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

When everyone buys a car, they often have a saying that they pay attention to three major things.

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

Among engines, the ECU is the most important.

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

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

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

The profit margins in this are obviously very considerable.

The most important thing is that up to now, all the ECUs used by Modu Volkswagen are now produced by United Electronics, that is, a joint venture of Bosch.

It is very difficult for the Modu Volkswagen to change the manufacturer, and it has not found a good opportunity.

Now that Nanshan took the initiative to help Li Jianfeng with bullets, his interest naturally rose.

Regardless of whether the proposal can be successful or not, as long as the purchasing department and R&D personnel of Modu Volkswagen promote this project, Bosch will definitely be affected by the relevant 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 very good, and a large number of parts on it are produced in your own factory, so you say that your company can produce ECU, I believe it."

"But as you know, 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, and also needs to consider PWM pulse width modulation, PID control, voltage control, watchdog, heat sink, and some other electronic components."

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

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

Although Li Jianfeng wants to promote this project, he also wants to figure out the situation and make Nanshan realize the difficulty of this matter.

Otherwise, the project was pushed very hard at that time, and if it didn't succeed in the end, Nanshan wouldn't remember his good at all, and it would be a big loss.

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

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

"However, the structure of the ECU is actually the same, nothing more than the control logic of the software is different, and the design of some circuit boards is different, and the modification is not so complicated."

"If the public is interested, we can arrange a group of personnel to go to Wolfsburg to do the development with cooperation, and make some modifications on the basis of our current ECU, which can be finalized in half a year at most."

Cao Yang smiled and gave a very positive answer.

At the beginning, Nanshan worked ECU and TCU.

In the past two years, a lot of personnel have been recruited to study control parts, which can be regarded as some early talent accumulation for the research and development of parts such as intelligent networking and automated driving in the future.

"If you are really interested, then you can sort out a plan, first come to our purchasing department and technical department to report, and then I will officially give the proposal to Volkswagen R&D."

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

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

If it succeeds, it will achieve a cost reduction, and it will also give United Electronics and Bosch a blow to the head, so that they will be more obedient in the future.

……

If ECUs are to break into Volkswagen's supply system, it is definitely more difficult than any other part.

It's even more difficult than a gearbox to get into Volkswagen's supply system.

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

Therefore, as soon as the Modu Volkswagen put forward this plan, Bosch immediately knew about it.

Bosch knew, and United Electronics certainly knew.

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

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

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

At this meeting, Bosch shared with United Electronics the proposal that it had heard about the ongoing development of Nanshan Automotive Parts.

Bosch can be the world's first in the auto parts industry, and I have to say that the level is quite strong in all aspects.

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

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

Therefore, Bosch's supporting facilities in the domestic automotive industry are very comprehensive, and almost all OEMs use Bosch products to a greater or lesser extent.

That is, the car companies of Goryeo and Dongying, and the parts in this area are used a little less.

In this case, they certainly don't want any spoiler to break the pattern.

Before, Nanshan directly produced engines, which was more difficult to do, 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 Volkswagen's point of view, they definitely want more suppliers who meet the technical requirements to be included in the alternative list, so as to force us to reduce prices."

"We want to keep 100% of all the parts, I'm afraid it's very difficult."

"However, the threshold for ECU control parts has always been relatively high, and we have to keep it."

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

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

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

The competitive pressure faced by United Electronics is definitely increasing.

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

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

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

Tang Zimu took out the news he heard and reported it one by one.

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

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

"I heard that Denso has invested in the production of these parts in China, and Nanshan wants to come in to grab the market, but we blindly block it, and it is estimated that we can't stop it."

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

"Otherwise, the VA plan will get bigger and bigger, and our situation will be more passive."

"Anyway, Nanshan's generators and starters have passed the technical verification, which does not mean that they can be installed in the engines of Modu Volkswagen and Chuncheng Volkswagen."

"At that time, we can put pressure on the Chinese employees of Modu Volkswagen through the shareholders, and with a certain degree of price reduction, Nanshan's wishful thinking is estimated to be in vain."

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

"That's fine, it's hard to block over there, maybe the result will be even more unfavorable for us!"

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

"Up to now, Huaxia's suppliers have mainly made some parts with relatively low technical difficulty, and none of the control parts have done well except for Nanshan."

"If this situation is broken in the future, we will be under a lot more pressure."

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

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

This is also a case where the Bosch headquarters has made a lot of money through the purchase of components such as technology commissions and chips.

Otherwise, the profit margin can be even higher.

According to his judgment, as long as Huaxia's suppliers enter a certain field, then the price will fall sharply.

This is something that United Electronics absolutely does not want to see.

"The control parts such as ECUs all over the world are mainly in the hands of us and several manufacturers such as Denso and Delphi, and I believe that no one wants to see Nanshan, a disruptor, appear."

"We really need to think of a way to see how to grasp the weakness of Nanshan, so that they can honestly do the current parts."

"Even their engines, we'd better find ways 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 attention to Nanshan has obviously been raised to a relatively high level.

The market, which has been almost monopolized for nearly ten years, is finally about to usher in 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, drive and control technology, industrial technology, energy and building technology.

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 begun to fight back.

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

"Mr. Liu, thank you very much for Bosch's previous efforts, but your price is too expensive."

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

Hou Liang, head of Geely's purchasing department, is talking to Bosch's Liu Zhenbo about the 2004 annual price cut.

As one of the means, the fixed point of the new model project should naturally be taken out and used well.

Bosch only plans to cut by 1% this year, which is unacceptable to Hou Liang.

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

Sure enough, as soon as he said this, Liu Zhenbo's face immediately changed.

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

But that's not a good sign.

In 1995, Bosch became the first supplier to mass-produce ESP.

"Until now, there has been no supplier in the world that has produced ESPs that can match ours. Not even Denso. ”

"ESP is a revolutionary advancement in the field of driving safety and has been hailed by safety experts as the most promising automotive safety technology since seat belts. It protects the driver by judging whether the vehicle is in danger of skidding and reacting in a timely manner. ”

"If you use substandard products, not only will it not protect safety, but it is likely to be counterproductive."

"Does Geely Automobile need to think carefully about this issue?"

Liu Zhenbo never thought that he would lose orders on ESP projects, which is simply impossible.

But now that impossibility seems to be becoming possible.

So the tone of his voice became a little anxious.

"Mr. Liu, what you said is very right, very reasonable."

"However, our development team has fully verified the ESP of other companies (normally only this system of Bosch can be called ESP, Bosch has registered a patent; Similar products from other manufacturers need to be renamed; But for the sake of understanding, let's continue to call it ESP), which is exactly what we need, so you don't need to worry about security issues. ”

Hou Liang's tone was also a little bad.

If we don't use your Bosch products, there will be safety problems?

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

BYD dares to eat crabs, and they have no reason not to dare Geely Automobile.

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

A set of Bosch ESP is actually sold for 1,200 yuan, which is simply a money grab.

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

Liu Zhenbo was very unwilling in his heart, he wanted to know who robbed his cake.

Something that was eaten in your mouth was snatched away, and this thing was absolutely unbearable.

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

Hou Liang saw that Liu Zhenbo's attitude had changed, and he was 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 Automobile too risky?"

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

"There is no need for Mr. Liu to worry about this, let's return to the topic and see how this year's annual price reduction corresponds."

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

Bosch also has times when it is deflated, which is rare.

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

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

This will play a very bad role as a demonstration for other car companies.

When BYD F6 was used before, because it was BYD's first model, many people did not pay attention to it.

Even before it was launched, no one knew that the F6 high-derivative model was equipped with ESP.

Now it's different.

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

"Mr. Liu, the ESP project has been decided, and we have no way to go back on our word."

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

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

Hou Liang will definitely not let go at this time.

Negotiation is a game.

If the other party does not feel the deterrent power of the means on his side, then the effect will never be so strong.

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

Liu Zhenbo felt like he had been stuffed with a mouthful of now, and he was uncomfortable.

This situation was something he had never imagined.

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

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

"So looking for a cheaper component supplier is something that has to be considered."

"The matter of new model orders still needs to be considered by looking at your company's quotation."

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

Hou Liang just didn't let go.

It's hard to get a handle on others, how can you give up so easily?

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

"If there is a need for more review, it needs to be re-reported internally."

"But don't worry, Hou, I will definitely do my best to promote and strive to achieve your company's goals."

Although Liu Zhenbo was very unhappy, he could only do this first.

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

As a result, each sales manager naturally asks whether there are similar situations for the customers they are responsible for.

Soon, some information came back one after another.

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

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

"In terms of ESP, although we have not yet received accurate information, the other party's procurement attitude seems to mean that it is possible to replace us in the future."

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

"At that time, they will also be able to use Nanshan's ESP."

Liu Zhenbo listened to these news, none of them were good, and his brows were furrowed deeper and deeper.

Why did all of a sudden, the situation become like this?

Although a lot of work has just begun, it will take time to officially enter mass production.

But this definitely doesn't bode well.

"This Nanshan, is there any end?"

"Why are we all competing for our Bosch parts?"

"Could it be that they really think they can wrestle with us Bosch?"

"Can they, the first auto parts company in China, compare with us?"

Liu Zhenbo was a little angry.

Nanshan's all-round recommendation of its own products to various OEMs may not be successful in the end, but it will definitely bring a lot of pressure to Bosch.

I'm not afraid of 10,000, I'm afraid of what if.

"Mr. Liu, will this matter have anything to do with the verification of the starter and generator that the headquarters blocked Nanshan before?"

"After this incident, I heard that Nanshan and Modu Volkswagen put forward a VA proposal that the ECU would also be verified."

"Then so much new news came out immediately, and I think there may be a certain correlation between these things."

Ren Cai sorted out the events of the last six months and gave his own judgment.

"Pull the people of United Electronics, discuss it together, and see what to do next."

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

Liu Zhenbo felt that what Ren Cai said made some sense.

If the source is that the ECU development team stumbled against Nanshan, then it makes sense that Nanshan began to retaliate.

However, no matter what he wanted, he was unacceptable.

It has always been only Bosch that bullies other manufacturers, when will it be the turn of Huaxia's suppliers to bully Bosch?

……

"Ladies and gentlemen, the above is the introduction information related to Nanshan, what do you think?"

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

Bosch's turnover in China last year was more than 10 billion yuan.

But what about Nanshan?

It's already going to 30 billion!

It's okay if you don't tidy it up, but as soon as it is sorted out, the Bosch sales elites immediately get nervous.

"As a local parts supplier with the highest technical level in China, Nanshan has now made great achievements in engines and gearboxes."

"In particular, the 6AT automatic transmission has completely blinded Aisin and ZF, and has received orders from many car companies."

"And their 1.5T turbocharged engine began to be installed on BYD's F6 model last year, and now it has more than 50,000 units of production."

"It is said that Geely Automobile, Great Wall Motor, Changan Automobile and 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 competition with us."

When Ren Cai said this, everyone's expressions became more solemn.

How should we break this situation?

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

"Otherwise, they wouldn't have been able to produce parts like ECUs and TCUs 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 full attention, otherwise Nanshan will steal more and more market share in the future."

Tang Zimu also expressed his opinion on the side.

During this time, he also fully felt the pressure brought by Nanshan.

"It is absolutely unacceptable that Nanshan can even produce such parts as ECUs, and also want to pass Volkswagen's technical verification."

"Other Chinese enterprises generally do body stamping and injection molding parts, even if they produce some functional parts, they are also parts with relatively low technical content."

"But Nanshan is different, they now want to make almost all parts, and many key parts are still made for them."

"This sign must be paid attention to, and it is even necessary to unite some other peers to deal with this change together."

When Li Jia said this beside him, the others couldn't help but nod.

Everyone shared the cake together, and now there is a table flipper.

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 stuck them on the ECU, and they were so good that the people of the public in Modu said that they can also make ECUs, and they can do better than us, and the price is lower than ours."

"This is simply a mess, and it will completely disrupt the market order."

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

Liu Zhenbo thought of the scene he encountered at Geely Automobile a few days ago, and his resentment towards Nanshan deepened.

Whether Bosch can continue to live a good life in China in the future depends on whether it can hold Nanshan down.

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

"In this case, if we use normal means to exert pressure, 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 effectiveness of these measures is even worse."

"It's best for everyone to be able to find the soft underbelly of Nanshan and limit their development directly on some of the core parts."

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

"Especially control products such as ECU and ESP."

Li Jia naturally fully agrees with Liu Zhenbo's views, so he puts forward a more direct view on this basis.

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

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

"I came up with a plan that might limit the development of Nanshan control parts at the root!"

As soon as she said this, the participants immediately shifted their eyes to themselves.

I haven't thought of any good way after thinking about it for so long, and now Ren Cai is so surprised, it's worth everyone's expectations.

(End of chapter)