To help spread awareness of composites during the 2018 North American International Auto Show, Continental Structural Plastics, a leader in automotive composites, executed a three-pronged campaign that included a print ad in Automotive News, a radio ad on WJR in Detroit, and an exclusive Autoline interview with CSP CEO Steve Rooney.
“We are trying to raise awareness not just of CSP, but the benefits of working with composites,” said Kim Zitny, corporate communications director at CSP. Those benefits, including reduced vehicle weight and tooling costs, have made CSP’s products attractive to major OEMs like GM, which has been at the forefront of automotive composite manufacturing for more than 60 years. In 2016, the company was acquired by Teijin – a world leading carbon fiber company that is working to develop the foundation of its automotive composite products business in North America.
CSP is a member of the American Composites Manufacturers Association (ACMA), the leading trade association representing the North American composites industry. CSP is an active contributor to ACMA’s Automotive Composites Alliance, which works to grow the market for composites in automotive applications.
For its part, ACMA has launched its own long-term campaign geared toward spreading awareness of composites not only in automotive, but in all markets. The campaign is centered on educating and raising awareness of the benefits of composites to ensure composites are considered as a potential solution against other materials from the beginning of an OEM’s selection and design processes. ACMA has created a variety of materials, including templates for brochures and PowerPoint presentations, which members can use in their own marketing to help spread the word about the benefits of composites to end users, designers, engineers and specifiers. The materials are now available through the MyACMA portal.
Additionally, ACMA will launch a website soon to support the collateral materials and all market outreach. The website will help get the end user community excited about the possibilities of composites by providing information about the benefits of composites, market segment applications and manufacturing processes. It will also feature a section dedicated to debunking myths about composites.
In addition to its long-term awareness campaign, ACMA is planning to engage a major OEM in 2018 as part of its Automotive Technology Day event series. The event will give the OEM’s designers and engineers a chance to learn more about composites and the benefits of incorporating them into their designs. More details will be available soon.