Microchip Technology Inc. and Rutronik Elektronische Bauelemente GmbH enhanced their existing franchise agreement into the Greater China region (China, Taiwan and Hong Kong). Rutronik now supplies its customers with the entire Microchip product portfolio all over the globe to outsourced manufacturing locations or external assembly companies. As previously offered in Europe, Rutronik now provides design-in support on site and customized logistics solutions also in the new franchise regions. Microchip is placed as another strategic manufacturer supporting Rutronik's global activities.

For two decades now both companies have co-operated closely and successfully with joint product, segment, and franchise strategies. Rutronik now takes the fifth position in the worldwide Microchip network. Microchip is one of Rutronik's most important manufacturers with a large share in the microcontroller sales of the distributor. Besides the 8, 16 and 32-bit microcontrollers and DSC (Digital Signal Controller) solutions, the focal products are analog components as well as serial and flash memories and special wireless solutions. Microchip products are predominantly targeted at Rutronik's focal markets - Industrial, Automotive, Energy, Medical, Home Appliance and Lighting. "By this wide portfolio of innovative products precisely addressing our most important markets, Microchip is one of our most significant partners. By our enhanced cooperation, our customers now benefit worldwide from the products with an excellent price/performance ratio, best design-in support, low system cost and short delivery and development periods", Gerd Fischer, Line Manager at Rutronik describes the situation.

In the centre of the partnership on a global level is currently the transfer business. Direct supply via the Rutronik logistics centre in Hong Kong will shorten the delivery periods and bring down the costs for European companies with locations worldwide. The teams in the Rutronik branch offices Shenzhen, Chengdu, Shanghai, Taipei and Hong Kong ensure the technical and commercial support on site in Asia. "We are pleased to take part in Rutronik's global commitment. That way we will jointly support and supply our existing customers and win new customers and markets", Roswitha Kumpfmüller, Senior Regional Channel Manager at Microchip, says.

About Rutronik (www.rutronik.com)
Rutronik Elektronische Bauelemente GmbH is one of the leading broadline distributors for semiconductors, passive and electromechanical components in addition to storage, displays & boards and wireless products. The markets that the company primarily targets include automotive, medical, industrial, home appliance, energy and lighting. Rutronik also offers photovoltaic and lighting solutions from its subsidiary company Rusol. Wide-ranging services, competent support in the areas of product development and design, as well as individual logistics and supply chain management solutions round off its customer and future-orientated range of goods and services. The company, established by Helmut Rudel in Ispringen/Germany in 1973, employs about 1,200 staff throughout Europe and achieved sales of EUR 793 million in fiscal year 2011.