B-X Series, Hyundai’s next-generation electric-powered forklift, redefining standards for the industry.
- Highlighting stories of delivering innovative value to customers by shooting the B-X Series unpacking at a variety of locations, including the production line at Gunsan Plant, brand studio, and electric-powered forklift test ground.
- Launching the product series online using YouTube as a platform since consumers of forklifts spend more time watching media and online videos in the post-pandemic era.
Hyundai Construction Equipment (HCE) launches the B-X Series in July 2021, setting the standards for next-generation electric-powered forklifts. In particular, stakeholders in and out of the company have high expectations of the B-X Series, whose design has been informed by rigorous market research. To reach targeted consumers with contents highlighting the uniqueness of the series, HCE filmed the B-X Series launching event held in the HCE industrial vehicle plant in Dongjangsan-ro, Gunsan City, Jeollabuk-do on June 21st and 22nd.
Introducing enhanced product value with realistic story and production.
“The B-X Series has incorporated voices of customers (VOC) in terms of not only the RTBs (reasons to buy) of primary electric-powered forklift customers including operational performance, durability and functionality but also product convenience informed by customer usability analysis.”
The unpack event begins with an introduction by Announcer Ji-won Baek against the background of Gunsan plant brand studio. The brand studio is the optimal space to announce the history of the B-X Series as it shows HCE’s future-oriented, innovative, and customer-centric brand equity alongside its permanent exhibition.
Video of that day revealed the major weapons of the B-X Series. In particular, HCE’s self-confidence is highlighted in terms of values defining an electric-powered forklift including productivity and reliability; ease of operation; and safety and efficiency. Energy in the midst of the hustle and bustle of the electric-powered forklift production line within the production plant heralded the take-off of HCE’s electric-powered models.
With the product launch taking place on a digital platform, the product was introduced with kind and meticulous attention paid to details. HCE staff members elaborated in detail on the strengths of new models, 25B-X and 30B-X, as if introducing families of their own.
Senior engineer Sang-yeop Kim in charge of the development program at working level appeared in the unpack video to explain the product structure representing the key improvements incorporated in the B-X Series.
HCE will upload stories of the B-X Series innovation on YouTube to provide an intuitive customer experience. In addition to the online launching video, offline marketing activities are also under preparation, including marketing with demonstration products, expansion of sales dealer contact points, and visiting customers to introduce new products. The B-X Series digital launch marketing unveiled in July will reveal to customers how HCE is changing.
[Interview with HCE’s Senior engineer Sang-yeop Kim]
Q. Please, tell us how the B-X Series R&D program developed.
A. To be honest, forklifts are replaced at longer intervals than those of automobiles. Since forklifts are expected to be used over a long span of time, we are sure that the current B-X Series, with its significant improvements, will allow many customers to experience the values of such improvements and renew their image of HCE forklifts. In particular, the operator seat layout I am in charge of will surely enable customers to enjoy enhanced value, as it has a direct bearing on their convenience.
Q. Please, tell us how the B-X Series has been tested.
A. HCE products undergo performance and durability tests in prototype and pilot equipment phases. Performance properties specified in the design phase for each product model such as load/no-load driving speed, loaded raising/lowering speed, pulling capacity and climbing capacity, etc. are verified, and a durability test is conducted for about 1,000 hours respectively during the above two phases. Furthermore, a variety of verifications, including a noise/vibration test and EMC certification pursuant to international and foreign standards are conducted.
Q. Please, describe for us the innovative operator seat layout of the B-X Series.
A. We have proceeded with modeling, simulation and analysis to define standards for the best operator seat layout and conducted pilot testing with veteran operators to enhance the product reliability for the past three years. In doing so, we have implemented an operating environment (layout, operating device) in the B-X Series that can ensure the utmost comfort for drivers.
Q. In what aspects is the industrial vehicle B-X Series innovative from the customer’s perspective?
A. HCE engineers focused on addressing several issues that had caused difficulties and inconvenience in the field while working on the B-X Series.
The B-X Series extends the operating time of equipment in the field. The mechanical micro switch connected to MCV in the previous model is replaced with a non-contact hall sensor to lower failure rate, while lubricant is automatically fed to splines that connect the motor and drive with the improvement of axle structure and thereby eliminate the need for regular maintenance.
Furthermore, customers can work with more stability. The B-X Series has lowered the center of gravity by placing a large-capacity battery pack between the front and rear wheels and in the lower position of the chassis, also lowering the elevation of the operator seat and pedal by 7 cm to reduce wobbling.
Q. Please, describe for us how the “motor controllability” has been improved in the B-X Series.
A. The new sensors adopted in the B-X Series precisely regulate control ratio, using “proportional control”. The proportional control mechanism controls motor driving speed and amount with better accuracy in proportion to the speed and amount of MCV control by the customer. As the motor drives just as much as required, it is energy-efficient.
Q. Please introduce the independently developed lithium iron phosphate (LFP) battery adopted in the B-X Series.
A. The LFP battery used in the B-X Series can be recharged up to four times faster than a conventional lead-acid battery. It can also be recharged any time as desired, without having to be refilled with distilled water. Furthermore, when compared with the legacy ternary lithium ion battery, it is more affordable yet with a better performance.
Q. Tell us more about the “low-noise” and “excellent energy efficiency” characterizing the B-X Series.
A. The B-X Series has adopted sensors detecting handle control signals and MCV operation to control the motor at high RPM only when the amount of operation is big enough to require large hydraulic flow and reduce motor RPM in standby time to minimize noise and energy waste.
The primary contributor to the noise reduction of the B-X Series is the number of motors being reduced from two to one. It has reduced noise by about half when compared with the previous model. On top of that, thanks to the significant R&D efforts that improved the efficiency of gear combinations transferring the rotating force of the motor inside the drive axle, noise from gear friction has been drastically reduced.
Q. Please describe for us how mast stability has been improved in the B-X Series.
A. The B-X Series has secured the entire mast structure to the drive unit axle more rigorously, preventing the mast from wobbling when cargo is lifted up high.
Q. What are the advantages for customers with the B-X Series front wheel tires and mast being compatible with diesel-powered forklifts?
A. This allows customers of the new B-X Series to get parts more easily. Maintenance is easier and HCE dealers can be more responsive to customers’ maintenance needs.
[Interview with the B-X Series launch video producer] – PD Jang-soon Park at mixnfix
Perception of HCE
Having transformed communication with customers and dealers into video contents, I think that HCE responds to the feedback from users in and out of Korea very responsively and closely.
Intentions behind the video planning
In the mega trend of shift toward green energy, universally operated diesel-powered industrial vehicles will gradually give way to electric-powered alternatives. I wanted to highlight the identity of the B-X Series being the first production EP forklift model freed from the stereotype perception of being limited to indoor operations that can provide decent performance in the sites where conventional equivalent-class engine-powered forklifts were used.
Story line, directing point
I emphasized first that the B-X Series is an innovative electric-powered forklift lineup designed from ground up with intensive focus on VOC. The video is intended to demonstrate by each function that the B-X Series is designed to deliver not only competitive points but also performance, convenience, and safety at a level that can justify it as an alternative to engine-powered forklifts. Lastly, I wanted to deliver a message that the B-X Series is an iconic model that puts HCE’s corporate vision of green leadership in practice across industrial sites.