Novelis, producer of rolled aluminum, will be opening a new office in the Shanghai World Financial Center to expand its presence in Asia. Novelis’ business development in China will be led by James Liu, managing director and director of sales and marketing of Novelis in China.
“Aluminum has been growing at a much faster pace than other comparable materials,” says Philip Martens, president and CEO of Novelis. “As global urbanization and income continues to accelerate in Asia, and particularly China, the flat rolled aluminum market is expected to double in size there by 2020. The opening of our Shanghai office is an important step for Novelis to further capitalize on this significant opportunity. With an expansion underway in Korea, combined with our move into China, we can better serve rapidly growing consumer demand in Asia for high-margin can, automotive and specialty products.”
The company’s China expansion is in alignment with its long term growth strategy. Liu, in his sales and marketing role, will execute a major automotive growth opportunities for Novelis and Korea. Liu joins Novelis from Alcoa China Rolled Products Group where he served as vice president and managing director. He was responsible for commercial activities including strategic planning, sales, marketing, customer technical service, sales administration and trade compliance. Prior to Alcoa, Liu was President of Lysaght China for BHP Steel China.
Novelis is currently investing approximately $400 million to expand its aluminum rolling and recycling operations in South Korea. This is in response to the growing demand for its products in Asia and the Middle East. The rolling expansion, which will include investments in both hot rolling and cold rolling operations, will increase Novelis’ aluminum sheet capacity in Asia to one million metric tons annually. Novelis operates an Asian regional head office in Seoul, South Korea, leading operations and sales for its three manufacturing facilities in South Korea and Malaysia.