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INTO THE FUTUREHigh speed trains need high strength steel

Steel is building the new world Sustainable solutions create world´s new wonders

And the nominees are… Read all about the Swedish Steel Prize 2010

The new SSAB Reorganization increases customer focus

WorldSSAB

MAGAZINENew

Your

CUSTOMER´S BUSINESS IN FOCUS

teel plays an essential role in some of the world’s most spectacular construction projects currently underway, from Dubai’s famous Palm Islands, to the expansion of the Panama Canal, to a civilian spaceport and an enormous fusion reactor. In this issue we look at how SSAB’s high strength steel is contributing to the new wonders

of the world, and report on the massive boom in infrastructure construction expected over the next 20 years.

The high-speed Trains of The fuTure are here today, but their rapid development requires increasingly advanced safety systems. SSAB is there­fore cooperating with Swedish coupler manufacturer Dellner to develop entirely new energy management systems for some of the fastest trains in the world. Through SSAB’s extensive knowledge of its high strength steel, we can help customers develop new products, cut manufacturing costs and grow their businesses. And the results of our new customer survey will help us serve our customers even better.

as a way To promoTe developments in high strength steel, SSAB founded 12 years ago the Swedish Steel Prize, which is awarded every fall. Over the years, prize winners have developed products that are stronger, lighter and more sustain able than their predecessors. In many cases production process es have also become more effi­cient. The award ceremony is also an excellent opportunity for us to arrange stimulating seminars and present our own operations. I hope that you will join us in Borlänge and Stockholm on November 17­18 for this special event.

CEO

Published by SSAB, P.O Box 70, Klarabergsviadukten 70, D6 101 21 Stockholm, Sweden editor-in-chief Helena Stålnert editor Anders Sörman, +46 243 710 80, [email protected] editorial production Tidningskompaniet project management Josefine Swenson, +46 8 586 114 60, [email protected] Layout David Löfberg front cover Getty Images next issue March 2011 Copyright Texts and images in SSAB World may not be republished without permission. Please visit www.ssab.com for more information.

WorldSSAB

CUSTOMER’S BUSINESS IN FOCUS

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a fuTure made of sTeeL

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’’In this issue we look at how SSAB’s high strength steel is contributing to the new wonders of the world

2 SSAB WORLD # 2 / 2010

CONTENT 02/10

smart solutionDiscover how Ellermann GmbH increased the loading capacity of its newly designed container, while reducing steel waste, costs and weight.

world´s biggest spending boom Over the next 20 years a whopping USD 71 trillion will be invested in infrastructure projects around the world. SSAB is part of several of the most specta-cular projects.

The science of superman He is faster than a speeding bullet, more powerful than a locomotive and able to leap tall buildings in a single bound. SSAB World takes a closer look at the original man of steel and exa-mines what it takes to be a superhero.

swedish steel prize 2010 Four companies have been nominated. Read about their innovative products and the prestigious competition that will be decided in Stockholm on November 18th.

safe travelling As high-speed trains develop, safety demands increase. Coupler manufacturer Dellner is cooper ating with SSAB to equip the train market with entirely new safety systems for the future of travel.

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# 2 / 2010 SSAB WORLD 3

+The new ssaB In January 2010 SSAB merged its sales organizations for plate and strip steel. This means a better setup for customers

who now have a single contact for both pro-duction areas within a geographic region. 20

SmartSOLUTIONS

TOGETHER WE CREATE BETTER RESULTS

4 SSAB WORLD # 2 / 2010

ConTainer manufaCTurer Ellermann wanted to be able to make containers in the same size as before but with more load ca-pacity. Thanks to SSAB’s high strength steel

their vision has become reality.“We’re constantly on the lookout for bet-

ter solutions and smarter products for our customers,” says Tobias Ellermann, CEO of

Ellermann GmbH in Germany.He discovered SSAB at a trade fair, and

about two years ago manufactured the first container utilizing wear steel from SSAB for

High strength steel makes the container lighter New design provides 15 percent more loading capacity Ready­made material simplifies production

JaaKKo aho, design engineer and managing direCTor aT Bs LogisTiCToBias eLLermann, Ceo of eLLermann gmBh

# 2 / 2010 SSAB WORLD 5

the floor and the sidewalls. SSAB delivers the material ready-made, which simplifies welding and reduces steel waste.

“we used To worK with aluminum, which was costly and difficult to work with. The high strength steel is easier, and as the material is so strong and stable we can build a container that is much thinner nowadays,” says Ellermann.

The stabilizing support beams that once were

placed around a container are no longer needed because the material is sufficiently strong in itself. The new design, together with thinner materials, has led to a five percent jump in load space compared to before. Forty cubic meters has become forty-two. A further bonus is that the containers are now substantially lighter, which delivers weight benefits.

“Thanks to the new design we can take an ex-tra 1.5 tons weight per container and three tons

on a 20-ton load. That represents a 15 percent increase in load capacity,” says Ellermann.

The sLighTLy rounded shape of the new container makes it more streamlined, which in turn leads to reduced fuel use.

“An extra bonus is that the new steel makes the container look much more elegant than ear-lier,” Ellermann concludes.

maria Karlsson

phoTo: eriC shamBroom

6 SSAB WORLD # 2 / 2010

SMART SOLUTIONS

effiCienCy in the Mexican Ingenio de Atencingo sugar plant has been boosted thanks to the new process knives made of Hardox 500.

The new knife blades last three times as long as the ones used before. This means that it becomes much ea-sier to shorten the tough sugar cane before the next stage in the process, when the bits are mashed in a huge mill.

“The Hardox steel in the knives helps us to slash maintenance time. Being able to avoid unnecessary downtime is really vital for us,” says Plant Manager Metrobio Garcia.

Reduced downtime also cuts per-

sonnel costs, an important part of the company’s efficiency program that has been intensified due to the econo-mic crisis.

It was thanks to a new employee that the plant’s management found out about Hardox. Ingenio de Aten-cingo got in touch with SSAB who quickly sent a team to analyze how hard the steel needed to be to deliver the best results.

Huge demands are placed on the blades that must both slice through the fiber-rich cane stalk and resist the acid-like sugar juice. Before the sugar cane is processed and the fibers crushed so that they can be mashed

and pressed, it has to undergo three Hardox blade stages.

“Not only are the blades lasting longer, but the end result is better too,” says Metrobio Garcia. The com-pany is now looking into letting SSAB study other stages of the refining process, especially the harvesting ma-chines.

“The sugar cane is both cut and shortened on the plantation. To re-place blades with Hardox would make a substantial difference as the opera-tors are currently obliged to stop and change knives the whole time,” says Metrobio Garcia.

Jon pelling

ingenio de aTenCingo sugar pLanT

Rapid service from SSABStrong construction Hardox can be used in several production stages

phoTo: isToCKphoTo

# 2 / 2010 SSAB WORLD 7

“when manufaCTuring bumpers for off-road SUVs, it is important to use quality material all the way through – only the best will do,” says Produc-tion Manager Domingo Gamero, as he shows a finished bumper.

The steel that is used for manufac-turing the bumpers at Alcalá Industrial is Docol 1000 DP from SSAB. The steel is delivered in slit coils, each weighing more than 3.5 tons.

“The steel is delivered in exactly the size and thickness that we need, which means there is no scrap left over,” says Purchasing Technician Antonio Moyano. “This is a very important advantage that SSAB offers.”

The Bumpers are roll formed on a production line, so that the steel is fed into one end of the roll and the fin-ished product come out the other. The roll-forming machine forms the bum-pers in about twenty different stages. After this, the strip edges are welded together using laser technology. In the final stage, the bumper is curved and cut to the right length.

“Using roll forming produces better results than with stamping. Another advantage is that roll forming makes relatively little noise,” says Gamero.

On another production line, the Spanish company manufactures side impact beams for car doors for another car brand. Docol 1000 DP is also used for this product.

Thomas gustafsson

domingo gamero, produCTion manager and anTonio moyano, purChasing TeChniCian, aLCaLá indusTriaL

Docol makes high­ quality bumpers

No steel waste

Good cooperation with SSAB

phoTo: Thomas gusTafsson

CASE: PALFINGERCASE: PALFINGER

energy absorbers In heavy collisions the coupler releases from the fasteners, thus deforming the honeycomb element and protecting the basic structure of the railroad car.

anti-climber Prevents cars from rising on top of each other in a high-speed collision.

semi-permanent coupler The energy-absorbing modules consist of gas-hydraulic dampers and/or rubber-based elements, which absorb less severe collisions. Stronger collisions are absorbed by the deformation tube.

d-BoX Energy management system

high sTrengTh sTeeL deLivers safer Trains

8 SSAB WORLD # 2 / 2010

We are convinced that joint product development is the right approach to develop tomorrow’s trains“ Bo Dagvall, head of technical systems at Dellner

# 2 / 2010 SSAB WORLD 9

➔

energy managemenT sysTems // Dellner is the world leader when it comes to manufacturing train connec-tion systems, and SSAB is an expert in crash safety. Together they are developing new pro-ducts where the energy-ab-sorbing characteristics of steel help ensure high speed trains and other modern railroad cars are safer than ever before.

by håKan Johansson

Dellner’s products can be found on all continents and in all types of railroad cars, but competition is tough. There is constant pressure

to continuously develop better, safer and more efficient equipment.

“That’s one reason why we wanted a de-velopment project where our product de-velopers, steel specialists at SSAB and one or more train makers, could join forces,” says Bo Dagvall, head of technical systems at Dellner. “There are lots of examples that demonstrate such investments can deliver amazing results – just look at today’s auto-mobiles.”

iT is no surprise that he uses the auto industry as an example, since that is where SSAB actively pursues the development of effective, passive protection systems. Its Domex structural steel absorbs energy and ensures a stable chassis.

This fall will see Dellner continue development of its D-BOX concept, an

The front The load-carrying structure behind the train’s nose cone is made entirely of advanced high strength steel. The hatch mechanism is both stronger and significantly lighter than comparable constructions.

high sTrengTh sTeeL deLivers safer Trains see The Train Crash!web-Tv atwww.ssab.com

phoTo: deLLner/ComuT reKLam & digiTaLTryCK aB

automatic coupler The energy-absorbing modules consist of gas-hydraulic dampers and/or rubber-based elements, which absorb less severe collisions. Stronger collisions are absorbed by the deformation tube. The automatic coupler also includes a shear-out function, which makes the coupler move backwards letting the front absorb the remaining energy.

10 SSAB WORLD # 2 / 2010

integrated safety system for rail transporta-tion traffic.

“The Key BenefiTs with D-BOX are that the parts involved create a holistic solution that solves both small and major problems for traffic corporations,” explains Fredrik Lundberg, key account manager at Dellner.

Above all, it is about ensuring passengers do not suffer injury in the event of an acci-

prises gas-hydraulic absorbers and/or rubber-based parts, which dampen lighter impacts. The forces resulting from bigger impacts are absorbed by deformation tubes and honeycomb parts that deform but pro-tect the basic structure in the railroad car frame. After changing the damaged parts, the railroad car can be speedily put back into traffic again.

“The energy-aBsorBing characteris-tics of our Domex structural steel hugely benefit such components,” says Göran Uhlin, project manager at SSAB business development.

SSAB has already given Dellner clear competitive advantages. The coupling flap at the front of the world’s fastest train, the Alstom AGV, is the result of the combined strengths of both companies. The new high speed train is currently undergoing speed trials in Italy. The top speed is 357 miles/hour (575 km/hour), but when used in real-life traffic the top speed will be limited to a more modest 224 miles/hour (360 km/hour).

The weighT-Bearing design behind the nose element on the locomotive is solely made of advanced high strength steel. The locomotive mechanics are both stronger and considerably lighter than comparable designs. The first prototype already weighed 40 percent less than the original proposal.

The demand for less weight has driven development towards ever more high strength steel in modern vehicle designs. Now even leading train manufacturers are seeing the advantages of lighter designs, such as less wear on the tracks, the possibi-lity of carrying more passengers, and faster start and stop times.

The faster a train goes, the more string-ent are the demands on both signaling systems and railroad cars. Fredrik Lund-berg describes the next step in the develop-ment: “If we look at the various units that we make ourselves, such as coupling units, dampening parts and anti-climbers, there are fixed norms for the product characte-ristics. But if we also look at related safety products, then there are opportunities for even better solutions.”

“we are ConvinCed that joint product development is the right approach to de-velop tomorrow’s trains,” says Bo Dagvall. “When we have defined the goal, we jointly create completely new prerequisites for those who later take part in the develop-ment effort.”

dent. The key to success is to combine the energy absorption element with a stable in-ner construction, which protects travelers.

“It costs a lot if a train is affected by chas-sis damage during a collision,” says Lund-berg. “That’s why our concept contains energy-damping modules that are so effec-tive that they can take the entire impact at slightly lower speeds.”

The first step in the safety system com-

how iT wiLL Be done

CASE: DELLNER

➔The deLLner couplers reach all over the world supported by Dellner´s subsidiaries and agent network. The company is head-quartered in Sweden and has a turnover of about 75 MEUR.

The ChaLLenge:Create safer, stronger and lighter applications for modern trains and railroad cars.

The soLuTion: Domex structural steel.

ConTaCT:Göran Uhlin, SSAB [email protected]+46 243 71526

wonders OF THE WORLD

phoTo: uLf paLm

seven-page speCiaL seCTion

››12 duBai´s paLm isLands 13 oasis of The seas 17 The dragonfLy

verTiCaL farm

# 2 / 2010 SSAB WORLD 11

modern marveLs // Our world is a truly wonderful place with much to marvel about. The list of the Seven Wonders of the Ancient World was the

first to detail seven remarkable constructions. Since then many new and dif­ferent lists have been compiled by a host of individuals and organizations to mark huge new leaps in technology and imaginative design. In a few decades there will be reason to compile yet a new list of wonders, since the world will

take on a whole new shape in the years to come.

wonders OF THE WORLD

NEW!

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certainly ranks as one of the world´s most ambitious construction projects and is often referred to as the “eighth wonder of the world.” The artificial peninsulas are constructed of sand dredged from the bottom of the persian gulf by Belgian companies specializing in land reclamation. Luyckx is a company that modifies huge hitachi machines for use in individual civil engineering projects. in dubai, Luyckx supplied the Jan de nul dredging Company with giant excavation and dredging machines equipped with custom-made, super-long booms boasting a reach from 28 to 36 meters. The booms are made of weldox high strength steel and come with msT buckets made of hardox wear plate. The super-sized excavators were used partly to help create a huge break-water for the outer edge of each palm’s encircling crescent. The breakwater of the palm Jebal ali project has over twelve million tons of rock, with each rock individually placed by an excavator.

duBai’s paLm

isLands

The world´s biggest spending boom is about to start. In order to serve the growing world popula-tion, the OECD believes governments worldwide could be spending US$71 trillion over the next 20 years on infrastructure projects such as roads, power plants and transit systems.

Such a level of explosive growth bodes well for a leading steel maker such as SSAB and its top-performing steel materials for infrastructure construction. Although some may view in-frastructure development as exciting as watching paint dry, the reality is quite different. Several mind-blowing projects already underway include technical feats such as building the world’s longest tunnels and bridges, its tallest buildings and a group of artificial islands.

in The deveLoped CounTries of europe, Asia and North America, much of the infrastructure spending will be aimed at rebuilding and upgrading existing systems, while in developing countries the focus will be on building infrastructure from scratch.

Consider the so-called BRIC countries, Brazil, Russia, India and China, which represent some of the world’s fastest growing

emerging economies, today accounting together for 14.6 per-cent of the world economy. Goldman Sachs, the global banking and securities firm, believes that by 2020 the BRIC countries will account for a third of the global economy and contribute about 49 percent of global GDP growth.

aLL four BriC CounTries are now pursuing massive in-frastructure building programs. It is estimated that Brazil, which will host the 2014 World Cup and the 2016 Olympic Games, will be spending by 2013 almost US$800 billion on im-proving infrastructure. According to the Russian ministry of economic development, Russia will invest over US$1 trillion in infrastructure development by 2020. India is projecting it will spend US$500 billion by 2015, while China is committing US$585 billion to projects such as building 53,000 miles of high-way to connect rural areas with urban centers. China is also planning to build 97 new airports by 2020.

Against the above background, it is little wonder that the OECD dubbed infrastructure “the backbone of the world eco-nomy.”

Over the following pages SSAB World takes a closer look at seven astonishing creations of the new world.

7 wonders of The anCienT worLd*1) Great Pyramid of Giza2) Hanging Gardens of Babylon3) Statue of Zeus at Olympia4) Temple of Artemis at Ephesus5) Mausoleum of Maussollos at Halicarnassus6) Colossus of Rhodes7) Lighthouse of Alexandria

*COMPILED IN THE MIDDLE AGES, BASED ON REF-ERENCES FROM THE GREEK HISTORIAN HERODOTUS (484 – 425 BC) AND THE SCHOLAR CALLIMACHUS OF CyRENE (CA. 305 – 240 BC).

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wonders OF THE WORLDNEW!

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12 SSAB WORLD # 2 / 2010

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wonders OF THE WORLD

is a us$1.2 billion monster. described as a nautical architectural marvel, she is the largest and most revolutionary cruise ship in the world, only to be rivaled by a sister ship due at the end of 2010. Built at the aker yards in Turku, on the forested coast of southern finland, the oasis of the seas spans 16 decks, encompasses 225,282 gross registered tons, carries 5,400 guests at double occupancy, and features 2,700 staterooms, four swimming pools and an ice skating rink. oasis was constructed out of 500,000 individual steel parts and 180 grand blocks, each weighing 600 tons, as well as 150 miles (241 km) of piping and 3,299 miles (5,310 km) of electrical cables.

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is taking shape in a field near Cadar­ache in southern France and involves the construction of the world’s most advanced fusion reactor. The fusion testing, scheduled to begin in 2019, will attempt to recreate conditions like those in our sun in order to pro­duce a revolutionary energy source. ITER’s mission is to test the complex machinery needed to make the world’s first operational fusion power plants. Inside the reactor, heavy forms of hydrogen will be heat­ed to 150 million degrees Celsius, generating a plasma that releases neutrons and a huge amount of energy. The plasma is so hot that a powerful magnetic field is needed to stop it from touching the reactor’s walls. Some 20,000 tons of stainless steel are to be used in the reactor, known as a tokamak, while the actual building structure contains around 15,000 tons of carbon steel.

is the largest in Asia. Designed to handle high speed trains achieving speeds of 217 miles/hour (350 km/hour), the radically modernistic oval shape is a Beijing landmark thanks to the impressive glass­covered outer wall and roof, which contain 3,246 solar panels that create electricity for the whole complex. Almost 60,000 tons of steel have been used in the station’s construction along with 500,000 cubic meters of concrete. The station has 24 platforms able to service about 30,000 passengers an hour or almost 242 million yearly.

The iTer proJeCT

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work on the panama Canal began 130 years ago, and it has since been named one of the modern seven wonders of the world. The canal’s 48-mile (77-km) stretch joins the atlantic ocean with the pacific ocean and is used by almost 15,000 ves-sels a year. it comprises artificial lakes, several improved and artificial channels, and three sets of locks. The canal is now being expanded to dou-ble its capacity by 2014. Britain’s midland steel Traders (msT), working with the construction of a new traffic lane and set of locks, uses hardox wear plate in its giant metal buckets.

panama CanaL

wonders OF THE WORLD

The world’s first commercial spaceport is located in the new mexico desert about 45 miles (28 km) from the town of Las Cruces. when completed during 2010, it will be the place where we ordinary mortals can get the chance to rocket into space aboard a virgin galactic spaceship.

The site includes a suitably space-age terminal and hangar, made of around 950 tons of steel, that blend in with the surrounding desert scrubland. The 3,000-meter runway provides plenty

of room on the tarmac not only for spaceships but also for the world’s largest airplanes.

spaCeporT ameriCa

iLLusTraTion: spaCeporT ameriCa ConCepTuaL images urs/fosTer + parTners

phoTo: sCanpiX, aLeJandro BoLivar

also known as the G­Cans project, is a massive engineering feat of concrete and steel deep below the surface of Tokyo designed to counter the threat of flood. Dubbed the world’s biggest drain, the underground waterway comprises almost 6.4 miles (10 km) of tunnels some 50 meters below the city streets connecting five vast, 65­meter tall silos. The system is designed to handle 44 million liters of water at any one time. It is powered by 14,000 horsepower tur bines, able to pump 200 tons of water a second into the large out lying Edogawa River. The main water tank, nicknamed “The Cathedral,” is an astoun­ding 177 meters long, 78 meters wide and 25 meters tall. Used as a location in movies and television commercials, the G­Cans project is a popular tourist destination during the dry season.

The meTropoLiTan area ouTer underground disCharge ChanneL

16 SSAB WORLD # 2 / 2010

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PROJECTS OF Tomorrow

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The dragonfLy verTiCaL farm, designed by Belgian architect vincent

Callebaut, is an incredible new york urban farm concept standing 600 meters tall, holding 132 floors and 28 agricultural fields. if ever built, the building will have a steel core with large towers that, thanks to a layer of honeycomb between the walls, keep the microclimate in balance.

China wiLL ConneCT hong Kong and maCau wiTh The mainLand via a us$10

billion combination of man-made islands, three miles (4.8 km) of undersea tunnels and a 23.6-mile (38-km) bridge, to be ready in 2016. The steel bridge is designed to withstand winds of up to 124 miles/hour (200 km/hour), earth-quakes of up to magnitude 8 and collisions with ships up to 300,000 tons.

The goTThard Base TunneL is a high-speed rail link deep beneath the alps

between zurich and milan. at 35 miles (57 km) it will be the world’s longest tunnel when ready in 2018. with 2,500 meters of alps above, the tun-nel has reinforced steel rings inserted along its length to prevent it from collapsing in on itself.

The sky is the Limit

# 2 / 2010 SSAB WORLD 17

18 SSAB WORLD # 2 / 2010

The Man of Steel, the ultimate superhuman superhero, Superman has captivated cinema audiences and comic book readers for decades. Over the years, Superman’s powers have grown along with the imaginations of his fans, from lifting a car over his head to moving planets. But could he theoretically exist?

The original explanation of his powers was simple: Superman is an alien from planet Krypton and the weak gravity of Earth compared with that of

his home planet gives him unlimited strength.does this explanation hold true? Let’s examine the facts: The force

required to lift an object on any given planet is directly related to the gravi­tational force on that planet. A human who lifts 50 kilos on Earth may lift 300 kilos on the Moon, which has one­sixth the gravity of Earth.

superman is supposedly 1,000 times stronger on Earth than he is on Krypton, which would mean that Krypton would have to have 1,000 times

The sCienCe of superman – a case study

heavy meTaL movie Trivia

monTy pyThon and The hoLy graiL (1975) graham Chapman (King arthur)

was the only member of the cast to wear real chain-mail armor. it weighed

about 11 kilos. The rest of the cast wore knitted wool, painted to look like metal.

pearL harBor (2001) To simulate the uss oklahoma capsizing, the crew constructed

the world’s largest-ever gimbal. it weighed 318,000 kilos, was made of pure steel and

could rise 25 degrees into the air and do a 180-degree barrel turn.

mad maX Beyond Thunderdome (1985) for the role of aunty entity, Tina

Turner had to wear a steel chain-mail dress that weighed more than 55 kilos.

STEEL ON THE SCREEN

# 2 / 2010 SSAB WORLD 19

the gravity of Earth. In order for life forms to exist on a planet of that size, they would have to be pretty formidable. In fact, not only would life forms require muscles and bones 1,000 times stronger than ours, but the planet itself would have a mass 3,000 times greater than the sun.

originating from such a planet would indeed enable Superman to lift 100,000 kilos, which is equivalent to the weight of a DC­9 aircraft. Such strength would, in all probability, also allow him to leap a mile in one jump,

thus appearing to fly. unfortunately, the laws of physics make a planet such as Krypton

impossible. However, if we move far beyond our own understanding of the universe to allow for the existence of a planet such as Krypton, then we might be able to accept that organisms originating from this planet could indeed possess “super” powers similar to those of Superman. Whether such organisms would look good in blue tights and a cape remains to be seen.

by isaBeLLe KLiger illustrator: giorgio CanTú

20 SSAB WORLD # 2 / 2010

SSAB used to divide its business into three divisions: North America, plate and strip, meaning customers had to deal with separate contacts at each division. Since January 1, 2010, however, SSAB consists of three geographic areas:

Europe, Middle East & Africa (EMEA), the Americas and Asia Pacific (APAC). This means a better setup for customers who now have a single point of contact for both plates and strip steel within a geographic region.

“we wanT To ensure better and more efficient use of our as-sets, our experience and our resources,” says Faxander.

SSAB World talked to three SSAB employees in Sweden, Turkey and Australia to see how their jobs have changed and what advan-tages the reorganization brings to the customer.

FOCUS: NEW ORGANIZATION

one ConTaCT// SSAB’s new organization makes business easier for the customers. “We have created a sales and marketing or-ganization that supports our total offering for our customers,” says Olof Faxander, SSAB’s president and CEO.by aLannah eames illustrator moLLy BarTLing

inTerview

“i heLp CusTomers to understand how high strength steel works in a structure,” Eva Peturs­son explains. “They know their application, so we work together to optimize the performance of our steel and their application.”

The reorganization means her team in Bor­länge and Oxelösund, Sweden, will support the

local technical teams being built up in the APAC and Americas regions to overcome time dif­ferences to serve local customers. “Our experts are being trained in a wider range of products now, and we are learning from each other within the organization,” Petursson says.

Investments leading to the production of

even tougher high strength steels pose oppor­tunities, but also challenges for customers who are interested in upgrading to the best steel available on the market.

“With sales of high strength steel growing, customers are increasingly looking for more input from steel experts,” says Petursson, referring to the higher quality high strength steel developed at Borlänge, which is very

new soLuTions mean more eXperT inpuT

reorganizaTion means BeTTer CusTomer foCus

# 2 / 2010 SSAB WORLD 21

We have created a sales and marketing organization that supports our total offering for our customers“

formable, weldable and particularly good for “lifting” applications. “The hig­her the strength, the more support the customer often needs. But customers who make the upgrade will notice the benefits,” she says matter­of­factly.

Stability and fatigue are the main challenges when working with high strength steels. “We have many years

of experience working with these issues and can discuss solutions to increase the performance of the pro­duct,” Petursson says.

“We are also organizing seminars focused on structu­ral design using high strength steels.”

eva peTursson works with structural design at SSAB’s Knowledge Service Center in Borlänge, Sweden. She is a former academic researcher specialized in utilizing high strength steel in structures. At SSAB she offers expert advice to a wide range of customers – who manufacture

everything from furniture to trailer chassis to agricultural equipment – to help them in their app­

lications, usually in the early development stages.

reorganizaTion means BeTTer CusTomer foCus

OLOF FAXANDER, PRESIDENT AND CEO SSAB

22 SSAB WORLD # 2 / 2010

FOCUS: NEW ORGANIZATION

inTerviews

➔

CuTTing ouT The Confusion

“having a CompLeTe product portfo-lio to work with and delivering the mes-sage of high strength and wear-resistant steel to the market has become much simpler,” says Robert Marquis, regional sales ma-nager for APAC-Australia in Melbourne, summing up his view on the reorganization. “Of course, there are some operational issues to smooth out in the short term, but the most important thing is that our customers are happy.”

sinCe The reorganizaTion, Aus-tralia is now part of the APAC region and Marquis has an increased geograp-hical area and customer base to focus on. This means he is now responsible for the entire SSAB portfolio, including Hardox, Weldox and the former strip pro-

ducts of Domex and Docol, which have “massive potential for growth” in the general manufacturing and automotive

segments in Australia, ac-cording to Marquis. Selling both product categories, he says, is only positive for his work and for customers – who purchase both plate and strip steel sheets.

in The Long-Term, Marquis says customers will benefit through addi-tional technical resources

and a better end-customer focus. The improved services demonstrate a clear investment program and growth stra-tegy in APAC. “So far, we have the basis for a great business, now we must invest across the entire APAC region to deliver the stretch goals.”

whaT does your JoB invoLve?“My job is to offer our customers –

which include owners, purchasers and technical people from crane, tipper, auto-motive and mining companies – a good reliable service and to respond quickly to their inquiries. I look after everything from processing orders and controlling production materials to arranging delive-ries, managing payments and coordina-ting marketing activities like seminars.”

whaT is iT LiKe worKing for ssaB in TurKey?

“Turkey is showing good recovery after the financial crisis and, hopefully, one day will be one of the biggest markets in Europe. But of course we have a lot to do to optimize the country’s potential. It is fantastic to work in Turkey with a very good SSAB team and in a very warm and dynamic environment.

how has your JoB Changed afTer The reorganizaTion?

“After the consolidation our two offices merged. Today, there’s no longer a differ-ence between strip and plate customers. whaT are The BenefiTs of The re-organizaTion for your CusTo-mers?

“The new organization means custo-mers have contact with just one sales representative. Customers receive more technical help as the products are no longer in competition with each other, but complement each other.”

how have The CusTomers re aCTed To The reorganizaTion?

“Their reaction is positive and they don’t get confused anymore about our sales policy. Overall, they show increased confidence in our brands.”

göKnur yüCeL TasLi works with Customer Care at SSAB in Istanbul, Turkey, a country with a growing steel production and export industry.

shorT-Term pain for Long-Term gain

roBerT marquis regional sales manager for APAC­Australia in Melbourne

Having a com-plete product portfolio to work with has become much simpler

’’

# 2 / 2010 SSAB WORLD 23

WorldSSAB

New lines will shorten delivery times

Borlänge, Sweden

Mobile, Alabama, USA

Kunshan, China

Three new pro­duction lines will be esta­

blished to meet the customers´

demand for quenched

and tempered steel.

With three new production lines for quenched and tempered steel, SSAB will be able to offer a wider

range of products and even better customer service. “Our customers are growing and it is important that we expand our capacity to support their growth,” says SSAB president and CEO Olof Faxander.

SSAB continues to invest in quenched and tempered steel within all three of its business areas.

In Mobile, Alabama, USA, SSAB has decided to modernize the quench and temper line for heavy plates and will also invest in an entirely new line. The new production line will increase capacity for quenched and tempered heavy plates by approximately 200,000 tons, which will help the company meet customers’ increased demand for advanced steels.

The improvements are expected to be complete in the first quarter of 2011, and the new production line will be commissioned in the first half of 2012.

“Already Americas’ customers are looking forward to the day that Mobile’s new quench and temper production facility will be-gin to ship products to them,” says David Britten, executive vice president and head of business area Americas.

aT The faCTory in Kunshan, China, SSAB is building a finishing line for for-matting, blasting, painting and marking to make customized products from semi-finished products from both Americas and EMEA. In addition, an R&D Center will be established, which will improve SSAB’s capability with technical support and service to customers and further

explore the potential of the company’s advanced steel products.

“The demand for SSAB’s high-end products is growing quickly in APAC and especially in China,” says Martin Pei, executive vice president and head of business area Asia Paci-fic. “With the Kunshan Step 2 invest-

ment, our customers in China will benefit from a significantly shortened

lead-time com pared with the situation today.”

A new production line in Borlänge, Sweden, is part of a state-of-the-art facility for the direct hardening of quenched and tempered strip sheet steel.

“In the long run it means that we can offer our customers more products at more locations with shorter delivery times,” says SSAB’s Manager of Research and Development Hans Klang. Josefine swenson

NEWS IN BRIEF n BUSINESS n PEOPLE n CALENDAR

24 SSAB WORLD # 2 / 2010

WorldSSAB

The Swedish count, author and former politician Ian Wachtmeister also has a background in the Swedish raw materials industry. As the manager of Oxelösund´s

Järnverk, now a part of the SSAB group, he inaugurated in 1971 a new facility for tempering and hardening steel with a production capacity of 30,000 tons of steel plates per year. The facility for roll hardening steel was the first of its kind in Europe and laid the groundwork for today’s Hardox steel, exported all over the world. SSAB currently produces 565,000 tons of hardened steel per year in Oxelösund alone.

SSAB has now received the results of its biennial customer survey, Customer Voice 2010. The survey showed that three-fourths of SSAB’s customers are

satisfied overall with the company and willing to collaborate with SSAB in developing better solutions for their companies. SSAB also scored high marks in consistent product quality, ease of placing orders, courtesy and integrity.

The survey also found areas of improvement when it comes to the reliability of its deliveries and its consultative services. Although more than three-fourths of customers reported that SSAB understands their needs, customers would like more guidance on improving productivity to save money.

“i wouLd LiKe To ThanK all of our customers for their feedback in our customer survey,” says Karl-Gustav Ramström, executive vice president and head of group marketing. “Their input has given us the tools to become an even better supp-lier and business partner. We promise to make every effort to meet their needs and requests.”

The survey was carried out by the market re-search agency TNS Global between May and June 2010.

a momenT in Time // The story of a good decision

CusTomer voiCe 2010 // New survey shows high customer satisfaction

100 %0 10 20 30 40 50 60 70 9080

73%of our CusTomers are saTisfied from an overaLL perspeCTive

82%are LiKeLy To ConTinue Buying from us

70%are wiLLing To Confide Their ChaLLenges and needs To us

79%are wiLLing To CoLLaBoraTe wiTh us in deveLoping BeTTer soLuTions for Their Companies

PH

OTO

: SSA

B A

RCH

IvES

ssaB worLdwide // headquarters: Stockholm, Sweden / Turnover: approx. SEK 30,000 million in 2009 / Capacity: approx. 6 million tons / number of employees: 8,700 major production sites: sweden Luleå, Borlänge, Oxelösund usa Montpelier (Iowa), Mobile (Alabama) / Learn more at www.ssab.com

# 2 / 2010 SSAB WORLD 25

Customers and journalists from across China travelled to Shanghai to meet in the Swedish pavilion at Expo 2010 during SSAB’s VIP days in May. During the two-day program, some 60 colleagues from SSAB presented the company’s cutting-edge expertise in high strength steels to more than 400 customers,

including several of the world’s fastest growing industrial firms. “This is a fantastic opportunity for us to show China just how strong our offering is,”

says Martin Pei, executive vice president and head of business area Asia Pacific. “Our technical know-how and products are in huge demand in China, and it is clear

this fast growing industrial market will be key for us.”martin stenberg

eXpo 2010 // Two­day program attracted hundreds of visitors

Success for SSAB’s vIP days in Shanghai

Domestic steel produ-cers can-not com-pete with SSAB’s high strength steels

’’QI HUA CHEN, CATER­PILLAR, CHINA

GM places very high demands on its supp-liers and we use SSAB’s products worldwide

’’KANG LIU GEN, GENERAL MOTORS, SHANGHAI

SSAB helps find new solutions to problems, which is ex -tremely valuable’’BAI QIANG WU, MEIZHOU HONGWING MACHINERy

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ssaB worLdwide // headquarters: Stockholm, Sweden / Turnover: approx. SEK 30,000 million in 2009 / Capacity: approx. 6 million tons / number of employees: 8,700 major production sites: sweden Luleå, Borlänge, Oxelösund usa Montpelier (Iowa), Mobile (Alabama) / Learn more at www.ssab.com

WorldSSAB

SSAB Portugal supplies around 2,500 tons of bent Hardox plates per year to the tipper companies in the country.

you may wonder why a wholly owned SSAB subsidiary signed up to join Hardox Wearparts, especially when it enjoys a

wear parts market share of 80 percent in Portugal.

“The answer is very simple,” says An-tonio Ramos, regional sales manager for Hardox and Weldox at SSAB Portu-gal. “It helps us solve our customers’ problems by leaning on the technical expertise within the network and by sharing knowledge and ideas with other members.”

In addition, he believes that the network gives his team a competitive

“We have a more flexible setup”ssaB porTugaLregional sales manager for har-dox and weldox: Antonio Ramos founded: 1994employees: 5Located: Cartaxo Santaremoperations: Sells steel and related technical services

advantage. “Our competitors only sell whole sheets of wear parts and their maintenance companies only sell what they have in stock. We have a more flexible setup as we can rely on the Hardox Wearparts network when we need to get stock quickly, and we are more creative in meeting customer needs.”

And, in turn, this has led to increased customer respect and con-fidence in SSAB Portugal. Customers, which range from the paper industry to quarry operators, are reassured that they are buying a top-class product from a quality supplier.

In a small market like Portugal, word travels fast. Ramos recalls one customer in the tipper industry who had difficulty in bending Hardox for its tippers. When Ramos tried to find a company that could bend it for the customer, he realized SSAB could do the bending itself, opening a large market opportunity.

As a result, SSAB Portugal now supp-lies around 2,500 tons of bent Hardox plates per year to the tipper companies in Portugal. This has opened doors to other companies also looking for bent Hardox.

alannah eames

whaT is hardoX wearparTs? Hardox Wearparts is an international SSAB network for companies who produce wear parts made from Hardox wear plates. All its members are experts certified by SSAB to use state­of­the­art techniques and processes to bend, drill, cut, weld or mill Hardox. The network was established in 2001 and today has over 87 members worldwide. visit www.hardoxwearparts.com for more information.

26 SSAB WORLD # 2 / 2010

WORLDWIDE NETWORK FOR HARDOX­CERTIFIED WORKSHOPS

hardoxwearparts.com

phoTo: raqueL wise

# 2 / 2010 SSAB WORLD 27

for the twelfth year in a row ssaB is hosting the swedish steel prize, an international industrial competition. four companies are nominated for the

prize, which will be awarded on november 18th in stockholm.

Swedish Steel Prize 2010

< and the nominees are...

The Swedish Steel Prize was started by SSAB to promote the use of high strength steel around the world and inspire innovative constructions. The competition is open to

everyone who uses high strength steel in their production processes or in a product.

Since 1999 the Swedish Steel Prize has helped demonstrate the capabilities of high strength steel, and despite the recent recession the usage of this steel has continued to grow.High strength steels are very competitive when it comes to cost. In addition, the need

for lighter, stronger and more sustainable products is increasing all the time.

The winner of this year’s competition will be announced at an award ceremony on November 18th at the Grand Hôtel in Stockholm. The winning submission will receive, in addition to a statue designed by the artist Jörg Jeschke, a grant for SEK 100,000.

The award ceremony will conclude a two­day long event with hundreds of participants from manufacturing industries all over the world.

Swedish Steel Prize

Van Reenen Steel (Pty) LtdJohn van Reenen, managing directorFounded: 1992 Employees: 350Located: Johannesburg and Middelburg, South Africa Operations: Runs a steel service center and designs, manufactures and sells mining attachments Solution: A stronger, more durable truck body with roun-ded corners for maximum flowWebsite: www.vrsteel.co.za

Van Reenen Steel has produced an off-road truck body that mini-mizes discharge time while reducing the overall truck weight.

“The truck bed has very rounded corners and a ridge running down the middle made of thick Hardox wear plate,” says Managing Director John van Reenen. “The ridge helps spread the load along the base of the truck, and that, together with rounded corners, pro-vide maximum discharge flow in the shortest amount of time.”

The design also helps prevent the truck from overturning due to an uneven centre of gravity, and reduces hydraulic wear since material can be discharged at a lower angle.

“Hardox is the only wear plate that can be used as a structural plate,” says van Reenen. “This means we don’t have to use liners and can reduce the weight.”

The company, a leader in software development in its field, crea-ted models with 5,000 different particle sizes to study optimum soil flow into the truck body.

“It’s a great honor to be nominated for the Swedish Steel Prize – we are absolutely thrilled.”

”Van REEnEn StEEL haS imPROVEd the rigidity and impact resistance of its truck bodies through a unique design with a ridged profile along the bottom of the body. Sheet with high wear resistance (Hardox 400/450/500) and strength (Weldox 700), when combined with the ridged profile and rounded corners, provides more even wear and faster tipping. The concept significantly extends product lifetime, reduces weight and environmental impact, and enhances productivity.”

Wranne Fåhraeus design aBOlof Wranne, managing director Founded: 2005Employees: 5Located: Gothenburg, SwedenOperations: Producing an innovative concept for building beds and other furniture Solution: A leaf spring made of Docol 1200M for extra comfortWebsite: www.wrannefahraeusdesign.com

“Sleep is different for everyone. Some people sleep better on the floor than on a high-quality bed,” says Olof Wranne, founder of Wranne Fåhraeus Design. “The main factors we work with are comfort, hygiene and design.”

The idea to make an attractive, comfortable and airier con-struction eventually led Wranne to develop a leaf spring made out of Docol 1200M. The bed – made of 25 upholstered springs that are 30 millimeters wide – provides the same comfort as a box spring mattress, but is lighter and easier to assemble.

“In the beginning we tested aluminum, but it wasn’t good enough. SSAB’s high strength steel provides better cushioning and lasts longer,” Wranne says.Wranne Fåhraeus Design has now started a partnership with Sits, which assembles the company’s “flying carpets” in Poland. The beds will act as a flagship for the company’s innovative technolo-gy, with the hope that its springs will become a natural compo-nent in bed and furniture manufacturing.

“We are incredibly happy about the nomination. Regardless of whether we win, this shows the value of our concept.”

”WRannE FåhRaEuS’ innOVatiVE bed spring solution allows a unique open design that demonstrates a brand new use for advanced high strength steel. This solution meets the requirements for comfort, hygiene, cost, and attractive design. The geometry of the leaf springs and the extremely high yield point of the selected steel (Docol 1200) provide the desired spring-cushioning properties.”

Nominees 2010

Ruthmann Gmbh & Co. KGStephan Balzer, plant manager Founded: 1901Employees: 300Located: Gescher-Hochmoor, Germany (with eight ser-vice stations in Germany and Austria)Operations: Aerial platforms and utility vehicles Solution: Steiger TB 270 aerial platform with a 27-meter telescopic boomWebsite: www.ruthmann.de

The new Steiger TB 270 is the world’s best-performing aerial plat-form for trucks in the 3.5-ton category. It has an operating height 5 meters higher than its predecessor and 1.5 meters greater reach.

While the competition has used aluminum for quite some time, Ruthmann has positioned itself far ahead with Docol 1200 from SSAB. The new platform uses state-of-the-art controls and automotive engineering, and the aerial platform’s telescopic boom is made entirely of high strength steel. The boom’s design has increased its operating height and load capacity without increasing the overall truck weight. The rigidity of the boom enables it to carry the same weight even though it is made of material half as thick.

The company has never before received so many orders in such a short time. Being nominated for the Swedish Steel Prize is another indication of the platform’s success.

“It is an honor just to be nominated”, says Plant Manager Stephan Balzer. “The prize would give our slogan ‘Professionals at work’ even more credibility.”

”Ruthmann haS SKiLLFuLLy used advanced high strength steel (Docol 1200) in the telescoping boom of its new aerial platform. The unique design has significantly increased lift height and load capacity while maintaining the total weight for light trucks (3.5 tons). The effect of buckling on load capacity and rigidity were taken into account by adjusting the cross-sectional shape of the boom to the half plate thickness (1.5 and 1.8 mm) and the high strength steel.”

BluPoint Pty LtdSean Wanless, managerFounded: 2007 Employees: 5Located: Pinjarra, Australia Operations: Recycling ground engaging tools Solution: Rebuilding shovel teeth with Hardox 500Website: www.blupoint.com.au

Previously when the shovel teeth wore out on mining and earthmoving equipment in Western Australia, companies simply scrapped them. Then BluPoint founder Graham Gibbon came up with an innovative idea for recycling and rebuilding the teeth using Hardox 500.

“We sandblast the shovel teeth, then weld on a Hardox tip with two long pieces of steel running up each side,” says Sean Wanless, BluPoint manager. “When our customers buy the rebuilt teeth, it’s pretty much the same as buying new teeth, just a lot cheaper.”

BluPoint can rebuild the teeth up to three times, which leads to big savings for companies since the shovel teeth on excavators need to be changed as often as every few days.

“This wouldn’t be possible without Hardox,” says Wanless. “A lot of the steel out there doesn’t have the right make up. SSAB is the only company that has the type of steel we need.”

“It’s a great privilege to be nominated for the Swedish Steel Prize,” Wanless says. “Many companies don’t like change, and hopefully this will give them a push in the right direction. This lets them know we are serious about what we do.”

”BLuPOint OFFERS a COSt-EFFECtiVE mEthOd for renovating worn-out bucket teeth, which are used in large buckets for loaders. In this method, a new tooth tip made of a high wear-resistant steel with good weldability (Hardox 500) is welded to the remaining part of the cast tooth. Since bucket teeth for mining shovels may need to be replaced several times per day, the method significantly reduces life cycle costs.”

www.hardoxinmybody.com

BRlNG lT ONCHECK OUT THE BRING IT ON SHOWCRUEL. BRUTAL. INFORMATIVE…Only on www.hardoxinmybody.com

The abuse that Hardox wear plate can handle is so awesome, we’ve created a Web show so you can actually see it. No matter how big or how punishing the load, with Hardox wear plate in your truck body, you can bring it on day after day, year after year. Hardox is strong and tough, delivering top performance with a thinner plate. Because your truck body will be lighter, every kilometer will cost you less. Or, take advantage of lower weight to haul heavier payloads. Either way you win.

Accept no substitutes. The ‘Hardox In My Body’ label on your equipment is your guarantee of genuine Hardox. So look for the sign that stands for unbeatable performance, savings and lifetime… SSAB

SE-613 80 OxelösundSweden

T: +46 155 25 40 00F: +46 155 25 40 [email protected]