Match made in the West Midlands seals £1.5m Indian export order at Blechexpo


Two West Midlands manufacturers are celebrating 40 years of working together with a major export order secured at Blechexpo.

Brandauer, one of the world’s leading independent metal stampers, has joined forces with Coventry’s Auric Metal Finishers to design, develop and supply bespoke EloPin push fit-connectors for a tier 1 automotive supplier in India.

The £1.5m order will see the Birmingham-based company produce up to 30 million parts annually in 2025 and will help create new jobs in the region.

“This contract involves a very complex component for use in motive control systems and the customer was struggling to source the technology in India, so they turned to the West Midlands for inspiration,” explained Rowan Crozier, CEO of Brandauer.

“We have significant experience in push-fit connectors and were able to tweak our EloPin product to come up with a solution. Better still we can complete all the tooling at our new Precision Tooling Academy we run with In-Comm Training.”

He continued: “The relationship with Auric Metal Finishers was also key to the deal. We understand the way each other works and, its unique ability to deliver reel-to-reel precision plating, ensured we could deliver the finish that was crucial to the end application.

“Export continues to be a major source of revenue and we are delighted that we have been able to sign another landmark deal at Blechexpo, one of the largest events for our sector. There aren’t that many West Midlands firm exhibiting here, but the two of us are doing our bit to put the region on the manufacturing map.”

David Harris, Managing Director of Auric Metal Finishers, added his support: “Our advanced reel-to-reel technology applies coats precisely where you need them and there are not many firms that can deliver that type of pinpoint accuracy in the UK.

“This has meant we have become a strategic supplier to Brandauer over the last four decades, getting involved in the development phase of projects to ensure the right finish and process is specified. Taking this approach can often eliminate unnecessary costs and reduce lead times significantly.

“There is a wealth of manufacturing expertise in the West Midlands and this latest deal with India proves it.”

Established more than 162 years ago, Brandauer make components that are used in 90 per cent of the world’s kettles, in re-con drones that save lives, edge connectors for the dimming of rear-view mirrors in 55% of car models and for a high-profile male grooming products used by millions of people.

More than 70 per cent of the company’s current revenue stream comes from overseas business, with billions of components sent every year to the US, China, the Middle East and the EU.

It has been aggressively growing its overseas order book through a concerted digital marketing campaign, trade delegations with Innovate Edge and by exhibiting at international shows like CoilTech and now Blechexpo.

Rowan, who is also an Export Champion for the Department for International Trade concluded: “We are only halfway through this event and have already taken 25 new business opportunities.

“There definitely appears to be an appetite for buying British and wanting to tap into our design and innovative stamping and tooling capabilities. Come along to Hall 6, Stand 6102 to find out all about it.”

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