Rebirth 99 to become a car giant

2004 was the year when Nanshan Auto Parts sprinted to the international auto giants.

After setting the general direction, the frequency and enthusiasm of the sales department to contact various OEMs have increased a lot.

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

"Mr. Cao, just now the staff of Deutsche Volkswagen reported that our alternator 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 unwilling to modify the software of the ECU according to our parts. .”

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

When Zeng Tingting reported this issue, she was very upset and angry.

The price of generators and starters produced by Nanshan is 20% lower than that of Bosch, and the technical parameters are not worse at all, and some data are even better.

Under such circumstances, after several months of contact, the R\u0026D personnel at Volkswagen Wolfsburg have already had a great intention to consider including Nanshan's generator and starter as an alternative supplier of the engine platform.

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

It is then up to the factory procurement in each country to select the right suppliers to supply these parts.

Prior to this, most of Volkswagen's generators and starters were supplied by Bosch, and Valeo and Delphi also supplied a small part.

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

"Some ECU parameters are normally defined by Volkswagen's R\u0026D personnel. They can ask Bosch to modify the ECU software according to 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 is not so powerful that it can influence the R\u0026D work of the public, right?

"The reason is indeed the same, but the ECU part is basically handed over to Bosch for research and production by the public, and its own research and development 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 into the new generation of turbocharged engines and dual-clutch gearboxes, so for the design of some parts, even fewer resources have been invested."

"Of course, Volkswagen's R\u0026D personnel must also have a certain bias, otherwise Bosch would not be allowed to play like this."

Zeng Tingting obviously felt something was wrong with this matter.

"Mr. Cao, Bosch's ECU development work, if it is a model produced in China, it is said that it is all handed over to United Electronics. Could it be that they are playing tricks on it?"

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

For the world's major auto parts companies, she has made a lot of effort to understand them.

So now that Cao Yang and Zeng Tingting talked about ECU and Bosch, she couldn't help interjecting.

"United Electronics?"

"It's really possible!"

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

In order to keep their orders, these people will use any means.

"Using our generator and starter 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\u0026D personnel and purchasers should still be very interested."

"The control logic of the current ECU is not so complicated, and the workload of changing the software will not be very large."

"Let's get in touch with Volkswagen's developers again to see what the deep-seated reasons are behind it."

"Losing an order for a generator and a starter is not a serious matter in itself."

"But if Bosch is specifically blocking our access to Volkswagen's supply system, then the impact will be great."

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

The development of Volkswagen in China in the next ten years or so will definitely be booming.

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

There are many parts made by Bosch, many of which can be made by Nanshan.

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

...

"Mr. Liu, Wolf Castle has suspended the generators and starters that propel Nanshan."

"Without the cooperation of ECU, it is impossible for Nanshan's products to perform well."

"We can even make the ECU output some unfavorable signals 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 Huaxia, Ren Cai naturally guarded her business like an old hen guarding her cubs.

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

But their added value and importance are not low.

Ren Cai worried that after Nanshan's generators and starters entered the supply system of Volkswagen, they would immediately expand to other parts.

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

For Bosch, it would be fatal.

More than half of the business of Bosch's automotive sector now comes from engine-related components.

If the basic disk is not stable, can other parts be expected to withstand it?

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

"Last month, the engine parts from Nanshan were shipped to the headquarters. Did they analyze and draw any conclusions?"

"I listened to the preliminary analysis of the people in the technical department and believed that Nanshan will be our biggest competitor in China in the future."

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

"So what is Nanshan's engine parts technology like, we must figure it out."

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

Liu Zhenbo is a native of China. He studied abroad in Germany for a Ph. D., and then joined Bosch in Germany.

The year before last, he was transferred to Huaxia as the sales director.

It can be said that Bosch has done a good job in the adoption of talent localization.

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

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

Unlike European and American companies, it is 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, but according to the testing projects that have been done 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, both in terms of lightweight and durability, the opponent seems to have some excellent performance."

"That's why Volkswagen's developers will be very interested."

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

The technology of Nanshan's products is not inferior to that of Bosch's, but the cost is a bit cheaper.

If this is approved by the public, how will the business be done in the future?

"The stalls in Nanshan are so large, it is impossible for all the parts to be well made."

"In recent years, they have also recruited a lot of people from various parts manufacturers. We also have to find a way from this aspect and better understand the actual situation in Nanshan, so that we can make targeted moves."

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

In this way, his pressure suddenly increased.

"I'll make arrangements to see if I can get 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!"

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

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

"No matter what the position is, it is for the company."

"Speaking of which, I would like to congratulate Mr. Cao. I heard that your turnover exceeded 30 billion last year, which is truly amazing."

Li Jianfeng is still very concerned about Nanshan.

After all, Nanshan's development can be said to have been witnessed by him.

Otherwise, once the Spring Festival is over, the first supplier to be seen is Nanshan.

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

No matter what the purpose of the visit is, they often don't get into the theme at the beginning, but greet each other first.

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

"I haven't been back. He went to Southeast Asia for vacation, and he won't come back to work until next week."

The two exchanged pleasantries for ten minutes, and then Cao Yang said: "Manager Li, before Shanghai Volkswagen helped push forward the review plan to change suppliers of generator and starter parts. latest feedback."

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

"In this way, there is no way to withdraw the proceeds from the previous review."

"Manager Li, have you heard about this matter?"

Hearing Cao Yang's question, Li Jianfeng was a little surprised.

"ECU manufacturers are unwilling to cooperate?"

"We didn't replace the ECU, but just wanted 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 of the purchases are not favorable to industry-leading suppliers like Bosch.

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

Even the quotation is a one-off price without any quotation details, which makes the procurement of OEMs very uncomfortable.

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

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

Everyone's virtue is similar.

"I think so too. In China's auto market, the competition has become more intense than before."

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

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

"And the selling price of the whole vehicle is constantly falling, and the purchase of the bankrupt needs to reduce the cost."

"Bosch used its first-mover advantage and monopoly advantage to set up barriers to prevent us from supplying starters and generators in Nanshan, which actually harmed the interests of the public in Shanghai."

To persuade the other party to accept your plan.

The most important thing is not how good the program is for yourself.

Instead, let the other party know what benefits this plan will bring to them, and what will be lost if they don't do it.

Obviously, Cao Yang is using this tactic now.

Sure enough, after Li Jianfeng heard it, he also had a big opinion.

"This VA proposal was brought up by us with Deutsche Volkswagen last year. If there is no way to realize it now, then this year's cost reduction target may not be achieved."

"Mr. Cao, let me confirm again. In addition to giving you feedback on the problem just now, Volkswagen R\u0026D personnel also said that your products have other problems?"

Whether public or private, Li Jianfeng obviously supports Nanshan.

The wishes of the New Year and festivals are not expressed in vain.

Taking this opportunity to teach Bosch a lesson and reduce the cost by the way is also a good thing for the people of Modu and Li Jianfeng personally.

In this way, his enthusiasm will naturally be high.

"No more! There is no other feedback and any problems."

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

Cao Yang gave the answer with certainty.

Whatever the main engine factory needs and wants, he will try his best to work towards it.

Sure enough, after hearing Cao Yang's words, Li Jianfeng said without much hesitation: "I'll report to Bu Defan, and then contact Wolf Castle."

"If it doesn't work, let's ask Bosch to come over and talk."

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