2004 was the year when Nanshan Auto Parts made a sprint to become an international automobile giant.

After setting the general direction, the sales department's frequency and enthusiasm for contact with various OEMs increased a lot.

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

"Mr. Cao, someone from Deutsche Volkswagen just reported that our generator 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 not willing to modify the ECU software according to our parts.

.”

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

When Zeng Tingting reported this problem, she felt very unhappy 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 this situation, after several months of contact, the R&D personnel at Volkswagen Wolfsburg have a strong 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 to three suppliers to correspond to some important parts.

Factory procurement in each country is then responsible for selecting appropriate suppliers to supply these parts.

Prior to this, 80% of Volkswagen's generators and starters were produced by Bosch, with Valeo and Delphi also supplying a small part.

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

"Normally speaking, some parameters of the ECU are defined by Volkswagen's R&D personnel. They can ask Bosch to modify the ECU software based on 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's not powerful enough to influence the public's R&D work, right?

"This is indeed the truth, but the ECU component is basically handed over to Bosch for research and production by the public, and its own R&D 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 in the new generation of turbocharged engines and dual-clutch gearboxes, so it has invested less resources in the design of some parts."

"Of course, Volkswagen's R&D personnel must also have certain biases, otherwise they would not let Bosch perform 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, is said to be all handed over to United Electronics. Could it be that they are playing tricks on it?"

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

She has made great efforts to understand the major auto parts companies in the world.

So now that she heard Cao Yang and Zeng Tingting talking about ECU and Bosch, she couldn't help but intervene.

"United Electronics?"

"It's really possible!"

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

This group of people will use any means to keep their orders.

"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. Volkswagen's R&D personnel and procurement should still be very interested."

"The control logic of current ECUs is not that complicated, so the workload of changing a little bit of software will not be huge."

"Let's contact Volkswagen's developers again to see what the underlying reasons are."

"Losing an order for generators and starters is not a serious matter in itself."

"But if Bosch specifically blocks our entry into Volkswagen's supply system, then the impact will be huge."

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

Volkswagen's development in China over the next ten years will definitely be booming.

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

Bosch makes a lot of parts, and Nanshan can make many of them.

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

…

"Mr. Liu, Wolfsburg has suspended the advancement of generators and starters in Nanshan."

"Without the cooperation of the ECU, Nanshan's products would not be able to perform well."

"We can even make the ECU output some signals that are unfavorable to the test 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 China, Ren Cai naturally protects her business like an old hen protecting its young.

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

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 unique supplier that can produce 1.5t turbocharged engines. In theory, Nanshan has the production capacity for most parts of the engine.

That would be life-threatening for Bosch.

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

If the basics are not stable, how can we expect other parts to withstand it?

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

"Nanshan's engine parts were shipped to the headquarters last month. Have they analyzed and drawn any conclusions?"

"I heard preliminary analysis from people in the technical department and believe that Nanshan will be our biggest competitor in China in the future."

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

"So we must find out what Nanshan's engine parts technology is like."

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

Liu Zhenbo is a Chinese. He studied abroad in Germany for a Ph.D. and then entered Deutsche Bosch.

I was transferred to Huaxia as the sales director just the year before last.

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

Unlike some Japanese companies, which are absolutely reluctant to give positions above ministers to Chinese people.

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

Unlike European and American companies, it is very 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 yet, but based on the test projects that have been completed 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, whether it is in terms of lightweight or durability, the other party seems to have some excellent performance."

"That's why Volkswagen's R&D people will be very interested."

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

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

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

"The stalls in Nanshan are so big, it's impossible for all the parts to be well made."

"They have also poached a lot of people from various parts manufacturers in recent years. We also have to think of ways to better understand the actual situation in Nanshan so that we can take targeted measures."

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

As a result, his pressure suddenly increased.

"I'll make some arrangements and see if I can get some 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!"

Everyone in Shanghai, 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 you are in, you are all serving the company."

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

Li Jianfeng is still very concerned about Nanshan.

After all, it can be said that he has witnessed the development of Nanshan with his own eyes.

Otherwise, once the Spring Festival is over, the first supplier I see will be Nanshan.

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