Eduardo Ruíz Acevedo
General Sales Manager Mexico
TECO-Westinghouse Motor Company
View from the Top

Race for Efficiency in the Motor Market

Mon, 10/21/2013 - 15:32

Q: What is the vision that has enabled TECO-Westinghouse Motor Company to becoming one of the world’s largest suppliers of motors, drives and controls?

A: TECO-Westinghouse Motor Company is a corporation with over 160 years of experience in the electric motor and generator business, and was created in 1998 by the merging of TECO, a large Taiwanese company, and Westinghouse Motor Company, a recognized American brand. Westinghouse has been present in Mexico for many years through its strategic aliance with IEM, providing products to the Mexican motor market, but TECO-Westinghouse Motor Company capitalized on the opportunities to supply motors to the mining industry, Pemex, CFE, and Conagua in just eight years. Whereas in Canada we are the number one motor manufacturer, in Mexico we aim to be among the top three. We are currently growing at an annual rate of 35%, a rate that is not matched by any partner company in the group. Mexico serves as TECOWestinghouse’s headquarters for Latin America, with the exception of Brazil. The company began with a small office in Puebla. Given the logistical advantages, the competitive and talented labor force, the pro-business government, and a strong network of equipment manufacturers, we decided to expand to Leon, Guanajuato, with facilities going from 2,500m2 at the beginning, to 14,000m2, out of which 6,300m2 are occupied by our plant.

Q: How has your position in the mining industry evolved?

A: TECO-Westinghouse has always stood out as a solution provider for different industries, and mining is no exception. Thanks to our innovations, we have gained clients in mining such as Peñoles, for whom we installed equipment ranging from 50hp stock motors, to special custom built motors with more than 4,000hp. Our high quality engineered products and complete solutions will continue to help us obtain a 25% to 30% market share in the mining industry.

Q: Who are your main competitors in the Mexican mining industry and what sets you apart from them?

A: We see other companies as partners more than as competitors, as we all search for efficiency; our biggest partners in the motor business in Mexico are Weg, Siemens, US Motors and Baldor/ABB to name a few. We have been in the industry for a long time and we know what customers want, and for mining it is reliability. Motors undergo a lot of stress and are exposed to water, dust, vapor, gases, or other extreme conditions, and although this is a pricedriven market, our customers know that our product will last. Our customers have been in the business long enough to see our equipment running and they recognize us for our quality. We are a customer service driven company, and this determines the way we approach customers and the way we work with them along the way. In the case of our mining customers, usually OEMs, we try to understand their needs and work hand in hand with the manufacturing process of their own equipment.

The application of our motors in the mining industry ranges from conveyors to pumps, mixers, fans, blowers, crushers and ball mills. We provide motors that go from 0.25hp to 100,000hp, making us a company with vast experience providing large motors. We are proud to have the highest installed torque in the world, with the 10,000hp motor in a steel mill in Monclova for AHMSA. Although mining has changed a lot in the last 15 years, TECO-Westinghouse Motor Company is constantly seeking to improve motor performance and reliability. In Latin America we have identified old motors for which we analyze and suggest a customized solution, even being able to manufacture motors that fit into a specific stage of the mining process, or optimizing production using the similar foundation of the old motor.

Q: How are you going to measure your success at the end of this year?

A: We need to have more commercial branches to be able to partner with people operating in the mines, and we stand ready to provide solutions at all times. The key factors behind our growth are our human capital and the investment in the largest stock of ready-to-go motors in Mexico. Our success will be measured in accordance with the coverage we attain and the service we can provide. For us, it does not matter if we deliver a 1hp motor or a 10,000hp motor; it is about how many mining customers are happy with our product and with our service.