Asahi Kasei America has opened an office in Novi, MI, to strengthen its marketing function in North America, mainly in the automotive field.

In the Asahi Kasei Group’s medium-term management initiative “Cs+ for Tomorrow 2021,” mobility is identified as a priority field for provision of value in the Material business sector. In North America, Asahi Kasei manufactures and sells car interior materials, compound resins, and battery separators, and sells electronic components as well as provides technical support to customers in the automotive industry. Many Asahi Kasei products have been adopted by major automobile manufacturers in the region.

In 2017, Asahi Kasei introduced its AKXY concept car showcasing 27 of the company’s materials and technologies. In May 2019, Asahi Kasei unveiled AKXY POD, a vehicle interior mockup to demonstrate the company’s concept for the future of passenger comfort, safety, and security inside vehicles. Through exhibitions around the world with AKXY and AKXY POD, Asahi Kasei has stimulated discussions about future automobiles and related services.

The major American automobile manufacturers called the “Big Three” have their headquarters in the Detroit area, and there are also many parts manufacturers located around Novi near Detroit. By concentrating the company’s automotive marketing functions at the center of the industry, Asahi Kasei will continue to propose innovative products that meet rapidly changing market needs.

In addition to mobility, there are many other potential growth fields in North America. To accelerate new business creation, Asahi Kasei America will continue to strengthen its marketing function in collaboration with the Marketing & Innovation unit of Asahi Kasei Corp. which was established in April 2019.