Rustam Aliyev has been named the new Director Business Development Automotive & Electronics at Sumitomo (SHI) Demag, effective from 1 May 2022. Rustam replaced Henrik Langwald, who left the company on his own accord. In addition to the automotive and electronics industries, the graduate industrial engineer also manages the IMD (in-mould decoration), IML (in-mould labelling) and LSR (liquid silicone) technology disciplines. Fields that Sumitomo (SHI) Demag has extensively developed in recent years and where Rustam is already playing an influential role, both technologically and in the marketplace.
The 37-year-old began his career at the company in 2011, initially in Germany’s internal sales team, progressing to international sales. Since late 2015, Aliyev was a Key Account Manager in Automotive & Electronics Business Development, responsible for the strategic development and support of major customers. As a member of the LSR team since 2019, he has also caretaken the integration of LSR technology across the business divisions, together with undertaking associated market development and corresponding sales tasks.
Describing himself as a Sumitomo (SHI) Demag native, Aliyev says that because he knows the company processes well he has a firm idea of the internal culture and what motivates employees. He says: “Our customers also know me well. My colleagues and I have been working together in the spirit of trust for many years and we depend on each other." In describing this productive work ethic, he assures that further reinforcements are planned. “My most important strategic goals are to further strengthen and advance the department, expand market shares and further consolidate our market talent presenting us as an established supplier of technologically advanced and high-quality products.”
Announcing the applications he specifically wants to develop further, Aliyev highlights that specialised clusters including interior, electronic components and lighting are already set to generate further growth. Moving away from the combustion engine to climate-neutral and low-emission vehicles, autonomous driving will lead to a rapid increase in demand for sensors. Additionally, digital vehicle networking will drive heightened demand for in-car communication technology.
In his professional opinion, multimedia and driver information systems are the additional megatrends that will continue to re-shape the automotive industry over the coming years. Meaning that the automotive and electronics industries will continue to merge.
In this highly competitive market space, Sumitomo (SHI) Demag’s advanced competence in processes such as IMD, IML and LSR places the company at an advantage, suggests Aliyev. Additionally, further application technologies, such as thermosets, foams, multi-component technology and over-moulding of electronic components are to be further expanded and successfully distributed. Another important strategic step is the planned move by the company to relocate production of the large Systec machine series to Ningbo in China from next year.
Rustam Aliyev is the new Director Business Development Automotive & Electronics at Sumitomo (SHI) Demag