Advanced high-strength steels (AHSS) help automakers achieve their weight reduction goals and, because they require little to no changes in infrastructure, they achieve these goals at a lower manufacturing cost and with a lower total carbon footprint when compared to alternative materials.
The North American steel industry conducted a market research study regarding the role of steel in automobiles, revealing an overwhelmingly positive perception of steel across the consumer market. The 2013 U.S. Truck & SUV Market Study of more than 3,000 U.S.-based truck and SUV owners was commissioned by the Steel Market Development Institute (SMDI), a business unit of the American Iron and Steel Institute, and conducted by MindClick Global, a leader in supply chain research and sustainability.
49 percent of the 3,000+ consumers surveyed question impact on normal wear and tear, as well as vehicle insurance and repair costs when alternative materials are used.
In addition, 93 percent of the 3,000+ consumers surveyed strongly prefer manufacturers using advanced high-strength steel as opposed to alternative materials.
Steel is the only metal that works just as hard as you do and shows up ready to work, day in and day out, year after year.
THE ROAD AHEAD
Consumers know and trust steel. Vehicles using AHSS grades increase the overall automaker brand opinion and equity in the minds of consumers. AHSS offers automakers the ability to meet future regulations and return the highest value to their shareholders. Material selection is a business case decision, and that’s why the future in this market is great for steel.