POSCO 

AlSi-coated 2GPa press hardened steel for automotive applications: Innovation against hydrogen embrittlement

Press-hardened steel (PHS) is preferred for various automotive applications due to its high strength. While AlSi-coated 1.5GPa is typically used for car  manufacturing, there is a substantial unmet demand for scrap-based 2GPa PHS with greater potential for automotive light-weighting. However, the application of 2GPa PHS has been hindered by the material’s susceptibility to hydrogen embrittlement (HE) and poor bendability caused by hydrogen intrusion during hot stamping.

To address these challenges, POSCO developed AlSi-coated 2GPa PHS, which increases the number of Kirkendall voids on the coating layer. These fine voids trap hydrogen, thereby improving HE resistance and bendability. This material is currently being assessed by several global automakers and parts suppliers. The reinforced PHS exhibits superior
properties to conventional 1.5GPa PHS:

1. Lower hydrogen content after heat treatment

• Conventional: 0.2-0.35ppm; dew point control is necessary
•  Enhanced: <0.1ppm; regardless of the dew point.

This feature reduces capital investment and operating costs by eliminating the need for a dew point controller. The process yield is improved through stable control of the hydrogen content.

2. 2X improvement in bendability

•  Conventional: 26.5°
•  Enhanced: 53°

The low H2 content doubles PHS bendability prior to baking. Improved bendability helps enhance crash performance because car parts often undergo bending deformation during
collision.

3. Enhanced HE resistance
The HE resistance superiority of the reinforced PHS has been confirmed by various tests such as step load and acid immersion.

In conclusion, the reinforced 2GPa PHS can be a viable alternative to 1.5GPa PHS and lead to the development of safer, lighter and more efficient vehicles.

POSCO 

Innovative PosZET® Welding Technology for Eco-friendly/ Lightweight/ Cost-effective Auto Parts

As a company, POSCO  offers products and solutions that help to mitigate direct and embedded carbon emissions. The company’s solutions are designed to reduce total GHG emissions across the life cycle of a product through direct reduction of the carbon footprint and also by offering positive tools, or handprint solutions, which will help users of products and solutions to reach their own sustainability goals.

PosZET® is a handprint solution offered through our proprietary welding technology. When applied, this packaged steel and welding technology produces eco-friendly, lightweight, and cost-effective automotive parts.

A leading benefit of PosZET® is that the weight of parts is made lighter owing to the enhanced durability of the welded parts, resulting in reduced steel gauge and weight. Additionally, the parts manufacturing process is made more sustainable and cost-efficient.

First, because PosZET® technology enhances welding efficiency and productivity, less power and heat are required, thereby improving part durability and reducing total CO2 produced per component manufactured. Secondly, acid descaling, a key pre-treatment process that improves the welded part’s resistance to corrosion, can be omitted, helping to prevent emissions and to save production costs. Finally, PosZET® is immediately applicable in existing facilities; hence, customers can benefit from instant impact without the burden of heavy CAPEX.

POSCO has launched PosZET® GIGA, a welding technology customised for giga steel that offers unrivalled performance. Nissan, a global OEM, recently approved PosZET® GIGA for use in its new vehicle, underscoring its quality and cost-effectiveness.

Finally, PosZET® aligns with the company’s corporate vision to be a leading global provider of eco-friendly future materials; hence, it has been introduced as a key milestone in the company’s sustainability report and featured in the scientific journal Nature Communications.

With the demonstrated benefits of this welding technology, the goal is to pioneer future handprint solutions in and beyond the automotive industry.

Ternium

Nitrogen and residuals control in EAF for automotive and high-end applications

Due to climate change and CO2 emissions reduction commitments, steel producers have been encouraged to transition to lower carbon emissions processes. This presents several challenges, one of the most important being the manufacture of ultra low-carbon with high quality in the EAF mini mill route. This process was traditionally produced by the integrated route BF-BOF-RH, which has the disadvantage of high emissions intensity.

Techint Group, with Ternium and Tenaris as its steel-producing companies, has formed a research team to develop the EAF-LF-RH route that meets all the characteristics, technical specifications and high surface quality for producing steel aimed at high-quality steel grades markets. This involves the development of a special raw materials and operational practices that promote low residual and N2 removal in the EAF.

Since 1980, Techint Group’s strategy has been producing DRI. Using this experience, a DRI was designed and developed with tailor-made characteristics (metallisation and carbon) for the production of clean steels required by the industry and to achieve low residuals (C, P, S, Cu, etc.) and gases content (H2 & N2). Also, metallurgical practices have been developed to meet these requirements, initially for the production of API grades (seamless products & sour services) and now to adapt to the high standards of the automotive industry exposed quality (ULC).

This work includes technical developments and refined operational practices, leading to a certified process to produce high-quality steel with automotive exposed application, with the lowest environmental impact. This aligns with Ternium’s Environmental & Energy Efficiency Policy and Decarbonisation Target to achieve a 20% specific emission reduction (scope 1 and2) by 2030. These certified process and practices are currently pending several patents.

The current work includes specific operational strategies for the entire production chain; mine-pellet-DRI-EAF-LF-RH/VD-CCM, to guarantee all the technical specifications for high-grade steels. It focuses on controlling the nitrogen and residual from the raw materials, improving the process parameters to reduce the nitrogen content, and preventing nitrogen pick up all along the steelmaking process. This process is innovative, unique, consistent, repeatable, and practical, and most importantly, it meets all the requirements for high-quality applications in API, automotive, and electric steel markets.

Ternium

Ternium steel solutions for optimised truck trailers used for freight transport

Transportation of steel coils by road presents a series of challenges for the steel industry, primarily safety. We must also improve efficiency in tonnes hauled per journey and reduce the number of journeys, therefore reducing fuel consumption and CO2 emissions.

In addressing the challenges of freight transport, two distinct steel solutions have emerged. First, specialised steels reduce trailer weight, enhancing fuel efficiency and lowering emissions. Second, wear-resistant steel solutions extend the durability and lifespan of truck trailers by combining structural and high-performance steels. Both approaches prioritise safety, efficiency, and sustainability, incorporating recycled materials to support circular economy principles and reduce environmental impact.

Wear-resistant steel solutions further enhance the durability and lifespan of truck trailers. The specialised cladding of these steels combine a structural steel with a high performance wear resistant steel to withstand abrasion and impact wear, reducing the need for frequent repairs and replacements thus ensuring continuous operation and safety while contributing to environmental sustainability by minimising material waste and resource consumption.

The use of scrap in designing these specialised steels aligns with circular economy principles. The design effectively accommodates higher scrap usage without degrading performance or mechanical properties. It achieves this by precisely managing alloying elements and controlling impurities, maintaining quality despite increased residual content. Incorporating recycled steel scrap in trailer manufacturing conserves natural resources and reduces the carbon footprint of producing new steel.

Integrating specialised steel solutions in truck trailer design and manufacture improves freight transport. It ensures safety and efficiency while embracing circular economy principles and fostering environmental sustainability. As the transportation industry balances performance with ecological responsibility, steel is a key enabler of a greener, safer, and more resilient future for freight transport.

China Baowu Steel Group Corporation Limited

An eco-design solution for non-LCA professionals – CFP prediction tool in the steel sector

To maintain a competitive edge, steel businesses must deeply understand the entire product production process and establish a carbon footprint evaluation system aligned with their production realities. In this way, businesses can clearly recognise their own carbon emissions, identify carbon reduction potential, and provide effective solutions for green manufacturing, green marketing and ecological design of products. However, many developers have yet to master the ability to calculate a product’s carbon footprint, crucial since the design phase determines nearly 80% of a product’s future carbon footprint. Therefore, we must start at the source, promote LCA thinking, utilise LCA tools, and encourage more people to engage in LCA practices to facilitate its widespread application. In order to achieve this goal, China Baowu has developed the ‘Baosteel product process parameter level carbon footprint calculation and ecological design system’, which can predict and optimise the product carbon footprint under different production processes, parameters and different path combinations, achieve fine guidance for process simulation, and provide data quantitative analysis and support for product low-carbon design and carbon reduction simulation.

In the market and at the client end, Baosteel is facing pressure from policies and supply chains on carbon reduction and green development. With the increase of product homogenisation competition, carbon policies at home and abroad continue to be introduced, downstream users such as Mercedes-Benz, Volvo, Siemens, etc., began to put forward specific requirements for the carbon footprint of steel products and low-carbon product supply, taking this as the access conditions for green procurement, forming new product procurement requirements, making green low-carbon development the main direction to enhance the competitiveness and viability of the steel industry. This requires
that steel product developers must consider the setting of process paths and process parameters in the R&D design stage to meet the low-carbon requirements of users.

To sum up, steel enterprises need to establish a clear understanding of the carbon footprint of the whole process of the product, popularise the use of LCA thinking and tools, develop refined carbon footprint calculation and ecological design system, so that many non-LCA professionals can skillfully use it, so as to respond to the green and low-carbon development requirements of the market and policies, and improve the competitiveness of enterprises and market response speed. These can not only bring commercial success for the company itself, but also make an important contribution to the sustainable development of the entire steel industry.

EMSTEEL

Real-time carbon insights: EMSTEEL’s LCA platform for carbon-conscious steel manufacturing

EMSTEEL’s team has deployed an online detailed LCA platform for its steel products. This digital platform implements a prompt and consistent LCA study and provides real-time GWP of its various products. EMSTEEL has also released a green steel definition for its various products and this platform is being used to ensure that EMSTEEL complies with the requirements of the green steel tag for its various products.

The LCA platform has been used to capture the environmental impact of the various products at the various life cycle stages from cradle to gate (A1 – A3). The platform allows for the tracking of the various impacts at the functional unit level and allows for the incorporation of the various energy offsets such as carbon capture and utilisation of the CO2 from the off-gases of the direct reduction plant and the IREC clean energy certificates.

Four parallel innovations led by the EMSTEEL’s LCA digital platform:

•  LCA per customer order: by conducting an LCA per heat and mapping it to customer shipments, EMSTEEL achieved an LCA per unique customer order. This is achieved by calculating heat level emissions via the digital platform.
• Carbon bank: As a first step, EMSTEEL established a digital wallet to store 3rd party verified carbon credits. Secondly, EMSTEEL implemented an automated and verified mechanism to allocate carbon credits from the digital wallet to customer orders. Finally, these allocated carbon credits are retired from the digital wallet.
• Rapid green steel certification: Leveraging an LCA platform ensures real-time (thirdparty) verified ISO certificates. This removes manual data intervention.
• Blockchain: All transactions related to the carbon bank, LCA certificates, and audit logs are digitally recorded on a blockchain ledger, ensuring the highest level of transparency and traceability.

HYUNDAI Steel Company

LCA-based cooperation within the supply chain of the Hyundai Motor Group

The role of Hyundai Steel in the Group’s automotive supply chain is to provide information and projections for the CFP of steel materials required by automakers, as well as planning low-carbon steel products to produce carbon-reduced automobiles.
1) CFP calculation considering steel grades:

• Analysing the correlation between steel grades’ CFP and input elements
• Finding the correlation between steel grades and tensile strength
• Collecting information about steel-making heats on MES
•  Calculating CFP for each steel grade
• Developing a system module to calculate steel grades’ CFP (which is a submodule in the Hyundai Steel LCA system (HLCA)).

2) Establishment and simulation of methods to assess low-carbon products’ CFP:

• 3rd party verification on the CFP calculation methods for the EAF-BF combined process (2022).
• CFP simulation for each operation conditions of the EAF-BF combined process (2023).
• Roadmap establishment to develop Hyundai Steel’s low-carbon products (2023).
• Product mapping for each operation condition (2024).
• Operation of a consultative body between Hyundai Motor and Hyundai Steel, reflected in automotive LCA & the roadmap (in progress).

JFE Steel Corporation

Low embodied-carbon green office building by adoption of green steel products, ‘JGreeXTM’

Nearly 40% of CO2 emissions by industry are attributable to the construction sector, and 30% of this sector are attributable to embodied carbon generated during deconstruction and demolition of buildings.

Demand for environmentally friendly buildings is increasing for the achievement of decarbonisation. Therefore, it is urgent to establish the reduction strategy of embodied carbon. Scope 3 reduction by optimisation of procured construction materials would be effective in reducing embodied carbon, but the reduction strategy had been unclear.

In order to reduce CO2 emissions throughout the life cycle of buildings, LCA methods based on ISO/EN standards were applied. It was found that steel materials account for a large proportion of embodied carbon. Then, JGreeXTM was adopted, a green steel with reduced CO2 emissions. In addition to that, an environmentally friendly concrete CELBIC was adopted for CO2 emissions reduction. As a result, CO2 emissions were significantly reduced.

Through this LCA analysis, the concept of circular economy was first applied to the recycling process of building; building wastes were finally recycled as building materials, even after a building was demolished and disposed at the end of their life. As a result, CO2 emissions during the entire life cycle were evaluated appropriately and the environmental value of the building was increased.

JSW Steel Limited

Automation of LCI data collection process to reduce the turnaround time of LCA results and EPD declaration for stakeholder disclosures

LCAs consist of four steps based on the ISO14040 and ISO14044: the goal and scope phase (e.g., definition of system boundaries), the life cycle inventory analysis – LCI (e.g., data collection of input and output data), the life cycle impact assessment (conversion into environmental impacts) and the interpretation (evaluation of results).

As the most time- and resource-intensive, the second step in an LCA, the LCI, deals with information and data collection for creating the processes needed for the LCA study. Information collected for the product system typically covers a considerable volume of data, including the flows to and from processes. This involves elementary flows (resources and emissions but also land use), product flows (goods and services as products in a process) or waste flows. Traditionally this is a manual process, wherein templates are developed for each process and unit such as sinter 1, sinter 2, pellet 1, pellet 2, blast furnace and so on. The templates are manually filled from various sources. This is a time consuming process as a number of stakeholders are involved and the chances of error are very high. Post collection of this huge amount of data especially in an integrated steel plant the data is validated to ensure accuracy, reliability, and consistency. This process and step was time consuming and led to several iterations to ensure data quality.

Considering the potential need to provide to the market clear, credible and precise information in a transparent manner, JSW Steel embarked on an organisation wide implementation of data automation project which effectively eliminated the need for Excel spreadsheets and manual intervention, streamlining processes and ensuring data accuracy.

JSW Steel has integrated the SpheraCloud- Corporate Sustainability (SCCS) platform with its operations, thereby resulting in a reduction in data reporting time, increase in precision, completeness, consistent, reproducible and reduction in uncertainty measurement. This data lake is the single source for LCI and all other disclosure requirements. This dynamic framework implementation has been unique in nature to configure the sites at lowest granular level i.e. process level for automated data capture from various ERP and legacy systems.

Nippon Steel Corporation

Application of LCA to corrosion-resistant steel products CORSPACE for steel bridges and port facilities

Nippon Steel has developed a steel product capable of inhibiting corrosion from defective portions of the coating film under severe corrosive environments (high salt content). Compared to conventional products, this product can reduce the number of re-coatings of corrosion-prevented steel bridges to 1/3. We quantified this effect using LCA and utilised it in the sales of the product. As a result, it was extremely helpful for customers to understand the effectiveness of the product.

The design standards for bridges on highways in Japan and the data book of the Japan Bridge Construction Association pointed out the Life Cycle Cost reduction effect of the product’s high durability and its excellence in terms of LCA, and recommended the product as a new technology.

The use of the product can extend the repainting cycle of painted bridges in salt-affected environments by two times. As a result, the number of coating cycles can be reduced from three to one for bridges to be used for 100 years. This can reduce GHG emissions related to corrosion protection by about 46% over the life cycle of the bridge. The results also showed that although the initial construction cost of steel increased by 2%, the life cycle cost of the bridge could be reduced by 75% due to the reduction in the number of coatings. 

Due to the high corrosion resistance of the product at paint defects, the LCA related to corrosion protection was quantified from the perspective of reducing the environmental impact by reducing the frequency of painting, and this was demonstrated to the customer.

Tata Steel

LCA methodology in multifunctional and circular systems

Tata Steel has long recognised the importance of exploring multiple avenues to influence the development of robust LCA methodology for legislative and commercial applications. This has also included participation in relevant collaborative projects e.g. the COZMOS EU funded project, which concluded in October 2023 and in which Tata Steel took the lead role in the LCA Work Package. This project was focussed on Carbon Capture and Utilisation (CCU), which required the development of novel LCA thinking and approaches for multifunctionality and circular economy.

In seeking to further the discussion with the broader LCA community (a key influencer in shaping policy and regulation), Tata Steel proposed a session on ‘Circularity, Recycling and Multi-functional Systems’ at SETAC Europe Annual Meeting, Dublin, May 2023, along with leading academics Professors Tomas Ekvall and Jon McKechnie and Dr Cecile Bessou. The idea was accepted and the session ran successfully, with around 70 participants. Tata Steel provided one of the Chairs for the session and also made a platform presentation (‘Exploring Life Cycle Assessment Methodologies for Multi-functionality in the steel sector with a CCU example’), disseminating some of the thinking emerging from, amongst others, the COZMOS project. The primary findings were that whilst the application of LCA to CCU can help support decision making and prioritising different technologies and CCU products, there are a number of methodological issues in dealing with CCU within LCA.

A significant first for the company (and, as far as we are aware, a rarity for the steel industry as a whole), a paper authored by Tata Steel was published in the International Journal of Life Cycle Assessment, the foremost journal worldwide for methodological development and LCA studies. 

The final element was manifested in the leadership role taken by Tata Steel personnel in developing methods and guidance on how to account for reuse and remanufacture in circular product systems. This involved setting up a Task Force, led by Tata Steel, to understand the different approaches being applied across sectors & regions and propose some methods that were interoperable with established LCA standards depending on the goal and scope of the study.

HBIS Group Co., Ltd

Hydrogen metallurgy project presents a steel green vision to the public

Tackling climate change is the responsibility of all humanity. As the most important material in the history of human civilization, steel needs us to jointly build a green future.

HBIS Group is taking responsibility and is manufacturing green steel for human civilization by implementing the world’s first 1.2 million tonne hydrogen metallurgy demonstration project of coke oven gas and zero retrofit vertical furnace direct reduction, which is the first example of hydrogen as a large-scale industrial production energy application.

To show the bright future of green steel, HBIS Group has planned and implemented the “Hydrogen Metallurgy Demonstration Project Communication Project.” Through cooperation with the public media, influential news reports have been launched and international academic exchange platforms have been set up. Live exhibitions and other forms of communication activities have shown the huge emission reduction advantages and bright prospects of hydrogen  metallurgy, subverting the traditional image of iron and steel companies as being deeply reliant on traditional fossil energy and carbon emissions, and enhancing society’s confidence in iron and steel companies to rid themselves of the shackles of fossil energy and promote global sustainable development.

Jindal Steel and Power Limited (JSPL)

Steel of India

Jindal Steel and Power Limited is the third-largest steel manufacturer in India. The overall objective of the STEEL OF INDIA campaign was to extend the brand’s prominence beyond industry realms, thereby fostering an authentic resonation with diverse audiences. This alignment with national ethos would signify a unified commitment to the country and its people. And thus arose the biggest challenge: how do we make steel, which is largely invisible, meaningful to the people at large, and create something memorable?

Through the proud, bold, steely sound of India, this film, beat-by-beat, connects people from diverse walks of life, who just like steel are synonymous with the nation’s progress. It celebrates the nation’s diversity by telling a resounding tale of unbreakable resilience backed by a soundtrack made out of steel. Juxtaposing the diverse realities of modern and rural India, from micro to macro, it travels from the steel factory to the heartland of India, to pay a homage that is raw, authentic and culturally nuanced.

The film’s excellence was duly recognized with Silver and Bronze medals at the Cannes Lions International Festival of Creativity

JSW Steel Limited 

25 years of JSW Steel Vijayanagar

Built upon dreams and dedication, our Vijayanagar plant has shaped the Indian Steel story over 25 glorious years. Today JSW Steel’s Vijayanagar Steel Plant is the largest single location steel plant in India. To mark this special occasion, we wanted to celebrate the vision and hard work of every single individual who made this milestone possible. But more importantly, we also wanted to set a benchmark for our other plants spread all over India and the world. The message was simple: when the right people, the right intent and the right values come together, 25 years is more than enough to forge an institution that touches millions of lives every day.

Starting in August 2023, we began a multi-media campaign across platforms that would carry our message far and wide. The campaign consisted of the following activities:

1. Setting up of a countdown clock at the JSW Steel Vijayanagar premises.
2. Setting up billboards commemorating the 25th anniversary across Vijayanagar.
3. Issuing commemorative coins as souvenirs to more than 10,000 employees and stakeholders.
4. Inaugurating the JSW Group Experience Centre at our Vijayanagar premises.
5. Issuing a limited-edition coffee table book commemorating 25 years of JSW Steel Vijayanagar.
6. Hosting a 7-day mega celebration event at Vijayanagar.
7. Inauguration of Hampi Art Labs – a cutting-edge galley and artist residency in Vijayanagar.
8. Creating a 25th anniversary-themed annual planner sent to over 40,000
   individuals.
9. Commissioning ‘JSW: Architect of Dreams’, a documentary by National Geographic that took our 25-year journey to the entire nation.
10. Social media outreach

Today, JSW Steel Vijayanagar is not just India’s largest single-location steel plant. It is also an icon of progress and nation-building. Through this programme, we have managed to rally our talented workforce and make them take renewed pride in their immense contributions. But more than that, we have managed to convey to the youth of India that if they dream big and work hard – everything is possible.

POSCO 

Fantasteel

To mark 50 years of the commissioning of its first steelworks, POSCO launched an advertisement campaign to promote the “value and sustainability of steel.” In particular, the project defined the younger generation in their 20s and 30s, as the key audience. First, this demographic constitutes one-half of POSCO’s workforce; hence it is important to speak to this population and to make them feel valued. Secondly, as a B2B business, general consumers have little contact with our company; this lack of connection is especially pronounced among younger generations. Hence, we wanted to promote appreciation for and familiarity of POSCO and our steel products.

To shed the heavy and monotonous impression of steelmaking, POSCO aimed to rebrand steel as an outcome of cutting-edge technology. Additionally, by taking advantage of the rapid traction gained by E-Sports among the 20-30s, we decided to fuse the two unlikely domains of steel and video games to launch a gamified ad campaign. The ad, named “Fantasteel,” sought to transform the perception of steel from dull and uninteresting to attractive and engaging, qualities often attributed to video games. Fantasteel became Korea’s first corporate ad produced in collaboration with a video game publisher.

The resounding message of the ad is that the “incredible steel-making technology” is what ensures peace in the world. To substantiate, a variety of POSCO’s steel products are showcased as technological ammunition for battle in a fantasy world: GIGA steel, our ultra-high-strength steel; Multi-Material, a product that combines the strength of steel with the light-weight quality of aluminum; non-combustible color steel; high Mn Steel that withstands extremely low temperatures. The story concludes by highlighting that POSCO’s technology prevails in advancing human civilization.

Touted as unique and unconventional by the advertising society, the ad is available on POSCO’s YouTube channel and on Instagram among other social media platforms.

Tata Steel

SteelCast podcast

When Tata Steel UK formally announced its intention to move from blast furnace-based steelmaking to a low CO2 production method, it was critical to gain the buy-in of key stakeholders by helping them understand the rational for change, the challenges and opportunities it presented, and the positive impacts the transformation will have on different groups.

It also presented an opportunity for Tata Steel UK to position itself as an industrial thought-leader and to bring a holistic approach to the discussion by including diverse stakeholders that included people from within Tata Steel, customers, politicians, academics and the wider industry.

Tata Steel UK’s communications team decided that its pre-existing SteelCast podcast would be an ideal channel to reach people inside and outside the organisation, the format of which allows for long-form, in-depth but consumer-style content.

Now two years and 30 episodes on, SteelCast has become the core industry resource for information about decarbonising the steel industry in the UK, referenced by media, thinktanks and politicians alike. With over 12,000 listens to date, SteelCast’s growing reputation has encouraged some of the most senior business leaders to join as guests, including Tata Steel Group CEO and Managing Director TV Narendran, and Chairman and CEO of American company Steel Dynamics Inc, Mark Millett.

SteelCast is hosted on all the major podcast platforms and has been promoted internally through emails, intranet and Viva Engage, and externally across the full range of social media channels. As the series developed the decision was made to also video the interviews and post on YouTube – the algorithms mean content is brought to a much wider audience of people already interested in industry and technology. This has significantly increased reach, engagement and impact.

SteelCast has been selected by Feedspot as the number 1 of 175 steel-related podcasts in the world: ‘3 Best Steel Industry Podcasts You Must Follow in 2024 (feedspot.com).’

Ternium

Steel for the Mobility of the Future

During this year, Ternium in Mexico focused on establishing “the mobility of the future” as its main axis of communication. To achieve this objective, it selected the phrase as its tagline and created a website that clearly stated the role of steel in the automotive industry, which was showcased through a variety of communication materials, as well as with strategic partnerships with top universities.

At the announcement of the location of Ternium’s most important green field investment to date – one of the most modern steel shops in the world – we decided to create a campaign that frames steel as a key material for the mobility future. This way, from its origin, the objective of this plant and its strategic role in the development of the region are clear. We chose not to do a traditional press release but to create a campaign that highlights the role of our steel in mobility, involving strategic partners at each touchpoint who share this objective, such as the main universities of Nuevo León, and WorldAutoSteel.

With a very descriptive phrase accompanied by an illustration of a steel coil transforming into an electric car, we captured our vision of the steel industry: modern and appealing to the general public. This artwork has allowed us to position ourselves as a company that does things differently and brings the value of steel closer to the end user, both at its launch and in the subsequent events.

The new steel shop will be the most emblematic project of the third phase of the Ternium Pesquería Industrial Center, representing an investment of nearly $3.5 billion USD.

United States Steel Corporation

U.S. Steel and HGTV 2024 Smart Home Partnership

U. S. Steel partnered with customer McElroy Metal to supply the steel roof for the 2024 HGTV Smart Home. As a supplier of the steel roof, we spotlighted our industry leadership and commitment to sustainability through infinitely recyclable steel. By emphasising steel’s benefits like durability and aesthetics, we aimed to educate consumers on its advantages for roofing solutions.

Home & Garden Television (HGTV), is a popular cable and satellite television network that focuses on home improvement, renovation, and decorating content. It reaches a broad audience interested in home-related topics. By leveraging HGTV’s wide reach and engaged audience, we can enhance brand visibility among homeowners, DIY enthusiasts committed to creating, building and repairing things without the assistance of professionals, architects, interior designers, and home builders. The benefits of partnering with HGTV included:

• Exposure to target audience: HGTV has a vast viewership primarily interested in home improvement, renovation, and design. Partnership gives us brand exposure to a highly relevant audience actively seeking products and solutions for home improvement projects, including steel roofing.
• Credibility and trust: HGTV is a trusted authority in the home improvement industry. Connecting our brand with HGTV gives credibility to steel roofing, reassuring consumers of the positive attributes of steel for their home.
• Market expansion: HGTV’s reach extends beyond traditional television, with digital platforms, streaming services, and international distribution. Partnering with HGTV helps expand market reach, potentially tapping into new demographic and geographic regions that align with HGTV’s audience base.
• Consumer engagement: HGTV viewers are often highly engaged with content, seeking inspiration and advice for their home improvement projects. Partnering with HGTV can facilitate direct engagement with these consumers to raise awareness of the benefits of steel roofing.