Our Customers Are Driving Life Cycle Thinking
The customer phase of the life cycle of our products is diverse and evolving as Novelis’ customers strive to meet their own customers’ needs. We provide aluminum to a wide range of sectors (See
Markets We Serve), and yet all of our customers are increasingly interested in an holistic, sustainable view. Many of our customers have their own customized needs, which require us to develop close relationships to understand and respond to these needs. Each of these end-use markets is experiencing its own market forces that influence both its economic and sustainability drivers. As a result, we want to focus on products with sustainable, positive attributes across the life cycle to meet this growing customer demand.
Developing Economies are Creating Demand for More Aluminum
As consumer purchasing power increases in developing economies such as China, India and Brazil, so does demand for products that, until now, were not commonplace in those countries. There is a strong correlation between increases in GDP and aluminum consumption. This means that, as the per capita GDP of emerging economies increases, a significant number of new consumers are purchasing electronics, cars and packaged food and beverages.
As our customers expand operations in places like Bangkok and São Paulo to meet this growing consumer demand, they want partners that can supply them the same way they are supplied in Chicago or Paris. As much of our current capacity is in Europe and North America, the growth trends are the driver behind the significant investments currently being made in our capacity to enable us to meet our customers’ needs in developing markets.
Learn how we are working with our customers to create products for a sustainable society: