Aluminium to drive steel out of car industry

Presented by

Roger Emmott

About this talk

Steelmakers need to accelerate production, marketing and R&D expenditure with regards to the latest types of steel to protect their position in the automotive industry. Ford’s sudden and unexpected adoption of aluminium for its best-selling vehicle is nothing less than a “major wake-up call” to steel mill executives. The issue is so stark that some are asking how much do steel executives in some of the world’s largest steel producing companies have themselves to blame for not seeing the serious threat aluminium now poses to steel in the car manufacturing market? What led to them falling asleep at the wheel? Is it a lack of R&D investment, too much onus on budget cutting and not enough in strategic vision and implementation? Is this fair criticism even? What should steel mills do now to improve their strategic positioning against aluminium and other materials under construction and coming to the market to compete? Can steelmakers produce advanced steel fast enough to stop more carmakers switching to aluminium? Utilising interviews with confidential sources, Metal Bulletin Research has recently produced a new report called, Strategic Prospects for Steel and Aluminium in the Global Automotive Sector To introduce the report, MBR has organised this webinar which will cover the background and context to the report. It will explain the combined effects on the sector from lightweighting, safety and carbon dioxide emissions. It will highlight the challenges and opportunities faced by the sector as it struggles to manage the often competing requirements from consumers, materials suppliers, the automotive sector, governments and other stakeholders.

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