Auto-parts supplier builds brand

Nexteer Automotive, a Chinese-owned automotive supplier based in Michigan, is making a move this year to get closer to its customers - the US auto industry.

The move to new global headquarters in the Detroit suburb of Auburn Hills was announced in 2015.

"The location provides us with a platform for long-term success and demonstrates our commitment to the state of Michigan and its talented auto industry workforce," Nexteer President and COO Laurent Bresson said in a statement. "This stand-alone location will position us closer to our business partners, industry experts and will continue enhancing the Nexteer brand."

The facility will house about 150 employees, including top executives. Nexteer's headquarters were located in Saginaw County, Michigan, where the company operates a plant that produces steering wheels and driveline components for vehicles sold in the US like Ford Motor Co's popular F150 pickup truck. The company has a global workforce of more than 12,000, and 5,000 of its employees are based at the Saginaw plant and engineering center.

Nexteer is also eager to raise awareness of its brand by joining Richard Childress Racing's (RCR) family ofcompanies in 2016 with a partnership that positions the company with the 47-year-old NASCAR organization in both the NASCAR Sprint Cup Series and the NASCAR XFINITY Series.

"Nexteer has been part of NASCAR competition for many years. Our base hydraulic steering systems that have made production vehicles safe and fun to drive are also used in the Sprint Cup and XFINITY Series. Nexteer's and RCR's shared history of innovation and reliability is a perfect fit. The Nexteer team looks forward to expanding our role in the thrilling world of NASCAR to grow our brand and engagement with our global customers and employees," the company said in a statement.

The Tier-1 automotive supplier will serve as a primary partner on the No. 33 Chevrolet driven by Rookie of the Year contender Brandon Jones in the XFINITY Series for select races in 2016. Nexteer will serve as a major associate partner on the No. 33 Chevrolet for the remainder of the races. Nexteer will also have a presence in the NASCAR Sprint Cup Series as a major associate partner for select races with Ty Dillon.

"Through this strategic partnership, Nexteer will showcase its advanced steering technologies and engage with its global customers and employees," the company said. "In turn, RCR will benefit from Nexteer's power steering technology, renowned for exceptional performance, handling and safety."

US auto sales continue to thrive, with analysts expecting them to top 17 million units again in 2016, and Nexteer is experiencing solid demand for its products. The company has seen a boost in electronic power steering systems orders.

The company has 20 manufacturing plants, six engineering centers and 14 customer-service centers in North and South America, Europe and Asia.

paulwelitzkin@chinadailyusa.com