Media Watch - NVX related, page-5208

https://m.koreatimes.co.kr/pages/section.asp?categoryCode=129

30/12/21

Samsung SDI announced that ithas launched its "PRiMX" battery brand, promoting a super-gaptechnology strategy through the launch of the brand, which the company saysconveys its brand identity.

PRiMX stands for "Prime Battery for Maximum Experience." Thebrand was developed under three key phrases: "Absolute Quality,""Outstanding Performance" and "Proven Advantage."

"Absolute Quality," the first key phrase, refers to the safestand most reliable battery quality. Samsung SDI has strengthened quality controlfor the whole process, from battery development to manufacturing and shipping.

It conducts strict quality inspections, selecting materials and designsthat can improve battery quality at the development phase, advancing the defectdetection algorithm with deep learning-based AI testing at the manufacturingand shipping phase and examining about 500 quality items throughout the entiremanufacturing process.

"Outstanding Performance" refers to high-capacity and high-powerbattery technology with Samsung SDI's latest materials technology, includinghigh-nickel cathodes and silicon anodes, as well as its unrivaledmanufacturing capability. It is crucial to determine key performances, such aselectric vehicle (EV) mileage and output of power tools.

"Proven Advantage" means user convenience, achieved with thecompany's independently developed technology. In particular, itssuper-fast-charging technology developed using a new technique is said to begroundbreaking, minimizing the lithium-ion transport distance and time byreducing resistance inside the battery cell.

Trademark registration for PRiMX has been completed not only in Koreabut also in Europe and is soon to be registered in the U.S. Samsung SDI willapply PRiMX to all batteries it produces to achieve high quality and technologybefitting the three key terms.

With the launch of PRiMX, Samsung SDI opened a microsite and released abrand introduction video. The video helps viewers easily understand the meaningand characteristics of PRiMX.

"PRiMX is a battery brand that conveys Samsung SDI's uniqueidentity," said Michael Son, executive vice president of Samsung SDI'sStrategic Marketing Team. "We will develop the brand to reach the pinnacleof technology."

The PRiMX brand name was decided through an in-house employee contest.

Phrases such as "super-gap technology" are in line with SamsungSDI 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 byoffering the highest standard of quality."