Platinum is primarily an industrial metal. It is a critical material for many industries and is considered a “strategic metal” by the US Government as a military resource. It is estimated that about 20% of the products purchased by modern consumers either contain platinum or use it in production. Total demand for platinum falls into eight broad categories:

· Automotive – used in catalytic converters, spark plugs, and sensors

· Jewellery – as a substitute for gold

· Chemical processing – also as a general catalyst

· Electrical/electronics – for high-temperature and non-corrosive wires and contacts

· Glass – dies and process technology

· Petroleum refining – as a catalyst for crude oil cracking

· Dental/Medical – equipment and reconstructive

· Investment – bullion and coins
Automotive

Automotive demand for platinum consumes a large share of platinum production. Platinum is the active element in catalytic converters that convert unburned hydrocarbons into carbon dioxide and water vapour. Other automotive uses include oxygen and ozone sensors for antipollution subsystems. Recently, platinum is being used as an electrode material in long-life spark plugs. Being one of the largest consumers of the metal, platinum demand is highly correlated to automotive industry cycle, and therefore price.

Automakers are aggressively experimenting with ways to eliminate expensive platinum-based emission-control components. New “lean-burn” technologies are being developed by auto manufacturers to reduce or eliminate the need for catalytic converters. These techniques use sophisticated computer control of engine parameters to reduce emissions. Such breakthroughs would substantially reduce platinum demand and put downward pressure on the price of the metal. Other challenges to platinum in autocatalyst use come from its sister element palladium. Palladium can be used as a substitute along with other platinum group metals as a catalyst agent. Although palladium is not quite as effective as platinum, it will be substituted if the price of platinum rises too high.

On the bullish side, new automotive uses for platinum are on the horizon that could substantially increase demand for the metal. Manufacturers are experimenting with fuel-cell power plants for electric cars. These fuel cells utilize platinum to catalyse a chemical reaction using hydrogen that creates electrical energy but generates no harmful emissions. Government emissions and fuel-efficiency mandates are accelerating research in this area. It will probably be at least a decade before fuel cell automobiles enter widespread use.
Jewellery

Platinum has become a very popular choice for modern jewellery, displacing significant gold demand. Its hardness and durability allows it to be used in purer form for secure stone settings. It is much superior to silver because of its resistance to oxidation and discoloration. Its rich hue and reflectivity enhances the brilliance of precious stones. Platinum is hypoallergenic which makes it the best jewellery choice for people who suffer reactions from other metals or 14k (alloyed) gold.

Platinum jewellery has been particularly popular with Asian consumers. Many Asians feel that platinum has a more pleasing contrast with the Asian skin colour than other metals. Other ethnic groups have started to purchase platinum for similar reasons. Platinum also seems to have a marketing advantage over gold or silver. Products and awards with the “Platinum” designation are typically considered superior those labelled “Gold” or “Silver”. This gives platinum jewellery items additional prestige.
Chemical Processing

Platinum is used as a catalytic agent in processing of nitric acid, fertilizers, synthetic fibers, and a variety of other materials. In catalytic processes, the catalyst material is not consumed and can be recycled for future use. This makes chemical demand for platinum quite volatile. Platinum is essential in many of these processes and there are few satisfactory substitutes.