MRS Electronic, Ionnic partner in Australian market

MRS Electronic, a provider of smart electronic solutions and systems for the automotive and off-highway industry, has entered a distribution partnership with Australian company Auto Electrical Imports Pty Ltd. (AEI), known in the market under the brand name Ionnic. With this collaboration, Ionnic becomes an official MRS Electronic sales partner for Australia and New Zealand.

The partnership is intended to address what the announcement described as “the growing demand for intelligent control solutions for construction machinery, agricultural equipment and special vehicles in Australia.” MRS Electronic solutions include hydraulic and lighting control, DC motor control, sensor data processing and parameterizable relays as well as CAN-based HMIs and gateways.

Founded in the 1980s, AEI has grown from a small startup to a leading supplier of automotive electrical products in the Asia-Pacific region. It has more than 60 employees, 15 full-time sales professionals and an established distributor network.

“Being Australian owned, operated and equipped with in-house engineering, manufacturing and sales support allows us to provide solutions that specifically meet our market’s needs,” said Norman J. Haupt, managing director of AEI.

With the partnership, OEMs, system integrators and fleet operators in Australian and New Zealand will now have easier access to MRS Electronic solutions, with local engineering expertise, fast delivery and dedicated support through Ionnic’s Brisbane-based operations. The partnership also aims to drive forward key trends such as electrification, digitization and automation in the mobile machinery and vehicle sector.

“This is an important step for us,” said Nikolay Yurchenko, responsible for Sales Partner management at MRS Electronic. “With Ionnic, we have found a strong sales partner who shares our commitment to quality and service. Together, we can better serve the growing needs of the Australian market.”