2004 is a year for Nanshan Auto Parts to sprint to the international automobile giant.

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

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

"Mr. Cao, just now the personnel on the Deutsche Volkswagen side have reported that our generators and starters 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, then our parts will not be able to be installed in Volkswagen's engines, and even in the future, because of this problem, a large number of engine parts will not be able to enter Volkswagen's supporting system."

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

The generators and starters produced by Nanshan are two percent lower than those of Bosch, and the technical parameters are not worse at all, and some of the data are even better.

In this case, after several months of contact, the R&D personnel on Volkswagen Wolfsburg have a great 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 or three suppliers for some important parts.

It is then up to the factories in each country to source and select the right suppliers to supply these parts.

Prior to this, Volkswagen's generators and starters were eighty percent Bosch in the majority, and Valeo and Delphi also supplied a small portion.

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

"Some parameters of the ECU are normally defined by Volkswagen's R&D personnel, and they can ask Bosch to modify the ECU software according to the situation of the starter and generator, right?"

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

Bosch is very powerful, but it is not so powerful that it can influence Volkswagen's R&D work, right?

"This is indeed the truth, but the ECU is basically handed over to Bosch for research and production, and its own R&D strength is actually insufficient."

"More often than not, they're focusing on the overall design of the engine and transmission."

"Especially in the last two years, Volkswagen is said to have put a lot of effort into a new generation of turbocharged engines and dual-clutch transmissions, so for the design of some parts, the resources invested are even less."

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

Zeng Tingting obviously felt that something was wrong with this matter.

"Mr. Cao, if the ECU development work of Bosch is a model produced in Huaxia, it is said that all of it is handed over to United Electronics, will they be the ones who are doing a ghost in it?"

Although Mi Ying's last job was in a bank, after entering Nanshan, she also 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 efforts to understand.

So now when she heard Cao Yang and Zeng Tingting talk about ECU and Bosch, she couldn't help but interject.

"United Electronics?"

"It's possible!"

Zeng Tingting thought of the joint venture background of United Electronics, and immediately recognized Mi Ying's speculation.

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

"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.

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

"Let's go and talk to Volkswagen's developers to see what the underlying reasons are."

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

"But if Bosch is targeting us from entering the Volkswagen supply system, then the impact will be very great."

"Not to mention supplying Volkswagen's overseas factories, the future demand for Modu Volkswagen and Chuncheng Volkswagen alone is very strong, and we can't give up easily."

Volkswagen's development in China in the next ten years is definitely in full swing.

Cao Yang naturally would not miss such a good opportunity.

Bosch has made a lot of parts, and many of the parts in Nanshan can be made.

If these parts are avoided, then Nanshan's dream of becoming the world's No. 1 parts company is a joke.

……

"Mr. Liu, the generator and starter of Nanshan have been suspended from Wolfsburg."

"Without the cooperation of ECU, Nanshan's products would not have performed well."

"Even we can target the data signals of Nanshan's generators and starters to let the ECU output some signals that are unfavorable to the test, so that Nanshan's parts cannot pass the verification."

As the sales manager of Bosch Huaxia, Ren Cai naturally protects his business like an old hen guarding her cubs.

Generators and starters are not as central components as ECUs and ESPs, as are the case with the automotive division.

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 wonderful supplier that can produce 1.5T turbocharged engines, and in theory, most of the parts on the engine, Nanshan has the production capacity.

For Bosch, that's going to be a dead end.

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

If the basic disk is unstable, can you expect other parts to withstand it?

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

"The engine parts from Nanshan have been shipped to the headquarters last month, have they come to any conclusions from the analysis?"

"I listened to the preliminary analysis of the people in the technology department, and I think 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 the technology of Nanshan's engine parts, 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 Chinese who studied in Germany for a doctorate, and then entered Deutsche Bosch.

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

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

Unlike some Dongying enterprises, they are absolutely reluctant to give the position of minister or above to the Chinese people.

Even twenty years later, there are at least a few Dongying people in a Dongying company.

Unlike European and American companies, it is likely that except for the general manager, the others are all Chinese.

Even the general manager is Chinese.

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

"Nanshan's products are not of inferior quality and poor performance as everyone thinks."

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

That's why Volkswagen's developers are interested.

As soon as Ren Cai said this, Liu Zhenbo was even more worried.

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

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

"The stall in Nanshan is so big, it is impossible for all the parts to be done well."

"Over the years, they have also poached a lot of people from various parts manufacturers, and we also have to think of ways to better understand the actual situation of Nanshan in order to make targeted moves."

Liu Zhenbo originally thought that his opponents were Delphi, Valeo and Denso, but he didn't expect that now Nanshan Auto Parts has rushed to the forefront.

As a result, his pressure suddenly increased.

"I'll arrange it and see if I can get some more specific information."

Ren Cai still knows Liu Zhenbo's style of doing things.

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

……

"Manager Li, congratulations on your promotion!"

The public of the magic capital, 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 it is, it's all 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 really amazing."

Li Jianfeng is still very concerned about Nanshan.

After all, the development of Nanshan can be said to have been witnessed by him.

Otherwise, it will not be over the Spring Festival, and the first supplier to see is 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, it is often not to get into the topic at the beginning, but to greet each other first.

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

"He hasn't been back, he's gone on vacation to Southeast Asia, and he'll come back to work next week."

The two of them exchanged pleasantries for more than ten minutes, and then Cao Yang said: "Manager Li, we have received the latest feedback from Volkswagen's R&D personnel for the change of generator and starter parts suppliers that Modu Volkswagen helped to review. ”

"Due to the reluctance of ECU manufacturers to cooperate, some of our verifications cannot be carried out."

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

"Manager Li, have you heard of this?"

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

"ECU manufacturers are not willing to cooperate?"

"We didn't replace the ECU, we just wanted to replace the starter motor and generator, and if Bosch didn't want to cooperate, it would be a bit unreasonable, right?"

Li Jianfeng obviously has no good impression of Bosch.

In fact, most of the purchases are not favorable to the industry-leading supplier like Bosch.

Because these suppliers have many ideas and company processes that belong to them, they often don't listen to the OEM buyers.

Even the quotation is a fixed price without any quotation details, which makes the procurement of the main engine factory very unhappy.

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

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

Everyone's virtues are similar.

"I also think so, now the competition in China's automobile market has begun to become more fierce than before."

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

"Spring City Toyota's Vios and Modu GM's Kaiyue have also brought a certain impact to Santana's sales."

"The price of the whole vehicle is constantly declining, and the cost of bankruptcy procurement needs to be reduced."

"Bosch is actually harming the interests of the public in the magic capital by taking advantage of its first-mover advantage and monopoly advantage to set up a threshold to prevent us from supplying starters and generators in Nanshan."

Try to persuade the other party to accept your proposal.

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

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

Obviously, Cao Yang is now using this tactic.

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

"This VA proposal was proposed by us to Volkswagen last year, and if there is no way to achieve it now, then this year's cost reduction target may not be achieved."

"Mr. Cao, let me confirm again, in addition to the feedback from the Volkswagen R&D personnel to you about the problem just now, do you also say that your products have other problems?"

In public and private, Li Jianfeng obviously supports Nanshan.

The intention of celebrating the New Year is not expressed in vain.

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

In this way, his enthusiasm is naturally high.

"No more! There are no other feedback with any questions. ”

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

Cao Yang gave the answer with great certainty.

What the OEM needs and wants, he tries his best to work towards this aspect.

Sure enough, after listening to Cao Yang's words, Li Jianfeng didn't hesitate and said, "I'll report to Bu Defan, and then contact Wolf Castle." ”

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

Cao Yang listened and couldn't help but say: "Manager Li, in fact, ECU can also be done in Nanshan, if Bosch has not cooperated, I think we can also consider using Nanshan's ECU, the cost can be at least reduced by more than 100 yuan." ”

(End of chapter)