Case Study: Hadley Industries achieves $4 million sales growth with MSC Software Marc

Simulation Increases Sales $4 Million by Validating New Cold Roll Forming Process for Customer Applications

Hadley Industries, a manufacturer of cold roll formed steel products, faced a significant challenge in validating its complex UltraSTEEL® process. The unique dimpling technique created a geometry too complex for analytical calculations, and physical prototyping was cost-prohibitive, often requiring up to $150,000 for tooling. This high cost was a major obstacle to sales, as customers needed accurate performance data to make buying decisions. Hadley turned to MSC Software and its Marc nonlinear finite element analysis software to find a solution.

Using MSC Software's Marc, Hadley accurately simulated the highly nonlinear UltraSTEEL® dimpling and subsequent roll forming processes. The software's PRE STATE procedure was crucial, allowing them to transfer geometry and material data between simulations. This virtual approach provided reliable results that closely matched experimental data, eliminating the need for expensive physical prototypes in many cases. The solution enabled Hadley to quickly and inexpensively validate product performance for customers, leading to a substantial increase in sales and licensing revenue estimated at over $4 million over three years.

Hadley Industries

Martin English

Design and Development Manager