The American Iron and Steel Institute (AISI) announced today the promotion of Deanna S. Lorincz to director, automotive communications. In her role, Ms. Lorincz will manage strategic marketing, public /media relations and advertising for AISI’s Automotive Applications Committee and the Bar and Rod Market Development Group, as well as the Strategic Alliance for Steel Fuel Tanks (SASFT) and the newly formed Tailored Steel Product Alliance (TSPA).

In addition to her responsibilities with AISI, Ms. Lorincz will manage marketing and technology transfer efforts for the Auto/Steel Partnership (A/SP). The A/SP is an association that includes the Big Three automakers and the North American automotive sheet steel producers.

"Under Deanna’s direction, several marketing plans to increase customer awareness of new steel technologies were successfully crafted and implemented throughout North America," Ron Krupitzer, vice president of automotive applications, AISI said. "One example was the transfer of advanced materials and manufacturing technologies associated with the broad application of high-strength and advanced high-strength steels in the automotive marketplace. Her leadership in guiding the technical transfer efforts of our ULSAB-Advanced Vehicle Concepts (ULSAB-AVC) project has given North American carmakers the benefit of $44 million worth of research by the global steel industry. Because of her efforts, AISI has become a well-recognized source for technical information on steel-intensive designs for future cars and trucks.”

"Deanna’s background in marketing, business management and strategic planning, as well as her expertise in both writing and graphic design, have been invaluable in helping AISI achieve its communications and awareness objectives in all of our marketing programs.

She helped us launch our annual showcase of new steel applications through the Great Designs in Steel Seminars," Krupitzer said.

"Having Ms. Lorincz as part of the management team has been a key factor in the Institute's efforts to establish recognition for its investment in the continued success of the automotive market. We are continuously looking for new and exciting ways to get our messages to our customers,” he said.

Ms. Lorincz joined AISI in April 2001 as assistant manager, Communications. She most recently served as AISI’s manager of communications, automotive market. Prior to that, she held positions in the metropolitan Detroit area, most notably as Corporate Marketing Communication Specialist for Computerized Facility Integration, Marketing Specialist for AON Consulting, and Marketing Director for Future Benefits Corporation.

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 33 member companies, including integrated and electric furnace steelmakers, and 118 associate and affiliate members who are suppliers to or customers of the steel industry. AISI's member companies represent approximately 75 percent of both U.S. and North American steel capacity. For more news about steel and its applications,