Presentation on theme: "Automotive Testing International Distributor Training"— Presentation transcript:
1Automotive Testing International Distributor Training September 10 & 11, 2008
2Agenda - Thurs. Sept. 11, 2008 8:30-9:30 Sales and Product Review 9:30-12:00Distributor Lead Presentations4 Specific cases to be presented12:00-13:00Lunch13:00-15:00Distributors to Present/Discuss Sales EffortsWhat is working in your regionsHow do position against competition15:00-17:00Next StepsSales assistance/Marketing support/Sales supportProcess improvementsProduct Development ideas2
3XSENSOR OverviewXSENSOR Technology Corporation designs, manufactures and sells advanced pressure imaging systems for use in patient safety, automotive testing, and sleep.
4XSENSOR Overview Corporate Profile Based in Calgary, Alberta, Canada Founded in 199534 employeesDistributors and customers in over 40 countriesEmphasis on innovation and continuous product improvement
6Automotive Testing – Market Profile XSENSOR OverviewAutomotive Testing – Market ProfileXSENSOR pressure imaging systems are used by automotive, aerospace and military product designers and test engineers throughout their design, testing and process control cycle to measure pressure related issues in seats and tiresNatural product line extension from the medical seating system to the industrial version in late 90sOther higher pressure and higher spatial resolution sensors followed (i.e. tire tread analysis)Most major automotive companies and Tier 1 & 2 suppliers are current customers
7Patient Safety – Market Profile XSENSOR OverviewPatient Safety – Market ProfileXSENSOR pressure imaging systems are used by clinicians to help clients select the best support surface and positioning to reduce or prevent the likelihood pressure ulcersApplication that the company was founded on in 1995 with our strategic partnership with The ROHO GroupOver 1000 customers worldwideCurrent focus is providing the most effective and efficient pressure imaging tool for the clinician
8XSENSOR Overview Sleep – Market Profile Initiated in 2003, Sleep is our newest and now largest vertical marketNatural product line extension from medical bed systemMajor clients include Select Comfort, Mattress Firm, and IntelliBed
9FocusFY 2009 Sales FocusAutomotive/aerospace Seating – account for majority of our product salesTire Design – growing segment with added sensor offeringWindshield wiper blade manufacturers – new market potentialDoor Seals/Other automotive focused applications – limited but has possibilitiesPD Development projects for FY CompletedLX100 sensorLX200 sensorWiper blade sensor – PX100: & PX100:PRO v6.0 SoftwareAlterations to X3 PRO ElectronicsUSB 2.0X3 PRO Electronics PlatformDevelopment projects planned for FY 2009 – Yet to beginCapacitive compensation – coming this FallCompensation algorithms – hysteresis/other for LX sensorsData acquisition – speed improvementsWireless for AT applications9
10Product Offering – Sensors LX100Seating (LX100: , LX100: & LX100: ) no 40.64??Designed for accuracy at low pressures 0.2-4psiLX200Seating (LX200: , LX200: , & LX200: )Designed for higher pressures. Not the best option for customers most interested in low pressure readings0.2-15psiLX100 & LX200 sensors use similar dielectricsPX100Seating (PX100: , PX100: , PX100: , & PX100: )High resolution seating options (PX100: & PX100: )Wiper blade (PX100: & PX100: )Large low pressure (PX100: & PX100: )Other high resolution (PX100: , PX100: , PX100: , & PX100: )PX200PX200 seat sensors have been discontinuedPX200 sensors are available in different resolutionsPX200 sensors are made with similar dielectrics to PX100 sensors10
11Product Offering – Sensors IX500 SensorsTire Sensors (IX500: , IX500: , & IX500: )First two sensors are high resolution and designed for mostly static testing. Made with rigid designThird option requires only 2 X3 PRO Sensor Packs and provides a more dynamic image. More flexibleX3 PRO Software will now interpolate data from 200psi to 250psiOther IX500 (IX500: , IX500: , IX500: , IX500: , & IX500: )Designed with similar properties to PX100 and PX200 sensorsSame cover, similar dielectric properties11
12Product Offering – Sensors PRO v6.0Latest version of softwareSince release of PRO v6.0 in May 2008, all new customers receive 1 year maintenance programEntitles the customer to free upgrades for 1 year from purchase dateThey can purchase additional years of maintenanceUpgrade programStarting Sept. 1, 2008 customers who purchased an X3 PRO System with PRO v5.0 will be required to pay retail price for PRO v6.0With the purchase of PRO v6.0 they will be entitled to a 1 year software maintenance program.They could also purchase additional years of the maintenance program12
13Product Offering – Calibration Chambers 3 options available to customersSell calibration chambers for lower pressure applications (0.1-4 & psi)Primarily for seating applicationsCalibration Chamber A – low pressure PX100: chamberCalibration Chamber B – discontinued – higher pressure PX100: chamberCalibration Chamber C – changed (will not fit sensors 50.8x81.2cm) low pressure chamberCalibration Chamber D – changed (will not fit sensors 50.8x81.2cm) higher pressure chamberSensors in excess of 15psi will need to be returned to XSENSOR for recalibration.13
14Marketing Initiatives LX100 Product SheetCompletedPRO v6.0 Product SheetX3 Wiper Blade Sensor – Specification SheetIn progressQuarterly Summaries - web based - partner updatesAutomotive Testing: USA Automotive Testing: GermanyCommunicationsDatabase of 120 customers and 300 leadsE-communicationsPress ReleasesAdvertisingSAE International – August, October, December14
15Marketing Initiatives AdvertisingIn progressSAE International – August, October, December15
17Distributor Presentations Distributor Lead Presentations and Discussion - 9:30 –12:0030 minute sessions on the following topics:(Questions and discussion encouraged for each session)Rene Storms – Automotive seating sales and successes in Germanyinterfaceforce GermanyTakashi Kobayashi – Toyota Japan – switching from Tekscan to XSENSORKen Automation JapanFerdinando Cavallero – Tire sensor sales in ItalyDanetech ItalyJean-Luc Barette – Wiper Blade sensor process in FrancePMI France17
18Distributor Presentations Distributor Lead Presentations and Discussion - 9:30 –12:0030 minute sessions on the following topics:(Questions and discussion encouraged for each session)Rene Storms – Automotive seating sales and successes in Germanyinterfaceforce Germany18
19Automotive SeatingGood start to sell in the market is to convince the OEM customer of the seat manufacturer, means the car manufacturer.They simply multiply your customers. Car manufacturers usually understand the weak points of this kind measurement and regardless of our specifications, if everyone does the same they think that they at least have a kind of standard. And here is our strongest argument. XSENSOR has a very good repeatability.Do not hesitate to contact big guys !This kind of measurement is BOARD-SUITABLEDon‘t forget: mazing amount of different departments work on the same thing
20Automotive Seatingthe automotive seat has the biggest contact to a customer, so it is a very important part of a car !it is an expensive part of the car, option list is very long. Easily you can spend € for special seats.lot of components in the seat have influence regarding the comfortHeating, cooling, massage, adjusting, material….all these units have to be tested (W.E.T, Brose, L&P, Fehrer……)20
21Automotive SeatingA seat has a big volume and is usually ordered a few hours before the car is produced, so production and quality tests need to be close to the car manufacturer (means just more customers)These customers offices usually get their budget from sales and their requirements are not so high………
22Automotive Seating Testing: comfort + quality & durability + safety XSENSOR Advantages:stability,creep,repeatability80 % is sensing areaflexibility of the sensordurability of the sensor
23Aircraft + Automotive Seating Do not hesitate to contact customers already using competitors.These customers will understand our strong points way better than new customers!In the future all seats may be tested before they are built in the car…..
24Seating Misc. Don‘t Forget : aerospace market Railway Bus and coach Office chair(here you see a lot small manufacturers)
25Distributor Presentations Distributor Lead Presentations and Discussion - 9:30 –12:0030 minute sessions on the following topics:(Questions and discussion encouraged for each session)Ferdinando Cavallero – Tire sensor sales in ItalyDanetech Italy25
26Advantage / Disadvantage XSENSOR Tire Sensor was selected to replace Tekscan because we were considered superior on most of the characteristics:Advantages against TekscanOur Tire Sensor System was less expensiveWe do not need calibration every day (like Tekscan)Our sensor seems to be more rugged (especially to twist and sheer forces)Our SW X3Pro was more PowerfulWe have standard 294 x 294 mm and 399 x 399 mm sensors at 200/250 psiDisadvantages against TekscanOur Tire Sensor was more expensiveWe have only a pressure range of 200 psi (250 psi not calibrated)We can not provide a “transportable” calibration system for Tire sensors
27Agriculture and Off Road Tekscan has two sensors that are published for large Truck and Agriculture tires:model 8000Q (69 psi x 558 mm - 3 mm resolution)model 7100Q (25 psi x 914 mm - 5 x 5 mm resolution)The problem with such sensors is Price (extremely expensive)Pressure range too lowSensors are too fragile to twist and sheer forces (that are much bigger in a Agriculture - Truck and Off road tire then in a Passenger tire)FOR THESE REASONS NO ONE USED TEKSCAN FOR AGRICULTURE & LARGE TRUCK TIRES IN ITALY. MOST OF THE REASERCH ACTIVITY ON TRUCK AND AGRICULTURE TREAD WAS DONE WITH CARBON PAPER !!!!
28Pressure RangeWe were quite successful having started selling 3 Tire Sensors Systems for Large Truck and Agriculture applications with custom Sensors 975 x 975 mm sensors, 5.08 mm resolution, pressure range 200 psi (250 not calibrated). Other orders are on the way.We still have a problem that we hope will be solved by XSENSOR in future, the pressure range is still too low.Here is an example of a test done on Truck Tire loaded at less then 50% of the capacity.It is still interesting to use the XSENSOR for Contact Area only but not for the other analysis, and what about reliability of the sensor being overloaded often?
29Subsoil TestsThe manufacturers of Agriculture Tires start to consider performing subsoil tests with Pressure Plotting Systems. A methodology is currently under development and could became a standard test required on Agriculture Tires.It is extremely important to promote our product to the Agriculture Tires manufacturer worldwide because the subsoil test could become a standard test (with a big potential market) and we have the “state of the art” product in this field. Below is an example of sub soil test done at Trelleborg at different depth of soil (demo done with a passenger tire sensor).
30Tire Companies in Italy PIRELLI TYREBRIDGESTONETRELLEBORGMARANGONI TYRE30
31Passengers And TBR Tire Pirelli and Bridgestone European Technical Centers use Tekscan tire sensors for passenger tires extensively.Both companies also used Tekscan for TBR (Truck & Bus Radial) tire tread testsMost common Tekscan sensor used was: model 8050300 psi x 968 mm x 176 sensing - 1 mm resolution
32Distributor Presentations Distributor Lead Presentations and Discussion - 9:30 –12:0030 minute sessions on the following topics:(Questions and discussion encouraged for each session)Jean-Luc Barette – Wiper Blade sensor process in FrancePMI France32
33Wiper MeasurementPM Instrumentation, France , J.L. Barette33
34The units and the wiper world Never talk about PRESSURE Wiper MeasurementThe units and the wiper world Never talk about PRESSUREThe contact area of the wiper to the windshield is about 800 mm by less than 2 mm.34
35Wiper MeasurementBecause of this, we cannot talk about pressure (no surface measured) but we talk about force to the length – N / meterThe wiper people are used to measure the force under the wiper arm, this force could be about 15 N over 800 mm so we have 18.8 N/mThe XSENSOR wiper sensor is calibrated to 32 N/m = 30 mmHg or 0.4N/cm²35
36Measurement of a very low pressure What are we looking at ?Measurement of a very low pressureTypical wiper profile36
37What are we looking at ?Very good repeatability37
38What are we looking at ?XSENSOR sensing elements give the same signal for the same pressure.The measurement is the same no matter where the wiper is placedon the sensor.38
39Why we are better? ( maybe the best …) Low pressure sensibility, low noiseXSENSOR : from 5 mmHg .Tekscan use a high pressure range ink and amplify the signal. Result - noisy outputNO calibration NO. equilibrationTekscan users spend 1/4 of their time on this. Result -calibration varies (human error & environmental conditions).Repeatability of the measurement with low noiseTekscan – noisy measurements and poor repeatability.39
40Why we are better? ( maybe the best …) Time StabilityTekscan needs to be calibrated every day . Without calibration it is almost impossible to reproduce measurements for more than 2 daysPad DurabilityThe Tekscan pad do not last long, needs to be replaced after a number of measurements.40
41Where are the applications? Wipers manufacturer for R & D purpose.Wipers manufacturer for quality control at production levelThe car industry for R&D - wiper testingThey control the product and improve the wiping systems of the carsCar industry for research material on rubberThey test the rubber and the finished product (wiper or door seal)41
42The Competitor The Competitor : Tekscan How many system in France and BelguimValeo : 5 Tekscan systems in FranceBosch : 1 in BelgiumFederal Mogul : 1 in BelguimToday : 2 XSENSOR systems sold in France and Belgium. 1 to FM, one to PSATotal need :for R & D (wiper manufacturer) : 8 systemsfor production (wiper manufacturer) : Important request42
43Distributor Presentations Distributor Lead Presentations and Discussion - 9:30 –12:0030 minute sessions on the following topics:(Questions and discussion encouraged for each session)Takashi Kobayashi – Toyota Japan – switching from Tekscan to XSENSORKen Automation Japan43
44Business Review/Ken Automation About Ken Automation –Established in 1990, and has been distributer ofXSENSOR since 2006.Primarily specialized in none destructive testingequipment in automotive sector in Japan.Global business partners –Infrared Cameras, Infrared Stress Analysis System (France)Eddy Current Inspection Equipment (Germany)Non Contact Ultrasound Inspection System (USA)Pressure Mapping Imaging System (Canada)Others
45Business Review/Ken Automation Japanese industrial market history –Tekscan’s resistive sensor dominated.Limited recognition of XSENSOR’s capacitive sensorand its excellence in performance.Ken Automation put top priority to introduce XSENSORwhich has become one of the core product lines handled.Sales breakdown by sensors/components –Year (Jan - Dec)Seat SensorTire SensorX3 DisplayCalibration Chamber20066120071652008 YTD172
46Business Review/Ken Automation Strengths we offer –Trade show participationNational advertisementLocal web site promotion(More than 200 inquiries)Demo and reportingTrade show(Automotive Engineering Exposition 2008,Car testing 2008, others)Advertisement(Journal of Society of Automotive Engineers of Japan, others)Top pageSeat sensorTire sensor(Updating the trade show information)Demonstration and its reportfor each potential customers
47Business Review/Ken Automation Business history with Toyota Group Companies –No.DateGroup CompanyInitial ContactStatusApplicationRemark12006/11AisinTrade showShippedBed22007/6DensoWeb siteLostOEM seat sensor32007/7Toyota MotorAutomotive seat42007/8Recommended by No.1Power windowRequired more than 200 PSI -> Maybe PPS52007/10Polishing car body-> Maybe Tekscan6Under studyRubber bushingCompetitor is Tekscan72007/12Toyota Central R&DAdvertisement82008/19Toyota BoshokuTrading company102008/3DaihatsuShippingDeliver in this month11122008/8Recommended by No.3Seat beltPressure level is very low.Toyota GroupJtektToyota IndustriesToyota MotorAichi SteelToyota Auto BodyKanto Auto WorksToyota TsushoAisinToyota GoseiDensoToyota BoshokuTowa FudousanToyota Central R&DDaihatsuHino*1 Two projects (Nos.6 and 12) above have already been budgeted for purchase this year.*2 Those blue colored companies in the group show “shipment made”.
48Business Review/Ken Automation Tips for business success in Japan –Web site product introduction is one of the strongest tool.To provide customer satisfaction, below are take for granted.Quick demonstration reportQuick response to customer’s inquiriesQuick reaction to resolve issue, to lead new business generationBusiness forecast for XSENSOR –Nissan group is under study for 2009 purchase budget.Knowledge/recognition of XSENSOR’s performance for tire sensor has already been made by Bridgestone, Toyo Rubber, Sumitomo Rubber, and Yokohama Rubber.Increased business is expected for 2009 vs
50Sales Efforts/Focus Open Forum 1:00 – 3:00 Want to discuss what approach you are using.Sales Efforts / FocusWhat has been effectiveWhat type of customer do you targetHow are you positioning the product to customersHow do you compare XSENSOR to the competitionHow does Tekscan pricing/approach compare?How do you explain the benefits of our productWhat do you use to convey the benefits method (demo/literature/website/etc)How are you closing the sale?What would help you be more successful?50