TRW, Bosch and WABK win the Chinese market

Each has its own trump card and each has its own weakness. In the vast Chinese battlefield, in the mutual penetration and confrontation, what kind of good will the three giants perform?

Liu Bo, president of WABCO's Asia-Pacific region, made Bosch nervous for more than a year.

In 2007, Liu Liang, Asia Pacific president of WABCO Automotive Control Systems, a supplier of electronic brakes, stabilizers, suspensions and variable speed control systems for commercial vehicles worldwide, told reporters that the company will enter the car system in 2009.

As we all know, Bosch is in a decisive position in the field of Chinese car safety.

WABCO: Want to move Bosch cheese?

Although Liu Liang did not mention Bosch's name, everyone knows that Bosch has opened up quite a lot of territory in the field of passenger cars in China.

Perhaps the area where WABCO is best at is commercial vehicle safety products, but it also has reserves in the field of passenger cars. The American advanced car manufacturer is one of its safety product customers. Bosch did not dare to think this was a joke.

One of the biggest actions of Bosch's business in China in 2008 was the two major strategic actions of its safety business: First, the acquisition of the partner's Pacifica plant in Dalian completed the phase with its southern Suzhou security system.

Corresponding North layout; Secondly, the Cold Belt Proving Ground in Yakeshi, Inner Mongolia, was formally opened for public release, laying the foundation for its monopoly on TCS, ABS and ESP® in China.

On January 10, 2009, WABCO began the planning for the new year with the situation of the conference. On the same day, at the launch of its next-generation modular mechanical transmission automation system (AMT), WABCO announced China's strategy for mass production of commercial vehicle control systems in China in 2009. At the press conference, one month before the press conference, CNOOC's new heavy truck HOWOA7, which comes standard with WABCO AMT, was launched. However, it is clear that WABCO’s first gun of the New Year has not made public its strategy of invading passenger vehicles.

So people talked about it, and before they were ready, WABCO didn't want to face a strong opponent directly. However, its intention to build a factory in Qingdao in 2007 was not without the intent of the Bosch Dalian plant.

Bosch: "sneak attack" TRW

Today, Bosch's security controls, especially the ESP® name, are a hit in the world of passenger car safety. But twenty or thirty years ago, this was not the case.

In 1968, TRW developed the world's first electronically controlled ABS system, and in 1986 developed a rear-wheel drive ABS system. Thus, it is no exaggeration to say that TRW is the originator of the electronically controlled ABS system in the world.

Ten years later in 1978, Bosch also developed its own ABS system and TCS. At this critical moment, TRW has focused its business on other areas and has not realized that ABS and its upgraded version of the ESP will be so great today. Until late Bosch developed the ESP and registered its trademark rights, and used every opportunity to convince the governments of all countries to use it as a safety standard for cars, TRW would regret it too late!

The first-match but failed to control people, which stimulated the nerves of TRW, also prompted it to pull its R&D ideas back to the automotive electronic stability control system. As a result, TRW developed electronic vacuum assist systems and brake assist and electrohydraulic steering systems in 1996 and 1998 respectively. In 2001, it also developed its own Electronic Stability Control (ESC) to counter Bosch's ESP®.

With the passage of time, the world's electronic stability and safety system for passenger cars has been heard by Bosch and TREW. Bosch ESP® has a market share of more than 50% in the world.

In the same vein as the TRW of the United States, WABCO is always on the alert. This is also more or less caused by this situation: in the safety field TRW of commercial vehicles, passenger car-take-away, and WABCO, which is good at commercial vehicle control systems, both occupy the corner of Bosch, the corner of car safety.

TRW: Always "marking" Bosch

Do not blame TRW, WABCO is too cautious. It is really Bosch that is too powerful and too difficult!

Bosch is always trying to make a move, making it difficult for opponents to find their flaws. But if it is not moving, it will often be fatal. Bosch seems to be stubborn, but it can often do a good job of inter-national government public relations, and its products as a standard car safety. This top-down approach has made its market bigger and bigger, and it also gives opponents a sense of pent-up feeling that they can't get it right.

01. WABCO's area of ​​expertise is commercial vehicle safety products, but it also has reserves in the field of passenger vehicles.

02. Bosch cold zone in Yakeshi, Inner Mongolia.

03.TRW Volunteer Service Beijing Olympics carries out children's road safety promotion.

So far, Bosch actually does not have many works in the field of automotive safety, but it is through these few products that opponents repeatedly hate the battlefield.

What differs significantly from WABCO is that TRW and Bosch have real pains, so Bosch's every move affects TRW's nerves. A TRW insider told the reporter that TRW will even think of the action of its opponent Bosch, even in social welfare.

Therefore, before and after 2005 Bosch sited the largest winter test site in Asia to build concrete in Yakeshi, Inner Mongolia, TRW chose Heihe to build its own cold-field test site. Chen Liming, director of the Bosch Group's Chassis Control System (China Region) Engineering and Technology Department, told reporters that at the time Bosch had four alternative options: Yakeshi, Mudanjiang, Heihe and Jiamusi. Many companies will choose the test site in Heihe, but Bosch is ultimately located in Yakeshi. Apart from the preferential policies of Yakeshi, I am afraid that it is not an important consideration to be in the same place as TRW Heihe Testing Site.

TRW always guards against Bosch. Bosch does not like this.

In 2008, the mainland and TRW acquired Siemens VDO at a high price. Eventually, TRW was still defeated at a higher price, so that TRW has always been very close to the media. According to industry insiders, behind the competition between Bosch and TRW is implicit, Siemens VDO's equity composition also seems to confirm this speculation more or less.

Perhaps in terms of strength, TRW is slightly inferior to Bosch, but Blackstone Fund behind TRW makes Bosch jealous. However, TRW's product line in the field of automotive safety products is more complete than Bosch, and it is not beyond the goal of Bosch. Now that Bosch and TRW are facing a fierce battle, and that they have not looked at the “share” of commercial vehicles in the beginning, WABCO has not become a direct target for the two rivals.

However, the three companies have a surprising similarity in the field of China's security business—it is too late for China.

China Business: Late "Love"

After coming to China for development, it may not be objectionable to describe WABCO or TRW. After all, both came along with the wave of US auto parts companies entering China in 1996. The only difference is that TRW subsequently began to set up factories in China in the form of joint ventures, holdings, and wholly-owned companies. WABCO initially set up its offices in China. The establishment of factories is only a matter of recent years.

Some people think that it would be wrong to wear this hat to Bosch. Really, the reason is that by 2009 Bosch has officially started business in China for 100 years. However, from the perspective of total investment, the 100-year accumulation of Bosch's safety business sector in China is not much different from that of its two rivals. There is even an interesting data. Bosch's total investment in China in the past is almost the same as its 850 million euro investment in China in the next 2-3 years.

There is no doubt that in recent years, China's auto business has been on fire, once soaring to the second in the world, and even surpassing the United States in January 2009 to rank first in the world. This has led many of the world's component giants to focus on China. The most obvious is that in the past two years, many companies have relocated or built Asia Pacific headquarters to China, while at the same time throwing a lot of money in the future. Bosch, WABCO, and TRW are no exceptions. .

Unfortunately, the unexpected financial crisis has swept the world. Will the late banknotes be a little late? However, in the long run, the role of this investment is undoubtedly still huge. But really looking at the future will stand still and see their own future tricks.

Future: Deadly Killer

For WABCO, its biggest killer is the advantage of commercial vehicles. Although it was the latest in China, it built an office very early and immediately opened up the Chinese commercial vehicle market. Now it has already seized enough ground in the Chinese commercial vehicle sector. It can be said that there is a fight between the fishermen and the fishermen.

However, the fact that the past few years of China's commercial vehicles that had been inconspicuously advancing by leaps and bounds has certainly attracted the attention of their opponents. It is not a difficult job for Bosch to develop technology and open up markets. Not to mention the fact that Bosch's electronic control products are so widely used in China's commercial vehicle sector that it has already accumulated deep capital. The same is true for TRW.

Therefore, WABCO's killer is to seize the opportunity to use all opportunities to introduce products into mass production in China, to use the time difference to further expand the site or even establish standards, and this is exactly what WABCO has started in 2009.

For Bosch, its advantages lie in the availability of various resources such as R&D capabilities. However, the best option at present is to continue to expand its monopoly position in the field of passenger vehicles, and at the same time reserve the technical energy and market relations of commercial vehicles. It is not advisable to intervene prematurely to avoid too many enemies and too long fronts. From the current layout of Bosch, it seems that it is implementing this strategy.

Both Bosch and Bosch always want to do their own things and rarely open up markets with their partners. The more different choices of government and industry organizations are, the TRW thinking of native American companies is more flexible. Although entering the Chinese market is late, TRW is good at using it. Most of the partnerships have penetrated into each other in the form of joint venture factories. Today, they have completed major layouts in China and have built a large commercial blue ocean.

In addition, TRW has far surpassed rivals in smart car safety, which is also its future trump card. However, its opponents are not weak, and the future battlefield is still filled with smoke.

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