Skip to main content
Sister Publication Links
  • European Rubber Journal
  • Plastics News
web
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • ITEC
    • Automotive
    • Tire
    • Non-Tire
    • Suppliers
    • Silicone
    • Latex
    • Coronavirus
    • Executive Action
    • Government/Legal
    • Opinion
    • Technical Notebooks
    • International Elastomer Show
    • Women in Tire & Rubber
    • HEXPOL Sponsored Content
    • Goodyear recognized by Lockheed Martin as 'elite supplier'
      EV tire advancements to help secure future
      Lambillotte: Only question on AVs is timing
      CAR official says EV future brighter than autonomous
    • U.K. race series extends contract with Goodyear through 2026
      Rubber industry associations focus agendas as Democrats take charge
      Mexico gives auto makers more time to meet USMCA rules
      Biden redirects course on emissions standards
    • U.K. race series extends contract with Goodyear through 2026
      Air France extends deal with Michelin
      Rubber industry associations focus agendas as Democrats take charge
      Biden redirects course on emissions standards
    • Biden redirects course on emissions standards
      3D mapping, navigation from Conti, others on cusp of mainstream
      R&D, Group 1 oils shift keeps Nynas busy
      Motion Industries rebrands as 'Motion'
    • New systems solutions advance the sustainability of automotive weatherseals
      Arburg: 2021 Technology Days in June will run for 6 days
      R&D, Group 1 oils shift keeps Nynas busy
      Arburg boosts electric machine business with AMK acquisition
    • Proto Labs to buy e-commerce company 3D Hubs for $280 million
      Ace Products & Consulting partners with Wallace Instruments
      Safic-Alcan extends distribution agreement with Momentive
      Momentive aims to grow silicone presence in Asia-Pacific region
    • WCCO task force navigates pandemic, expands communications
      ASTM cancels April meetings as COVID-19 continues impact
      Paycheck Protection Program funding reopens Jan. 15
      Detroit Auto Show canceled; alternative event being planned for September
    • Tero Peltomaki named Cimcorp CEO
      Synthomer CEO MacLean to step down by early 2022
      ARP Materials adds technical sales manager
      Jack Murphy joins Akron Dispersions
    • Rubber industry associations focus agendas as Democrats take charge
      Mexico gives auto makers more time to meet USMCA rules
      Biden redirects course on emissions standards
      USW opposes Taiwan tire makers' dumping counterproposal
    • Editorial: Against a backdrop of turmoil, M&A deals give glimpse of normalcy
      Column: Pandemic looms over everything in life, business in 2020
      Column: Lessons from the 2020 Best Places to Work
      Editorial: Silicone hit hard by pandemic, expected to bounce back
    • Advancements in synchronous drive belt design for industrial and consumer markets
      Effects of multiple repurposed materials for reinforcements of standard rubber compounds
      Impact of peroxide blends on the cure rate and aged properties in HNBR
      Techniques to detect long chain branching in polymers
    • Rubber Division seeks abstracts for 200th Technical Meeting
      WORD panelists say evolution, authenticity keys to success
      IEC keynote: Communication key to logistics
      IEC speaker: Specialized elastomers may reduce spread of life-threatening pathogens
    • WORD panelists say evolution, authenticity keys to success
      New video celebrates women in rubber industry
      ITEC panelists say women can thrive in tire industry
      Rubber Division planning second Women of Rubber event
    • Sponsored By HEXPOL Compounding
      Faster Access to Your Polymer Compounding Experts Around the World
      Sponsored By HEXPOL Compounding
      Take a walk thru a HEXPOL Lab
      Sponsored By HEXPOL Compounding
      HEXPOL offers a unique selection of High Performance Elastomers to match your application requirements
      Sponsored By HEXPOL Compounding
      It’s what you can’t see that makes the Difference at HEXPOL
  • Blogs
    • Products
    • Wacky World of Rubber
    • New Products: Nova thinks outside the box with sealing tech
      New Products: MonTech introduces 1,500 kN lab press
      New products: 3M introduces new durable, pliable medical adhesive
      New Products: Lanxess launches energy-efficient PU elastomer
    • Wacky World of Rubber: How Trelleborg, teens sealed a spot in the world record book
      Wacky World of Rubber: Of chicken and feet, but not chicken feet
      Wacky World of Rubber: Time to go mattress shopping
      Wacky World of Rubber: Because nothing says football like 'frunk' shrimp
  • Newsletters
    • Rubber in Automotive
    • Silicone News
    • Latex News
    • Sign Up for Newsletters
    • U.K. race series extends contract with Goodyear through 2026
      Rubber industry associations focus agendas as Democrats take charge
      Mexico gives auto makers more time to meet USMCA rules
      Biden redirects course on emissions standards
    • Proto Labs to buy e-commerce company 3D Hubs for $280 million
      Ace Products & Consulting partners with Wallace Instruments
      Safic-Alcan extends distribution agreement with Momentive
      Momentive aims to grow silicone presence in Asia-Pacific region
    • Bridgestone bets on guayule as alternative natural rubber source
      Synthomer CEO MacLean to step down by early 2022
      Jack Murphy joins Akron Dispersions
      Synthomer optimistic, raises earnings forecast
  • Multimedia
    • Videos
    • Photo Galleries
  • Directory
  • Resources
    • Classifieds & Mold Mart
    • Sponsored Content
    • White Papers
    • Sponsored By HB Chemical
      The Company Behind the Inventory
      Sponsored By French Oil Mill Machinery
      Process Improvement, Cost Reduction with Custom Press Systems
    • Sponsored By Uncountable Inc.
      Cooper Standard deploys lab informatics platform to synchronize R&D
      Sponsored By Elkem
      LSR Select™: A solution to improve your financial impact in molding applications
      Sponsored By HEXPOL Compounding
      Understanding and Selecting Performance Additives for Rubber Compounding
      Sponsored By HEXPOL Compounding
      Peroxide Cureable Silicone Injection Molding
  • Data
  • Events
    • RPN Events
    • RPN Livestreams/Webinars
    • Industry Events
    • Past Events
    • ITEC Library
    • International Silicone Conference Library
    • 2021 Healthcare Elastomers Virtual Edition
      2021 Rubber in Automotive Virtual Edition
      2020 International Silicone Conference Virtual Edition
      2020 ITEC Virtual Edition
  • Advertise
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
January 11, 2018 01:00 AM

Rep strives to serve all market levels

Bruce Meyer
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Bruce Meyer, Rubber & Plastics News
    Rep Corp. President Tim Graham shows off the G10 Core press the company displayed during the ACS Rubber Division's recent Rubber Expo in Cleveland.

    CLEVELAND—Rep Corp. has been working hard in recent years to change the perception that the firm only caters to the top end of the rubber molding machinery market and ignores the rest.

    "There's a perception that we have to change, at least here in the states, because when people think of Rep they always think of the Ferrari so to speak, and we want to be more than just that," said Tim Graham, president of Rep Corp., the North American subsidiary of Rep International SAS.

    So Rep has been trying to position itself globally to be able to attack all levels of the market, Graham said at the recent ACS Rubber Division Rubber Expo in Cleveland. Thus far, the strategy has been working.

    "It's starting to help," he said. "We're starting to see business with other products within our line that are focused to those particular markets, and we're getting results. We're doing the right thing, and the right thing is to be competitive in those markets."

    Rep's first steps in this direction can be traced back 13 years and its partnership with Taiwan's Tung Yu Hydraulic Machinery Co. Ltd. They first marketed compression presses, then got together to build an injection press, originally called the RTIP (Rep Tung Yu Injection Press).

    Graham said that led to the RT9 line of presses, which were low cost but included the Rep injection unit on it. The partners found that to be competitive the machinery had to be priced right, and with the influx of Asian producers the price point in the market was lower than where the firms had priced the RT9.

    "We had to improve not only in pricing, but we had to improve the technology because we want to at least make sure we have more technology than the other people at those levels," he said.

    More recently, Rep Corp. is marketing the G10 Core press that the parent company debuted at the 2016 K Show. It is tailored to the mid-range category with 160 to 500 tons of clamping pressure. It is positioned as a leaner version of the G10 Extended top line offering, Graham said, for customers who want economical, practical solutions to their rubber molding challenges.

    Thus far, he said reception has been good in North America, and Rep has done a good job with the packaging of the press, along with the pricing level.

    "People who benefit are the ones who don't need all the technology available on the Extended, and price is the driver," he said.

    Rep's new business model is working well, but the company still needs to work at connecting with customers at the different levels of the market. About 80 percent of its business is tied to automotive suppliers, and the machinery firm is looking to boost its exposure in such other markets as custom molders, appliances, pharmaceuticals, oil and gas, and recreational goods.

    Graham told of a customer who bought an RT9 that will be compared to a competitor's line the firm previously had purchased. "It was a matter of getting competitive so he could try that machine next to the (competitor's) machine," the Rep official said. "I'm sure it will end up he'll see the value of the technology, but the bottom line is you still have to be in the price level to even get that look."

    It will take time to completely change how Rep is viewed, Graham acknowledged. "We have to look at how we present ourselves to the market," he said. "How do we change the perception to get people to know that we have offerings at all levels to all people, and that's not easy."

    Advancing Industry 4.0

    Rep also has been looking to meet the evolving challenges of the Industry 4.0 initiative, having released a new app and software package dubbed Rep Pack 4.0, which includes the Rep Net 4.0 and Rep Net App. The fourth generation of the RepNet supervision software and the app allows for real-time monitoring and plant floor modeling, centralized management of mold settings, productivity calculations and statistical process control functions.

    Graham said RepNet has gone to a yearly subscription and license renewal model, which he believes is easier for customers to accept, whether they have one machine or 60.

    It's an area where Europe definitely is ahead, with Industry 4.0 beginning on the continent. He said there is growing acceptance in North America, but he still doesn't believe customers here are taking advantage of the benefits.

    "We have to supply a lot more training to our customers to make sure they understand not only what data to look for but what to do with that data," Graham said.

    He said it should be used to improve their process, which will help improve with such things as consistency in both the rubber material and how the molding cell operates.

    One problem is the injection molding industry has a shortage of process engineers, and more people are changing positions. So that makes it difficult for companies to sign off on expensive training when there's a good chance that the person may go elsewhere. "If you don't have a champion at the company that's going to run with it, that makes it very difficult to do," Graham said.

    And while Europe currently is ahead in this area, it's a global market and over time he believes things will even out. "It's a relatively small part of our business, but it's something we need to have," Graham said.

    Business trends

    Automotive is becoming an increasingly difficult market to serve as global customers are putting more pressure to standardize and push down pricing, said Graham. "Where it goes, I have no idea, but it's getting more difficult."

    There's also a lot of pressure on payment terms, with some customers wanting to extend it out as long as possible. He noted in France by law terms can't be any longer than 60 days, but some customers are asking Rep Corp. for 90, 120 and in some cases 180 days.

    "It's OK when your business level can support it," he said. "The problem is when business levels go down and you have people on long terms, it really puts on a hurt. In some cases, if you don't agree you don't get the business, regardless of what you have to offer."

    Right now 2018 looks promising for Rep, he said. The firm has a good backlog of orders and likely will have to add to its staff of 17, at least on the sales side, and possibly on its after-sales service staff.

    "It doesn't seem like there will be any major downturns in the near future, but you never know," Graham said. "You have to make sure you're in a position to react one way or another."

    Letter
    to the
    Editor

    Rubber & Plastics News wants to hear from its readers. If you want to express your opinion on a story or issue, email your letter to Editor Bruce Meyer at [email protected].

    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Get our newsletters

    Staying current is easy with Rubber & Plastics News delivered straight to your inbox, free of charge.

    Subscribe Today

    Subscribe to Rubber & Plastics News to get the best coverage and leading insights in the industry.

    SUBSCRIBE
    Connect with Us
    • LinkedIn
    • Facebook
    • Twitter

    MISSION

    To serve companies in the global rubber product industry by delivering news, industry insights, opinions and technical information.

    web
    Contact Us

    2291 Riverfront Pkwy, Suite 1000
    Cuyahoga Falls,
    OH 44221

    Customer Service:
    877-320-1726

    Resources
    • About Us
    • Digital Edition
    • Contact the Staff
    • Advertise
    • Order Reprints
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Careers
    • Ad Choices Ad Choices
    • Sitemap
    Partner Sites
    • Tire Business
    • European Rubber Journal
    • Plastics News
    • Plastics News China
    • Urethanes Technology
    • Automotive News
    • Crain Brands
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • News
      • ITEC
      • Automotive
      • Tire
      • Non-Tire
      • Suppliers
      • Silicone
      • Latex
      • Coronavirus
      • Executive Action
      • Government/Legal
      • Opinion
      • Technical Notebooks
      • International Elastomer Show
      • Women in Tire & Rubber
      • HEXPOL Sponsored Content
    • Blogs
      • Products
      • Wacky World of Rubber
    • Newsletters
      • Rubber in Automotive
      • Silicone News
      • Latex News
      • Sign Up for Newsletters
    • Multimedia
      • Videos
      • Photo Galleries
    • Directory
    • Resources
      • Classifieds & Mold Mart
      • Sponsored Content
      • White Papers
    • Data
    • Events
      • RPN Events
      • RPN Livestreams/Webinars
      • Industry Events
      • Past Events
      • ITEC Library
      • International Silicone Conference Library
    • Advertise
    • DIGITAL EDITION