Category: Press Releases > AMP Research    Email A Friend      Print This Page Click to enlarge AMP Research Receives 2006 Product Innovation of the Year Award – For the Development of the AMP Research Power Step AMP Research—Monday, January 14, 2008 The Frost & Sullivan Product Innovation of the Year Award is presented to AMP Research for its development of the Power Step. This award recognizes the innovation and endeavor exhibited by AMP Research in developing the first ever power-actuated running board in the running boards and steps industry. Through a combination of broad vision, calculated risk-taking ability, and a firm resolve to be the pioneers in the retractable segment of the running boards and steps market, AMP Research has demonstrated superior creativity, technical ability, design prowess, and long-term market insight. Company Overview AMP Research is a privately owned company founded in 1989 and headquartered in Irvine, California, with Horst Leitner, president and founder of AMP Research, at its helm. The primary applications served by the company include Power Step running boards, tailgate enclosures, fuel doors, and collapsible bed storage boxes. It has carved a niche for itself in the running boards and steps aftermarket in a well-orchestrated and cohesive manner. The company has displayed visionary leadership and long-term commitment to this market. It has developed competency in the retractable running board segment and has been able to capitalize on its capabilities to develop winning solutions for its customers. Power Step Features Highlights of the retractable Power Step include: n The length of the Power Step is about five to six feet. In addition, the weight of a pair of power steps is approximately 35 pounds. n It takes about 1.3 seconds for the Power Step to unfold once the vehicle door is opened. n The cast and the linkages of the Power Step are made of aluminum, whereas the hinges are made of stainless steel. n The Power Step extends all the way down to 10 to 12-inch step height and is wide enough for comfortable use. n The "anti-pinch" feature of the Power Step ensures that the motor of the power-actuated running board ceases to function in case a foreign object gets caught at the time of closure of the running board. n The Power Step is activated by the vehicle's existing door sensors. n The step can hold up to 600 pounds, and can be used in a variety of climatic conditions. Significance of "Power Step" in the Running Boards and Steps Market Over the past few years, automakers have felt the need for a running board that would offer vehicle owners easier access to their vehicles. With the height of the light trucks, especially SUV's and pickup trucks, increasing in the 1990s and 2000s, modification enthusiasts felt the need for a running board that would offer the consumers a choice to the "factory look" running board. Earlier attempts to develop a retractable running board failed to meet pricing, weight, and design objectives. The AMP Research Power Step was invented in 2000 with the intent of providing aesthetically conscious end-users with a different and technologically advanced alternative. However, it was only in 2002 that commercial production of the Power Step came to fruition. The first OEM application of AMP's Power Step technology was the 2003 Dodge Ram pickup truck. Unlike the pickup trucks of yesteryear that were mostly used for construction and agricultural purposes, at least 25 percent of end-users nowadays buy pickup trucks primarily for business purposes. Similarly, SUVs in the past were used mostly for work, but this trend is changing as many consumers buy SUVs to cater to large families, businesses, and pleasure trips. Baby Boomers, people born between the years of 1946 and 1964, are a growing percentage of the population in North America, approximating 78 million people with an overall buying power of about $42 billion. Baby Boomers with kids represent a potential target for the Power Step running board, since safety is of paramount importance to them. When the door is opened, the Power Step provides a step assist low enough for people of all heights, and limited physical capabilities to safely enter and exit the vehicle. In addition, women prefer safety and comfort for their kids, the elderly, and themselves, and are increasingly driving pickup trucks and SUVs that provide those features. The Power Step by AMP Research not only provides comfort and safety, but also exudes aesthetic appeal. The initial population of Baby Boomers has started to reach the age of retirement with higher disposable incomes. There has been a noticeable trend in this group to invest more time and resources in enhancing their quality of life and their personal hobbies. One example of this is seen in how they accessorize their vehicles. With time and money on their side, vehicle accessorization has become a popular pastime among this demographic. Baby Boomers have started a trend of recreating the look of their vehicles to match their personal appeal. This trend will influence the sales of the Power Step, since comfort and safety are of prime importance to this group. Light trucks, especially pickup trucks and SUVs, are more expensive than ever. Hence, owners are more willing to buy premium accessories to increase the value of the truck and to protect their investment. The Power Step provides enthusiasts and aesthetically conscious truck owners with a choice of a technologically advanced running board to complement their valuable vehicle. Competitive advantages of "Power Step" n The Power Step is not exposed to dirt, grime, or debris in a retracted position. n It is aesthetically more appealing than fixed running boards. n The power running board makes it easier for children, the elderly, and shorter people to enter the vehicle as a result of the running board platform extending farther and lower to the ground than regular fixed running boards. n There is little possibility of damage to the Power Step running board from rocks or other obstacles on the road while driving, or even off the road while the vehicle is stationary. n It does not need to be cleaned on a regular basis, especially during harsh weather conditions like rain, which causes most running boards to get muddy. During snow, the Power Step running board does not need to be shoveled since it is in the retracted position. n The Power Step running board is three times lighter than the conventional factory-installed running board. Innovative Technology Horst Leitner, the founder of AMP Research, utilized the same principle for the Power Step running boards that he had pioneered many years ago in the motorcycle and mountain bike suspension design. Mountain bikes without rear suspension had a difficult time in keeping the tires intact while going over bumps, thereby reducing their ability to control speed and direction. The solution, provided by Horst Leitner, made it possible to add pivots at key locations on the bike thus making it possible to keep both the wheels in contact with the ground. AMP conducted research in 2000 to determine the optimum height for the Power Step running boards. The research found that the existing running boards were too high and too close to the vehicle. This led to the development of the Power Step, which utilizes the same principle used for mountain bike suspension design. The Power Step running board is mounted on the pivots and is hidden below the door of the pickup truck or SUV when the door is closed. The installation process is quick and the Power Step operates silently, moving quickly into position when the vehicle door is opened. Acceptance in the marketplace AMP Research has a unique marketing strategy in place tailored to the OEMs and the aftermarket. Bestop, Inc. markets and distributes the Power Step running boards in the North American aftermarket. Decoma, Inc., on the other hand, has a licensing agreement with AMP Research to develop automated running boards for automakers (OEMs). The Power Step running board has exceeded the stringent OEM quality standards, and is increasingly being installed at the factory by automakers including Ford, General Motors, and Diamler Chrysler. The Power Step running board is gaining acceptance not only with the OEM's but also in the aftermarket. An analysis of the Power Step running board by Frost & Sullivan revealed that many manufacturers and distributors in the running boards and steps industry acknowledge the growth potential of the Power Step. AMP Research’s Power Step running board is available for 27 vehicle models, including for GM, Ford, and Nissan pickup trucks and SUVs, Dodge pickups, and the Jeep Wrangler. The retractable running board from AMP Research is especially targeted at the increasing Baby Boomer population, the growing population of women driving SUVs and pickup trucks, large families with kids, affluent end-users, and modification aficionados. The AMP Power Step is backed by a 3-year limited warranty. Conclusion AMP Research has demonstrated excellence in innovation in the North American running board and step industry for its pioneering development of the Power Step. It has been able to identify a new market segment in the mature running board and step market that needed innovation. AMP Research has been able to perceive consumer needs by developing a unique product, and thus setting new industry standards. Frost & Sullivan is pleased to recognize the company for its achievements. About Best Practices       Frost & Sullivan’s Best Practices awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry. About Frost & Sullivan Frost & Sullivan, a global growth consulting company, has been collaborating with clients to support the development of innovative strategies for more than 40 years. The company's industry expertise integrates growth consulting, growth partnership services, and corporate management training to identify and develop opportunities. Frost & Sullivan serves an extensive clientele that includes Global 1000 companies, emerging companies, and the investment community by providing comprehensive industry coverage that reflects a unique global perspective and combines ongoing analysis of markets, technologies, econometrics, and demographics. For more information, visit www.frost.com. For more information, view the AMP RESEARCH Power Step Running Boards product page.  Find more products from AMP Research  Find more products in Exterior > Running Boards & Steps  Find newest products in Exterior > Running Boards & Steps  Search Google for AMP RESEARCH Power Step Running Boards  Visit AMP Research's website Manufacturer: AMP Research Location: 2552 McGaw Ave.   Irvine, CA 92614 Phone: (800)315-9613 Email: Click to email Website: Click to visit