vast
experience accumulated by MTU Aero
Engines. Organizationally and optically, MTU
Aero Solutions will be solidly integrated in
MTU’s group of brands but do business as an
independent entity. The image sets created
for the new brand will clearly identify it as
being associated with MTU but still convey a
distinctive note that sets it apart with its individual
specialties and capabilities.
For customers, the trade name reflects a
comprehensive performance spectrum,
where “Aero” accentuates the decades of
experience, expertise and reliability that
MTU has demonstrated as a partner on innovative
aviation programs, while “Solutions”
underscores the individual service approach
to benefit customers.
The new business activity is ideally equipped
to face the challenges ahead. “Considering
that in-house we’re practicing all of the techniques
involved in the manufacturing cycle, it
would only seem natural to offer also selected
parts of it,” explains MTU sales consultant
Hans-Christian Melzer. The development
work pursued in the past has long since been
tested and certified, and that spares customers
tedious certification procedures. This
results in a win-win situation, where customers
profit from MTU’s many decades of
experience, its expertise and its innovation
potential in the fields of engine development,
manufacturing and testing and tailor-made
top-quality components are shipped to them
from Munich in a timely manner to secure
their technological lead. For the MTU Group,
in turn, supplier activities provide workload
for the development departments, test facilities
and production lines, improving the company’s
cost effectiveness.
Launch customer of MTU’s new offering is
Japan’s IHI Corporation, which has ordered
intermediate-pressure compressor disks to
go into Rolls-Royce Trent 700 and RB211
engines. For openers, the IHI contract is far
from shabby, involving double-digit million
euros in sales. Next came a manufacturing
contract for low-pressure turbine rotor disks
for General Electric’s GEnx next-generation
Formula 1 advertising: Pit stop ... ... aviation high-tech for other industries.
... spectacular overtaking maneuvers ...
engine. Further orders, especially from customers
in the Far East, are in the pipeline. “You
can tell we’re in demand,” Melzer enthuses.
Aviation will remain MTU Aero Solutions’ core
market. But already it has become apparent
that MTU’s leading-edge technology is in
demand also in other industries. Companies
unable to equal MTU’s practices and standards
can avail themselves of MTU’s aviation
expertise. In the medium term, the ensuing
transfer of know-how will be advantageous
especially for the gas turbine industry
through, for instance, high-quality surface
treatment techniques; long-term, it should
pay dividends also for other steel and metal
processing industries.
“Generally, MTU Aero Solutions will bear
watching by anybody involved in metals, and
in items that rotate very fast and must safely
sustain enormous heat,” Melzer summarizes.
Globally, with its ambitious Made in Germany
quality mark, MTU Aero Engines will be able
to quickly and reliably resolve problems in
aviation and cross-industry applications.
For additional information, contact
Hans-Christian Melzer
+49 89 1489-6599
For interesting multimedia services
associated with this article, go to:
www.mtu.de/108AeroSolutions_E
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