TROY, MI — Delphi has debuted a new television ad campaign aimed at showing how the company is taking automotive technology to other markets.
The new campaign, created by McCann Erickson’s Detroit office, depicts how Delphi technologies can be used to benefit other industries outside the automotive arena, including medical, homeland security and computers.
“Delphi has been recognized for many years as an automotive technology company, but we needed to tell people that Delphi is a diverse company growing its customer base beyond automotive,” said Bill Lafontaine, Delphi corporate director, media relations and marketing communications. “We want to demonstrate how our automotive expertise allows us to take our advanced technology into what may be, for some people, surprising new directions.”
Delphi’s new campaign, titled “Transformations,” features four 30-second TV spots. The first two, “Cool” and “Indy,” aired during the Indy Racing League event broadcast on ABC, Sunday, Feb. 29.
The “Transformations” campaign will also run on targeted business programming, including Bloomberg News, CNN, MSNBC and other IRL race telecasts throughout the season. A “Transformations” radio spot will also run beginning in March.
Delphi generated $1.3 billion in new market sales in 2003, including commercial vehicle business. Delphi’s new markets business is an important part of the company’s business strategy, said John Blahnik, vice president of treasury, merger & acquisitions and new markets.
“Our strategy is to apply automotive technologies to new markets,” said Blahnik. “We are leveraging existing leading-edge automotive technologies and applying them to a variety of industries where it provides customer value. And we’re having success. We grew our new markets business 60 percent last year, and we continue to increase our product offerings to a growing range of market segments.”
Delphi has reported a number of new market success stories in recent months.
On Feb. 9, Delphi Medical Systems Corp. secured $80 million in new business with Sunrise Medical, one of the world’s largest manufacturers of homecare and extended care products. Over the course of this multi-year contract, Delphi Medical Systems will develop and supply systems and components for Sunrise Medical.
Delphi continues to diversify its non-automotive growth with the introduction of products targeted for the electronics cooling industry. The Delphi ECS Liquid Cooling System, known as the HydroCool 200, is a self-contained liquid cooling system targeted at the personal computer “overclocker” market and the Delphi ECS Enclosure Blower helps optimize distribution of raised-floor cooling system air within datacom cabinets.
Delphi also continues to aggressively grow its commercial vehicle business. The company recently booked $3.2 billion in new commercial vehicle business during 2003, up from $1.1 billion year-to-year.
For more information about Delphi and its operating subsidiaries, go to: www.delphi.com.
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