· Bosch "30 years of joint venture" the most successful parts supplier

In the Chinese market, Bosch is not only the leader in ESP technology, but also in the leading position in brake anti-lock braking system (ABS), active cruise control system (ACC) and airbag electronic control system. Technical solutions are developed and produced by joint ventures based in China.

In a market where opportunities and challenges coexist in China, Bosch realizes that it must continue to improve and realize the concept of “serving the local and planting the fundamental soil” through the localization of the full value chain. Bosch also provides some experience and technical support for localization in the process of self-owned brands in the process of going global, to meet the desire and expectation of independent brands to go global.

In 1984, the first Sino-German joint venture automobile company was established in Shanghai Anting. Almost at the same time, in Wuxi, Jiangsu, more than 100 kilometers away from Shanghai, a Chinese company introduced the oil pump manufacturing technology of Bosch (Germany).

There has also been a story of euphemism and twists about the introduction of this technology.

On July 1, 1964, the Bosch headquarters in Stuttgart received a letter from China, in which a company called China Technology Import and Export Corporation hopes to cooperate with Bosch to build a factory that produces diesel injection systems. This makes the Bosch management of Stuttgart very happy.

Until 20 years later, with the introduction of this technology as the starting point, as a car parts company born in the same year as the original ancestor of the car, Mercedes-Benz, Bosch opened representative offices in Beijing and Shanghai, and finally established Bosch (China) in Shanghai. Investment Co., Ltd. has started an extraordinary trip in the Chinese auto market, and has therefore become the most successful auto parts supplier in the Chinese market for 30 years.

Taking security as an example, Bosch has become synonymous with technology.

In any domestic 4S shop, consumers who come to buy or consult often ask: Is this car safe? Does it have ESP? Similarly, as long as Bosch is mentioned in the car and its related fields, ESP will first be conceived.

As a representative product of the body electronic stability system, although ESP is only a registered trademark of Bosch, many people will pre-empt the electronic stability system as ESP. So that some other cars that are not Bosch packages have to explain a lot to consumers: our car also has a body electronic stability system, but it is not called ESP. Therefore, it represents advanced technology and represents security – this is the impression that Bosch left to the outside world.

Take this car safety technology as an example: ESP was once considered a revolutionary advancement in the field of driving safety, and was praised by safety experts as “the most potential car safety technology since the safety belt”, which can judge whether the vehicle has a side slip. Danger and respond in a timely manner to protect the safety of the driver.

Research on a large number of automobile accidents shows that side slip is the main cause of traffic accidents, and ESP can judge the risk of side slip in the early stage, thus avoiding the occurrence of up to 80% of side slip accidents.

In 1995, Bosch became the first supplier to mass production of the electronic stability program ESP. In the Chinese market, Bosch is not only the leader in ESP technology, but also in the brake anti-lock braking system (ABS), active cruise control system (ACC) and airbag electronic control system.

In 2008, the Bosch (Hulunbeier) Automotive Testing Technology Center, built in Yakeshi City, Inner Mongolia Autonomous Region, was officially completed. Through the newly completed test center, Bosch will introduce the latest safety technology to China, which can better serve domestic OEMs. It is reported that the winter test center is one of Bosch's highest technical standards in winter.

Of course, Bosch not only pays attention to the improvement of vehicle safety, but also continuously develops advanced technologies for energy saving and environmental protection. Such as the automatic start and stop device, when the car encounters red light or traffic jam, the start stop system will stop the engine operation, this technology can effectively reduce fuel consumption by about 5%, carbon dioxide emissions up to 8%.

It is worth mentioning that many technical solutions for Bosch energy conservation and emission reduction are developed and produced by joint ventures based in China. Among them, Bosch-Muller Turbo Systems Co., Ltd. is one of Bosch's joint ventures in China, which built a turbocharger production plant in Shanghai; and another joint venture, ZF Steering Systems Co., Ltd. With seven production sites in various locations, specializing in the steering system business, the company also produces electric steering systems that play a key role in improving driving comfort and efficiency and achieving autonomous driving.

Realizing the concept of Bosch with the localization of the full value chain

As a supplier of single technology or parts, Bosch actively supports all enterprises in China, foreign, domestic, joint venture, and cultivate this land. In the words of Chen Yudong, president of Bosch (China) Investment Co., Ltd., Bosch’s slogan is “Serving the local, planting the fundamental soil”. Serving China, a very important market, is our consistent strategy.

In Bosch's view, to serve the localization market, to deepen the market and succeed, there must be localized research and development, localized products, localized supplier systems, localized talent strategies, and localized decision-making. Right, this is the concept of Bosch's "local service, rooted in the local".

At present, Bosch's R&D in China accounts for more than 10% of the global R&D volume. In the Chinese market, Bosch has only 22 production plants in terms of automotive technology and two test sites. Chen Yudong emphasized that we serve all the OEMs in China.

It is understood that as the world's largest auto parts supplier, Bosch's R&D in China has two advantages: one is the strong R&D, application development and service customer team in the powertrain; the other is in There is a very strong team in safety products, ie brake actuators. Chen Yudong said that Bosch's products are related to environmental protection and safety; we also have a very strong supplier system, with more than 1,500 domestic suppliers providing products to us, with an annual purchase of more than 20 billion yuan. Therefore, Bosch's goal is to pursue localization as much as possible, and the goal of localization is not only to use products of global brands in China, but also to use products provided by local suppliers.

Bosch also has a distinct talent localization strategy. In China, Bosch has provided more than 30,000 jobs. Among them, the proportion of foreign experts is one percent. Bosch's goal is to form a balanced management structure. By 2015, more than 80% of managers from China will manage this team.

Finally, it is also the most important localization of Bosch – the localization of decision-making. The previous model was that Europe as a headquarters to guide the work of various regions, the speed of decision-making, the quality of decision-making, and the market adaptability of decision-making were not very good. At present, Bosch has implemented a relatively balanced decision, quite a lot of decisions are made locally, and the decision-making ability of local talents is gradually improving.

In a market where opportunities and challenges exist in China, Bosch realizes that it must continue to improve and realize the concept of “serving the local and planting the fundamental soil” through the localization of the full value chain. Bosch will also provide some experience and technical support for localization in the process of self-owned brands in the process of going global, to meet the wishes and expectations of independent brands going global.

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