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

What is TI Automotive's Sales and Marketing Strategy?

TI Fluid Systems, now TI Automotive, is navigating a significant shift towards electric vehicles. This strategic rebranding, effective April 15, 2025, follows its acquisition by ABC Technologies.

The company's 'Taking-the-Turn' strategy highlights innovation for EVs and hybrids, complementing its existing ICE vehicle offerings.

TI Automotive's sales and marketing strategy focuses on its role as a Tier 1 manufacturer in the evolving automotive landscape. The company's historical strength in fluid systems for internal combustion engines is now being leveraged and expanded to meet the demands of electric and hybrid vehicles. This involves showcasing its expertise in thermal management systems and fluid storage, carrying, and delivery solutions tailored for new energy vehicles. A key aspect of their approach is demonstrating how their components contribute to vehicle performance, efficiency, and the overall EV experience. The company's recent rebranding to TI Automotive signifies a unified identity aimed at strengthening its market position as a comprehensive supplier to the global automotive sector, emphasizing its expanded capabilities and commitment to future mobility solutions.

The sales channels for TI Fluid Systems are predominantly direct, focusing on business-to-business relationships with major global automotive Original Equipment Manufacturers (OEMs). This approach involves close collaboration to engineer and produce advanced fluid storage, delivery, and thermal management systems. The company's extensive global presence, with 95 manufacturing sites across 26 countries, supports this direct sales strategy.

Direct OEM Engagement

TI Fluid Systems employs a direct sales model, engaging directly with automotive OEMs. This B2B strategy is crucial for developing highly engineered fluid and thermal management solutions tailored to specific vehicle platforms.

Global Manufacturing Footprint

With operations spanning 95 manufacturing locations in 26 countries, the company ensures proximity to its global OEM customer base. This extensive network facilitates efficient supply and localized support for its automotive components sales.

Regional Structure for E-Mobility Focus

In 2024, the company transitioned to a regional organizational structure to better align with customer needs and the varying pace of electric vehicle adoption. This shift enhances responsiveness in key e-mobility markets.

E-Mobility Innovation Centers (eMICs)

The establishment of five eMICs since 2022, particularly in regions like China, Germany, Japan, South Korea, and the USA, underscores a commitment to accelerating e-mobility solutions. These centers have drastically reduced prototype development times for thermal management systems.

Strategic Partnerships and Growth

Key partnerships and strategic acquisitions are central to the company's growth strategy. Securing €1.1 billion in EV awards in 2024 highlights successful collaborations, especially with Chinese EV manufacturers, reinforcing its propulsion agnostic portfolio.

• Direct sales to major global automotive OEMs.
• Global presence with 95 manufacturing locations in 26 countries.
• Regional organizational structure implemented in 2024 for enhanced customer alignment.
• Five e-Mobility Innovation Centers (eMICs) established since 2022 to speed up EV solution development.
• Secured €1.1 billion in EV awards in 2024, demonstrating strong customer acquisition strategy.
• Acquisition by ABC Technologies on April 15, 2025, creating a combined entity with expanded capabilities.

The integration with ABC Technologies, creating TI Automotive, aims to leverage combined strengths in fluid management and lightweight technologies, enhancing scale and resilience. This move is a significant part of the TI Fluid Systems business strategy, positioning it for future growth in the evolving automotive landscape. Understanding the Competitors Landscape of TI Fluid Systems is crucial for appreciating its market positioning and sales tactics.

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TI Fluid Systems employs a targeted B2B marketing strategy focused on showcasing technological advancement and sustainability to automotive manufacturers. Their approach prioritizes building brand awareness and generating leads within the industry, rather than direct consumer engagement.

Content Marketing & Transparency

The company leverages its official website and investor relations platforms for content marketing. This includes publishing annual reports, sustainability reports, and financial results to highlight product innovation and performance.

Demonstrating Technological Leadership

A core marketing tactic involves showcasing investment in research and development, particularly for electric vehicle technologies. The establishment of five e-Mobility Innovation Centers (eMICs) globally since 2022 serves as a key differentiator.

Promoting Innovation and Collaboration

These eMICs are promoted as hubs for accelerating EV development and fostering collaboration with automakers, significantly reducing prototype development time for thermal management components.

Industry Publication and PR

Press releases and industry-specific publications are utilized to announce new facilities and product launches, such as the electric coolant pump production set for the first half of 2025.

Data-Driven Sales Focus

The company's focus on securing new business bookings, which reached €2.7 billion in 2024 including €1.1 billion in EV awards, reflects a data-driven approach to identifying and pursuing market opportunities.

Propulsion Agnostic Portfolio

Marketing efforts highlight a 'propulsion agnostic portfolio,' demonstrating the company's ability to supply solutions for internal combustion engine, hybrid, and battery electric vehicles.

Sustainability as a Differentiator

Sustainability is a key marketing differentiator, with the company reporting a 15% reduction in Scope 1 and 2 emissions in 2024 compared to the previous year. This aligns with the automotive industry's growing emphasis on environmentally friendly technologies.

• TI Fluid Systems sales strategy emphasizes technological innovation and sustainability.
• The company's B2B marketing tactics focus on direct engagement with OEMs.
• Investment in e-Mobility Innovation Centers supports the marketing of EV solutions.
• Content marketing through reports and press releases showcases product advancements and financial performance.
• A propulsion agnostic portfolio is a key element of the TI Fluid Systems marketing strategy.
• The company's Revenue Streams & Business Model of TI Fluid Systems underpins its sales and marketing efforts.

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TI Fluid Systems has established itself as a global leader in automotive fluid systems technology, built on a century of experience and innovation. Its brand positioning centers on 'Fluid Thinking, Thermal Innovation' and 'Empowering the Future of Mobility,' underscoring its contribution to vehicle efficiency and sustainability across traditional and electric powertrains.

Core Brand Message

The company emphasizes its role in enhancing vehicle efficiency, performance, and sustainability. Its tagline 'Fluid Thinking, Thermal Innovation' encapsulates its forward-looking approach to mobility solutions.

Key Differentiators

Differentiation is achieved through a broad product portfolio, including fluid storage, delivery systems, and thermal management solutions. A strong focus on innovation and sustainability appeals to global OEMs.

Commitment to Sustainability

The brand's image is reinforced by its commitment to environmental responsibility, evidenced by a reported 28% reduction in Scope 1 and 2 emissions by 2024 against a 2021 baseline.

Global Presence and Rebranding

A global manufacturing footprint across 26 countries and five e-Mobility Innovation Centers ensures customer proximity. The recent rebranding to TI Automotive on April 15, 2025, signifies enhanced scale and a broader product offering.

The company's brand positioning is deeply rooted in its engineering excellence and reliability, particularly in supporting the automotive industry's transition towards electrification. Its development of advanced products for electric and hybrid vehicles, such as electric coolant pumps and pressurized fuel tanks for hybrids, highlights its strategic alignment with future mobility trends. This focus on innovation and sustainability is a cornerstone of its Marketing Strategy of TI Fluid Systems, aiming to attract and retain global OEMs by offering solutions that meet evolving environmental and performance standards.

Innovation in E-Mobility

The company actively develops specialized components for electric and hybrid vehicles, demonstrating its adaptability to industry shifts.

Customer-Centric Approach

Its global operational structure and innovation centers are designed to foster close collaboration with OEMs, ensuring tailored solutions.

Sustainability as a Pillar

Environmental performance, including significant emissions reductions, is a key element of its brand identity and value proposition.

Strategic Growth Through Acquisition

The integration with ABC Technologies and subsequent rebranding to TI Automotive strengthens its market position as a diversified Tier 1 supplier.

Engineering Excellence

A century of experience underpins its reputation for world-class engineering and reliable product delivery.

Future Mobility Focus

The brand is positioned to empower the future of mobility by providing essential fluid and thermal management systems for next-generation vehicles.

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The sales and marketing strategy of TI Fluid Systems, particularly its 'Taking-the-Turn' initiative, acts as a comprehensive campaign focused on adapting to the evolving automotive landscape. This strategy prioritizes technology, transformation, and talent to drive growth and sustainability.

e-Mobility Innovation Centers (eMICs) Initiative

The establishment of five global e-Mobility Innovation Centers since 2022, including the June 2024 opening in Auburn Hills, Michigan, is a core element of the technology pillar. These centers aim to accelerate thermal management system development for electrified vehicles.

Secured EV Awards and Product Validation

This focus on technology has led to significant commercial success, with the company securing €1.1 billion in EV awards in 2024. This includes new business with a major Chinese OEM and validation of products like the SPT 2.0 fuel tank for plug-in hybrids.

Sustainability Commitment and Progress

The company's sustainability efforts are a key 'campaign,' targeting a 50% reduction in Scope 1 and 2 carbon emissions by 2030 from a 2021 baseline. In 2024, a 15% reduction in Scope 1 and 2 emissions was achieved compared to 2023.

Strategic Rebranding and Acquisition Impact

The acquisition by ABC Technologies and rebranding to TI Automotive on April 15, 2025, is a significant strategic move. This aims to enhance brand visibility and credibility, creating a larger entity with a combined pro forma revenue of $5.4 billion.

The 'Taking-the-Turn' strategy encompasses several key initiatives that form the backbone of TI Fluid Systems' sales and marketing approach. These are not traditional consumer campaigns but rather strategic business drivers that influence its B2B interactions and market positioning. The company's approach to innovation, sustainability, and talent development directly supports its Growth Strategy of TI Fluid Systems, aiming to secure its future in the rapidly changing automotive sector.

Accelerating e-Mobility Solutions

The eMICs are designed to drastically cut prototype development time, from six months to as little as two weeks. This agility is crucial for meeting the fast-paced demands of EV development.

Demonstrating Sustainability Leadership

The company's commitment to reducing emissions, with a 28% reduction in Scope 1 and 2 emissions achieved against the 2021 baseline by 2024, showcases its dedication to environmental responsibility.

Strengthening Market Position

The rebranding to TI Automotive signifies a strategic consolidation, aiming to leverage a larger scale and diversified portfolio to enhance its competitive edge in the Tier 1 automotive supplier market.

Driving OEM Partnerships

The success in securing substantial EV awards, including from major Chinese OEMs, highlights the effectiveness of its technology-driven sales approach and its ability to forge strong relationships with key automotive manufacturers.

Communicating Strategic Vision

Through annual and sustainability reports, the company communicates its progress and commitment to its strategic pillars, reinforcing its brand narrative to stakeholders and the industry.

Future Growth Through Integration

The integration following the acquisition is positioned as a catalyst for accelerated strategic development and future growth, a key message in its ongoing business strategy communications.

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