KYB Japan`s leading manufacturer of hydraulic parts

KYB is Japan’s leading manufacturer of
hydraulic products, and had its 80th
anniversary in March 2015. KYB is best
known as one of the world’s largest suppliers
of original equipment shock absorbers to
vehicle manufacturers, with around 20% of
cars and light commercial vehicles leaving
production lines worldwide fitted with KYB
as standard.
KYB’s range of OE hydraulic products
includes shock absorbers and electric power
steering for cars and light commercial
vehicles; motor cycle front forks and rear
cushion units; semi active suspension for
Japan’s bullet trains; brakes and actuators
for aircraft; vibration control systems for
buildings; and control valves, swing motors
and hydraulic cylinders for construction
machinery. For a short overview of all the
products manufactured by KYB click here.
KYB Corporation currently operates from 89
locations in 25 countries globally, including
39 production sites, 6 R&D facilities and
38 sales operations, including automotive
aftermarket.
KYB Corporation has its global headquarters
in the World Trade Centre in Tokyo, Japan.
In Europe, KYB headquarters for automotive
OE and aftermarket is located in Krefeld
near Dusseldorf, Germany, and in North
America the headquarters is located near
Indianapolis, Indiana.
KYB’s General Manager and head of
global aftermarket is Hajime Sato, who is
based at KYB Corporations head office in
Tokyo, Japan. He manages KYB’s global
aftermarket network which includes
product management, marketing, sales
and distribution organisations in all regions
of the world, with sales in excess of $500m.
He worked for KYB Europe aftermarket on
two occasions, latterly as President until
and is supplied from seven KYB production
sites which all produce for OE and
aftermarket, four of which are in Europe
(Spain and Czech).
Mike Howarth, President KYB Europe
Aftermarket
2010, and from the mid nineties he played
a leading role in the development of KYB
aftermarket business in Europe, Russia,
Middle East and Africa.
The current President of KYB Europe
aftermarket is Mike Howarth, who joined
KYB nineteen years ago. His initial role
was to establish KYB UK and to support
KYB aftermarket development in Western
Europe, followed by five years as Vice
President for aftermarket in North America.
After returning to Europe he spent four
years as Vice President of KYB Europe’s
holding company, working mainly for OE
sales, purchasing and HR, before becoming
President of KYB Europe aftermarket in
August 2014. KYB Europe aftermarket
comprises 160 employees across five
Branches and three Representative Offices,
Mike Fiorito, Vice President KYB North
America
For KYB North America aftermarket the Vice
President is Mike Fiorito, who joined from
Brake Parts Inc. in 2006. He is responsible
for KYB aftermarket business in USA,
Canada and Puerto Rico, with a separate
KYB aftermarket company and organisation
in Mexico. KYB’s production site near
Indianapolis, Indiana, supplies an ever
increasing share of aftermarket volume, as
well as substantial OE business, with KYB
Japan also being a key aftermarket supplier
to North America. In addition, a new KYB
production site in Mexico will also become
a key supplier for the North American
aftermarket.
The product ranges are slightly different in
Europe and North America. Both regions sell
Excel-G , a twin tube gas shock absorber
which is the OE replacement for around
70% of vehicles. Both regions also offer
Gas-a-Just which is a monotube gas shock
used on the majority of the remaining 30%
of vehicles. In Europe, there is also a twin
tube oil shock absorber called Premium,
which is mainly used on older vehicles.
Also available is the Ultra SR, which is a
range of shorter shocks that have a harder
damping force and serve as an upgrade
for more sporty vehicles. In North America
there is a range called MonoMax, which is
a montube performance upgrade for SUVs,
vans and trucks. In addition, KYB Mounting
and Protection Kits are an increasingly
important part of the product offer in both
regions, and in Europe, KYB manufactured
K-Flex Coil Springs have quickly grown to
over 20% market share.
What is your OE expertise in the US / in Europe ?
KYB has been supplying OE vehicle manufacturers in Europe since 1987, and started
in 1989 for North American OE producers, and has built strong partnerships providing suspension solutions as well as steering systems on a variety of passenger and
light commercial vehicles. Improved and new technologies have been key to KYB’s
global success in OE, such as the latest generation of electric shock absorbers, active
anti-rolling systems, and steering by wire which was the first of its type worldwide.
KYB’s OE customers include not only the major Japanese car manufacturers, with
whom there is a long and successful partnership, but also leading European and
North American based vehicle manufacturers who are often supplied on a global
basis, including in regions such as South America and China where KYB has production sites for OE and aftermarket shock absorbers.
Headquarters, USA
How does it affect your AM offer – both in the US / Europe ?
KYB manufactures its shock absorbers in the same factories as OE all over the world. That is why KYB is able to offer high quality and performance suspension parts for the aftermarket. Thanks to our experienced engineers and product management
team’s we are also very fast to develop and introduce new part numbers for the aftermarket, providing the widest range from
in house production.
How different / equal are the US and European markets in terms of:
market approach: With more than 46 different countries in Europe, often with a very different vehicle parc in terms of models and average age, as well as consumer requirements, the demands for the best quality, product range, coverage, order fill
and logistics are a considerable challenge, but one which allows KYB to prove its value. North America offers similar challenges, where the diversity of markets and requirements from the motorist are equally as demanding as in Europe, if not more so.
Compare and explain your brand strategies in the US and Europe.
In very simple terms, the KYB objective in the global aftermarket is for our products (Shock Absorbers, Coil Springs, Mounting
and Protection Kits) to be the brand of choice for automotive distributors, workshops and of course the motorist. For KYB this
means that we must consistently provide very high product quality and performance, we must be a reliable and trustworthy
supplier, and we must also provide excellent value for money for the motorist who is the final customer. If we can continually
achieve this objective we will succeed.
Does your company take specific actions to support the traditional distribution channel and the independent repairer ? Are they any different on both sides of the ocean ?
Our approach in each market does vary, but our objectives are the same. KYB focuses on supporting the daily operations for
customers. Consequently, with our electronic catalogue, product photos and advanced EDI function, KYB helps to speed up
and secure the part number identification, selection and order, as well as offering installation and training to help service providers worldwide be more effective. Our North American Marketing Director, Mac McGovern, owned and operated workshops
in the Chicago area for almost three decades, and since joining KYB in 2005 has brought us an often unique insight into the
needs and expectations of the distributor, workshop and motorist. This insight has enabled us to tailor our marketing and sales
activities more effectively in North America, with this direction also being followed in Europe.
Catalogue date is important: What efforts does your company take to provide correct and extensive professional data to the aftermarket in Europe and the US ?
In Europe, KYB is A-Certified TecDoc supplier and has always been an active member for future development. KYB Europe
aftermarket is often referred to by TecDoc as being their most accurate supplier of data. In North America, KYB works with
OptiCat, a TecDoc affiliated organization, and works closely with all the e-catalog providers and offers on-line & mobile cataloging. KYB data quality is often use as a benchmark, and we are proud to support our customers with very high accuracy of
data, reducing the risk of losing sales and ordering the wrong part.
How do you support your customers with technical know-how ?
Some years ago we introduced “KYB Suspension Solutions” in Europe, featuring:
• Diagnosis tools
• QR code on our product packaging to give access to fitting tips, technical information and advice.
• Fitting videos (that will reach over 1 million views in 2015!) to help technicians to fit our product on new or complicated
parts replacements
In North America, we offer comprehensive training and marketing programs to support our service provider customers. We
have developed the Circle of Technology to help educate audiences about Crash Avoidance Systems. Our newly updated
Crash Avoidance Systems Training “CAST” provides auto repair shops with the knowledge regarding the impact of the advanced technology on late model vehicles and an effective way to communicate with their consumers. We also have a strong
Certified Ride Control Center program that offers point-of-sale materials and access to technical support tools.
What is your general appreciation of the 1Parts initiative?
We consider the 1Parts initiative to be a further step in the globalization of the automotive aftermarket. As such, KYB believes
that the collaboration (initially) between Auto Distribution International, Pronto and Federated, provides a framework for
leading distributors and selected manufacturers to improve and speed up the implementation of their respective strategies.
What do you expect of this collaboration on the mid- and long term?
We expect the reach of 1Parts to expand into other regions of the world, enabling Global Strategic Suppliers and 1Parts members to further develop their business in a planned and structured way.
What opportunities do you see in terms of global footprint ?
KYB already has a strong aftermarket presence in many regions around the world, which means significant sales volume (market leader in many regions), a strong brand name (often related also to OE), and a positive image from distributors, workshops
and the motorist alike. With continued strong economic growth forecast for Brazil, Russia, India, China and Africa, and others,
consumer demand will increase and the respective aftermarkets will grow. KYB must continue to improve and to compete on
a global basis, delivering to all levels of customer’s high product quality and value for money.
For more information on KYB visit www.kyb.com