Rebirth 99 to become a car giant.

Chapter 251 Bosch takes action

2004 was the year when Nanshan Auto Parts made a sprint to become an international automobile giant.

After setting the general direction, the sales department's frequency and enthusiasm for contact with various OEMs increased a lot.

But this time, the resistance everyone encountered was much greater than before.

"Mr. Cao, the people at Deutsche Volkswagen just reported that our generator and starter need to be developed in conjunction with the ECU, but Bosch does not agree to open some interface parameters to us, and is not willing to modify the ECU software according to our parts. ."

"Without Bosch's cooperation, our parts would not be able to be installed on Volkswagen's engines. Even in the future, a large number of engine parts will not be able to enter Volkswagen's supporting system because of this problem."

When Zeng Tingting reported this problem, she felt very unhappy and angry.

The price of generators and starters produced by Nanshan is [-]% lower than that of Bosch. The technical parameters are not worse at all, and some data are even better.

Under this situation, after several months of contact, the R&D personnel at Volkswagen Wolfsburg have a strong intention to consider including Nanshan's generators and starters as alternative suppliers for the engine platform.

Since many engines are platform products, Volkswagen generally develops and approves two to three suppliers to correspond to some important parts.

Factory procurement in each country is then responsible for selecting suitable suppliers to supply these parts.

Prior to this, [-]% of Volkswagen's generators and starters were produced by Bosch, with Valeo and Delphi also supplying a small part.

Now that Nanshan has entered, Bosch is naturally not happy.

"Normally speaking, some parameters of the ECU are defined by Volkswagen's R&D personnel. They can ask Bosch to modify the ECU software based on the conditions of the starter and generator, right?"

As soon as Cao Yang heard Zeng Tingting's report, he felt something was wrong.

Bosch is very powerful, but it's not powerful enough to influence the public's R&D work, right?

"This is indeed the truth, but the ECU component is basically handed over to Bosch for research and production by the public, and its own R&D strength is actually not enough."

"More often, they focus on the overall design of the engine and gearbox."

"Especially in the past two years, it is said that Volkswagen has invested a lot of energy in the new generation of turbocharged engines and dual-clutch gearboxes, so it has invested less resources in the design of some parts."

"Of course, Volkswagen's R&D personnel must also have a certain bias, otherwise they would not let Bosch perform like this."

Zeng Tingting obviously felt something was wrong with this matter.

"Mr. Cao, if Bosch's ECU development work is for models produced in China, it is said that all of it is handed over to United Electronics. Could it be that they are doing something wrong?"

Although Mi Ying's last job on the side was in a bank, after entering Nanshan, she also spent a lot of effort to understand the main parts of the car.

She has made great efforts to understand the major auto parts companies in the world.

So now that she heard Cao Yang and Zeng Tingting talking about ECU and Bosch, she couldn't help but intervene.

"United Electronics?"

"It's really possible!"

When Zeng Tingting thought of United Electronics' joint venture background, she immediately agreed with Mi Ying's guess.

This group of people will use any means to keep their orders.

"Using our generators and starters can not only reduce the cost by more than 200 yuan, but also improve the starting performance and durability of the engine. Volkswagen's R&D personnel and procurement should still be very interested."

"The control logic of current ECUs is not that complicated, and the workload of changing a little bit of software will not be huge."

"Let's contact Volkswagen developers again to see what the underlying reasons are."

"Losing an order for generators and starters is not a serious matter in itself."

"But if Bosch specifically blocks our entry into Volkswagen's supply system, then the impact will be huge."

"Not to mention supplying goods to Volkswagen's overseas factories, the demand for Modu Volkswagen and Spring City Volkswagen alone will be very strong in the future, and we cannot give up easily."

Volkswagen's development in China over the next ten years will definitely be booming.

Naturally, Cao Yang would not miss such a good opportunity.

Bosch makes a lot of parts, and Nanshan can make many of them.

If these parts are avoided, then Nanshan's dream of becoming the world's number one parts company will be a joke.

……

"Mr. Liu, Wolfsburg has stopped advancing the generators and starters in Nanshan."

"Without the cooperation of the ECU, Nanshan's products would not be able to perform well."

"We can even make the ECU output some signals that are detrimental to the test based on the data signals of Nanshan's generator and starter, so that Nanshan's parts cannot pass the verification."

As the sales manager of Bosch China, Ren Cai naturally protects her business like an old hen protecting its young.

Although generators and starters are not like ECU and ESP, they are core parts of Bosch's automotive sector.

But their added value and importance are not low.

Ren Cai is worried that after Nanshan's generators and starters enter Volkswagen's supply system, they will immediately be further expanded to other parts.

After all, Nanshan is a unique supplier that can produce its own 1.5T turbocharged engine. In theory, Nanshan has the production capacity for most parts of the engine.

That would be life-threatening for Bosch.

Currently, more than half of Bosch's automotive segment's business comes from engine-related parts.

If the basics are not stable, how can we expect other parts to withstand it?

So as soon as Nanshan attacked, Bosch's counterattack came immediately.

"Nanshan's engine parts were shipped to the headquarters last month. Have they analyzed and drawn any conclusions?"

"I heard preliminary analysis from people in the technical department and believe that Nanshan will be our biggest competitor in China in the future."

"Especially in the engine field, it will have a huge impact on us."

"So we must find out what Nanshan's engine parts technology is like."

"Then we can take targeted measures to keep Nanshan out of Volkswagen's engine supply system to the greatest extent."

Liu Zhenbo is a Chinese. He studied abroad in Germany for a Ph.D. and then entered Deutsche Bosch.

I was transferred to Huaxia as the sales director just the year before last.

It can be said that Bosch has done a relatively good job in adopting talent localization.

Unlike some Japanese companies, they are absolutely reluctant to give positions above ministers to Chinese people.

Even 20 years later, there will still be at least a few Japanese people in a Japanese company.

Unlike European and American companies, it is very likely that except for the general manager, everyone else is Chinese.

Even the general manager is Chinese.

"All the testing work at the headquarters has not been completed yet, but based on the test projects that have been completed so far, the situation is not very optimistic."

"Nanshan's products are not of low quality and poor performance as everyone imagines."

"On the contrary, whether it is in terms of lightweight or durability, the other party seems to have some excellent performance."

"That's why Volkswagen's R&D people will be very interested."

When Ren Cai said this, Liu Zhenbo became even more worried.

The technology of Nanshan's products is no worse than that of Bosch, but the cost is much cheaper.

If this is approved by the public, how will we do business in the future?

“The stalls in Nanshan are so big, it’s impossible for all the parts to be well made.”

"They have also poached a lot of people from various parts manufacturers in recent years. We also have to think of ways to better understand the actual situation in Nanshan so that we can take targeted measures."

Liu Zhenbo originally thought that his opponents were Delphi, Valeo and Denso, but he did not expect that Nanshan Auto Parts would now be at the forefront.

As a result, his pressure suddenly increased.

"I'll make some arrangements and see if I can get some more specific information."

Ren Cai is quite familiar with Liu Zhenbo's style of doing things.

After listening to some of the words, you will know what to do next.

……

"Manager Li, congratulations on your promotion!"

Everyone in Shanghai, just after the Spring Festival, Cao Yang took Mi Ying and Zeng Tingting to visit customers.

Li Jianfeng, who had dealt with Nanshan before, was promoted at the end of last year.

"No matter what position you are in, you are all serving the company."

"Speaking of which, I would also like to congratulate Mr. Cao. I heard that your turnover last year exceeded 300 billion, which is really amazing."

Li Jianfeng is still very concerned about Nanshan.

After all, it can be said that he has witnessed the development of Nanshan with his own eyes.

Otherwise, once the Spring Festival is over, the first supplier I see will be Nanshan.

"I heard that Bu Defan is now your purchasing director. Has he returned to China during the Spring Festival?"

No matter what the purpose of the visit is, the topic is often not entered into at the beginning, but rather, the person will start by exchanging pleasantries.

Obviously, Cao Yang's visit to Li Jianfeng this time was similar.

"He has never returned. He went to Southeast Asia for vacation and will only come back to work next week."

The two of them exchanged pleasantries for about ten minutes, and then Cao Yang said: "Manager Li, Modu Volkswagen helped promote the review of the plan to change the supplier of generator and starter parts. We got Volkswagen R&D personnel Latest feedback.”

"Because the ECU manufacturers are unwilling to cooperate, some of our verifications cannot be carried out."

"As a result, there is no way to withdraw the proceeds from the previous review."

"Manager Li, have you heard about this?"

Li Jianfeng was a little surprised when he heard Cao Yang ask this question.

"ECU manufacturers are unwilling to cooperate?"

"We haven't replaced the ECU, we just want to replace the starter motor and generator. If Bosch is unwilling to cooperate, it's a bit unreasonable, right?"

Li Jianfeng obviously didn't have a good impression of Bosch.

In fact, most purchases are not favorable to industry-leading suppliers like Bosch.

Because these suppliers have many of their own ideas and company processes, they often don't listen to the buyers of the OEMs.

Even the quotation is a fixed price without any quotation details, which makes the OEM's procurement very unhappy.

However, most of the time, these parts are not determined by the OEM factory procurement, but are basically locked in the research and development stage.

In other words, even if the purchase can be replaced, the replacement manufacturers will be manufacturers of the same level such as Delphi and Denso.

Everyone's moral character is similar.

"I think so too. Competition in China's automobile market has become more intense than before."

"For example, Yangcheng Honda's Accord and Changan Ford's Mondeo have had a great impact on the sales of your company's Passata."

"Spring City Toyota's Vios and Modu GM's Excelle have also had a certain impact on Santana's sales."

"And the selling price of complete vehicles is constantly falling, so procurement needs to reduce costs."

"Bosch is using its first-mover advantage and monopoly advantage to set up barriers to prevent us from supplying starters and generators in Nanshan. This is actually harming the interests of the people in Shanghai."

You want to persuade the other party to accept your plan.

The most important thing is not to say how good this plan is for you.

It’s about letting the other party know what benefits this plan will have for them and what they will lose if they don’t do it.

Obviously, this is the tactic Cao Yang is using now.

Sure enough, Li Jianfeng also had a strong opinion after hearing this.

"We proposed this VA proposal to Volkswagen last year. If there is no way to implement it now, then this year's cost reduction target may not be achieved."

"Mr. Cao, let me confirm again. In addition to feedback to you on the problem just now, Volkswagen R&D personnel also said that your products have other problems?"

Li Jianfeng obviously supports Nanshan in both public and private matters.

My feelings during the New Year and the holidays are not expressed in vain.

Taking this opportunity to teach Bosch a lesson and reduce costs will be a good thing for the people of Shanghai and Li Jianfeng personally.

In this way, his enthusiasm will naturally be high.

"No more! There are no other feedbacks about any problems."

"I even think that as long as Bosch is willing to cooperate, our testing will be completed next month, and we can consider mass production and supply to Volkswagen in the next month."

Cao Yang gave the answer very definitely.

Whatever the OEM needs and wants, he will try his best to work towards this aspect.

Sure enough, after listening to Cao Yang's words, Li Jianfeng said without much hesitation: "I will report to Bu Defan and then contact Wolfsburg."

"If it doesn't work, we'll invite Bosch over to talk."

After hearing this, Cao Yang couldn't help but said: "Manager Li, in fact, we can also make ECUs in Nanshan. If Bosch continues to refuse to cooperate, I think we can also consider using Nanshan's ECUs. The cost can be reduced by at least an additional 100 yuan." ."