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Softstart enters strategic partnership with Delta Electronics

31 March 2013

Softstart UK has formed a strategic partnership with Taiwanese control and automation giant, Delta Electronics. Softstart will offer sales and engineering support for the full portfolio of Delta Electronics products in the UK.

Stuart Harvey

Delta Electronics’ innovation has delivered one of the broadest and most capable ranges of drives, motion and control products, along with associated technologies including switching power supplies, power management products, components, visual displays, networking products and complete automation solutions. Based in Taiwan, Delta Electronics has manufacturing plants in Taiwan and China, and R&D centres, sales premises and service offices around the world, enabling it to meet the needs of the global market.

The partnership with Softstart UK will give Delta Electronics a new impetus for growth in the UK and beyond. Softstart UK has been serving British industry and British exporters for over a decade, and is the preferred supplier in a great range of industries from water, steel, mining and tunnelling, marine and offshore, petrochem and waste management, to packaging, food and confectionary, automotive and aerospace. Most recently, the company has expanded its operations to support the wider EMEA region.

“In the UK we tend to think of maybe five or six primary automation brands, but a visit to a continental exhibition will unveil perhaps the same number again, while a trip further afield will open up a whole new world of automation – hidden treasures that are virtually unknown in this country,” says Softstart managing director, Stuart Harvey.

Harvey has made it his mission to unearth these hidden treasures, and bring a complete portfolio of advanced automation products to the UK, including soft starters, variable speed drives, servo drives and motors, PLCs, HMIs and panel PC products, AC reactors, transformers and more, all from leading names.

“It may not have made significant inroads into the UK market yet, but by almost any measure Delta Electronics is a market leader in automation,” says Harvey. “The company is probably the world’s biggest manufacturer of variable speed drives by volume, with innovative new designs emerging constantly to keep products at the cutting edge of technology.

"In addition, Delta’s researchers have pushed the boundaries of HMI technology to develop wide screen formats while at the same time reducing unit costs. And the company is a recognised market leader in power supplies.”

Delta’s automation capability has always been quality-driven, to provide cost-effective and reliable products that help users boost quality, bring down costs, improve efficiency and accelerate time to market. All of this makes for an ideal partnership with Softstart UK.

With automation expertise going back to the dawn of modern automation technologies, Softstart UK has unrivalled capabilities at all levels of system design, from application evaluation and concept design through to detail design, system build, installation and commissioning. The company has in-house panel building capabilities and manufactures complete motor control systems and medium voltage soft starters at its factories in the UK.

“The partnership with Delta Electronics is a good fit with Softstart UK,” says Harvey. “It gives Delta access to the UK, wider European and Middle Eastern markets through a trusted and fast-growing automation specialist, and it gives Softstart UK another level of automation technologies. This means we will always have the most appropriate solution for any application – whether the emphasis is on sophistication or cost-effectiveness or a combination of the two.

“Working with Delta Electronics, we see tremendous opportunities for growth,” he concludes. “We now have the product portfolio, the in-house capabilities and the proven expertise to become a dominant automation solutions provider right across the EMEA region.”


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