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                        SSAB Europe

                        Leading Nordic-based premium steel producer of high-quality strip, plate and tube products

                        Fast facts

                        SSAB Europe is a leading premium producer of high-quality steel strip, plate and tubular products. The division stands out from other steelmakers through its know-how of production processes, applications of high-strength steels and value-added services.

                        Number of employees: Approximately 6,900

                        Share of SSAB Group's total EBITDA: 14% (2019)

                        Sales in 2019: SEK 31,730 million

                        Head of SSAB Europe: Olavi Huhtala, EVP

                        Share of SSAB Group's total sales: 34% (2019)

                        Steel shipments 2019: 3.4 million tonnes

                        Market position

                        SSAB Europe is a market leader in the Nordic home market region, with a complete portfolio of high-quality steel products and support services including strong technical customer support. SSAB Europe’s market share in the Nordics is 40-45%. SSAB Europe has a leading position in selected Advanced High-Strength Steel (AHSS) applications for the global automotive industry. Strong brands and new GreenCoat® eco-friendly coating systems have also given SSAB Europe a leading position in color-coated products. SSAB Europe has an extensive portfolio of tube products. The Nordic countries account for about 50% of sales, the rest of Europe for about 40% and the rest of the world for about 10%.


                        Market drivers

                        Key drivers of SSAB Europe’s business are the continued demand for more sustainable and efficient solutions in various steel-using industries like automotive and construction. New safety regulations, emissions caps and a shift to electrical vehicles are all trends that increase the demand for high-strength steel in the automotive industry.
                        Market position

                        Strengths

                        • Market leader in the Nordics 
                        • Close collaboration and long-term commitment to customers combined with support services
                        • Extensive product portfolio with unique automotive and premium steels supported by strong product brands
                        • Leading technology and materials expertise, application know-how
                        • Synergies from close cooperation with Tibnor and Ruukki Construction
                        • Flexible production capacity and among the most efficient blast furnaces in the world
                        •  
                         

                        Strategy

                        Strategic targets

                        The Nordic home market is core to SSAB Europe’s strategy. The focus is on developing the product and service offering to strengthen the market leading position as the most reliable supplier and customers’ first choice. Cooperation and synergies with Tibnor and Ruukki Construction are key elements in the strategy, as they support market share, profitability as well as resilience over the business cycle.

                        Another important strategic focus area is improving the product mix. SSAB Europe has two main categories of premium products. First, advanced high-strength steels (AHSS), which are sold globally to the Automotive segment. Second, premium steels, which are sold in the European market to other industries. The Automotive AHSS market is growing structurally as car manufacturers seek to reduce weight and improve safety performance. SSAB has a strong position in several automotive applications, among other things due to the most advanced products in the market for ultra high-strength martensitic steels.

                        By allocating a larger share of the production capacity to premium products, SSAB Europe can reduce the shipments of standard products outside of the Nordic home market. 

                        In premium steels (other than for Automotive), SSAB Europe is continuing to focus on upgrading current customers from standard to premium products, and to develop new customer segments and applications. Key growth-supporting initiatives are to further promote end-user benefits through SSAB Europe’s premium products and to enhance collaboration with multi-channel distributors, e.g., SSAB Laser® Certified Partner network expansion, the GreenCoat® partnership program, new premium product launches and digitalization initiatives.
                         
                        • Reach a share of premium products of 46% in 2022 by:
                          - 800 thousand tonnes of Automotive AHSS shipments
                          - 900 thousand tonnes of premium steel shipments
                        • Market share of 40-45% in the Nordic market
                           

                        Customers and end-users

                        SSAB Europe’s extensive product portfolio allows the division to serve customers in diverse segments and in a wide range of applications. SSAB Europe sells products directly to end customers and to service centers and distributors. SSAB Europe supplies different steel grades to major OEMs in the automotive and heavy transport sectors. These manufacturers are seeking the benefits of lightweighting and more efficient fuel consumption. Heavy plates are used extensively in the Nordic markets and within Europe in the marine and energy sectors, while color-coated materials are used primarily by manufacturers of steel roofing and rainwater systems, particularly in the Nordic and Eastern European markets. The division also sells its products to major agricultural machinery makers.
                        Customers and end users

                        SSAB Europe’s main customer segments:

                        • Automotive
                        • Building construction & infrastructure
                        • Industrial applications
                        • Heavy transport (incl. marine)
                        • Energy
                        • Construction machinery
                        • Service centers

                        Products and services

                        SSAB Europe has a broad product offering through internationally well-known product brands. Yield strength classes of hot-rolled products up to, but excluding, 690 MPa. (Steel grades of 690 MPa and above in hot-rolled products, other than automotive, come under SSAB Special Steels’ product offering.) Cold-rolled and galvanized products are available in tensile strengths ranging from 200 to 1,700 MPa. SSAB Europe’s product offering also includes customized products for diverse uses from mild deep drawing steel to ultra-high-strength steels. In addition, SSAB Europe can provide leading color-coated products designed for specific needs based on many different coating systems and various specially-developed base steel grades. SSAB Europe offer includes also cut-to-length and slit materials.

                        SSAB Europe’s premium products are designed to deliver sustainable environmental benefits compared to standard products in the marketplace. They include a range of branded products that offer enhanced value to customers through tighter tolerances, improved material properties and refined composition – such as GreenCoat® products, Docol® automotive steels or SSAB Laser®. As an example, automotive manufacturers are calling for lightweight, durable materials with bifacial environmental properties that are manufactured with resource efficiency. SSAB Europe’s cold-rolled AHSS helps to make it possible to develop safer and lighter vehicles with lower emissions. SSAB Europe also develops new functional surface coatings that lower energy consumption and maintenance costs, improve surface durability and extend the lifespan of buildings.

                        Customers can obtain steels in the formats that best meet their needs. SSAB Europe’s service offering includes technical advice and workshop support, training and more.

                        SSAB Europe’s branded products:

                        • Docol®
                        • GreenCoat®
                        • SSAB Boron®
                        • SSAB Domex®
                        • SSAB Form
                        • SSAB Laser®
                        • SSAB Weathering
                        • SSAB Multisteel

                        The full range of products includes the following

                        • Hot-rolled plate products
                        • Hot-rolled strip products
                        • Cold-rolled strip products
                        • Metal-coated strip products
                        • Color-coated strip products
                        • Tubes and sections
                        • Infrastructure products
                        • Cut-to-length and slit products

                        Production setup

                        SSAB Europe’s main production sites are located in Raahe and Hämeenlinna (Finland), and in Luleå and Borlänge (Sweden). Production is based on integrated blast furnace processes. SSAB Europe’s steel mills have an annual crude steel production capacity of 4.9 million tonnes.

                        Other production sites include the color-coating lines in Finspång (Sweden) and Kankaanpää (Finland). The division also has tube production in Hämeenlinna, Lappohja, Oulainen, Pulkkila and Toijala (Finland), as well as processing sites in the Netherlands, Norway, Italy, Poland, Sweden and the UK.

                        SSAB Europe’s setup enables, over time, high availability, short delivery times, advanced logistics services with high delivery performance and a high degree of flexibility to meet customer needs, particularly in the Nordic region.

                        SSAB Europe is committed to sustainable production. Our key focus is on reducing CO2 emissions and purchased energy, improving residual utilization and enhancing overall production efficiency. Long-term, SSAB is working towards a fossil free steelmaking process through the HYBRIT initiative with the goal to being fossil-free by 2045.

                        Competitors

                        ArcelorMittal, Dillinger, Salzgitter, ThyssenKrupp, Tata Steel Europe, US Steel and Voestalpine

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