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Show review: Automotive Testing Expo Korea 2013

The first-ever Automotive Testing Expo Korea was a resounding success. The event will return, even bigger and better, in 2015!

 

With thousands of visitors through the doors, and hundreds of delighted exhibitors, the first ever Automotive Testing Expo Korea – held at Seoul’s Korea International Exhibition Center (KINTEX) – was a spectacular success.

“The show has exceeded all our expectations,” said show director, Dominic Cundy. “We can’t wait to be back with an even bigger and better event in 2015.”

A shuttle-bus system to bring engineers from the likes of General Motors, Hyundai-Kia, Ssangyong and Renault Samsung to the Expo, was hugely popular and helped deliver – literally – high-quality visitors to the show.

Even on the first day, the Open Technology Forum rapidly became 'standing room only', and as the morning developed and word spread back to R&D centers, more buses were being added to bring additional engineers into the show. "That is decisive," said the show's founder, Tony Robinson. "Clearly the show and the range of exhibits is being seen as 'must-attend' status. We can't get better feedback than that on an opening day!"

“We are really surprised by the high number of visitors, especially at a time when attendance at other Korean shows attracting the sound and vibration market is falling,” confirmed Dr Georg Wirth, sales manager Asia Pacific at show exhibitor, Polytec GmbH, which had an eye-catching Formula Student car from Kookmin University on its stand. “Polytec has been active in Korea for a number of years but we have made contact with a lot of new faces that I am sure we would not have met, had we not exhibited here.”

Meanwhile Daejeon, Korea-based SM Instruments Inc. used the show to launch its SeeSV-S205 real-time sound camera, which implements FPGA-based, high-speed beamforming technology for highly transient noise source detection.

“Four or five of our main competitors in the sound camera market are here, which is good for making comparisons,” reported CEO, Kevin Kim. “We co-developed the 2013 Red Dot Design award-winning SeeSV-S205 with Hyundai, which has five of our cameras within its R&D and manufacturing departments. Now we want to market the system to OEMs and Tier 1 suppliers of doors, dashboards and seats, internationally. We’ve been very pleased with the amount of interest at the show with a good turnout of NVH engineers from manufacturers such as Renault and GM. We have also established contact with a potential US distributor.”

Other exhibitors were new to the Korean market, including Cruden with its always-popular driving simulator, this time equipped with eye-tracking for driver observation research.

“The Expo was our first dedicated activity to target the Korean market, although the country represents a large proportion of the enquiries we receive,” explained commercial director, Frank Kalff. “We used our presence at the show to arrange meetings with prospective OEM and Tier 1 customers, as well as with contacts in the attractions and motorsport industries and a lead from China. We made many new contacts with engineers and managers at all levels with car and tire manufacturers. We will need to come back when the Expo returns in two years to build on the awareness we created.”

Like Cruden, AVL exhibits at Automotive Testing Expos around the world. It was present in Seoul with one of the biggest stands, including dedicated areas to meet with customers.

“It has been beneficial for us to provide private meeting rooms on the stand for our customers,” said Dr Sari Abwa, director global business development, Instrumentation and Test Systems, AVL. “The show has been a huge success for us. We are already well established in Korea, with 150 staff and our Korea Calibration Centre located nearby in Incheon City, which undertakes diesel and gasoline EMS calibration, engine/vehicle benchmarking testing, engine certification testing, vehicle emission cycle testing and after-treatment development testing.

“We launched our new ‘AVL Test Field Efficiency’ approach at the show. It is an OEM-focused management process for the efficient operation of engine test facilities – less about the equipment itself and more about the how to use it so that productivity is maximised. The basic aim is to close what we call the testing gap, by introducing techniques that reduce the demand for testing and increase the supply of testing capability and capacity. One such solution is our AVL Pallet System, which allows easy movement of the unit under test from the setup room to the test bed.”

 

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