How to market titanium: Lower the cost

Abstract

Titanium continues to be referred to as the “wonder metal,” with an image as untarnished as the metal itself; however, cost remains the barrier to greatly expanded use. Titanium is used when it is the only material that will do the job. For example, approximately 45% of the Advanced Tactical Fighter F-22 Raptor is constructed from titanium. It’s also the most effi cient material for construction of other items such as golf club heads. However, with its bright and positive image, titanium also sees use in higherquality consumable items such as watches, bicycles, jewelry, hammers, and knives (Figure 1). State-of-the-art titanium science, technology, and applications were showcased at the Tenth International Titanium Conference in Hamburg, Germany, 13–18 July 2003. Skillfully chaired by Gerd Lutjering, the conference outdid all previous conferences in this series with more than 730 attendees and in excess of 450 papers. All of the major titanium-producing countries were represented at the conference—United States, Commonwealth of Independent States, Japan, United Kingdom, France, China, and Germany. An interesting development here was the high quality of the presentation aids used by all participants—quite a contrast from the hand-drawn slides used by representatives from China and the Commonwealth of Independent States in the past. It was also apparent that the participants from these countries were cognizant of what it takes to market titanium to the West—quality, consistency, strategic alliances—oh, and cost. The cost theme permeated the conference, both in the formal papers and in hallway discussions. Aerospace was no exception here, with the big commercial guys such as Boeing and AirBus turning to titanium castings to reduce cost and in the military arena, U.S. Air Force programs such as the Metals Affordability Initiative and Forging Supplier Initiative aiming at cost-affordability. The high cost of titanium compared to metals such as steel and aluminum comes from the high extraction and processing/fabrication costs for the wonder metal. Papers at the conference addressed both areas of concern. For example, new extraction processes have benefi ted from the infl ux of multimillions of dollars from the Defense Advanced Research Project Agency for techniques such as the Fray-FarthingChen reverse electrolysis approach. In processing, single-melt methods were discussed as well as near-net-shape processes including casting, powder metallurgy (P/M), precision forging, and extrusions. Following the pioneering work by T. Saito in incorporating titanium P/M valves into the Toyota Altezza family automobile fi ve years ago, work in this area appears to be expanding with a greater urgency in Japan and Europe (where gasoline is 3–3.5 times the price it is in the United States). For an update on what’s new in titanium, read the articles featured in this issue of JOM. You’ll note that the papers range from research work on titanium components to dental use of titanium. The articles on titanium in the family automobile and powder metallurgy titanium review the cost issue.