webleads-tracker

INA Schaeffler logoIt would hardly cross the mind of anyone driving a car how dangerous it would be if they suddenly weren’t able to control their vehicle any more using the steering wheel. The steering system is one component in an automobile that must operate safely and reliably.

 

The idea was to supply all design-relevant information on a portal where several manufacturers were representedA steering system’s safety is mainly determined by the bearings it contains. One leading manufacturer of these bearings is INA-Schaeffler KG, headquartered at Herzogenaurach, in the Central Franconia region of southern Germany. This conglomerate develops, manufactures and sells at around 40 sites across all the world’s main industrial countries rolling and plain bearings, linear guidance systems and components for motor, transmission and chassis applications.

 

“We weren’t just going to rely on potential customers stumbling across INA by chance on the Internet. But the chances are good of someone accessing INA’s website via the powerPARTS portal; so, we’ve found the ideal marketing multiplier in TraceParts.”

Horst Dietmar Köhler, Manager of the technical department in the Sales, Industry and Commerce unit at INA-Schaeffler

 

Time-consuming in-house data maintenance and 3D model programming

Linear guidance systems INA/FAGTo be able to offer customers this service, INA already converted its 2D component drawings to electronic format a few years ago, and made them available on the Internet. Going via the product selection and information system known as medias, customers were able to select the components they needed, produce calculations for their product and download the relevant drawing. But over time, there were increasingly more frequent demands for 3D CAD data, which led to INA programming 3D models too and supplying them for download on its website. There was a huge response to this, with between 6,000 and 7,000 requests every day.

 

“But the process of maintaining and converting data was very time-consuming, so we decided to outsource this task to a specialist,” explains Horst Dietmar Köhler.

 “The idea was to supply all design-relevant information on a portal where several manufacturers were represented. This type of portal then allows customers to find the data they want easily, without any problem, without them having to go through countless CDs containing electronic product catalogs from the individual manufacturers.”

 

As part of an extensive evaluation process, INA analyzed various offerings and carried out several benchmark tests. The solution from the supplier they initially decided on was not however very convincing in practice.”There were significant errors in some areas, not to mention the service not being satisfactory,” recalls Köhler. In their quest for a competent new partner, INA then came across TraceParts, based in Amberg, German, offering with its powerPARTS on Web web-hosting service an easy-to-use solution for creating and publishing CAD data.

“Thanks to PowerParts, we were able to achieve our aim of offering a global service for our products. We weren’t just going to rely on potential customers stumbling across INA by chance on the Internet. But the chances are good of someone accessing INA’s website via the powerPARTS portal; so, we’ve found the ideal marketing multiplier in TraceParts.”

Horst Dietmar Köhler, Manager of the technical department in the Sales, Industry and Commerce unit at INA-Schaeffler

 

But the main focus at INA is not just on product sales. Customer service is also very important to the company as its components require a high degree of support in terms of information. “We want to be able to offer our customers every conceivable service for our components, allowing them to use them quickly and efficiently,“explains Horst Dietmar Köhler, manager of the technical department in INA-Schaeffler’s unit for sales, industry and commerce. “Designers nowadays basically produce their designs in electronic format. This means that the manufacturer of the machine components should provide the drawings so that the designer can import them directly into his CAD system, making it easy for him to process them further.”

 

Global marketing and direct insert function – key decision criteria

INA had quite specific requirements of its new provider. As a globally operating company, global marketing had an especially important role. The powerPARTS portal is available in a total of 4 languages so that INA can market its catalogs in important markets like Japan, China and the US as well. Another crucial factor in the decision was the direct2CAD direct insert function. This can be used to import component drawings directly into market-leading CAD systems such as Pro/ENGINEER, CATIA V5, SOLIDWORKS and AutoCAD, even without downloading them and storing them temporarily on hard disk. Horst Dietmar Köhler continues:

“With a lot of manufacturers, customers have to request drawings by e-mail, which, of course, takes considerable time.”

 

The fact that TraceParts also provides its powerPARTS catalogs on CD is also a major benefit in Köhler’s view, as INA does not market any CDs of its own.

“We exactly wanted a partner that was not only quick and flexible, but offered additional services too, like a regularly updated CD. Another example of the great service provided is the integration of our lubricant database in powerPARTS, which went smoothly thanks to TraceParts, Other crucial factors included not least powerPARTS on Web’s quick and easy use, its high level of reliability and global availability 24/7.”

 

Rolling Bearing INA/FAGAnother noteworthy feature of TraceParts is the integration of a module allowing customers to perform important calculations before placing an order. If a designer visits the INA website via the powerPARTS portal he can automatically access a bearing calculation application, create a direct link with the selected component and then evaluate different bearing solutions in a quick, uncomplicated manner.

 

“We wanted to work with a provider that is represented globally and has an international cooperation partner. Global recognition of the powerPARTS portal was a major factor in our decision to opt for TraceParts.”

Horst Dietmar Köhler, Manager of the technical department in the Sales, Industry and Commerce unit at INA-Schaeffler

 

About INA:

As a globally operating company, the global marketing of its rolling and plain bearings, linear guidance systems and motor components is of fundamental importance to INA-Schaeffler KG. By integrating its 3D CAD data into TraceParts’s powerPARTS portal, these data are now available worldwide.
One particular service that the company can offer its customers is to allow them to import data directly into their own CAD system, making it easier for them to process these data further.

 

The INA Group has around 28,000 employees, with about 7,000 based at the company’s headquarters in Herzogenaurach, Germany. It has 40 production sites across all the main industrial countries. Its customer base includes high-profile companies from the automotive and supplier industries, as well as from the mechanical and systems engineering sectors. INA established an international reputation in the early 1950s with the development of the cage-guided needle roller bearing.

 

For further information:
INA website: www.ina.com
INA/FAG CAD data on tracepartsonline.net: www.tracepartsonline.net
Contact us: info@traceparts.de

 

download PDFDownload the INA success story (PDF | 2.1 Mb)