At the 2012 (3rd) China Automotive Safety Technology Development International Forum held in Tianjin in December 2012, Dr. Chen Liming, President of China, Bosch Chassis Control Systems ' four senior executives, Vice President of Engineering Technology Wang Zhihuang, Vice President of Sales and Marketing Yin Feng and Jiang Jingfang, vice president of Bosch's chassis control system marketing, accepted an interview with the reporter. This is the first time that Chen Liming and others have been exposed to the media for their collective appearance after being appointed to a new position.
Localization strategy is fundamental
“Comprehensive localization allows us to better approach customers, understand customer needs, understand the needs of the Chinese market, and develop products suitable for the Chinese market.†Chen Liming followed his concise expression style and emphasized Bosch’s localization. From several interviews with Bosch, the reporter found that Bosch, which has long been committed to localization for many years, has long since regarded itself as an “outsiderâ€. They think that Bosch is a Chinese company.
"We have the autonomy to develop in China, and we have product verification and product release autonomy. 100% of Bosch's chassis control system products are all done in China. We don't need to go to Germany to do verification or release products." Chen Liming has a very good explanation for the completeness of China’s localization. “There are some very old joint ventures. Now that many technologies are released, they still get abroad, and our localization efforts are completely different. Some application development is now also taking the initiative to develop new products."
“If we don’t have confidence in the Chinese auto market, we cannot make such a large-scale investment.†Chen Liming emphasized that Bosch’s localization strategy is a confidence in the development of the Chinese market and the company. Localized production, R&D, talents, and test sites are all examples of Bosch Chassis Control System's continuous localization strategy.
Speaking of the cultivation of the most persistent talents for the future development of the company, Chen Liming specifically cited an example: During the recent visits to customers, many customers feel that it is now easier to communicate with Bosch. He believes that in the overall development strategy, Bosch's localized talent strategy is long-term, the company hopes to have more local employees, a better understanding of the market, understand customers, develop products more suitable for the Chinese market, with Further promote the development of automotive safety products and technologies.
Great confidence in the ESP market
The reporter noted that at this Automotive Safety Technology Forum, several Bosch Chassis Control Systems executives mentioned the driver assistance system and the active safety integration technology based on the company's main technology ESP and ABS. According to the data provided by Bosch, according to the domestic new car license data, in 2011, the domestic ABS equipment rate of passenger cars was 79%, and the ESP equipment rate was 17%; of which, the ESP equipment rate of self-owned brand models was relatively low, only less than 5 %.
Yin Feng said that there is still considerable room for improvement in the automotive safety technology in the Chinese market. For example, in the minivan market, the current ABS equipment rate has already achieved a great breakthrough. Jiang Jingfang also said that currently in the matching of Bosch chassis, ESP matches more than ABS. She believes that the mandatory standards for ESP in eight countries around the world have already been issued. Driven by this trend, the development of China's ESP will certainly be greatly improved in the coming years.
Jiang Jingfang revealed to reporters that the relevant standards for China's ESP are already in the process of soliciting opinions and are expected to be formally promulgated at the end of this year or early next year. "Although Bosch expects that the ESP equipment rate will reach about 25% in the next five years, I personally think that the actual equipment rate in the future may be far higher than it is." Jiang Jingfang made his own judgment with great confidence.
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Develop products for the Chinese market based on functional requirements
The technology demonstrated by Bosch also includes an economical and practical medium-range radar technology. Whether the Bosch chassis control system proposed by the reporter will introduce some economic products in the Chinese market, Wang Zhihuang replied that Bosch did not have an economic ESP for the Chinese market, and Bosch provided ESP systems for Chinese customers with the whole world. The same, but with different system requirements, its function is not the same, so the product is not the same. For example, he said that the driver assistance system is such that it has R & D for the Chinese market at the beginning, mainly because China's driving habits are very different from Europe's. Therefore, there are some functions in the European market directly to China. No way to use.
"The same is in the ninth-generation ESP technology platform, but there are several grades, but it is divided by the extent of functional coverage. If we must say that the Chinese market and foreign markets have any difference, it may be the relatively low-end choice of Chinese customers Some of them are less functional than in Europe. The main reason is that many advanced developments in Europe now have a driver assistance system. Driver assistance systems require higher configuration and requirements, such as the pump's process, noise, and other comfort requirements. In fact, rankings are not only in China, but also in Europe.†Wang Zhihuang emphasized that Bosch does not want to do simple and inexpensive products specifically for the Chinese market, but instead targets the needs of the Chinese market and manufactures them in accordance with Bosch standards. Standard, high reliability products.
In the application and development of driver assistance systems, Bosch also has a more typical localization approach. According to Wang Zhihuang, Bosch's approach to driving assistive system products may have some differences with ABS and ESP in view of the special needs of the Chinese market, such as the very serious problem of China's fatigue driving. For example, ABS and ESP first used foreign products for application matching and began to develop product products for the Chinese market after a while; however, in the area of ​​driving assistance systems, Bosch took a parallel strategy from the outset to Europe. The products come to China, on the other hand, they also develop Chinese-specific products for the Chinese market, such as the compact multi-functional camera CMC, which can effectively solve the problem of fatigue driving, including lane departure or doze off.
The cost factor is no longer a barrier to marketing
A radar can realize multiple functions: adaptive cruise control system ACC, emergency braking, predictive emergency braking system and so on. It is reported that Bosch's mid-range radar has four projects that are currently being applied and matched. They are domestic domestic customers. In addition, joint ventures are also undergoing preliminary cooperation and similar application development.
In foreign driving assistance systems, there is no such high equipment rate as ESP or ABS, and the application and development of technology will take some time. However, the application of driver assistance systems in China has begun. Wang Zhihuang stressed that it is necessary to explain that most driver assistance systems must have ESP. Many OEMs must first install ESPs and reinstall driving assistance systems if they want to further improve the level of their products and upgrade their selling points.
Jiang Jingfang emphasized that in the product development process, Bosch’s important strategy is “safety that everyone can enjoyâ€. She revealed that Bosch's ABS and ESP have already been quite cheap, and are cheaper than international prices. For customers, the ESP system only accounts for 0.5% to 1% of the total cost, and the cost should not be an obstacle to marketing.
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