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Aisin makes presence known at NAIAS 2013
After years of study, Aisin became an official sponsor of Detroit's North American International Auto Show (NAIAS) in January. As presenter of the Drive Green Experience, Aisin also had a product exhibit located adjacent to the indoor EV and Hybrid Ride & Drive track. This combination created numerous branding opportunities at the auto show.
John Koenig, president, AWA Sales & Marketing, says the new relationship with NAIAS created a significant opportunity to build awareness for Aisin in North America. "Globally, Aisin Seiki has successfully participated in motor shows in Beijing, Frankfurt, Paris, Shanghai and Tokyo, so it's natural that, eventually, we'd participate in the Detroit show," says Koenig. "Since we're not exactly a household name in North America, there's tremendous opportunity to raise awareness. A relationship with one of the top auto shows and media events in the world is a good place to start."
"I think we hit a homerun with communications," adds Koenig. "Aisin messages and images were seen and heard everywhere in January." During Press Preview and Industry Preview, the Aisin display was especially busy with media interviews and customer meetings, many of which included Aisin Seiki President Fujimori-san and AHA President Saito-san. Aisin Seiki attendees were pleased by the meetings with top customer executives arranged by AWA.
Approximately 500 business leaders attended the event to hear a panel discussion featuring Detroit Mayor Dave Bing; Wayne County Executive Robert Ficano; Oakland County Executive L. Brooks Patterson; and Macomb County Executive Mark Hackel, who sat on a stage amid Aisin banners and messages. NAIAS Chairman Jim Seavitt says having Tier One suppliers involved is important to the show's success. "Like the automakers, our supplier partners are very important to NAIAS and its position as one of the top shows in the world," says Seavitt. "Aisin is a strong company with an excellent reputation; we welcome the new association, and look forward to a continuing partnership."  On Jan. 18, the NAIAS Charity Preview event raised $3.9 million for children's charities. Once again, the Aisin exhibit was a hot spot as the "Union Avenue Band" with special guest Michal Bailey, entertained crowds, which enjoyed Coney dogs and sake. During the next eight days, large crowds of car enthusiasts enjoyed the show and learned more about hybrids and EVs at the Aisin Drive Green Experience Ride & Drive. NAIAS officials estimate that an all-time high of more than 150,000 visited the exhibits and activities in Michigan Hall.  Cobo Center renovations are continuing and the current focus is on completion of the former Cobo Arena (which becomes a massive, glass encased ballroom), and Michigan Hall improvements, which, because of the removal of walls and obstructions, will flow more openly from the adjacent, new Riverview atrium. Aisin President Fujimori-san was pleased with the collaborative effort and said he looks forward to returning to NAIAS 2014.
Above, left, directional signage and banners leading visitors to the Aisin Drive Green Experience were located throughout Cobo Center; John Koenig and WJR's Paul W. Smith celebrate Charity Preview with a sake toast from an Aisin Masu cup following a live interview on WJR radio.
GM recognizes Aisin as Supplier of the Year for 2012
General Motors recognized Aisin as one of its best global automotive suppliers recently during its 21st annual Supplier of the Year awards ceremony at the Charles H. Wright Museum of African American History in Detroit.
Aisin was one of only 83 suppliers recognized by GM who have consistently exceeded GM’s expectations by being innovative, delivering quality products and services on time and by creating outstanding value. Specifically, Aisin Do Brasil Comerico e Industria was awarded for the manufacture and production of roll section door glass channels for the GM Onix. "Our suppliers played a critical role in GM’s success in 2012 through their dedication and commitment to consistently exceed our expectations by being innovative, delivering high quality products and services on time and by creating outstanding value,” said Grace Lieblein, GM vice president, Global Purchasing and Supply Chain.
Aisin featured in The Wall Street Journal
The nation’s leading business and financial daily, The Wall Street Journal, recently featured information about Aisin Seiki, including a quote from AWA’s John Koenig. The article about foreign investment in the United States appeared on page A6 in the Wednesday, March 27, 2013, edition
The article was based on a U.S. Commerce Department report, which suggests foreign investors and companies are playing a much bigger role in U.S. financial markets and the economy. “The U.S. is still the largest market in the world and despite some of our dysfunction, by comparison, we look like a pretty good investment,” said Nancy McLernon, CEO, Organization for International Investment, a Washington, D.C.-based group representing major foreign investors in the U.S. As an example, the article, by Neil Shah, featured two paragraphs about Aisin’s growing presence in the U.S., including its $120 million investment at FTTA, the company’s test track and proving ground in Fowlerville, Michigan. Koenig said Aisin’s part in the article, albeit a brief one, is a demonstration of the proactive efforts underway within the company, including increased advertising and public relations activities, and participation in events like the Detroit’s North American International auto Show. “The exposure in a national newspaper like the Wall Street Journal is good for Aisin and its ongoing efforts to increase brand awareness in the U.S.” Subsequently, the article was referenced on the air by WJR Radio's Paul W. Smith, who characterized Aisin a "great hometown company doing good things for Michigan, and doing good things for the auto industry." Click here to read the entire WSJ article. (188k PDF)
Annual SAE tote bag opportunity provides affordable way to connect
April in Detroit: Tigers baseball… daffodils… SAE World Congress. While the event has changed dramatically in recent years, SAE World Congress still provides members of the OEM and automotive supply community an important opportunity to connect.
As a Gold Sponsor, Aisin will provide tote bags to each of the 10,000 people expected to attend. AWA takes full advantage of the opportunity by including a personal message from Sales & Marketing President John Koenig. "It's an affordable way for us to get the word out about the company, without a major investment in exhibit properties," said Koenig. "We still are in a 'wait and see' phase with Congress, and may one day return as an exhibitor if it's the right thing for us. Right now this works well with other methods of raising company brand awareness."
AWA, FTTA featured in The Detroit News
Aisin's PR effort helped land a prominent "Q & A" feature in the Business Section of The Detroit News recently. The article was based on a conversation that began during an interview arranged at NAIAS between AWA's John Koenig and Business Reporter Christine Tierney. "I thought it was a good piece, and I could have gone on a lot longer, since there are so many good things about Aisin to discuss," says Koenig. "But, given the Q & A format, I had to keep my answers reasonably short," he added.
Read the entire article by clicking here:
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Aisin's participation at NAIAS was funded in partnership with Aisin Seiki, though, locally, AWA lead the way with the development and execution of a fairly ambitious auto show action plan. Among the most visible initiatives: a marketing communications plan, which included highway billboards, advertising on WJR and in Automotive News, public relations activities, signs and banners throughout Cobo Center, and a special Aisin Drive Green Experience logo worn by team members at the exhibit, as well as those who staffed the Ride & Drive.
On Jan. 17, Aisin hosted the annual "Big Four" meeting of the Detroit Economic Club, which is typically held in a non descript banquet room at Cobo Center during NAIAS. But thanks to a productive relationship with NAIAS, the meeting was moved to the Aisin Drive Green Experience track.
Presented by host company Chrysler, the 2013 event, themed: "Achieving Efficiency" will be held April 16-18 at Detroit's Cobo Center. And, while the days of an Aisin exhibit at SAE may have passed, at least for now, the company is still involved in a number of ways, including: presentation of technical papers; honored guest dinners; and, for the fourth consecutive year, as the official sponsor of Congress tote bags.
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