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Cutting-edge technology for various applications

Source:Ringier Metalworking Release Date:2015-11-27 474
Metalworking
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On October 27, Hurco, a U.S.-based global industrial technology company and the leading provider of machine tools with advanced, intuitive controls and software launched their first showroom in Hanoi, Vietnam. 

This showroom marks a significant and unique tripartite cooperation among the machine tool manufacturer – Hurco, its distributor – DKSH Technlogy, and their customer PMTT, in Vietnam. During the event, key members of each company were present to welcome new and old customers alike and listen to their manufacturing concerns while offering them solutions with Hurco's machines.

International Metalworking News for Asia covered the event and managed to interview a handful of Hurco’s customers.

PMTT Group's General Director Le Huy Thuc

PMTT's relationship with Hurco started several years ago when they bought their first Hurco machine from DKSH Technology Co., Ltd. Hurco machines initially appealed to Mr. Thuc as they were more affordable than Japanese CNC machines. After running the machines for some time he discovered that the Hurcos performed extremely well and were reliable. With this new showroom and tripartite arrangement, he hope to reach out to the machine tool users in northern Vietnam so that more businesses can benefit from Hurco’s machine and control technology. “We would like to bring to the small and medium enterprises in the north of Vietnam the quality, good service, and the advantages of the control system of Hurco machines,” says Thuc. “This is what we have experienced as Hurco customers and we know that it has improved our company's product quality and production.”

With the support of Hurco and DKSH, PMTT seeks to engage potential customers through a variety of marketing activities and through several channels. Technical seminars and workshops will be organised regularly at the showroom to educate machine tool users on technology advancements and offer follow-up training to existing Hurco users.  Hurco users can remain updated with the latest technology and share their experiences about working with Hurco machines with potential customers. Moving forward, the Vietnamese company will provide sales, after sales service, and spare to Hurco's customers jointly with the DKSH team.

Furthermore, through Thuc's personal experiences with the brand, he believes that Hurco's machines are ideal for the types of companies which are flourishing in Vietnam and in the region as of late.

“We've been customers of Hurco ourselves,” says Thuc. “And we've found that Hurco machines offer a lot of value, especially to small and medium enterprises. We've also found Hurco's culture to be very suitable to the culture of the Vietnamese people, down-to-earth yet efficient!”

DKSH's Managing Director Alexander Kliegl

DKSH is no stranger to Hurco as the Swiss company has been the exclusive distributor of Hurco products in Vietnam for several years, but their relationship was taken to the next level through the opening of a Hurco showroom in Hanoi. Based in northern Vietnam, the Vietnamese company, PMTT, is one of Hurco's largest customers and was present at the event to reveal their three-way partnership.

“The background is that no voice to the market is more powerful than a customer using various Hurco products at the highest levels of productivity for several years. PMTT approached us and we discussed over the past few months about the opportunity to use the facilities, the people and resources to further project the Hurco brand to existing and potential customers in Hanoi,” says Kliegl. “So it's a three-way collaboration where we are using the facilities here to demonstrate, test and train customers on Hurco products.”

Kliegl believes that Hurco is on par, if not superior, to competing brands from Korea and Japan. Hurco’s strong brand identity is a crucial asset in brand-conscious Asia and what makes this brand unique is the control system which is entirely owned and developed by Hurco. The control system, Kliegl explains, adds a lot of value especially for the production of smaller batches because of its unique and intuitive user interface.

“In the case of our Precision Machinery business line, as we see it with Hurco, it is all about understanding customers’ needs, creating solutions and selling solutions,” says Kliegl. “This involves pre-sales such as understanding the needs of the customers in detail and actually coming up with the solution in hardware and software. There's also the whole aftermarket end of it which includes keeping the machinery running as best as possible and for as long as possible with all the products involved - namely training, installation, corrective maintenance, preventive maintenance. It's all about solutions in this business.”

TECHTOWN's Director Chiang Chin Hock

Singapore-based company, TECHTOWN has been a partner of machine tooling company, Hurco, for almost ten years and they have brought their symbiotic relationship to countries such as Singapore, Indonesia, and most recently, Vietnam. TECHTOWN's Director, Chiang Chin Hock, flew into Hanoi late October to support Hurco's first showroom opening in the country. 

Chiang understands the importance of software in the manufacturing process and says that the CAD/CAM software has to change rapidly in order to suit the needs of the machines and manufacturing processes.

“The advantage of using Hurco's machines is that they have their own control technology for their CNC machines,” says Chiang. “Their new presence here will open up the Vietnamese market to them. This country is definitely a good place for business especially for those in the business of manufacturing, like Hurco.”

Idemitsu's Assistant Manager of Sales Le Anh Tuan

Idemitsu has been publicly traded since 2006 and has a strong presence in Vietnam where they recently partnered with Hurco in Hanoi. Although Idemitsu and Hurco already have an existing partnership in Singapore, Idemitsu's Assistant Manager of Sales, Le Anh Tuan, says that he is excited about the opportunities of this partnership with Hurco.

With over 400 brands of lubricants in Vietnam, the competition for Idemitsu within the country can be at times challenging. But they set themselves apart by not focusing too much on pricing or brand awareness. Instead, the company places high importance on getting the technical side right. Much like the rest of the industry, Idemitsu offers great pre-sales service, such as sending company representatives to the factories to have a look up close on at what is happening and what kind of lubricants would be most suitable for the machines.

“We go to the factories to have a look if there are problems,” says Le. “We see if the issues are due to oils then we give expert solutions.”

Samsung's massive opening in Hanoi is hot on the lips of many in the manufacturing and industrial industry in Vietnam. For many, it forecasts a boom in the industry – one that many companies, such as Idemitsu, are gearing up for. Le believes that foreign investors are especially interested in the county because the country is politically stable and has a population, which is now close to 90 million, is a great potential market for many overseas companies.

“For CNC machines, the north is an area with a lot of potential for Hurco,” says Le. “Their showroom opening in Hanoi is happening at the right time. There's a big opportunity for Hurco and we are happy to be one of thier partners.”

Erowa's Managing Director Charles Tay

During Hurco's recent showroom opening in Hanoi, Charles Tay, the Singapore-based Managing Director of Erowa South East Asia, flew in to lend his support. Both companies have worked very closely in the past and will continue their mutually beneficial relationship in Vietnam. The support that Erowa provides to Hurco is mainly on workpiece holding and palletizing systems. The importance of this, Tay explains, is that when transferring one part from one machine to the other on the shop floor, one will not need to realign the piece, saving on downtime thus boosting productivity. Erowa's tooling systems provides the interface between machines and workpieces by providing accurate work holding tooling systems that ensures whichever machine is being used for the machining of workpiece, the quick setup guarantees a positioning and repetition accuracy of two microns.

“Our relationship with Hurco started a few years back and we strengthened our relationship about three years ago when I worked very closely with Mr. Lee Wai Yip, the General Manager of Hurco in Singapore, to support them with all the work holding devices that their machine’s needs,” says Tay. “We are committed and strive to support and work with OEM partners like Hurco.”

   

John Donlon and customers

(left to right) Charles Tay, Managing Director of Erowa, and Chiang Chin Hock, Director of TECHTOWN

 

Click to view E-zine:International Metalworking News for Asia – Dec issue

 

 

 

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