May 18, 2011 at 06:07 PM
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Electronics Company Makes Play For Asia Via Indy 500

A Dallas-based distributor of electronic components and semiconductors is taking an interesting route to reach the Chinese market. Mouser Electronics, which increased sales by more than 150% in Asia last year, announced it will be sponsoring Chinese race car driver Ho-Pin Tung in his attempt to be the first driver from China to qualify for the Indianapolis 500. The hope is that by sponsoring the driver, Mouser will be able to strengthen both awareness and supplier relationships in Tung's home country.

“On this 100th Anniversary of the Indianapolis 500, it is a privilege for us to sponsor this talented young Chinese driver in such an historic event,” said Larry Johannes, Mouser Electronics’ Vice President of Strategic Marketing. “As we continue to strengthen our market presence in China, this opportunity provides us the perfect vehicle to build top-of-mind awareness for Mouser and our valued supplier partnerships.”

Included in the sponsorship, will be Mouser's supplier partners including 3M, ebm-papst, Hammond Manufacturing, Littelfuse, Murata, and Omron Electronic Components.

Mouser, which has plans to open more local branch offices in Asia in 2011, is a subsidiary of Berkshire Hathaway's TTI, Inc.