Fortuna Auto Joins Bluetooth Multi-functional Rear-view Mirror Segment

Fortuna Auto Industry Inc., already a leading supplier of racing/upscale side-view mirrors and tail-lamps, this year has taken an ambitious step to move upmarket: by developing a high-tech, multi-functional Bluetooth rear-view mirror, joining the popular segment that enables drivers to use cellphone hands-free and listen to music. Launching this high-tech, intelligent product is also the transition for the company to develop newer and better automotive mirrors integrated with advanced technologies and materials.

Established in 1994, Fortuna several years ago was Taiwan's largest exporter of racing side-mirrors backed by the company's considerable design and innovative capability. It supplies dozens of mirror models, which can be installed with the company's globally patented universal base to fit hundreds of popular cars, light-trucks, and minivans. It has also been supplying custom-designed mirrors for customers worldwide, available in assorted style and finishes. Fortuna has also been actively developing newer and better mirrors by taking cues from top-end luxury cars, such as Mercedes, by integrating light-emitting diode (LED) turn-signals.

Side-view Mirror the Core

While trying to enhancing competitiveness by streamlining production to improve quality and yet reduce cost, Fortuna continues to rely on side-view mirrors as its core business, with the newly developed Bluetooth rear-view mirror helping to diversify its product line, as well as enhance sophistication of the firm's operations.

The company president, Cooper Lu, claims that the new Bluetooth rear-view mirror has many advanced functions to enhance driving safety and user convenience-by allowing cellphone use and music playing with minimal distraction to the driver. The Bluetooth feature allows wireless transmission between cellphone and the mirror, which has built-in microphone and speaker, with the mirror displaying caller number via the built-in single-color dot-matrix LCD and backlight. And the mirror also displays information detected by the wireless parking sensor, as well as enabling preset of audible incoming caller numbers in six languages: German, French, Italian, Spanish, English and American English. With a universal clip-on mount, the Bluetooth mirror is lithium battery powered capable of being quickly recharged.

In addition to developing and marketing a line of automotive mirrors independently, Fortuna has also set a very successful example in using the co-branding strategy. Partnering with KDC, Fortuna has been promoting the "KDC/F" dual-branded mirrors. KDC is a specialized mirror and lamp maker with more than 30 years of experience in tooling development and advanced manufacturing, while Fortuna is a superior product designer with abundant market-related information and insight for developing and innovating new products. Working as a team to promote a co-branded line taps each other's expertise for mutual benefit.

The co-branding strategy, according to Lu, leverages the two partners' specialized know-how to expand market shares, cut development cost and upgrade competitiveness of product and price, and enables the two companies to tap global niches that would otherwise be formidably challenging, together or individually.

Lu says that Fortuna will continue to develop increasingly more electronics-integrated mirrors for customers worldwide by tapping the world-caliber 3C (computer, communication, and consumer electronics) technological capabilities in Taiwan.