WORLD BEST MOBIS

JULY+AUGUST . 2016

A Beautiful Companion With MOBIS

CEO Message
Reorganize Innovation-related Competitiveness
and Seek New Growth Opportunity
Car Life
The Steady Popularity and Evolution of SUVs
Parts Story
Brakes, Power to Control Heavy Vehicles
Talk! Talk! Talk!
Refreshment and Dessert,
Sweets after Meals

www.mobis.co.kr
Write your Mind

TABLE OF CONTENTS
2016 JUL+AUG

No. 44 of the MOBIS Newsletter 07+08

It takes a person PUBLISHER Lim Young-Deuk

DATE OF ISSUANCE August 1, 2016
ISSUED BY PR Department of MOBIS

who is wide-awake (Seoul International Tower, 7th floor, 203 Teheranro, Gangnam-gu, Seoul)
Tel 82-2-2018-5179 / Fax 82-2-2173-6920
DESIGN Aujin(82-2-3442-4551)

to make his
PRINT Sewha Printing(82-2-461-1616)

dream come true.

08
Cover_Mexico

Roger Ward Babson

MOBIS NEWS LETTER

02 Write your Mind

04 MOBIS News
12
08 CEO Message

12 About Mexico

14 Car Life

18 Parts Story

20 Together with MOBIS 14 24

24 Talk! Talk! Talk!

28 Hiking in Korea

✽✽✽ 32 Hello! MMX

This is the page made for you to write down memorable sentences while reading them. 33 The Art Theraphy Coloring
Just try to think over while writing them down. You may find peace in mind together with courage.
35 In the Editorial Room 28
 HYUNDAI MOBIS News
A Decade Along with Chrysler -
Ahead of 4 Million Module Supply
This year marks ten years since our company, establishing
MNA (MOBIS North America), has been supplying modules to
Chrysler.
President of MNA, Director Park Jin-Woo said: “The driving
force behind our success story of 10-year-long chassis supply
to Chrysler must be quality and mutual trust. Building on such
success and knowhow up to this point, we will carry on with
expansion in North American markets.”
Module supply to Chrysler dates back to 2004 when Chrysler
was in search of a supplier of complete chassis modules for
the JK model following its main model of Jeep Wrangler. For
the first time, Chrysler applied complete chassis modules in
the automotive production. On our part, it was a monumental
moment of supplying modules to overseas complete car
makers for the first time.
MNA, situated at northeast the USA, is manufacturing modules
at Ohio and Michigan Plants. The former plant is making
complete chassis modules for Jeep Wrangler models of
Chrysler. Following its start of mass production in July 2006,
the amount of chassis supply which was just 40,000 units in
4 5
the first year surged to 156,000 following year and exceeded
220,000 in 2013, culminating in 245,000 last year.
Complete chassis module - equipped with engine,
transmission, brake, steering and suspension devices on
chassis frame forming lower part frame of a vehicle - is a key
module accounting for 50 percent of whole parts in a
complete car.
On the other hand, Michigan Plant is supplying front and rear
chassis modules that are equivalent to the backbone of Jeep
Grand Cherokee & Dodge Durango. The Plant, with annual
production capacity of 360,0000 units, saw its first year
production at 105,000 units but witnessed surge up to 365,000
last year.
This year’s annual estimated production amount of both plants
is 584,000. This figure is 14 times increase in 10 years time,
compared to 40,000 in 2006 - the first year since its main
production. The accumulated production amount of these two
plants for 10 years already passed 3.6 million in the first half,
foreseeing near 4 million by the end of the year.
HYUNDAI MOBIS News
Fresh Dreams of 468 Unfold over Jeju
Our company held ‘2016 Training Camp for New Employees’ in
Jeju on July 14. This training camp for 468 new employees
who joined us through open recruitment in the first and second
half of 2015 took place during four days (three nights) from July
12 through 15.
Our company has been carrying out training camps at Jeju-do
in the summer each year so that new employees can be
encouraged to have more unity and loyalty to the company by
interacting beyond the office. The training camp, composed of
diverse outdoor activities such as <Climbing of Baengnokdam
L a k e , H a l l a M o u n t a i n>, <M i s s i o n Tr i p> a n d <S e a s i d e
O l y m p i a d>, i s o rg a n i z e d t o f o s t e r c o l l e a g u e s h i p a n d
challenging spirit among the participants.
Besides, this year’s event reinforced mentoring process. For
this, 17 executives from each headquarters including CEO
visited Jeju-do and helped freshmen build their own visions, as
the seniors in life and workplace. The event arranged programs
to help each individual establish and internalize their own
v i s i o n s : <O p e n c o n v e r s a t i o n> w i t h t h e e x e c u t i v e s ;
<Introspection forum> where the new comers could share
experiences and interests felt during their company lives until
then; <Vision making> where they made and flied kites
containing their personal visions.
Enhance Global AS Edges by
Strengthening Communication among
Overseas Corporations
Our company, responsible for supply of AS parts to HYUNDAI-
KIA Motors, is set to strengthen direct communication with
overseas AS corporations much further. It is the company’s
strategy to actively improve difficulties in the actual field
globally and enhance its competitiveness of customer service
for AS.
For this, a direct communication channel was recently built in
the form of a video conference between local managers of
overseas AS corporations and personnel in the head office. In
a video conference each month, 50 local managers in 12
overseas AS corporations and 30 head office related personnel
meet directly and hold a meeting.
This cyber meeting, to be carried out in English without
translation, is due to take place regularly on the last week of
each month, and two times a day in the morning and afternoon
given the time difference. This communication innovation is
expected to enhance the speed of finding solutions as well as
reflect the vivid voice in the global market in real time.
 HYUNDAI MOBIS News
First Temporary Permit Received
Our company was issued a temporary operation permit and
plate for self-driving from the Ministry of Land, Infrastructure
and Transport. This was done as part of a development and
verification of performance of self-driving systems now under
development by us on real roads. It’s the first time that any
parts company in the country has received the temporary
operation permit from the government.
Our self-driving technology is equipped at HYUNDAI Motor’s
‘Sonata’. This car will drive 320㎞ in total - highway and
national roads - for test driving.
The car will be equipped with five radars in the front, back and
sides of the car, one front camera and a control device
(MicroAutobox) in order to handle the function of the driver’s
eyes, hands and feet during self-driving mode. Each radar and
camera sensors detect 360 degrees around the car, providing
various driving information. Meanwhile, a control device
calculates this information and controls maintaining distance
with the car infront, preventing collision, and change of driving
lanes in an integrated way. Self-driving technology applied to
the Sonata enables the user to wield system control up to
110㎞/h. A diverse range of driving data to be revealed at the
temporary operation is all to be recorded via video and driving
record device.
6 7
‘Global HR Forum’ for HR Personnel
Our company held a ‘Global HR Forum’ in Beijing, China for
three days from June 14 with 60 invited Korean staff and local
managers working as HR personnel across our global
corporations. During this forum, the participants shared the
state of HR systems by each area, HR trends of global
companies, global HR roadmap, measures to strengthen
overseas leadership system, and mid- and long-term talent
fostering strategy. Given this event was being held in China,
there was a session to present labor 588s in China and the
outcome of regional research.
For the moment, our company is operating 28 manufacturing
bases and 24 AS bases. On top of this, there are five global
R&D bases (Korea, North America, Germany, China, India). And
quite remarkably out of 25,000 employees in total across the
world, the overseas workforce accounts for 60 percent, while
64 percent of last year’s sales 36 trillion won was generated
overseas.
Assessing those HR methods as well as ways of thinking
among the employees has been diversified across the area
during our rapid expansion overseas, and we are moving into
an era of ‘HR systems optimized by each area based on
standardization’.
HYUNDAI Motor Group
HYUNDAI Motor Awarded IDEA, One of
World’s Big 3 Design Awards
HYUNDAI Motor’s All-new Avante (or Elentra) was awarded
Bronze at the 2016 IDEA (International Design Excellence
Awards) in the category of Automotive & Transportation.
‘IDEA’ is an internationally recognized design award organized
by the IDSA (Industrial Design Society of America) as well as
America’s most prestigious design award. The award is also
called one of world's Big Three design awards together with
Germany’s International Forum Design Award and the Red Dot
Design Award.
This year, the award had a total of 1,700 entries from 30
countries around the world and 600 in total made for hot
competition in the main contest.
All-new Avante features a dynamic and classy exterior look
and ergonomic interior design maximizing driver convenience.
It is the result of generating a sensitive and refined design
effect by adding HYUNDAI Motor’s unique creative design
philosophy on top of the ‘innovation of basic technology’ - the
company’s philosophy for new product development.
So, All-new Avante had the honor of getting the triple crown of
global design awards: Awarded America’s famed Good Design
Award last December only three months after its release and
Germany’s International Forum Design Award in January this
year and this IDEA.
KIA Skill World Cup 2016
KIA Motors’ overseas maintenance technicians from around
the world gathered in Korea to put their honed skills to the test.
‘KIA Skill World Cup’ organized by KIA Motors every two years
since 2002 aims to encourage technicians to improve their skill
and discover excellent technicians and at the same time as to
imbue a vocation to technicians who play a central role in
customer’s evaluation of customer satisfaction and brand
awareness of KIA Motors.
Marking the 8th event this time, ‘KIA Skill World Cup’ had
approximately 100 participants from around the world,
following the previous event and established itself as the
‘Maintenance Skill World Cup’ literally. 100 participants in total
visited Korea for this competition: 55 competitors who were
recognized for their excellent skills from each country’s
p re l i m i n a r i e s w i t h o v e r t h re e y e a r s o f c a re e r a s K I A
Motors’dealer, and 45 observers for exchange of technology
information.
Awardee of Gold Prize, 33-year-old Gregory Michael Dubs
from the USA, said: I’m delighted to have won this competition
among plenty of able technicians from all over the world and to
also to be recognized as the best KIA engineer. Always taking
pride as a member of KIA Motors, I will do my best to satisfy
customers with top-level technology and service.”
CEO Message

Reorganize Innovation-related
So far, we have overcome lots of difficulties wisely, consequently enhancing our
position as a global company. We must, however, ask ourselves whether there is
any field neglected in company management, not settling for rapid external
Competitiveness growth.
The given environment at the moment is too rugged indeed for us to be
and Seek New Growth Opportunity complacent for our hard work and accomplishments to date. Our mission today is
to build a strong base to stand 100 years ahead.

Dear executives Recently global economic recession is lasting longer than expected regardless of
and staff! the emerging or advanced market, and amid fierce competition for survival, each
nation’s protectionism and currency wars are also deepening for the moment.
Under the circumstances, companies representing certain industries, which were
influential in the global market in the past, have started restructuring, raising the
concern about downside risk in the latter half of the year.

In line with rapid change of paradigms of the global auto industry, mergers and
collaborations between the industries are speeding up, while competition to have
initiatives in eco-friendly and self-driving cars is becoming fiercer. Experts predict
that in the decade ahead, the auto industry will experience groundbreaking
innovational changes incomparable to the past decade.

So, we must reorganize our competitiveness related with innovation and seek a
new growth opportunity. In this regard, I would like to lay out several directions
Dear executives and As the company’s CEO taking office last May, I am very pleased to officially greet firstly for you to bear in mind during your work in the latter half.
staff around the world, you on this particular event of the 39th year since the company’s foundation. And I
would like to extend my deep thanks to all of you who are working hard in each
position for the company’s development.
First, firmly establish Although the markets would reshuffle at such a quick tempo, eventually
‘Field-centered culture’. competitiveness for survival must be based on our exact awareness of market,
Thanks to your efforts, we have come to erect a new milestone of the 39th
customers and ourselves. Therefore, we reflecting the voice in the actual field in
Anniversary. Given the fact that only a few companies could survive several
real time, must continue to improve quality, productivity and profitability.
decades amid mounting risks and challenges surrounding corporate activities, we
are once again reminded of how meaningful today is to us.
In doing so, to simply understand in theory is one thing and to check yourself in
the field is another. Above all, I ask you to work under the concept that our
Today’s splendid outcome has been made by the unceasing efforts of all of you
customers are always related with our activity.
25,000 employees around the world. And taking this opportunity, I would like to
When we act preemptively taking the next process into consideration, we can
send my gratitude once again to you.
achieve better quality than what is required by customers.

8 9
Second, establish
‘New work process’
matching our global status.
Third, cultivate
‘Job competence
and professionality’.
We are a global parts company that provides service to consumers across the world
via global complete car makers and is evaluated from all of them. So, we must
continue to develop work system matching global standards. What is most
desperately needed at the moment is an open mindset to think one step ahead
from the point of view of customers and suggest new ideas.
I ask you to try to lead the whole world’s major markets more effectively by
implementing all strategies - from product portfolio composition, system
operation to R&D and production - matching global standards. For this, you
should not only sharply enhance even sensitive quality of products, also after their
supply, firmly establish a process preventing the problems by elaborate
management, and eventually realize differentiated customer service.
A system or corporate culture as aforementioned comes down to people
eventually. I mean the principal subject that changes and develops the company is
yourself.
When you are equipped with professional competence and work efficiently
beyond the level of working hard, then we can effectively deal with this uncertain
period effectively.
Under this circumstance, we are now at a crucial point to secure the
competitiveness to lead the future auto market. I may say the survival of the
company is there.
For this, we should carry out painstaking and ‘pathbreaking innovation’ in each
field of R&D, production and customer management. Innovating enterprises have
made a success not because they had good game performance but because they
changed the rules of the game.
Recently, even the world’s leading companies tend to modify their existing values
and seek innovations in diverse fields such as HR system and working methods.
Please always remember that for us to establish ourselves as a perpetual company
beyond 100 years, we must have this innovation-oriented mind and create new
values across the world.
Once again, I should like to send my hearty applause to you for all the devotion
and passion poured until this jubilant 39th anniversary and wish for the happiness
of you and your families.
Thank you very much.

In the future, the management is going to seek multiple ways to boost your talents
and competence, for instance by reflecting subordinate fostering ability of
July 1, 2016
managers above team manager in their performance assessment. Along the way,
the company will reestablish education system to perform steady and systematic CEO Lim Young-Deuk
competence education towards an obvious target. All of you are requested to try
hard to enhance job competence and professionality.

Dear executives and staff! On this 39th anniversary, we have thought over our company’s visions and roles as
above from a different angle and I have also emphasized several basic attitudes that
you must always bear in mind.

The global auto industry is witnessing a quick evolution to integrate technologies

in all directions spanning IT, various telecommunications, integrated system to
support driving. In line with strengthened environmental regulations by each
country, change of paradigms to environment-friendly cars is going on rapidly.

10 11
About Mexico
Written and photo credits (partly) by Travel Writer Moon Yoo-Sun
Mexico City, the capital of Mexico, is a beautiful
and romantic city. Closely looking at many corners
of the city, you may have less impression of
machoism as seen from films or ads, and get more
of a comfortable and cozy feeling. Let’s embark on
our journey to Mexico City where lives of beautiful
people shine brightly along with plenty of
maestro’s murals and a mixture of the Aztec
civilization and Spanish civilization.
Mexico City,
Charming Place,
Breathing with
Passion
The Zocalo, Center of the City
The place on the beautiful lake city, the capital of the Aztec Empire
from the 14 to 16th Century in the name of ‘Tenochtitlan’ turned
to a quite different facet following the Spanish conquest. Spain
reclaimed the lake and rebuilt its own city by building a National
Palace and a Metropolitan Cathedral there. Ironically, the city is
full of attractive sights because the city cherishes agonizing
colonial history. In between beautiful buildings boasting the
gorgeous baroque style built during the colonial period shine
brightly traces of the Aztec civilization. The Zocalo is the center of
the city where people can fully appreciate the fragrance of two
mixed cultures as well as the relaxing place downtown most
popular among the Mexican citizens. A large number of artists
gather in the Zocalo to draw pictures, play music and show diverse
performances. It’s also interesting to take a look at the lives of
Aztec natives unfolding here and there in the square. They usually
perform traditional art or sell native artifacts in stalls. And some
of them perform sorcery to cast out evil spirits using smoke made
by burning herbs. The vitality of the square vibrating with many
appearances is strong enough to attract all at once the hearts of
tourists who landed in an unknown territory.
1
12
Home to Frida Kahlo & Diego Rivera
All of Mexico City may be called a museum.
The exteriors of the National Palace, the
Ministry of Education and the city hall are
fully covered with murals. This art form was
used to inspire national awareness to illiterates
in the wake of the Mexican Revolution of 1910
against the tyrannical government. At the
forefront of the mural culture is Diego Rivera.
The best of his many murals may be his work
Dream of a Sunday Afternoon in Alameda
Park. Produced in 1947, it is a 15m long, 4m
high huge mural, located at Diego Rivera
Museum. We can’t miss the story of another
maestro and his wife Frida Kahlo. While
painting the mural for National Preparatory
School, Diego Rivera met his fated love Frida
Kahlo. The encounter of Diego Rivera - well
known for his numerous dalliance with
women - and Frida Kahlo was sort of a
shocking scandal to Mexico’s cultural and art
circles then and their relationship since
became a social issue because of his continued
dalliance. I went to ‘San Angel Studio’ that
preserved and told the story of their lives. Here, I was able to learn of
their fated love and comrade relationship tiding over the fallout as
well as their passion for art. Moreover, it was quite exciting to compare
space of her 1938 work of What the Water Gave Me with the actual
space, and to see works of other contemporary artists with whom they
socialized. Then, I went to Coyoacan of Mexico City. This site,
hometown of Frida Kahlo, houses the ‘Blue House’ where she lived
until her death after her return from the United States. The ‘Blue
House’ is her actual hometown as well as home to many of her
splendid works. While gazing at blue walls reflecting hot sunlight,
2
shadows of intermingled leaves thereon, street cats moving freely
around the garden, karo flowers filling the garden thickly, you may be
deluded as if encountering her with parrots and a monkey on her
shoulder. The weekend market at Coyoacan housing the Blue House
is filled with fun and excitement. There are so many snacks to eat, and
peddlers continue to tout for small and cozy things. A number of
painters exhibit their work on the street, while gray-haired couples
dance hand in hand rubbing their checks against each other to the
rhythm of mariachi. In the other corner, passionate lovers are fallen
into the sweet magic of a kiss. Everywhere is filled with beautiful and
heartwarming sceneries.
The Metropolitan Cathedral at the Zocalo 1
Diego Rivera’s work Dream of a Sunday Afternoon in Alameda Park 2
Whole view of Mexico City 3
Beautiful murals decorating the walls of the National Palace 4
Sugar cookies at Coyoacan weekend market 5
3 4 5
13
Car Life

SUVs (Sports Utility Vehicle)

are mainstream. SUVs,
which previously used to
boast of their strong body
and masculine beauty, are
recently transforming
themselves in tune with the
trends. These days, small
SUVs equipped with both
practicality and dynamic
driving efficiency are on the
increase and recent SUVs
have not only better
stability than luxury
sedans, high fuel efficiency
and eco-friendliness but
also unique style.

The Steady Popularity and
tendency to produce rotation about an axis)
and as a result it uses a diesel engine. In
2000, I bought an SUV allegedly in order to
grow a weekend farm with my parents in the
countryside near Seoul. Despite complaints
of the family about poor riding comfort and
carsickness in the back seat, I insisted to
drive the SUV because of its higher usability
than a sedan. I didn’t change the car model
car makers are also vying to develop car
models catering to customer’s demands.
Good visibility of SUVs must be one of its
strong points, so commonly accepted as to
be used for car maker’s TV ads.
Now, let’s enumerate shortcomings of a SUV
together with its inefficiency as mentioned
by experts. As a matter of fact, the car body
is too heavy for good fuel efficiency and

Evolution of SUVs to a sedan, as while driving on the highway I

Written by Lee Ho-Guen
L e e H o -G u e n c o m p l e t e d a
doctorate degree of engineering
at Inha University. He is now a
professor of the Department of
Automotive Engineering at
Daeduck College and is engaged
a s a n a u t o m o t i v e a n d t r a ff i c
expert in various fields.
What is an SUV?
An SUV is really an ironic vehicle. Among
automobile experts, it is categorized as an
extremely inefficient vehicle type,
generating environmental pollution. The
basic definition of early SUVs was that it
needs normally large displacement to stand
its heavy weight, and big torque (a force’s
was able to easily grasp the traffic situations
in the front and I had great fun in passing
other cars by dint of its big torque. Probably
owing to my inclination like this, my wife
changed her car to a mid-size sedan, leading
to satisfaction among the family members
anyway.
That’s all of SUV’s strong points seen from
the point of view of SUV fans. Probably
influenced by people’s fever for camping in
the past, more people are buying SUVs and
noise vibration is too much for riding
comfort. Stiffness of suspension (auto-
motive system absorbing shock so that
passengers may not feel roadside shock) is a
main cause bringing about the fatigue of
drivers as well. Apart from this, in the event
of an accident, its heavy weight, strong
chassis modules and high bumper may
worsen the damages of the other cars or the
injury of other drivers, surely as one of its
biggest shortcomings.

14 15
 have riding comfort as well as an excellent
level of noise, vibration and harshness
almost equal to that of normal passenger
cars. SUVs imitate features of passenger cars
so much as to doubt their driving efficiency
off road. Four-wheel drives, as a must in the
early state of SUVs, has now changed
options and most of them have become two-
wheel drive. Engine displacement, which
was around 3,000cc in the early stage, was
reduced to the level of 1,000cc to match
environmental regulations along with
engine control technology improved in the
meantime. Of course, hybrid or electric cars
are also planned, and SUV hy brids
equipped with strong points of SUV and

SUV’s Bold Evolution Inducing People
to Buy
Yet, how could experts’ views beat car
buyers’ preference? The hottest topic these
days even in Germany - powerhouse of
automobiles - is SUVs, accounting for 20%
of total vehicle sales last year. From the
perspective of makers, there is no reason
not to opt for SUVs with relatively high
selling price and consumers preference.
Recently released models of SUVs
completely ignore the basic concept of
original SUVs; ‘designed so that drivers can
drive easily in mountain sides and off road,
an d a l s o i n b a d we at h e r, an d h av i ng
re c t angu l ar shap e most ly’. As for me
frequently test-driving new cars, I am also
surprised at the gentle suspension and high
speed driving ability of SUVs released in the
last 2-3 years. As we see now some car
makers boldly promote SUVs using the
term ‘Urban SUV’, compact and small SUVs
SUVs
hybrids recently draw people’s attention.
The country’s first ever hybrid SUV KIA
‘Niro’ is one of vehicles getting the most
Sports attention this year. It has high driving
efficiency and enough space like the existing
Utility SUVs as well as high fuel efficiency and eco-
friendliness.
Vehicle As such, shortcomings of SUVs are being
improved for the moment. That said, one
thorny problem is the difficulty in creating a
big change in their exterior look. Drivers
who have not driven an SUV in off road
may be somehow bored at the similarity
between the exterior look and interior.
Car makers are expected to overcome this
barrier in a nice way. It’s because this year
may see the release of a new SUV with
various changes, putting an end to the
ident it y conf usion of a SUV. It is t he
appearance of a new genre called
“Convertible SUV”; a typical vehicle of open
body, which can completely close or open
the inside of the car by moving door glass
up and down, while its roof is made from
tent fabric or leather. When it was first
introduced in the Geneva Motor Show in
March 2012, its unprecedented form was
received as a joke but it has become a hard
fact. This demonstrates that more
consumers buy an SUV because of its style
rather than for off road and mountain side
driving as explained above.
A long time has passed since the SUV’s
initial introduction to the commercial
market. So, this launch of Convertible SUV
is supposed to be perfectly timed. As a two-
time buyer of SUVs, one in 2003 and one in
2010, I am also inclined to change its model.
And I also look forward to the next step in
the evolution of SUVs, probably several
years later.

16 17
Parts Story
Compiled by Editorial Room
Brakes: Made for Driver Safety
History tells us that the first automobile accident happened when a
device moving by mechanical power was first invented when
steam locomotives were combined with automobiles. This car
made by French N.J. Cugnot was a three-wheel vehicle moving
with one front wheel with a speed of just 5㎞ per hour - a man’s
walking speed. This car, however, had no brakes and eventually
was not able to reduce its speed on the downward hill and collided
with a wall, marking the first automobile accident.
In line with the development of automotive technology thereafter,
brakes also underwent changes. In the 1800s when the car’s
average speed was 15㎞/h, the ‘Shoe brake’ (block brake) appeared.
The shoe brake reduced speed by pushing brick-shaped friction
agents on the edge of the tyre. Engine and drive shaft were directly
connected without clutch and transmission, and the shoe brake,
with a big engine brake effect was enough to stop the car. Entering
the 1880s, the ‘Band brake’ - one step developed from the shoe
brake - emerged. This brake, equipped with a brake drum on
wheel driving power and a band wrapped therewith, stopped the
motion of the drive shaft by tightening the band. The ‘Drum
brake’ appearing in 1904 was first developed by Rolls-Royce, in the
UK. A drum equipped inside the wheels and a shoe brake inside
the drum exert braking power by squeezing the drums outward.
It’s a braking system which is equipped to the rear wheels rather
than in the front wheels. The ‘Disc brake’ with more braking
power than a drum brake is still commonly used. This brake,
though first invented and patented by Englishman Lanchester in
1902, was applied to commercial vehicles as late as in the 1950s
due to bad surroundings until then. In a disc brake, a disc-shaped
structure is connected with wheels and discs rotate at the same
time when wheels rotate and pressure is conveyed if the driver
presses the brake. Here a pedal controls the braking system to
reduce rotating speed of the discs and stop the vehicle by
pressuring the rotating discs using a friction agent called a ‘disc
pad’ on both sides.
18
Brakes,
Power to
Control Heavy
Vehicles
A brake in a vehicle reduces the speed of a
moving vehicle or stops it. A gentle press on the
brake pedal stops a heavy vehicle that’s moving
fast. Let’s take a look at the principles and
developments of the brake; the part that is more
important than any other part in a vehicle,
designed for our safety.
Brakes never Stop Evolving
We can learn from above that stopping the
vehicle by pressing the brake pedal uses two
principles by and large. The first one is the
principle of leverage. When the length of a
pedal is made long based on fulcrum,
exerting a small force in the pedal generates
a greater power. The second one is Pascal’s
Principle saying that pressure in a duct
always remains the same. When a cylinder
adds power to a narrow duct full of brake
oil, such a great output is generated at the
opposite side as to push the brake pad,
which forces the brake disc to stop the
wheels.
By this principle, brakes normally work but
when braking power higher than friction
power is applied, tyres stop to rotate and
start to slide on the ground. For this reason,
ABS (Anti-lock Brake System), originally
used for aircraft, began to be used for
vehicles. This system was developed in the
1960s for the purposes of shortening of
braking distance, stability of vehicle body at
the time as braking and control of vehicle
body at the time of quick braking. And in
the late 1960s, it was initially used for
Lincoln Continental - luxury model of Ford.
19
Since then in Korea, HYUNDAI Motor
Company installed TCS (Traction Control
System) and ABS at New Grandeur in 1992
for the first time in the country, and out of
all small car models, Accent first used ABS
in May 1994.
Brakes developed to control the speed of
ever-faster moving cars are currently in use
with two main types. One is ‘the Foot brake’
used to reduce the speed or stop, by pressing
the p edal by fo ot and the other is the
‘Parking brake’ used to park cars safely on
upwards or downwards slopes. Particularly,
a parking brake is also used to control the
cars in emergencies like the malfunction of
the foot brake.
These days, increasingly more cars are using
EPB(Electronic Parking Brake) a method
simply operated by pressing a button. This
system, linked with ESC(Electronic Stability
C ont rol ) , e n h anc e s t he c ar’s c ont rol
function - such as prevention of its spinning
- in an emergency braking situation using a
parking brake.
In step with the increasing demand for
environmentally friendly vehicles, our
company developed the country’s first and
globally second device iMEB (Integrated
Mobis Electronic Brake), which is the next-
generation environmentally friendly system
for vehicles. This brake is a system to
generate energy for the motor using kinetic
energy made at the time when the vehicle
stops, and charge the battery. Compared
with the current braking system, its loss
ratio improved by almost 70%. We may still
look for ward to a new development of
brakes taking care of the driver’s safety.
Together with MOBIS
Written and photographed by Editorial Room
Seohan Industries
Achieved Superspeed
Growth through Solid
Technology & Quality
There is a company that has achieved superspeed growth reaching sales of
some 470 billion won in 2015 since its foundation in 1996 with just 4.6 billion
won of capital. It’s Seohan Industries, a manufacturer specialized in Drive Shaft
(component for transmitting torque and rotation, also called constant velocity
joints) and Axles (device supporting the automotive weight by wheel and
transmitting power to the wheels). The head office and three factories are all
situated at Jincheon - the area’s traffic hub - for convenience of local logistics
and our company has been working closely with this company by joint entry
into China and Mexico, following North America.
20
Focusing on R&D and Quality
Its mother company is the Seohan Group - auto parts and flange
manufacturer. The Group’s root was Korea Flange Company
founded in 1974 and the Group comprises 13 affiliates including
auto parts companies such as Emtes, Kamtec and Seohan ENP in
the fields of open die forging and wind power generation as well as
Seohan Globiz, a trading company.
In 1998, Seohan Industries produced components of Drive Shafts
and Axles on a full scale and in 2002, it established its research
center as the starting point of its focused investment in R&D. In
2007, the company localized Cross Groove Joint (constant velocity
joint for vehicles with front-wheel drive or four-wheel drive) with
good rotation balance in high speed, and applied it for mass
production of JM Face Lift (process to renovate the automotive
exterior for a new look). In 2012, the company developed LSJ
(Least Shudder Joint) for drive shafts reducing the vehicle’s
horizontal vibration for the first time in the country and applied it
for mass production of Santafe. In 2013, the company moved its
integrated research center for Drive Shaft, Axle and power units to
21

Dongtan and in an attempt to develop new
technology and no-defect parts, it built 57
test equipment devices in total and is
currently trying to secure consumer trust in
its developed products. For the present, the
R&D workforce accounts for 30 percent of
the whole employees and the company has
21 main tasks to perform and possess 55
industrial property rights.
Along the way, Seohan Industries built
quality situation rooms and conducts real-
time monitoring of defect occurrence and
process troubles in a move to focus on
quality, emphasizing immediate fixation in
t h e e v e n t o f t h e o c c u r r e n c e . It w e l l
demonstrates the company’s motto of
“Quality First !”.
‘Material Aluminizing’, Innovation for Auto Parts
Seohan’s cooperation with us started in 2005 when Seohan
developed drive shaft parts (Knuckle & Carrier) for mid-size
Santafe model together with us. Since 2012, the company has been
supplying Corner Modules (Drive Shaft, Axle) to our Chassis
Module Business Department. In an attempt to ‘Achieve the goal of
global top by 10 percent lightweight for all vehicles’ as one of its
major strategies, the company is concentrating on development of
chassis component using aluminum. In 2013, as a result of this
effort, it developed a brake disc manufacturing technique for
lightweight hybrid materials (dual casting manufacture technique
for brakes using gray cast iron for brake parts and aluminum for
mounting surface) and received New Technology Certification
from the Ministry of Trade, Industry & Energy. In association with
us, the company developed Knuckle & Carrier applying aluminum
new technology for lightweight axles, and is currently supplying us
first samples for the mass production.
22
Under the slogan of <GREAT 2020>, Seohan
Industries is rendering all its efforts to
expand overseas investment and export as
well as build global networks and at the same
time, it is promoting the development of new
vehicles, investment in facilities and
replacement of old facilities and introduction
of research/test equipment. This is part of the
company’s robust drive towards Global Top
3. We can envisage the future when Seohan
Industries may jump forward as a trusted
auto parts manufacturer through its effort of
leading the market via advanced technologies
and steady deployment of quality innovation
campaign.
“Technology
Matching Global
Standard”
CEO Kim Jin-Eon
Interview
CEO Kim Jin-Eon joined the R&D Center of HYUNDAI Motor Company in 1978
and worked in the research institute of Kasco (current HYUNDAI MOBIS).
Then he worked at the R&D Center of Seohan Industries. As a man from the
research institute, he leads the company focusing on building of R&D
capability with all sincerity. Since taking office as the CEO in 2012, he has
been developing uniquely advanced technologies and in step with the Group’s
vision of change from quantitative growth to qualitative one, he is devoted to
securing the world-class technology and quality.
“Seohan’s technology has been developing along with the HYUNDAI Motor
Group. Also compared with global auto parts companies, we have secured
enough competitive edges. Through the channel of HYUNDAI MOBIS, we are
not only supplying our products to HYUNDAI Motor Company/KIA Motors but
also we are cooperating with global auto makers such as GM, Chrysler as well
as emerging automobile manufacturing countries - China and Iran. So I don’t
see any problem at all for us to enter the overseas market.”
As he mentions, Seohan has been realizing high speed growth over 100
percent each year since its foundation. This must be also the outcome of his
outstanding ability backed by his firm business philosophy.
“We emphasize ‘Communication through the system’. Our company’s
systematic operation is important. So we have established a basic system and
building on it, we conduct our jobs and so the employee’s efficiency is
improved. Meanwhile, we are planning talent fostering programs every year,
centered on liberal arts education in order to improve competency and ability
of the employees, and we encourage them to have humanities backgrounds
and extensive ways of thinking.”
As such, the company is doing its best to grow into a global top auto parts
company. Seohan Industries’s endless challenge towards its global goal will
never stop.
23
Talk! Talk! Talk!
Compiled by Editorial Room
1 2 3 It’s quite amazing as Chinese also enjoy eating sunflower
4 TURKEY
Refreshment
and Dessert, Tasty Refreshments as Daily Favorites
Korea has lots of refreshments such as rice cake, sweet rice
Sweets after drink and tteokbokki (Stir-fried rice cake) and of these, I
will introduce tteokbokki here. I once recommended these three
Meals to some of my foreign friends and all of them liked tteokbokki. It’s
made by putting fish cake, various vegetables and seasonings such
as red chili sauce, sugar on top of Korea’s traditional rice cake, and
Refreshment and dessert after a meal catches our
depending on each person’s taste, they can choose the ingredients
appetite by its various tastes as well as its showy
shape. While there may be differences in people’s
and recipes.
favorite tastes or ingredients, what is obvious is In Japan, traditional rice crackers called senbei are famous.
that most people are happy at least while they eat There are so many types such as sweet senbei made from
it. This July+August issue talks about each sugar, salty senbei made from soy source, spicy senbei with chilli
country’s refreshment and dessert culture. powder added. In old days, farmers used to eat senbei during their
farming breaks to overcome hunger and could also supplement
salt to the body.
The most famous refreshment in Russia is Russian crepe
bread called ‘blinis’. This time, I would like to recommend
herring salad and Olivier salad. They are must-eat foods at the
Turkey’s Kebab 1
Russia’s Blinis 2
year-end and new year days in Russia. And as a refreshment, we
Korea’s Tteokbokki 3 like to eat sunflower seeds, it’s quite enjoyable to peel seeds one by
China’s Sunflower Seeds 4
Japan’s Senbei 5 one and eat.
24
seeds. I am sure the No. 1 consumer of sunflower seeds in
● Kim Seong-cheol
the world would be the Chinese. Particularly people in Sichuan KOREA
care for this refreshment and local residents gather and enjoy
eating sunflower seeds over a cup of tea.
Turkish cuisine is said to be one of the world’s best three
cuisines. As such, cuisine is well developed in our country ● Cantekin Gecer
and the world-famous kebab is a kind of food to be eaten between
main meals. Besides, there are typically popular refreshment called
‘lahmacun’ and ‘mente’. And the Turks drink tea all day long and
always drink ‘ayran’ - the most common cold yogurt beverage -
● Li Xiang
even during main meals. Turkish coffee is also a common CHINA
beverage not to be missed.
Beverages that Go with Refreshment or Dessert
As you may know, China is a great tea-consuming nation.
The most popular teas in China can be divided into eight
● Aleksandra Bozhko
RUSSIA
types such as green tea, black tea, oulong tea, dark tea, baicha. The
most famous tea in my hometown, Henan Province, is green tea
called ‘Shinyangmozienne’, famous for its efficacy for fatigue recovery.
Japanese enjoy green tea very much. You may think they ● Hirayanagi Genichi
JAPAN
always drink it for refreshment.
Korea’s traditional refreshments include sweet rice drink
and persimmon punch. The former, in particular, is the
country’s unique traditional refreshment with delicious and
slightly piquant taste and I presume foreigners may like this one 5
as well.
In Russia, ‘Kvass’ is a popular refreshment to drink mainly
in the summer. It has such a refreshing taste as to be used
to make a cold soup. In the winter, we usually drink refreshment
made from honey and spice or ‘Kisel’ - a viscose juice of berries.
As I have mentioned, Turkish coffee is famous. With its
unique fragrance, it is designated as a UNESCO intangible
cultural heritage. Coffee is an important refreshment symbolic of
hospitality and friendship for the Turks. Besides, Turkey has
famous desserts like baklava, asure, kazandibi, guelachi. They are
made from natural ingredients like beans or fruits and so very
popular among the people.
25

3 5
Refreshment or dessert culture in Korea seems to be
relatively generous. For instance, high-priced desserts are
popular so far as they have a good taste and appearance. Given the
wellbeing trend and the discourse as to improved quality of life,
Korea is likely to advance its refreshment or dessert culture. What
is the situation in your country?
Japan is also the same. Desserts of foreign countries can be
easily found. There are many cuisines localized too.
Desserts are particularly popular among women as they can be
easily served at a cheap price.
To Russians, refreshment and dessert are very important
indeed. They think so highly of cuisine culture that they
even say ‘Business is one thing and meals are another’. Nowadays,
people can find refreshments or dessert of other countries without
much difficulty and they enjoy those.
26
3
Like any other countr y, young
people in China also like refresh-
ments or dessert. They like ice creams or
skewered foods. Influenced by Korean
dramas these days, foods shown on the
dramas are so appealing to the people and a
typical example is the kind of chicken shown
in the drama My Love from Another Star.
Refreshments and Dessert Consumed on
Particular Days
Does your country have any refresh-
m e nt or d e s s e r t c on s u m e d on
particular days? Typically in Korea, people
e at ‘Bu re om’ on Janu ar y 1 5 t h ( lu n ar
calendar) and ‘Patzuk’ on winter solstice.
Korea’s Sweet Rice Drink 1
Japan’s KashiwaMoji 2
Russia’s Olivier Salad 3
China’s Tea 4
Turkey’s Güllaç 5
‘Bureom’ refers to a collection of various kinds of nuts such as
peanuts and walnuts. And if people eat it on that particular day,
they won’t have any boils or itches throughout the year and have
healthy teeth according to the folkloric faith. It’s a refreshment
derived from people’s longing for health.
As I mentioned, Russians eat Herring salad and Olivier
salad at the year-end and New Year Day. And during the
Pancake week one week before Lent (40 days excepting six
Sundays prior to Easter), all sorts of ‘Blinis’ are sold.
In Japan, on the Hinamatsuri festival taking place in
March, people eat ‘Hinaarare’ (rice cake) and ‘SakuraMoji’
(cake using the leaves of cherry blossoms). On the Koinobori
festival in May, they eat ‘KashiwaMoji’ (cake wrapped in the leaves
of oak).
In Turkey, ‘Iftar’ - held after the Ramadan period ends - is
important. It means an evening meal taken with the family
27
or relatives and you may think of this event
as a Ramadan dinner. For this special event,
Ramadan pie is specially made and people
eat dessert called ‘Güllaç pastry’ made using
milk and pomegranate.
Wow, there are so many refresh-
ments and desserts in the world. I
could learn of so many unheard-of foods here.
Some day, I will give a try to all these sweets.
I am with you. Many restaurants
serving foreign cuisines open these
days and we have better chances to taste
them. If we meet next time again, let’s talk
after tr ying some of the mentioned
refreshments or desserts.
Hiking in Korea
Written and photo credits by Travel Writer Lim Ho

Byeonsan Peninsula
Masterpiece Created in Unison
by Mountains,
Fields and Ocean

Byeonsan Peninsula at Buan Jeonbuk along with the sea, mountains and fields is beautiful at any
season of the year. Particularly spectacular is the sunset turning the sea as well as people into
red is a must-see tourist attraction. The Byeonsan Peninsula is divided into the Inner Byeonsan
and the Outer Byeonsan: the former covers an inland mountain area, while the latter covers the
place alongside the sea. I introduce herewith landscapes captured during my promenade along
Inner Byeonsan and Outer Byeonsan in early summertime full of fresh green.

28 29

3 you can figure out the starting time to see the beautiful sunset.
Byeonsan
Peninsula
1 Seongcheon port. Here and there in the forest path stand signs
2 Masterpiece Created
in Unison
by Mountains,
Fields and Ocean
4
Jikso Waterfall & Naesosa, Centerpiece of Inner Byeonsan
I arrived at Inner Byeonsan Tourist Information Center. Unlike
rainy yesterday the weather is fine today. I went to Jikso Waterfall,
one of Inner Byeonsan’s treasures. From the starting point, deep
green verdure unfolds and walking along the plain forest path for
some 20 minutes, the view is wide open revealing mountainside
reservoir Jiksobo. It’s a reservoir served as the drinking water
source for all residents of Buan until the construction of the Buan
Dam. Viewing from the observatory, I was stunned by landscapes
created by the harmony of mountains, water and trees. Walking
along the wooden board path around the reservoir, shadow of trees
reflected on the reservoir and a shoal of small fish swim by my eyes.
Passing a inclined rocky path, there comes Jikso Waterfall. So
great is the power of the waterfall emitting water from the height
of 30 m that it’s without an exaggeration to say “Not seeing Jikso
Waterfall, you can’t tell anything bout Buan.” Carrying on walking
towards Gwaneumbong Peak for about two hours instead of
returning to Jikso Waterfall, you arrive at Naesosa Temple.
Naesosa Temple is an old temple built during the Baekje period. A
30
some 600m-long fir tree path unfolds from
Ilju-mun Gate to Cheonwang-mun Gate.
The path is said to be a place for people to
shake off the ‘worldly dust’ before entering
the temple to contact the Buddhist’s world.
Passing Cheonwang-mun Gate, you can see
first a very big zelkova - 20 m high, 5.5 m
round and 1,000 years old.
No. 1 attraction in Naesosa Temple would
be its Main Hall (Daewungbojeon). You
may wonder at its exquisite construction
technique since it was built only by cutting
and fitting wood pieces without using a nail.
Its floral-patterned frames of the door may
also catch your eye. The frames embroi-
dered by lotus and chrysanthemum emit
deep and delicate elegance with its
paintwork polished by rain and wind over a
long time.
Flaming Sunset at the End of the Day
Buan has a total of 14 courses of ‘Byeonsan Masil-gil’. You may
choose Course 3, which is a 7㎞-long walking track spanning
from Seongcheon to Gyeokpo Port, named ‘Jeokbyeokgang River
Sunset Path’. It takes about two and a half hours to walk through so
Course 3 starts from a narrow forest path after the edge of 5
Feel refreshed along the wooden board path
with good meaning along with lots of small ones made by tourists besides greeny Jiksobo 1
Main Hall of Naesosa Temple built by cutting and
themselves telling their wishes. You may laugh at a sign saying, “I fitting wood pieces without using any nails 2
Floral-patterned door frames of the Main Hall 3
won Lotto 2nd place twice”. This course, providing a forest path 1,000 year-old, 20m high zelkova in Naesosa Temple 4
full of trees and the wide ocean in turn, will never make you A colony of silver magnolia functions
as a windbreak against the wild sea wind 5
bored. Passing Banweol village, there comes Jeokbyeokgang River. Byeonsan Masil-gil Course
3 where you can walk along the sea 6
This river, which is an ocean cliff made by collision and erosion of Gyeokpo Port at sunset 7
mounts in the ocean side by waves and winds. It is also called
‘Lion’s Rock’, as its shape resembles a male lion. The Jeokbyeo-
kgang River itself is named after Chibi River in China where
Chinese poet Su Dongpo allegedly enjoyed art and life.
Across a colony of silver magnolias appears the Chaeseokgang
River. This river, also a cliff made from coastal erosion of
sedimentary rock layers, looks like tens of thousands of books
piled up. The river is named after China’s famed tourist site where 6
China’s Tang Dynasty’s poet Li Po is alleged to have drowned while
seeking to capture the moon reflected thereon. No sooner had I
arrived there than the sky began to glow. Tourists gathered by the
seaside to see the sunset.
When I arrived at the final destination, Gyeokpo Port, the sunset
was at its height. The sky and the sea all seem afire. People are
compelled to see the stunning scenery until the sun completely
falls under the ocean. After sunset, darkness lands quickly. I went
to the fishery market in the port to buy ingredients for fresh
s a s h i m i. I c am e b a ck to my te mp or ar y h om e a l ong t h e
meandering mountain roads with a dish I bought. Tonight, I was
set to enjoy art and life, as Li Po did, against a backdrop of the sea
and moonlight, probably murmuring his poem of Three - the
moon, myself and the shadow.
31 7
Hello! MMX
MMX The Art Theraphy Coloring
Draw freely as you like it,
using a colored pencil, a sign pen or paints, or any other tool.
You may cross the line or make color combinations as you are pleased.
MOBIS Relax and enjoy to the full.
Manufacturing
Mexico

Our company’s MMX (MOBIS Manufacturing Mexico) started its first mass
production on May 16, following plant construction and facility equipment for
20 months. MMX is situated in Pescheria, the State of Nuevo Leon,
northeastern Mexico. It operates four factories including a module factory, a
design factor y (bumper), a lamp factor y (including airbags), a CBS
(Conventional Brake System) factory as well as a RDC (Regional Distribution
Center) and a PDC (Part Distribution Center). MOBIS’ module factory and
KIA Motors’ factory for complete automobiles are connected by tunnel
conveyors, and three major modules for chassis, driver’s seat and FEM will be
supplied by our specialized JIS (Just In Sequence) method.

Photo Events including a ribbon cutting ceremony were held by each factory in commemoration of mass production of the first product

32 33
The Art Theraphy Coloring In the Editorial Room

Draw freely as you like it,

using a colored pencil, a sign pen or paints, or any other tool.
You may cross the line or make color combinations as you are pleased.
We are waiting for your
Relax and enjoy to the full.
participation
<HYUNDAI MOBIS Global Magazine> is a bimonthly
news magazine published in order to share plenty of stories with our
colleagues across the world.
We are pouring all our efforts into carrying out our role of conveying
our company’s news, issues and stories to our readers and also the
role of a messenger connecting with our staffers engaged in other
posts. As a channel for sharing our company’s corporate culture and
conveying our diverse range of news across the globe, we will do our
best to provide high quality contents to our readers and spread each
country’s unique culture worldwide.
We, at the Editorial Room, need your attention and participation, and
look forward to your active participation.

Notice
Contribute your articles to <HYUNDAI MOBIS Global Magazine>. We seek
submissions of articles and such as company news or activies. We, at the
Editorial Room, are always open to you!
✽✽✽

When contributing, please let us know of your company name, department,

your name and contact number.

PERSON IN CHARGE
Assistant Manager Ray Paik of the Headquarters
PR Management Team

Email_ ray@mobis.co.kr
Address_ Newsletter, PR Management Team
(Seoul International Tower 7th floor 203 Teheranro, Gangnam-gu Seoul, Korea)

34