College Students Unveil Renderings At Steel Market Development Institute's Steel Wheel Design Competition Awards Presentation

  College Students Unveil Renderings At Steel Market Development Institute's
              Steel Wheel Design Competition Awards Presentation

Scholarships awarded to students for communicating lightweighting and styling
benefits of steel

PR Newswire

SOUTHFIELD, Mich., March 12, 2014

SOUTHFIELD, Mich., March 12, 2014 /PRNewswire/ --The Steel Market Development
Institute's (SMDI) Wheels Task Force, in partnership with Michelin, announced
the winners of its fifth annual Steel Wheel Design Competition at Lawrence
Technological University (LTU) at the program's awards presentation last week.
The event, which awarded scholarships to students for their designs that
communicate the lightweighting and styling benefits of steel wheels, took
place at the LTU campus in Southfield. SMDI is a business unit of the American
Iron and Steel Institute (AISI).

"The students did an outstanding job this year designing wheels that highlight
steel's lightweighting and durability benefits, while also creating their
styling features to enhance wheel appearance," said Ron Krupitzer, vice
president, automotive market for SMDI. "The competition not only proves to be
a great way to show steel benefits to consumers, it also helps wheel makers
and automotive manufacturers meet new fuel economy standards with
lighter-weight wheels."

The competition is an option within the LTU curriculum and is based on
engineering results from SMDI's Lightweight Steel Wheel Project. Students were
tasked with designing an advanced alloy steel wheel that communicates the
lightweighting and styling benefits of steel in the competitive wheel market.
The renderings and steel wheel features were judged by a panel of steel
experts, automotive designers, engineers and wheel manufacturers on the
following criteria: material celebration; changing customer perception by
communicating environmental issues and performance; creativity through a
unique and innovative design that maintains functionality; and an executed
design concept that complements the vehicle's aesthetics.

The winning wheel designs included:

  oElizaveta Bondarenko – Designed for the GMC Terrain, Bondarenko's
    lightweight 17" steel wheel features inspiration from the vehicle's
    exterior design and its grill to come up with the idea to insert the mesh
    pattern into the wheel. This creates a unique and innovative look, as well
    as better aerodynamics;

  oElizabeth Steenwyk –  Designed to integrate classic Volkswagen lines and a
    sporty feel into a lightweight steel wheel for the 2014 Volkswagen Beetle
    GSR Turbo, Steenwyk's concept is a drop-center wheel, which reduces the
    amount of material used. It also features a groove along the spokes, where
    a black rubber insert with a yellow pin stripe sits. The pinstripe echoes
    the iconic rush exterior of the GSR to create a sportier, powerful design
    that better fits the Beetle; and

  oPeter Corey – Designed for a Fiat 500, Corey's 17" steel wheel features
    several layers, including folded-over steel for a 3-D effect, bent sides
    and welded sheets. The unique, lightweight design mimics an eagle's wings
    when it's swooping down from the sky. 

AISI serves as the voice of the North American steel industry in the public
policy arena and advances the case for steel in the marketplace as the
preferred material of choice. AISI also plays a lead role in the development
and application of new steels and steelmaking technology. AISI is comprised of
23 member companies, including integrated and electric furnace steelmakers,
and approximately 125 associate members who are suppliers to or customers of
the steel industry. AISI's member companies represent over three quarters of
both U.S. and North American steel capacity.

SMDI grows and maintains the use of steel through strategies that promote
cost-effective solutions in the automotive, construction and container
markets, as well as for new growth opportunities in emerging steel markets.
For more news or information, visit  or follow on Twitter at

SMDI investors include:

  oAK Steel Corporation
  oArcelorMittal Dofasco
  oArcelorMittal USA LLC
  oNucor Corporation
  oSeverstal North America
  oUnited States Steel Corporation

SOURCE Steel Market Development Institute

Contact: DEANNA LORINCZ, 248.945.4763, or JENNIFER
GREENFELDER, 248.945.4767,
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