Multiple Wins

The winner of the "World Automotive Components" award, organized by the Max-Media publishing house, according to the results of 2014 was once again KYB.  The company again repeated the success of previous years, becoming the winner in the "Shock Absorber of the Year" category. We talked to representatives of the company about why KYB manages to retain its leadership position on the Russian market.

"Autocomponents: What is the secret of KYB's success on the Russian market?

Evgeny Sushilin, KYB Eurasia Brand Manager: The motto of our company: "Our accuracy is your advantage". These are not just pretty words. We realize clearly that to become a leader and to keep this title is possible only with the stable high quality of the product. We are especially proud of the fact that KYB shock absorbers, designed for the market of auto components, are produced in the same factories, as the ones producing shock absorbers to be supplied to the conveyors of automobile manufacturers.

Quality products are certainly the main, but not the only condition for successful work. In our case another important factor is an extended warranty on shock absorbers (up to two years), as well as cooperation with service stations and points of sale within the KYB Service program, which ensures qualitative and correct replacement and installation of our shock absorbers.  Thus KYB is involved in the whole "life cycle" of the shock absorbers: from production to installation on the client's car.

Service stations, participants of the KYB Service project, not only install our shock absorbers correctly, but also provide KYB warranty policy.

"Autocomponents: In the current difficult conditions on the Russian market how do you manage to hold your positions?

Evgeniy: KYB has a strong position on the Russian shock absorber market. Our products are trusted by the professionals of the car repair market. It is important to mention that KYB offers a wide range of products in Russia. We have very strong program for Korean as well as American cars. Moreover, the range of KYB products offered in Russia is expanding in accordance with the peculiarities of our market. In particular, we deliver the products to the car assembly plants in Russia which work under the Promsobor mode.

KYB shock absorbers belong to the premium class products. They were developed using modern technologies and meet the most stringent requirements.  It is well known that really qualitative thing, in development of which great resources were invested, can not cost too cheap. However, even in the crisis you should not save on such important things as the suspension element of the car, because it affects the drivability of the car, its ability to get out of an abnormal road situation, and as a result save not only the car, but also life. Too low price of a shock absorber most likely means that the manufacturer saved on literally everything - from materials to personnel, and as a result - on the safety of their customers. If you buy a cheap shock absorber, the resulting savings can also be devalued by the premature failure of the shock absorber. A quality shock absorber will last longer and protect the car owner from road "surprises". In today's environment it is important for auto components manufacturers to communicate with their customers, to be able to conduct a dialogue and offer their best products.  That is why we and our distributors work actively with the workshop segment. Sometimes a mechanic's opinion is the determining factor for a motorist when choosing shock absorbers. Such work is carried out not only within the framework of the KYB Service program, but also at technical seminars that regularly take place in major Russian cities. We organize these events first of all for service stations and spare parts retailers. At the seminars we study not only the construction and principle of operation of shock absorbers, but also recommendations for maintenance and diagnostics of car suspensions.

"Autocomponents: Tell us about the novelties of KYB range for the Russian market.

Dmitry Kovalev, Technical Specialist of KYB Eurasia: In 2014 KYB introduced a revolutionary adaptive steering system for the new Nissan Skyline (Infinity Q50).  I want to emphasize that KYB pioneered this development, which was created in close cooperation with Nissan Motor. The Nissan Skyline was the world's first production passenger car equipped with a steering system that has no mechanical connection between the steering wheel and the wheels.
 

KYB is constantly expanding its program for the post-warranty car service market. The range of KYB shock absorbers for Russia is replenished every three months on average. From the recent novelties - new shock absorbers for Renault Duster (all four shock absorbers, for mono- and all-wheel drive modifications), and also for Renault Logan of the second generation.

"Autocomponents": In what direction is the development of new technologies in the production of shock absorbers?

Dmitry: There has been a qualitative leap in shock absorber development and production over the past 20 years. In the 2000's the automobile industry started to implement the electronically controlled suspension systems, where shock absorbers play the key role. Such systems allowed increasing safety level, improving drivability of the car and making it more comfortable. Among the new trends is the increasing complexity of shock absorber design and simultaneous optimization of technologies. For example, shock absorbers are becoming more complex and lighter. And, since it is necessary to reduce the unsprung mass and improve the comfort and drivability of the car, light alloys (magnesium and aluminum) are used in the production of shock absorbers. One more interesting tendency is the application of composite materials for shock absorber body production. KYB already has prototypes of shock absorbers made of carbon plastic which allows decreasing unsprung mass and improving heat-removal characteristics.

"Autocomponents: How does KYB estimate its prospects on the Russian market?

Evgeniy: We are optimistic about the future and see many opportunities for growth and development on the Russian market. The crisis will be over in any case. Whoever manages to mobilize his resources in the difficult years will win. KYB has repeatedly shown the effectiveness in market development and ability to hold leading positions. Our company will continue to focus on quality and promptly bring new assortment to the market at reasonable prices. We will continue our mutually beneficial cooperation with our distributors and service stations and will give them full support in promotion of KYB shock absorbers and springs. This gives us confidence in further development at the market of the Customs Union countries.