Innovation

The innovation is known as Laser on Chrome. The newly patented (patent#: US 20140354755 A1) process involves setting at least one laser parameter such as power or scan repetition, and then energizing a metal containing surface layer to change the color reflected by the surface layer.

According to Ehab Kamal, Director of Product Development at Huf North America, “Laser on steel and laser on plastic already exist but the biggest challenge at the time was laser on chrome. Until now, nobody had developed laser on chrome except Huf.” Mr. Kamal added, “The accidental innovation was the result of putting pieces of a puzzle together. Factories at Huf required solutions to temporary stickers that were used in identifying products, and from that, while working separately on customers’ vehicles, we successfully applied the knowledge of replacing temporary stickers with laser markings to using laser markings on chrome surfaces.”

Laser on chrome was the result of work to improve a sustained technology that turned into a disruptive technology. Despite current application for laser on chrome being limited to the automotive industry, and being in its infancy, the innovation is being considered by Harley Davidson as well as its use on the Fiat 500. Laser on Chrome can also be expanded to many other industries because the metal, chrome, has wide use applications. Furthermore, the discovery gave Huf a competitive advantage over its competitors by opening a new market segment in the world of lasers. The purpose of the innovation according to Mr. Kamal was, “To stay ahead of the competition and to show the customers Huf’s innovation capabilities, and the mission was to be time efficient, save money and steer away from the use of toxic paints.” Mr. Kamal continued by praising his team at Huf in this success story, “Mr. Mansour Ashtiani, the head researcher, for achieving colors on the chrome surface, engineer Mr. Yousef Kamal, student intern, for achieving the black color, and Mr. Khalid Kamal for perfecting the alignment in marking. Mr. Eric Taylor for providing expertise in plastic and injection molding. Lynn for her knowledge in chrome surfaces, and all others at Huf including the costing, analysis, and sales departments.”

Inspiration

As an organization, Huf relies on having a net positive impact by maintaining itself as a leader in innovation. The focus of the company is to ensure the security and safety of people in the automotive sphere. Therefore, the value of the impact on the environment, and the value of the impact on people is embedded in the company’s value proposition. Moreover, Mr. Kamal enthusiastically said, “Laser on Chrome gives Huf a positive reputation for innovation, and expands our capacity by allowing us to be more artistic in marking metal surfaces.”

Mr. Kamal added, “Our inspiration at Huf is to provide the latest technology to our customers through Research & Development. The Research & Development department at Huf is responsible for innovating better technology by reducing costs, improving company products, and by making sure it adds value to the company through product placement and profits.

Overall impact

From Chris Laszlo and Nadya Zhexembayeva’s embedded sustainability cloud framework, we can see how much of an impact to expect as the innovation falls into the Blue Oceans Strategy spectrum. Laser on Chrome is the disruptive innovation which creates blue oceans, or areas of uncontested market space. An immediate effect can be seen as being a source of competitive advantage and differentiation. Longer term effects are efficiency, cost leadership, risk mitigation and being a pathway to new markets. According to Mr. Kamal, “The customer could not believe that Huf was able to achieve laser on chrome.”

The overall impact of Laser on Chrome does not only benefit business but also benefits the environment. Laser on Chrome is expected to eliminate toxic chemicals leaking into the environment from paint markings by using laser marking instead. In addition, the scalability of the innovation will provide a platform to promote further innovations that eliminate the toxic chemicals of paint from different surfaces such as plastic.

Business benefit

Mr. Kamal mentioned the business benefits of Laser on Chrome as follows, “Laser on Chrome gives Huf leverage over the competition in multiple ways. Firstly, the innovation is an in demand technology that has been patented, which awards us exclusive rights to the technology. Secondly, Laser on Chrome will cut costs because it will eliminate the need to outsource paint jobs, and instead do them in house. Finally, we are being more efficient by reducing time to produce a similar, if not better product. Furthermore, with Laser on Chrome we are given a strategic advantage and are being environmentally friendly.”

Social and environmental benefit

Laser on Chrome underwent feasibility tests and was found to be more durable and more friendly to the environment than paint. The durability tests concluded that laser markings did not fade over time as paint markings did. Laser on Chrome does not involve chemicals that leak into the environment or water as paint does, and the impressive and creative utilization of laser markings on chrome will increase interest and appeal of chrome while decreasing demand for the heavier pollutant steel. The environmental friendly factor of Laser on Chrome is not only restricted to its application, but the innovation is also environmental friendly in the production cycle. Laser on Chrome can be performed in house reducing CO2 levels by eliminating the need to travel long distances to get paint jobs

Laser on Chrome is an example of using resources to the benefit of mankind. It takes vision and courage to approve and provide for an innovation that is uncertain to succeed but that its consequences will improve the quality of life. Companies like Huf, provide a perfect example of how companies can provide platforms for people to innovate for a positive social impact while simultaneously making a profit.

The contribution of Laser on Chrome to the UN Global Goals will be through "reducing the adverse per capita environmental impact of cities, including by paying special attention to air quality and municipal and other waste management", and “by 2020, achieve the environmentally sound management of chemicals and all wastes throughout their life cycle, in accordance with agreed international frameworks, and significantly reduce their release to air, water and soil in order to minimize their adverse impacts on human health and the environment.”

Interview

Ehab Kamal, Director of Product Development