Rebirth 99 to become a car giant

In the era of traditional fuel vehicles, ECU is definitely a very important part.

Everyone who buys a car tends to pay attention to the three major items.

These three parts are nothing more than the engine, gearbox and chassis.

Among the engines, the ECU is the most important.

Even the functions of the TCU on the gearbox of some OEMs are integrated on the ECU.

An ECU, although it looks like electronic components, adds up to only a few hundred dollars.

But in the end, when the OEM buys it back, it will cost 800 to 1,000 yuan.

The profit margins here are obviously very considerable.

The most important thing is that until now, all the ECUs used by the public in Shanghai are now produced by United Electronics, which is a joint venture company of Bosch.

It is very difficult for Shanghai Volkswagen to change manufacturers, and it has not found a good opportunity.

Now that Nanshan took the initiative to provide bullets for Li Jianfeng, his interest naturally came up.

Regardless of whether the proposal can be successful in the end, as long as the purchasing department and the R\u0026D personnel of Modu Volkswagen push forward this project, Bosch will definitely receive related rumors and feel the pressure.

Then whether it is in terms of price reduction or other business matters, the degree of cooperation will be improved.

"Mr. Cao, the 1.5T turbocharged engine produced by Nanshan is excellent, and a large number of parts on it are produced by your own factory, so you said that your company can produce ECU, I believe it."

"But you also know that the ECU is not a simple part. It looks like an inconspicuous small assembly, but it contains CPU, extended memory, extended IO port, CAN/LIN bus transceiver controller, A/D and D/ A conversion port also needs to consider the cooperation of PWM pulse width modulation, PID control, voltage control, watchdog, heat sink, and other electronic components."

"Its software design is also very complicated. It needs to consider various functions such as calculation, control, detection and diagnosis, management, monitoring, etc., and has signal exchange with other modules such as TCU, ESP, and ABS."

"To switch the ECU to Nanshan production, the difficulty is many times higher than that of generators and starters."

Although Li Jianfeng really wanted to promote this project, he still had to figure out the situation and make Nanshan aware of the difficulty of this matter.

Otherwise, the project will be pushed very hard, and if it fails in the end, Nanshan will not remember him at all, and it will be a big loss.

"Manager Li, what you said is very professional and very reasonable."

"As the most important part of the engine, or even the core part of the whole vehicle, the ECU has a very high technical content."

"However, the structure of the ECU is actually similar, except that the control logic of the software is different, and the design of some circuit boards is different, and it is not so complicated to modify."

"If the general public is interested, we can arrange a group of people to go to Wolfsburg to cooperate with the development. On the basis of our current ECU, we can make some modifications, and it can be finalized in half a year at most."

Cao Yang gave a very positive answer with a smile.

At the beginning, Nanshan worked hard on parts such as ECU and TCU.

In the past two years, a lot of people have been recruited to study control parts, which can be regarded as some pre-accumulation of talents for the research and development of future parts such as intelligent network connection and automatic driving.

"If you are really interested, then you can put together a plan, first come and report to our purchasing department and technology department, and then I will formally submit the proposal to Volkswagen R\u0026D."

Li Jianfeng thought for a while, and felt that this matter could be done.

Anyway, if the lawsuit failed, he had nothing to lose.

If it succeeds, it will achieve cost reduction and give United Electronics and Bosch a blow, making them more obedient in the future.

...

It is definitely more difficult for ECU to enter the public supply system than any other part.

It is even a bit more difficult than the gearbox entering the public supply system.

However, since the ECU of Nanshan Auto Parts has already been mass-produced, the performance of that 1.5T turbocharged engine is very good.

Therefore, Bosch immediately knew about this plan as soon as the public in Shanghai proposed it.

Bosch knows it, and United Electronics must know it.

"Mr. Li, if Nanshan's ECU successfully passes the verification of Volkswagen, there is a high probability that it will be used in domestically produced engines first, and it will directly have a very adverse impact on us."

"ECU is one of the company's core products. I think it is necessary to find a way to mess up this matter in Nanshan."

Tang Zimu, as the sales manager of United Electronics, followed Li Jia to participate in the information sharing meeting at Bosch.

At this meeting, Bosch shared with United Electronics the proposals that it had learned about Nanshan Auto Parts.

Bosch is able to be the world's number one in the auto parts industry, and it has to be said that its level in all aspects is quite strong.

In China, they have a number of companies that are joint ventures.

The joint venture with Chuncheng Automobile Group, the Modu Automobile Group, and the United Electronics are even more powerful.

Therefore, Bosch's support for the domestic auto industry is very comprehensive. Almost all OEMs use Bosch's products more or less.

That is to say, the car companies in Korea and Dongying use a little less parts in this area.

In this case, they definitely don't want spoilers to break this rule.

In the past, Nanshan directly produced engines, which was more difficult, and they could still stop it.

But now that Nanshan wants to supply engine parts to the engine factories of various auto giants, it is different.

"From the standpoint of Volkswagen, they definitely hope that more suppliers who meet the technical requirements will enter the shortlist, so that we can force us to reduce prices."

"I'm afraid it will be very difficult for us to keep all the parts 100%."

"However, the threshold for control parts such as ECU has always been relatively high, and we must hold on to it."

"Otherwise, everyone will think that any part produced by Bosch can be replaced in the future."

Li Jia is also thinking about how to deal with this situation with all his strength.

With the rapid development of Huaxia's auto industry, more and more international auto parts giants have invested and built factories in Huaxia.

The competitive pressure faced by United Electronics is definitely increasing.

How to deal with this situation, he, the sales director, needs to think carefully.

"According to the information shared by Bosch and what we have learned from Modu Volkswagen, the ECU in Nanshan was not included in the VA review plan this time."

"However, because the Bosch headquarters did not agree to cooperate with the technical verification of Nanshan's starter and generator, the Volkswagen people were upset, so there was an ECU issue."

Tang Zimu took out the news he had inquired and reported it in detail.

In this way, it gave Li Jia a new way of thinking.

"Although the threshold for generators and starters is not low, relatively speaking, there are still more manufacturers that can produce them."

"I heard that Denso has already set up a factory in China to produce these parts. Nanshan wants to come in to grab the market. We will blindly block it. I guess we can't stop it."

"Let's communicate with Bosch and ask their ECU development department not to disturb Nanshan's starter and generator verification."

"Otherwise, when the VA plan gets bigger and bigger, our situation will be even more passive."

"Anyway, Nanshan's generator and starter have passed the technical verification, which doesn't mean they can be installed on the engines of Modu Volkswagen and Spring City Volkswagen."

"At that time, we can put pressure on the Chinese employees of Modu Volkswagen through the shareholders, and cooperate with a certain degree of price reduction. Nanshan's wishful thinking will probably come to nothing."

Li Jia weighed it quickly and made a decision in his heart.

"That's fine, just stand there, maybe the result will be even more unfavorable to us!"

"However, I think Nanshan still needs to be fully vigilant if he wants to enter the ECU and other control parts."

"Until now, Huaxia's suppliers mainly produce parts with relatively low technical difficulty. Except for Nanshan, no one can do a good job in control parts."

"If this situation is broken in the future, our pressure will be much greater."

Tang Zimu has lived a good life for so many years, and he doesn't want his work to become difficult in the future.

Now United Electronics, the profit margin of each product is very good.

This is still the situation where Bosch headquarters earned a sum of money through the purchase of components such as technology royalties and chips.

Otherwise, the profit margin can be higher.

According to his judgment, as long as Huaxia's suppliers enter a certain field, the price will drop significantly.

This is what United Electronics absolutely does not want to see.

"The world's ECU and other control components are mainly in the hands of us, Denso, Delphi and other manufacturers. I believe that no one wants to see Nanshan, a spoiler."

"We really need to think of a way to see how to seize Nanshan's weakness and let them do the current parts honestly."

"Even their engines, we'd better find a way to make them have some problems, otherwise domestic independent brand car companies are using their engines, which is equivalent to a large number of their ECU and other parts entering the market in disguise."

Li Jia's current emphasis on Nanshan has obviously been raised to a relatively high level.

The market that has been almost monopolized for nearly ten years is finally facing competition and challenges.

At this time, it is time to show his ability as a sales director.

...

Bosch's business scope covers gasoline systems, diesel systems, automotive chassis control systems, automotive electronic drives, starters and generators, power tools, household appliances, transmission and control technology, industrial technology, energy and construction technology, etc.

If Nanshan wants to become the world's largest auto parts company, it is impossible not to compete with Bosch.

Now Bosch has taken the initiative to attack Nanshan, and Nanshan has also started to fight back.

However, Cao Yang's actions were obviously more than that.

"Mr. Liu, I am very grateful for Bosch's previous efforts, but your price is too expensive."

"For the ESP of this new model, we have to consider other manufacturers."

Geely Auto, Purchasing Director Hou Liang is talking with Bosch's Liu Zhenbo about the annual price cut in 2004.

As one of the means, the fixed point of the new model project must be taken out and put to good use.

Bosch only intends to drop by 1% this year, which is unacceptable to Hou Liang.

Therefore, the results of the new model ESP project just designated were revealed.

Sure enough, after saying this, Liu Zhenbo's expression immediately changed.

While most of Geely's models are not equipped with ESP, only a few high-end derivatives are equipped.

But this is not a good sign.

"Hou Bu, in 1995, Bosch became the first supplier to mass-produce the electronic stability program ESP."

"Until now, there is no supplier in the world that can produce ESPs that can match ours. Not even Denso."

"ESP is a revolutionary advancement in the field of driving safety. It is praised by safety experts as the most potential car safety technology after seat belts. It protects the safety of drivers by judging whether the vehicle is in danger of skidding and responding in time. "

"If substandard products are used, not only will it fail to protect safety, but it may also have a counterproductive effect."

"Does Geely need to seriously consider this issue?"

Liu Zhenbo never thought that he would lose the order in the ESP project, which is simply impossible.

But now the impossibility seems to be becoming possible.

So his tone of voice became a little anxious.

"Mr. Liu, you are right and very reasonable."

"However, our development team has fully verified other ESPs (normally, only Bosch's system can be called ESP, and Bosch has registered a patent; similar products from other manufacturers need to be renamed; but for better understanding, continue here It’s called ESP), which fully meets our needs, so you don’t need to worry about security issues.”

Hou Liang's tone was also a little bad.

Feeling that if we don't use your Bosch products, there will be safety problems?

BYD's F6 is also fine now, and there is no problem at all.

BYD dares to eat crabs, and Geely Automobile has no reason not to.

Not to mention that the paper performance of Nanshan ESP is a bit better than that of Bosch, and the 30% cheaper price is more convincing than anything else.

Bosch actually sells a set of ESP for 1,200 yuan, which is simply stealing money.

"Hou Bu, can you tell us who we lost to?"

Liu Zhenbo was very unwilling, he wanted to know who stole his cake.

It is absolutely unbearable to have something in your mouth taken away by someone.

"It doesn't matter to tell you, the supplier we use is the same as BYD F6."

Seeing the change in Liu Zhenbo's attitude, Hou Liang became more confident in the next annual price reduction negotiations.

"Nanshan?"

"Hou Bu, Nanshan's ESP has not been fully verified by the market at all. Is Geely Auto too risky?"

Liu Zhenbo still wanted to pour some dirty water on Nanshan, but the effect was obviously not great.

"There's no need for Mr. Liu to worry about this. Let's get back to the topic and see how this year's annual price reduction will correspond."

Hou Liang picked up the teacup and took a sip very well.

It's rare for Bosch to be deflated sometimes.

"If your company is willing to give us another chance, the price of this ESP, we can also consider applying for a preferential price from the headquarters to Geely Automobile?"

Even if the order volume is not large, Liu Zhenbo does not want a new supplier for ESP.

This will serve as a very bad example for other car companies.

Before BYD F6, because it was BYD's first model, many people didn't pay attention to it.

Even before the launch, everyone did not know that the F6 high-derivative models were equipped with ESP.

It's different now.

Geely Automobile's influence among domestic independent brands is still relatively large.

"Mr. Liu, the ESP project has been finalized, and there is no way for us to backtrack."

"However, if the parts provided by Bosch are competitive, we can continue to cooperate on other new models."

"Otherwise, we are already proposing to review and switch to Nanshan supply for the mass-produced ESP. The cost reduction pressure of our purchasing department is really too great."

Hou Liang will definitely not let go at this time.

Negotiation is a game.

If you don't let the other party feel the deterrence of your own means, then the effect will never be that strong.

"Hou Bu, if our annual price reduction this year meets your company's requirements, can we support the new model?"

Liu Zhenbo felt as if he had been stuffed with shit, and felt uncomfortable all over.

This situation was something he had never imagined.

"Now the domestic auto industry is becoming more and more competitive."

"We want to provide consumers with models with higher configuration, but there is no way to increase the price."

"So looking for cheaper parts suppliers is something that has to be considered."

"For the order of new models, we still need to see your company's quotation before we can consider it."

"But I believe that Bosch's QCD level is absolutely top-notch in the industry."

Hou Liang refused to let go of his life and death.

How can you give up so easily after you finally got a hold of others?

"Our annual price reduction, the headquarters approved 1% of the budget."

"If more review is required, an internal re-report is required."

"But Hou Bu, don't worry, I will definitely push forward with all my strength and strive to achieve your company's goals."

Although Liu Zhenbo was very upset, he could only go on like this for now.

However, as soon as he left Geely, he immediately shared this information within the company.

As a result, all sales managers naturally went to ask the customers they were in charge of, whether there were any similar situations.

Soon, some information came back one after another.

"Mr. Liu, the ABS system of Great Wall Motor is also planning to use the ABS produced by Nanshan Auto Parts, and it is expected to be officially mass-produced by the end of this year."

"In future new models, it is very likely that they will not use our ABS anymore."

"As for ESP, although we haven't received accurate information yet, the hesitant attitude of the other party's procurement seems to mean that we may be replaced in the future."

After Ren Cai reported the news to Liu Zhenbo, a sales manager next to him also said; "I heard some rumors from Shanghai GM. It is said that the R\u0026D center of GM headquarters has now received samples of Nanshan ESP. Nanshan is going to open an office in Detroit to assist Ford and General Motors in technical verification of some parts."

"At that time, they may also use Nanshan's ESP."

When Liu Zhenbo heard the news, none of it was a good thing, and his frown became deeper and deeper.

Why did the situation suddenly become like this?

Although a lot of work is just beginning, it will take time to formally enter mass production.

But this is definitely not a good sign.

"Is this Nanshan finished?"

"Why is everyone competing against our Bosch parts?"

"Could it be that they really thought they could arm-wrestle with Bosch?"

"Can their gold content, the number one auto parts company in China, compare with ours?"

Liu Zhenbo was a little out of breath.

Nanshan recommends its own products to various OEMs in an all-round way. Although it may not be successful in the end, it will definitely bring great pressure to Bosch.

Don't be afraid of ten thousand, just in case.

"Mr. Liu, does this matter have something to do with the fact that the headquarters blocked the verification of Nanshan's starter and generator?"

"After this incident, I heard that Nanshan united with the public of Magic City and put forward a VA proposal that the ECU should also be verified."

"So many new news came out immediately after that, I think there may be a certain connection between these things."

Ren Cai sorted out the events of the past six months and gave her own judgment.

"Call the people from United Electronics and discuss it together to see what to do next."

"We can't let Nanshan mess around like this!"

Liu Zhenbo felt that what Ren Cai said made sense.

If the source is that the ECU development team made a stumbling block against Nanshan, then it makes sense that Nanshan began to retaliate.

However, no matter what he wanted, he couldn't accept it.

Bosch has always been the only one who bullies other manufacturers. When will it be the turn of China's suppliers to bully Bosch?

...

"Everyone, the above are the introduction materials related to Nanshan. What do you think?"

At the Bosch Huaxia sales system special meeting, all the sales managers in neat suits, who looked like elites, gathered in the conference room to discuss how to deal with Nanshan.

Bosch as a whole had a turnover in China last year of just over 10 billion yuan.

But what about Nanshan?

It has reached 30 billion!

It's okay if you don't tidy it up, but once you tidy it up, Bosch's sales elites immediately get nervous.

"As the component supplier with the highest technical level in China, Nanshan has achieved great results in both engines and gearboxes."

"Especially the 6AT automatic transmission, which completely fooled Aisin and ZF, and won orders from many car companies."

"And their 1.5T turbocharged engine was installed on the BYD F6 last year, and now it has produced more than 50,000 units."

"It is said that Geely Automobile, Great Wall Motor, Changan Automobile, Chery Automobile and other Chinese independent brand car companies will also launch models equipped with this engine this year."

"This means that Nanshan has the strength to produce all the parts on the engine and has formed a very strong competitive relationship with us."

When Ren Cai said this, everyone looked even more solemn.

How should we break this situation?

"Before, Nanshan's CNC system for machine tools won the first prize of the China Science and Technology Progress Award, which means that their technical level in the field of control is still very solid."

"Otherwise, they would not be able to produce parts such as ECU and TCU by themselves."

"Even parts such as ABS and ESP are now being recommended to various OEMs on a large scale."

"I think everyone still needs to pay enough attention, otherwise Nanshan will take away more and more market share in the future."

Tang Zimu also expressed his views on the side.

During this period of time, he can be considered to have fully felt the pressure brought by Nanshan.

"Even parts like ECU can be produced by Nanshan, and they still want to pass the technical verification of Volkswagen. This is absolutely unacceptable."

"Other Huaxia companies generally do body stamping and injection molding parts. Even if they produce some functional parts, they are all parts with relatively low technical content."

"But Nanshan is different. They want to make almost any parts now, and they have made many key parts."

"This sign must attract everyone's attention, and it is even necessary to unite with some other colleagues to jointly deal with this changing situation."

When Li Jia said this, the others couldn't help but nodded.

Everyone divided the cake well, and now a person who flipped the table came.

Who can stand it?

"What Mr. Li said is very reasonable. We really need to pay attention to Nanshan's actions."

"This time we just blocked them through the ECU, and they turned out to be good people in Shanghai, saying that they can also make ECUs, and what they do is better than us, and the price is lower than ours."

"This is simply messing around and will completely disrupt the market order."

"We have to find a way to put a spell on Nanshan, especially in terms of control system parts."

Liu Zhenbo's resentment towards Nanshan deepened when he thought of the scene he encountered at Geely Automobile a few days ago.

Whether Bosch can continue to live a good life in Huaxia in the future depends on whether Nanshan can be held down.

"Nanshan is now the most valued private enterprise in Yangcheng, and has won many awards from China. The company still has nearly 20,000 employees."

"In this case, if we apply pressure through normal means, or through some of our partners, I am afraid it may not have much effect."

"Especially when they are still fighting a price war with us, the effect of these measures is even worse."

"The best thing for everyone is to be able to find the weakness of Nanshan, directly on some of the core parts, and limit their development."

"Even if there is no way to kill them, we must make their development full of uncertainty, so that OEMs dare not easily use Nanshan's products."

"Especially ECU, ESP and other control products."

Li Jia naturally fully agreed with Liu Zhenbo's point of view, so he put forward a more direct point of view on this basis.

However, it is easy to put forward a point of view, but it is not so easy to come up with a plan that everyone thinks is feasible.

Discussions went on and on, until it was almost time to get off work, Ren Cai had an idea in his mind, and a very special idea suddenly popped up.

"I thought of a plan, which may limit the development of Nanshan control parts from the root!"

As soon as she said this, all the participants immediately turned their attention to her.

After thinking about it for so long, I didn't think of any good way. Now that Ren Cai is so surprised, it's worth looking forward to.