ThyssenKrupp CEO Yangchun Park has succeeded in finding an identity for Thyssen within a year of taking office. Last month, the company launched Synergy, an MRL product targeting small and medium-sized buildings with 10 floors, and took a step toward becoming a "starter" rather than a "follower" in the industry. This is the result of the "Mini Cooper Project (tentative name)" that has been underway within ThyssenKrupp for the past year.

"Until now, we have been unable to cultivate our brand power because of the 'Oriental' name," said Yangchun Park, CEO of ThyssenKrupp. "We will increase the name value of 'ThyssenKrupp' with synergistic products and show competitiveness against Chinese products while avoiding bloody competition based on price alone." In Mr. Park's view, the Korean market is currently in a mature stage, with agility and speed, as well as excellent advantages in terms of design and materials. On the other hand, the Chinese market has strengths such as mass production and low labor costs, but has not yet entered the qualitative growth stage due to weak product R&D.

This analysis is reflected in the new product. The Synergy product, which maximizes the advantages of the Korean market, is an innovative product that is completely different from the elevators that have been introduced to the Korean elevator market, and is expected to create a new wind in the domestic elevator market by implementing a compact size and advanced European-style design. In addition to the design, the company has divided the product into four different packages based on building use, so that customers can increase customer satisfaction without having to make too many choices. "Korea is a country where there is a stark difference in preference between Chinese and domestic products," Park said, adding, "We will strive to reduce costs through mass production with a package product that combines luxury with a lower unit price compared to other competitors."

The product, which was launched early last month, has been flying high, signing more than 100 contracts within a month. In order to secure bone marrow customers who can decide only by looking at the product, Mr. Park is expecting a quick feedback effect through continuous employee training through PM training and surveys using mobile tools. In terms of overseas expansion, the company is taking a cautious approach, focusing on the South American and Vietnamese markets. Mr. Park's other goal is to make 'ThyssenKrupp Elevator Korea' known around the world, and he will continue to move forward until the day when 'ThyssenKrupp Elevator Korea' becomes the 'BMW' of the global elevator industry.