Roger Wood looked at Dana Holding and saw possibilities. In the past decade the storied Maumee, Ohio, auto parts maker had survived a misguided acquisition binge, a hostile takeover attempt, an accounting scandal, a bankruptcy ﬁling, a taxpayer bailout of two of its largest customers and the Great Recession.
It had dumped a bunch of odd- ball assets, including an olive farm in South America, a jet-leasing business and a ski resort, but with six CEOs in eight years (Wood was the potential lucky number seven), Dana remained adrift, a 108-year-old company in search of a new beginning.
“I found a lot of confusion about what this company was doing and where it could go,” says Wood, 50, in what could be the auto industry understatement of the decade. “But I saw a real jewel in these technologies we had, if we could put them together in a simple, sustainable strategy.” He joined as the CEO in April 2011, ditching a comfy slot near the top of rival BorgWarner, where he’d worked for 26 years.
If that seemed like a fairly suicidal career move then, it doesn’t anymore. Written off for dead after going bankrupt in 2006, and then racking up another $1.1 billion in losses after emerging into the teeth of the recession in 2008, Dana is—impossibly—back. It returned to proﬁtability (barely) in 2010 and is now on a roll, with six consecutive positive quarters. Year-to-date net income is $212 million, and third-quarter adjusted EBITDA (Earnings before interest, taxes, depreciation and amirtization) margin improved to 11 percent, despite a 12 percent drop in sales. “The transformation of the company is very much on track,” says Barclays analyst Brian Johnson, who calls Dana “one of our top choices in a rocky market”.
Founded in 1904 after Clarence Spicer patented the encased univer- sal joint, which enabled the modern- day automobile, Wood saw similar engineering prowess buried inside the company now. Under Wood, Dana would build three things: Drivelines (which transfer power from the transmission to the axles), sealing systems (which reduce oil consumption and emissions) and thermal-management systems (which control temperatures in batteries and other components).
Growth would come from devel- oping products that make vehicles cleaner, more efficient and better-performing. It used a proprietary magnetic-pulse welding process, for example, to develop a lightweight, one-piece aluminum driveshaft that improves fuel efficiency for both light vehicle and commercial truck customers. Another Dana technology speeds the warmup phase when a vehicle is started, reducing emissions and improving fuel economy.
Wood also stepped up efforts to grow in places outside the US. Last year, for instance, Dana sharply raised its stake in a Chinese joint venture with Dongfeng Motor, China’s leading manufacturer of commercial vehicles, from 4 percent to 50 percent. Dana’s geographic footprint has changed dramatically. As recently as 2009, 51 percent of its revenues came from North America.
By 2011, that ﬁgure was down to 39 percent, with Europe accounting for 25 percent; Asia, 20 percent and South America, 16 percent. Today, Dana operates 96 major facilities in 27 countries and develops technology in 15 regional engineering centres around the world.
(This article is excerpted from the latest Forbes India 21 December, 2012 issue which is now available at news stands and book stores. You can buy our tablet version from Magzter.com)