Bosch holds hands with "barbarians": New car companies close to the parts giant

发布日期:2016-04-15    浏览次数:1991

A sudden emergence of a large number of new car companies, as well as changes in the industrial chain, touched a series of changes in the world's first auto parts supplier Bosch. On May 12, Bosch released its Internet strategy in China.

As a car supplier, Bosch faces the “barbarians” invasion, and its attitude is completely different from that of traditional car companies. “The car chain itself is a specialized division of labor, and the positioning of new car companies is also very clear, and will no longer focus on traditional spare parts technology. For Bosch, we are happy to see it.” May 18, Bosch China Vice President Jiang Jian said in an exclusive interview with the 21st Century Business Herald.

“Barbarians” and traditional car companies are directly competitive, and for Bosch, it is a new partner, opening up a new business channel. The partnership is even stronger than traditional car companies and the scope of cooperation is likely to be broader.

Bosch has advantages in the development of intelligent driving and industrial 4.0 because of its core technology such as sensors. Specialized division of labor is a clear trend in the future automotive industry. Bosch is firmly positioned as a component supplier for this purpose and will never build a complete vehicle. This is different from the fact that many companies in the domestic automobile industry chain are entering the field of building cars.

"Bosch thinks very clearly. If you can't stand the temptation to build a car, you will lose more. This is the case with auto suppliers. Once attached to a whole vehicle, other auto companies will treat you as a competitor, but they will lose their original business. Jiang Jian said.

New car companies rely more on component giants

With a 130-year history, Bosch is the world's oldest auto parts company. In the traditional automotive parts technology, we have accumulated a wealth of technology. However, the current trend of automobile development is new energy vehicles, smart cars and Internet vehicles.

In some technologies, Bosch relies on a wide range of business chains and still has an advantage when the new era arrives. For example, smart car and industry 4.0, Bosch has developed sensors and technology leadership since the 1980s, which has promoted the advantages of the current Internet of Things field.

According to Bosch, the current 3/4 smartphones in the world use Bosch sensors. The future of smart cars, driverless cars, a core basis is the sensor + data processing. In fact, Bosch has developed a driverless car and plans to introduce a fully automatic driverless system by 2025.

But Bosch's biggest advantage as an auto parts supplier, as well as its current main business, is mainly from traditional auto parts, such as ABS, car steering systems and so on. With its technological advantages, Bosch has a relatively stable business volume in the past global automobile chain.

However, the reason for the change in Bosch is that in addition to the traditional car companies, a large number of emerging car companies suddenly emerged, the car pattern changed, Bosch must be alert as a supplier; second, the new energyization of automotive products and other trends The original internal combustion engine and other technologies may be slowly replaced by electric systems.

For the first situation, Bosch thinks this is a good thing. The original mainframe factory generally has a certain accumulation in traditional automobile technology. Even if the parts obtained through procurement are purchased, the vehicle enterprises often master the technology to limit the parts and components enterprises.

However, it is difficult for emerging car companies to do this. This means that there are technical parts suppliers, cooperation with new car companies in the future, more inclined to partners, and improved voice. “The positioning of the emerging car companies is very clear, and it will not cost a lot of time to develop traditional technologies, because as long as the procurement can be done.”

The "barbarians" represented by Internet companies have their own advantages. Consumers are closer to users and their ideas are closer to the user experience. Some companies, such as Google Baidu, have advantages on the map. Such companies can make their own advantages if they cooperate with various parts companies.

The car itself is still a mobile vehicle. ABS, steering systems, etc., whether it is an electric car or a driverless car, need these basic components. "It is very open to emerging companies, including domestic and international companies, and has cooperation in all aspects." Jiang Jian said.

Trend determines incremental technology

Fission in the automotive industry depends on fission of automotive products. The new energyization makes the threshold of building a lower price. The original power system needs technical accumulation, and the market may gradually reduce its share in the future. The old parts and components companies like Bosch may also gradually dissipate in some areas.

"As an established manufacturing company, what to play under this trend must be defined." Jiang Jian said. Bosch's latest Internet strategy mentions three Ss: sensors, software and services, respectively. In fact, it is the trend of intelligence and Internet.

One direction that Bosch is aiming at is automotive software, such as engine control software. Bosch is not a supplier of auto parts in the original sense, but a company that combines auto parts and Internet development. At present, one-third of Bosch's 56,000 R&D personnel worldwide are software engineers. “The proportion of new R&D staff software engineers is increasing, and even the slogan of recruitment has been played out.” Bosch is an employer of software.”

In addition to the intelligentization of automotive electronics, the development of software is also applied to the field of Internet of Things. For example, Bosch's business scope is in addition to auto parts, as well as home products. Bosch plans to connect cars and homes, such as controlling the security system at home and even controlling smart home devices.

At this year's CES show in North America, Bosch exhibited a smart concept car that provided a living scene. On the screen of the driverless car, the occupant receives the information, a courier is sent to the residence, the occupant can verify the courier through the car system, and control the access control, receive the courier.

Smart software is a tool for expanding the Bosch service business. At present, in addition to after-sales service, Bosch also provides emergency services for car owners and airlines for car companies and airlines. In the future, Bosch will use a car and home eco-system to provide more abundant services.

The transformation of the automotive power system from internal combustion engines to electrification has always been a core change in automotive technology, and Bosch thinks very clearly. In electric systems, batteries are the core technology. Bosch has previously established a battery strategy that has attracted widespread attention in the industry.

Bosch proposes that by 2020, it can double the energy density of the battery, reduce the price by half, and reduce the weight by half. From the current battery standards, Bosch's future battery may bring subversive changes. "Bosch not only develops its own battery and control system, but also seeks leading technology in the world. This is based on the current technology, and it can be achieved at that time." Jiang Jian said.

Despite this, Bosch believes that the advantages of traditional technology cannot be discarded. For example, in traditional internal combustion engines, there is at least 20% improvement in energy saving.

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