What is Sales and Marketing Strategy of TI Fluid Systems Company?

What is the Sales and Marketing Strategy of TI Automotive?

Following its acquisition by ABC Technologies and rebranding to TI Automotive, the company is adapting its sales and marketing to the electric vehicle shift. Historically a supplier for internal combustion engines, it now targets HEV and BEV solutions.

TI Automotive's strategy, 'Taking-the-Turn', balances its established ICE business with significant investment in electrification. This approach aims to secure its position as a leading Tier 1 supplier in a rapidly evolving automotive landscape.

How does TI Automotive reach customers and position its brand in this dynamic market?

TI Automotive's sales strategy is deeply integrated with its product development, focusing on direct relationships with automotive OEMs. The company's marketing efforts highlight its engineering expertise and its ability to provide solutions across various vehicle powertrains, including a strong emphasis on electric and hybrid systems. This includes showcasing innovations like its advanced TI Fluid Systems PESTEL Analysis, which are crucial for the next generation of vehicles. In 2024, the company achieved revenue of €3,360.3 million, demonstrating resilience and strategic focus amidst a 1.1% decline in global light vehicle production.

TI Fluid Systems primarily employs a direct sales strategy, engaging directly with Original Equipment Manufacturers (OEMs) worldwide. This business-to-business (B2B) approach is central to its role as a Tier 1 supplier within the automotive industry. The company's extensive global network, comprising 98 manufacturing sites across 27 countries, underpins its ability to serve major automotive manufacturers effectively.

Direct OEM Engagement

The company's sales teams maintain close collaboration with OEM engineering and procurement departments. This often involves joint product design and integration from the initial stages of development, ensuring seamless component incorporation.

Global Footprint for Proximity

With 98 manufacturing locations across 27 countries, the company ensures proximity to its global OEM customer base. This strategic positioning facilitates efficient supply chain management and responsive service.

Regional Operating Model Adaptation

Following its acquisition and rebranding, the company now operates under a Regional Operating Model. This structure enhances agility in responding to diverse regional market demands and strengthens customer relationships.

E-Mobility Innovation Centers (eMICs)

The establishment of five eMICs since 2022, including a recent 48,000 sq. ft. facility in Auburn Hills, Michigan, serves as a key channel for developing and selling advanced electric vehicle (EV) solutions.

Accelerating EV Solution Sales

These innovation centers facilitate direct engagement with OEM technologists, speeding up the market introduction of new products. This includes components like electric coolant pumps (eCPs) and integrated thermal management modules, which are slated for production in 2025.

• Direct collaboration on EV component design
• Faster time-to-market for new technologies
• Enhanced customer relationships through innovation hubs
• Focus on critical thermal management solutions for EVs
• Strategic partnerships embedded within OEM customer base

TI Fluid Systems focuses its B2B marketing on technical expertise and innovation, rather than broad consumer outreach. Their digital strategy centers on providing detailed technical and financial information through their corporate website and investor relations channels, underscoring their 'Taking-the-Turn' strategy and product advancements.

Content Marketing

The company leverages its website, investor relations portals, and media center to share in-depth details about its business strategy and product innovations. This includes access to reports like the 2024 Sustainability Report.

Innovation Centers as Marketing Tools

Global e-Mobility Innovation Centers (eMICs) serve as key marketing assets, showcasing collaborative development of thermal management systems for EVs. These centers facilitate direct engagement with OEM customers, highlighting engineering capabilities.

Data-Driven Communication

Performance metrics, such as the 2024 Adjusted EBIT margin of 7.8% and €1.1 billion in EV bookings for 2024, are consistently communicated to stakeholders, demonstrating a data-driven approach to marketing.

Industry Engagement

Participation in industry events and technical showcases are vital for market visibility. Investor calls, such as the Q4 2024 Earnings Release on March 11, 2025, are also crucial for stakeholder engagement.

Sustainability and Electrification Focus

The marketing mix emphasizes a 'propulsion-agnostic' portfolio and a strong commitment to sustainability. This strategic shift is a key differentiator in their marketing efforts.

Integrated R&D and Customer Collaboration

A significant innovation in their marketing approach is the direct integration of R&D with customer collaboration, facilitated through the eMIC network, showcasing a commitment to co-creation.

The TI Fluid Systems sales strategy and marketing strategy are deeply intertwined with their overall business strategy, focusing on showcasing their technical prowess and forward-thinking solutions within the automotive market. Their global presence is leveraged through these targeted marketing tactics, aiming for revenue growth by highlighting their capabilities in areas like thermal management solutions for electric vehicles. This approach to customer acquisition strategies and brand positioning in the automotive industry is supported by a clear understanding of their market segmentation. The company's sales approach for new markets and its marketing campaigns for electric vehicles are central to its growth. A Brief History of TI Fluid Systems provides context for this evolution.

Key Marketing Tactics and Performance Indicators

TI Fluid Systems' marketing tactics are designed to reinforce its position as a leader in automotive fluid handling and thermal management. Key performance indicators for marketing effectiveness are closely monitored to ensure alignment with business objectives.

• Content marketing via corporate website and investor relations
• Utilizing e-Mobility Innovation Centers for direct customer engagement
• Data-driven communication of financial performance and strategic progress
• Participation in industry events and technical showcases
• Emphasis on sustainability and a 'propulsion-agnostic' portfolio
• Integrated R&D and customer collaboration through eMICs

TI Fluid Systems positions itself as a global leader and innovator in highly engineered automotive fluid systems technology. Its brand messaging emphasizes enabling cleaner, greener vehicles and a sustainable future through improved performance, fuel efficiency, and reduced emissions. The company's updated brand identity, launched in 2023, features a modern color palette with blue as the primary color, complemented by turquoise for innovation and orange for energy.

Core Brand Message

The company's core message centers on its role in advancing cleaner and greener vehicles. This is achieved by providing innovative fluid systems that enhance fuel efficiency and reduce emissions.

Brand Identity Evolution

A refreshed brand identity in 2023 introduced a new color palette, with blue as the main color, supported by turquoise and orange. This visual update reflects its contemporary standing in the automotive sector.

Unique Selling Proposition

The company's unique selling proposition to automotive OEMs is built on advanced technology, deep engineering expertise, and a strong commitment to sustainability. This is further supported by its 'Taking-the-Turn' strategy.

Propulsion Agnostic Approach

A key differentiator is its 'propulsion agnostic' portfolio, allowing it to serve both traditional internal combustion engine (ICE) and electric vehicle (EV) markets. This adaptability was evident in its strong growth in conventional products in 2024.

The brand's positioning appeals to automotive OEMs by highlighting its advanced technology and engineering prowess, coupled with a dedication to sustainability. This is reinforced through its 'Taking-the-Turn' strategy, which focuses on Technology (Electrification), Transformation (Sustainability), and Talent (Learning). Brand consistency is maintained globally across all touchpoints, ensuring a unified message. The company actively adapts to market shifts and competitive pressures by emphasizing its flexible, propulsion-agnostic product offerings. This strategy enables it to capitalize on opportunities across both ICE and EV segments, as demonstrated by its continued strong performance in conventional product lines during 2024, even amidst the broader transition to electric vehicles. The upcoming rebranding to TI Automotive, following the acquisition of ABC Technologies, is set to further solidify its market-leading position as a Tier 1 supplier. Understanding the Competitors Landscape of TI Fluid Systems is crucial for appreciating its strategic positioning.

Focus on Electrification

The company's 'Taking-the-Turn' strategy explicitly prioritizes technology related to vehicle electrification. This demonstrates a proactive approach to the evolving automotive landscape.

Commitment to Sustainability

Sustainability is a cornerstone of the brand's identity, with a core message focused on enabling greener vehicles. This aligns with global automotive industry trends and consumer demand.

Engineering Expertise

The company leverages its century-long experience and engineering expertise as a key differentiator. This is crucial for developing highly engineered fluid systems for complex vehicle architectures.

Market Adaptability

Its propulsion-agnostic portfolio allows for significant market adaptability, enabling it to serve both traditional and electrified vehicle segments effectively.

Brand Consistency

Maintaining brand consistency across all global operations and communications is vital for reinforcing its market leadership and technological innovation.

Future Rebranding

The pending rebranding to TI Automotive signifies a strategic move to further consolidate its market presence and reinforce its status as a leading Tier 1 automotive supplier.

Key campaigns for TI Fluid Systems are strategic initiatives focused on their B2B automotive clients and investors, rather than broad consumer advertising. These efforts are designed to drive revenue growth and market positioning within the evolving automotive landscape.

'Taking-the-Turn' Strategy

This strategy aims to balance investment in electric vehicle (EV) growth with maximizing the conventional product portfolio. It targets sustainable growth and a return to double-digit Adjusted EBIT margins.

Objectives and Channels

Key objectives include achieving €3.8-4.2 billion in revenue by 2026 and over €4.5 billion by 2030. The strategy is communicated through investor presentations, reports, industry events, and e-Mobility Innovation Centers.

'Taking-the-Turn' Results

In 2024, the company secured €1.1 billion in EV awards and expanded its Adjusted EBIT margin to 7.8%. The development of the electric coolant pump (eCP) and its first manufacturing line in China, launching in 2025, are direct outcomes.

Global e-Mobility Innovation Center (eMIC) Network Expansion

This initiative accelerates product development for hybrid and battery electric vehicles, reducing timelines and fostering collaboration. It positions the company as an innovator in advanced thermal management solutions.

The expansion of the eMIC network is a critical component of the company's EV strategy, supporting its Target Market of TI Fluid Systems. The opportunity to supply products for a Battery Electric Vehicle (BEV) is approximately double that for an Internal Combustion Engine (ICE) car, underscoring the sales lift potential from these centers.

eMIC Network Growth

Since 2022, five eMICs have been established in key automotive regions: North America, Germany, South Korea, Japan, and China. These centers are crucial for finalizing and launching new EV product lines.

2023 Brand Expansion

This campaign modernized the company's visual identity to better reflect its evolution and future direction. The focus was on communicating innovation, flexibility, and speed.

Brand Refresh Details

While retaining the existing logo, the brand adopted a refreshed color palette including blue, cool turquoise, and warm orange. This update enhances brand consistency and impact.

Brand Communication

The brand refresh was communicated through the company website, internal communications, and investor presentations. This ensures a clear and modern presence across all platforms.