POSCO and Korea GM Practice Win-Win Cooperation with 'Untact Joint Marketing'

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[Asia Economy Reporter Hwang Yoon-joo] POSCO exhibited the new car ‘Trailblazer’ in collaboration with Korea GM at its business sites including Pohang Steelworks, Gwangyang Steelworks, and the POSCO Center in Seoul, and conducted an untact (Untact) joint promotion.

This joint promotion was prepared as part of overcoming difficulties caused by the novel coronavirus disease (COVID-19) together with client companies and for mutual growth. Korea GM launched the new car ‘Trailblazer’ earlier this year but has faced restrictions in vehicle sales and promotional activities due to the spread of COVID-19, while POSCO is also experiencing difficulties due to a decrease in automotive steel sheet sales.

POSCO used high-strength steel sheets (over 340MPa) for 68% of the ‘Trailblazer’ body through strategic collaboration with Korea GM from the early development stage. Among these, ultra-high-strength steel sheets (over 590MPa) accounted for 42%, and Giga Steel (over 980MPa) was applied to more than 22%, securing both fuel efficiency improvement through body weight reduction and safety. The Giga Steel developed by POSCO is a next-generation steel sheet that can withstand a load of over 100 kg per 1㎟ area, with a tensile strength of over 980MPa measured by pulling the steel sheet from both ends until it tears.

In particular, the ‘Trailblazer’ is a new car designed and engineered solely by Korea GM and released in just three years, featuring premium specifications rarely seen in vehicles of the same class, such as a hands-free tailgate that opens the trunk with a foot gesture and a 9-speed automatic transmission.

This event introduced an ‘Untact’ promotion familiar to the main demand group of people in their 20s and 30s, while also participating in the government’s COVID-19 prevention policies. Visitors to the event were given masks, and through scanning QR codes attached to masks and flyers, they could consult and contract vehicle purchases via smartphones. Basic vehicle explanations were also available through tablet PCs, minimizing contact with sales staff.

Jung Tak, Vice President of POSCO, stated, “Korea GM is a partner of ‘Business with POSCO’ before being a client company, and based on the strong trust relationship between the two companies, we will join forces to overcome the COVID-19 crisis together.”

This content was produced with the assistance of AI translation services.