'China is not only the world's largest automotive market, but also the world's largest new energy vehicle market. I think everyone should focus their business on the Chinese market. ' On March 22nd, in Germany, a well-known auto parts supplier in Brose The group's new headquarters in China's Jiading District, China, the group's CEO Kurt Sauernheimer said in an interview with a reporter from the China Automotive News. This is the first time for Zhao Haimo to accept a media interview since his appointment in January this year. And he chose to conduct in China, which shows that it and Brose Group attach importance to the Chinese market.
Brose is a German family-owned parts company founded in 1908. It entered China in 1996. Zhao Hymer was the 'elder' of Brose's business in the Chinese market at that time. He also worked with reporters on 'remembering sweet'. Sue Zhao Haimo said that when Brose arrived in China in 1996, they only worked in the rooms of a Hongqiao hotel in Shanghai. Today, they have developed into six major automobile cities in China and have 11 bases. With a scale of 1.2 billion euros, it is not easy to go this way. Twenty-two years later, Zhao Haimo is still optimistic about the development of the Chinese automobile market. He hopes to seize the opportunities brought by the new wave of technology and achieve steady growth.
Brose Group CEO Steinheimer (right), President of Brose China Region Xiang Jie
Welcome to the Electrification Tide
At present, Brose Group's business is mainly divided into three parts, which are door system, seat system, motor and drive system and electronic components business. Although the door and seat system business is still the highest turnover department in Brose, Hemer told reporters that the motor and drive system business units also have great potential. At present, the electrification is the trend. Therefore, he believes that the business sector has a very broad prospect. At the same time, with the auto automation and intelligent With continuous development, Zhaohai defaults that all Brose Group business units will usher in new development opportunities.
When the reporter talked about the ban on diesel vehicles promulgated by the Federal Court of Germany in recent days, Zhao Haimo graciously replied: “The situation of diesel engine vehicles is sad. This was once a big business segment for the automotive industry, but now it is gradually Disappeared. 'But he also said that regardless of the drive system used in the car, whether it is diesel or gasoline, whether it is pure electric cars or hybrid cars, will use the Brose Group's door system, seat system products .
In the face of an upsurge of electrification, Brose is also actively transforming itself. The group is dedicated to providing product solutions for the 12- to 810-volt electrical system architecture. At last year's Frankfurt Motor Show, Brose developed a 48-volt light mixing aid. The drive system debuted. The product has the advantages of compact design, light weight and high efficiency. Zhao Haimo told reporters that many customers have expressed interest in the product. He hopes to reach a cooperation agreement as soon as possible.
Siu Haimo Introduces Brose China Business Development Strategy
Zhaohaimo pointed out that for a long period of time in the future, internal combustion engine vehicles are still the mainstream in the market. 'In this field we must continue to improve, we must continue to improve the environment, reduce the carbon dioxide emissions of internal combustion engine cars. We are on the fuel car We must continue to promote lightweighting and add some electric pumps to the fuel vehicles. So, we must invest not only in new energy vehicles but also in fuel vehicles. This is also the challenge we face today. We must not only Keeping up with new technology trends, but also to do better in energy-saving fuel vehicles. Therefore, this pressure for parts and components companies is not small, we have to spend twice the money. 'He said.
Deeply cultivating the Chinese market
In 2017, Brose Group's sales in China reached 1.2 billion euros, which accounted for 20% of its global turnover. In China, GZB Group also set ambitious goals for Chinese market operations: By 2025, the Chinese market The business accounts for 30% of the global business volume of Brose. Then, how does Brose achieve this goal? There are many international automobile manufacturers such as Mercedes-Benz, BMW, Jaguar Land Rover and SAIC, as well as SAIC Motor. Automakers such as Beiqi, Geely, Chery, Great Wall and other local automakers, Brose plan to raise the proportion of sales of Chinese local manufacturers to at least 20% by 2025. To this end, Brose plans to operate in China from 2018 to 2023. Market cumulative investment of 575 million euros.
Xiang Jie took a group of reporters to visit the office building of the headquarters in Boze Shanghai
Mr. Xiang Jie, President of Brose China, revealed that he is very much looking forward to cooperating with China's own brands. In fact, Brose is likely to achieve this goal in advance. Brose has been developing in China for 22 years. At present, business is still based on European and American corporate customers. Lord, there are relatively few domestic Chinese corporate customers. She said that this is mainly because local automakers are still biased in their price expectations. However, in recent years, China’s own brands have changed greatly, and they have gradually shifted from sensitivity to price. The increasing demand for products and technologies is also a great opportunity for Brose. Therefore, Brose attaches great importance to the Chinese market and Chinese customers, and even plans to introduce the technologies that have not yet been put into use in Europe and the United States into the Chinese market. This is a significant trend change, and Brose will also improve local responsiveness and build local R&D capabilities simultaneously to help brands increase value.
So, what will Brose share with the new carmakers who are now hot in the market? Xiang Jie replied: China’s new car-building forces are now very active. Although they are not yet fully mass-produced, they are already quite domestic and foreign. Well-known degree. Therefore, in the strategic planning of Brose this year, new car forces have been taken as a research direction and are in negotiations with some new car manufacturers. Of course, the cooperation between suppliers and new car manufacturers also has hidden risks. , 'Brose is a steadily growing company, so we are very cautious about our resources. But we believe that as a technology-oriented parts supplier, Brose hopes to build value-added services and integration capabilities for these new vehicles. Forces to provide more help. ' Xiang Jie said.
Zhao Haimo stated that at present, China is the world's fastest growing market for new energy vehicles. 'The Chinese government is making great efforts to develop the new energy automotive industry. This is exactly what automobile manufacturers like to see. This provides us with a broad space for development. In addition to new energy vehicles, China is also one of the fastest-growing markets for automated driving and intelligent network technology. Zhao Haimo concluded that there is no reason for Brose to continue to plunge into the Chinese market.