While rising global vehicle sales indicate improving economic conditions, they also translate to an exponential increase in atmospheric carbon dioxide. An advocate of developing greener vehicles, SuperAlloy Industrial pioneers the use of high-strength aluminium alloy wheels to reduce vehicle weight and promote fuel efficiency. Knowledge of material technology and forging technique characterises SuperAlloy. The company initially forged golf clubs before expanding to wheel rims and other sports equipment components. It employs stringent quality measures from material selection to process development to flexible production. "We started forging small items. This means our capital investment is smaller but the technology is similar. It is important to build on what you know best to deliver value-added products to customers," says Henry Shih, SuperAlloy's president and CEO. Reflecting the company's strengths, the vehicle market comprises 80 per cent of total revenues. SuperAlloy's wheel expertise makes it the partner of choice for major vehicle manufacturers such as General Motors (GM), Ford, Chrysler/Fiat, Toyota, Jaguar Land Rover, Tesla, Audi, AMG and BMW. SuperAlloy has been instrumental in boosting GM's competitiveness. GM relied on SuperAlloy's expertise to manage its transition to forged wheel rims - which are lighter than cast wheel rims - for its pick-up truck platform in 2000. Diversification has been an effective strategy for SuperAlloy. Aside from catering to the North American vehicle market, the company serves the European and Japanese markets. SuperAlloy is also expanding its product portfolio for different market requirements. The company sees growth opportunities in manufacturing bigger forged wheels in response to the demands of car manufacturers in Europe. "There are lots of opportunities on the automotive side. We are looking for reliable partners to help us develop local markets, particularly on the mainland. We are looking for someone who can help us deliver good quality consistently," Shih says.