STRONG3000 Chairman of the Board Yalçın Kaya: "We are launching the artificial intelligence revolution in paint shops"

Report: Gamze Ünal
Photos: Oğuzhan Dağıstanlı

In an interview with STRONG3000 Board Chairman Yalçın Kaya, we discussed the details of the world-patented "Owl" technology that has eliminated operator dependency in the sector and increased raw material savings to 50 percent. Kaya emphasized that the intelligent systems developed by his brand, which exports to more than 60 countries, with a "dark factory" vision have fundamentally transformed production processes by completely eliminating the need for manual touch-ups.

You are someone who comes from within the sector, built from the ground up. Could you tell us about the journey from the beginning of your professional life to the founding of STRONG3000?
I first became acquainted with the sector when I was 17 years old; I am 50 today, so I can say I have dedicated almost my entire life to this sector. I actually started my professional career at age 11 as a television repairman. I was a curious child who was not very keen on school. When my father placed me with an electronics repairman in Feriköy, I became familiar with the technical world. My passion for electronics drove me at 16 to open my own workshop on the top floor of our home. Even at that age, I was determined to stand on my own feet. I opened a small 25-square-meter shop in Perpa Shopping Center. During that period, I began repairing card boards from European giants like Wagner and Gema. I advanced in the sector working entirely on my own initiative and curiosity, not under anyone else. After military service, I transitioned to a production-focused structure and established my first manufacturing facility in Örnektepe. The years 1998-1999 were times when we worked day and night, experiencing both the pains and joys of production.

How did the process of transforming the STRONG3000 brand into a global brand take shape?
The foundations of STRONG3000 were actually laid in 2002. Before brand registration, I had spent approximately three years producing under the "Legend" brand on my own. As of 2003, we established the STRONG3000 brand and since then have achieved continuous growth momentum. During this period, we expanded the business by forming partnerships with experienced names from the sector. We expanded our operations with subcontracting facilities we established in the Ümraniye area.

Our core vision here was to be not just a company selling products, but one that shapes the sector and determines technology. Through our work, we produced technologies that the sector needed, and sometimes technologies the sector was not even aware it needed. At the point we have reached today, we export to more than 60 countries. Nine years ago, we made strategic investments in Iran, and seven years ago in Adapazarı. STRONG3000 is today a Turkish brand that has grown to become a global player with dealers and solution partners in the global market.

What were your first products within STRONG3000? How have you undergone technological evolution over time?
We started production initially with powder coating guns. We then moved on to enamel systems and the production of booths, which are an integral part of these systems. We made a difference in the market by developing "current-regulated" technology in powder coating guns. However, the real turning point for us is the "Owl" technology, which is the result of a three-year R&D process and is a world first. We obtained the world patent for this technology, and this is a major source of pride for us.

Thanks to Owl technology, our customers will now have the "dark factory" and "dark paint booth" concept. This system is a completely automation and artificial intelligence-supported project that eliminates the operator factor. Through homogeneous application, we both achieve raw material savings and bring quality to an incredible level. Our field tests and mold work are complete; our system is currently in active use. We will conduct the official sales launch of this revolution at the trade show in Germany.

How does the Owl technology you mentioned work in integration with the Smart AI and Elite Plus systems?
While Owl technology represents the mechanical and application intelligence of the operation, Smart AI forms the control center of this system. The biggest feature of this machine is that you can adjust the desired amount of paint, kilovolt value, and microampere per square centimeter according to the geometric structure of the product. In traditional systems, what we call "touch-up," where humans intervene in areas the robot cannot paint, becomes history with this technology. Whatever the indentations or protrusions of the product, the machine ensures homogeneous thickness is achieved in every area. This is a completely proprietary patented invention of ours that none of our European competitors possess.

Our OWL motorized powder coating gun system is built on five key advantages. First, with its 60-degree multi-angle movement capability, we provide maximum access to every point in upward, downward, left, right, diagonal, and even circular directions. When we combine this flexibility with robotic precision, every coating operation can be repeated at the same standard quality.

In terms of efficiency, thanks to our motor-controlled system, we have made powder flow completely stable and reliable. This also gives us very high transfer efficiency; in other words, we significantly reduce our costs with less powder waste. Finally, our machine is fully Industry 4.0 compatible; it can work in full integration with artificial intelligence-supported smart production lines.

What will this technological transformation change in industrial painting processes? What are the concrete advantages it provides to companies?
This technology will take all conventional production practices to an extraordinary level. Only two people will be needed in the factory—one to load and one to unload products; the human factor will be completely removed from the painting process. This means 24-hour error-free and standard production. We anticipate raw material savings ranging from 20 to 50 percent depending on product geometry.

You know, in powder coating, applying thick layers is not an indicator of quality; what matters is a controlled and homogeneous coating. This savings and quality improvement will tremendously increase our companies' competitive strength in the global market.

What are the most fundamental characteristics that set you apart from your competitors?
We produced the first artificial intelligence-supported machine in the world. We also developed for the first time globally the robot system with movement capability on its own axis, where six separate guns can move independently on the X, Y, and Z axes. Our strategy has always been built on "doing firsts." As a Turkish brand, we have dedicated our lives to being a technology leader in the world and having a voice in the sector.

Could you tell us about the kitchen of these innovations, that is, your R&D center?
The greatest force behind our success is our R&D center and our field managers. Our field managers continuously analyze the market, identify needs, and share this data with our R&D team. As a result of serious discussions and dialogues, sometimes negative ideas are eliminated, and sometimes projects that will be world firsts emerge. This collective intelligence is the real element that makes STRONG3000 a technology leader.

What approach do you take regarding sustainability, energy efficiency, and environmentally friendly production?
Energy efficiency in our systems is at the highest level. The suction groups and motors in our booths automatically adjust themselves according to the number of guns and spray intensity; this provides significant electricity savings. Additionally, we do not use stack systems in our filtration systems. With nanofiber technology that has 0.5-micron permeability, we completely retain the dust in its own tank. We operate with a "green facility" vision that does not harm the environment. Producing technologies that are sensitive to human health and the environment and prevent raw material waste is our debt to the future century.

Which sectors dominate your customer portfolio?
Particularly the white goods sector is one of the areas where we are strongest. We establish facilities for global giants like BSH (Bosch-Siemens), Arçelik, and Simfer. These large companies at a global scale increase their production quality and competitive strength through our automation systems.

What would you like to say about your after-sales services and future goals?
We have dealers and technical service teams in approximately 60 points worldwide. We are in constant coordination, ready to intervene at any moment to ensure our customers' production does not stop. As for our future goals; 2024 and 2025 were challenging years for the world, but we used this period to accelerate our R&D activities. From 2026 onwards, we aim to spread these new technologies to the global market faster.

Finally, I would like to add this: State support for industrialists is critical. Just as Germans pass the "Made in Germany" brand down from grandparents to grandchildren as a legacy, we want to make the Turkish brand a global value. I also call out to our colleagues in the sector; please stop copying. Reverse engineering is the easiest way. Let us devote time to innovation, as we have done, and produce something that does not exist so that we can truly have a voice in the world.