Kim Hyun-bin began his journalism career at Arirang TV from 2012 to 2017, specializing in defense, foreign affairs and the economy. In 2018, he joined The Korea Times, covering society and business, and is currently responsible for embassy affairs.
SDI launches 'PRiMX' battery brand
Samsung SDI's newly launched PRiMX battery brand / Courtesy of Samsung SDI
By Kim Hyun-bin
By Kim Hyun-bin
Samsung SDI announced that it has launched its “PRiMX” battery brand, promoting a super-gap technology strategy through the launch of the brand, which the company says conveys its brand identity.
PRiMX stands for “Prime Battery for Maximum Experience.” The brand was developed under three key phrases: “Absolute Quality,” “Outstanding Performance” and “Proven Advantage.”
“Absolute Quality,” the first key phrase, refers to the safest and most reliable battery quality. Samsung SDI has strengthened quality control for the whole process, from battery development to manufacturing and shipping.
It conducts strict quality inspections, selecting materials and designs that can improve battery quality at the development phase, advancing the defect detection algorithm with deep learning-based AI testing at the manufacturing and shipping phase and examining about 500 quality items throughout the entire manufacturing process.
“Outstanding Performance” refers to high-capacity and high-power battery technology with Samsung SDI's latest materials technology, including high-nickel cathodes and silicon anodes, as well as its unrivaled manufacturing capability. It is crucial to determine key performances, such as electric vehicle (EV) mileage and output of power tools.
“Proven Advantage” means user convenience, achieved with the company's independently developed technology. In particular, its super-fast-charging technology developed using a new technique is said to be groundbreaking, minimizing the lithium-ion transport distance and time by reducing resistance inside the battery cell.
Trademark registration for PRiMX has been completed not only in Korea but also in Europe and is soon to be registered in the U.S. Samsung SDI will apply PRiMX to all batteries it produces to achieve high quality and technology befitting the three key terms.
With the launch of PRiMX, Samsung SDI opened a microsite and released a brand introduction video. The video helps viewers easily understand the meaning and characteristics of PRiMX.
“PRiMX is a battery brand that conveys Samsung SDI's unique identity,” said Michael Son, executive vice president of Samsung SDI's Strategic Marketing Team. “We will develop the brand to reach the pinnacle of technology.”
The PRiMX brand name was decided through an in-house employee contest.
Phrases such as “super-gap technology” are in line with Samsung SDI CEO Choi Yoon-ho's strategy.
'The top priority is the super-gap technological competitiveness,” Choi said upon his appointment on Dec. 13.
“It is imperative for a company to achieve qualitative growth by offering the highest standard of quality.”