Knowing the Bosch brand, I started with the electric screwdriver and electric drill at home, although it is not fancy at all, but their super high professionalism and practicality still make me feel that this is a very delicate tool, and even make me avoid all kinds of repair work, I can't help but play with it.
That's the texture of the '138 Bosch brand, it's often not the protagonist, but there's a craftsman's focus, the kind of power that when you stumble across its logo somewhere, you think, oh, high.
In recent years, Bosch has become more and more prominent in the automotive field, not only increasing the number of innovative technologies and solutions, but also drastically adjusting the organizational structureDr. Xu Daquan, Executive Vice President of Bosch China's automotive business, was promoted to President of China. The reorganized Automotive & Transportation Technology business was officially named Bosch Smart Mobility Groupto adapt to the rapid changes in the Chinese market. Then, on January 29-30, Bosch held the 9th Smart Mobility Innovation Experience Day in Guangde, Anhui Province, to demonstrate its determination to further engage in the field of smart mobility in China.
The new Bosch Smart Mobility Group includes multiple business lines, including e-bike systems, electric drive systems, intelligent mobility after-sales, automotive electronics, power systems, intelligent vehicle motion control systems, intelligent driving and control systems, Bosch Engineering (including commercial vehicles and off-highway systems, Keguangrui Engineering Technology), ETAS, two-wheelers and sports vehicles, vehicle platforms and services, and vehicle software services.
At this Innovation Day, Bosch showcased the intelligent vehicle motion control system, parking software solutions, the third-generation multi-function camera evo version, and the software factory solution developed by the local teamThe most important of these is the debut of the Bosch Intelligent Cornering Assist SystemThe system can apply braking and driving force in different directions to the four wheels of the vehicle through sensor signals such as wheel speed, yaw angular velocity and acceleration, relying on precise algorithms, so as to produce a yaw that is conducive to the driver's steering in the desired direction and reduce the turning radius.
But what's even more specialBosch Smart Mobility Group has also established a board of directors in China, Co-ordinate and manage the relevant business units and teams in China.
This is in line with the trend of more and more multinational companies in the automotive industry in recent years to decentralize decision-making power to the Chinese market, which not only demonstrates the importance that brands attach to the Chinese market, but also helps companies respond effectively to the rapid changes in the Chinese market and customer needs.
For Bosch, China is a market with a very impressive rate of return, according to Wang Weiliang, President of the Board of Directors of Bosch Intelligent Mobility Group China, at the eventChina accounts for 20-21 percent of the Bosch Group's business, but accounts for more than 1 4 percent of global sales。Xu Daquan said bluntly: The auto sector has made a huge contribution, and the non-auto sector has not achieved satisfactory results in the economic environment (under pressure), shrinking consumption and fierce competition. 」
Keeping the pulse of Chinese automobiles on the pulse is a lesson that Bosch must learn.
Therefore, Bosch is also very particular about its own attitude, in the first interview session of the Innovation DayWang Weiliang emphasized at least three times that Bosch does not build cars, but will always be an enabler and create value for customers. It can be seen that the prosperity of car manufacturing in the Chinese market has made Bosch, which has been a self-proclaimed supplier rather than a champion, also feel the pressure of clarification. Of course, compared with another big factory that says it doesn't make cars all year round, Bosch is still more sincere, after all, the supporting role has been a supporting role for more than 100 years.
Bosch's empowerment of automotive customers is, first and foremost, technology that can always keep up with the pace of the times. On the Innovation Day,Bosch presented its five-vertical and nine-horizontal business transformation diagram, which represents the full-stack technology structure of the future automotive industry。Five refers to the five industry classification directions such as intelligent driving assistance, sports intelligent control, energy power, body & comfort, and infotainment, and nine refers to different levels from technology to market, from intelligent hardware, semiconductor sensors, to embedded electronic control units, to computing units, operating systems, application software, operating system back-end interfaces, and finally to services, as well as commercial solutions. Covering many key software and hardware areas of smart cars, it is easier for customers to enjoy the joy of one-stop shopping.
However, many car companies are now beginning to pay attention to full-stack self-development, which involves another dimension of Bosch empowerment, full-stack research, or capacity building. The automotive industry is indeed a highly integrated industry, not only can the best companies build cars across borders, but car companies can also roll up their sleeves to build their own software and hardware, which also poses a challenge for Bosch. However, Wang Weiliang's answer was very confident:From a broad point of view, the automobile industry, automobile culture, including the ecological environment, and the automobile environment, this (full-stack) is impossible, neither realistic nor scientific, and even less feasible. Our customers are our customers, our partners, and our competitors, and this Bosch is used to. 」
Finally, Bosch also took advantage of the east wind of new energy vehicle customers going overseas and proposedLocal is globalof fresh routes. Norman Roth, COO of Bosch China, pointed out that Bosch will bring many Chinese solutions in production and technology research and development overseas, which will be beneficial to Bosch China and Bosch worldwide, so it will further promote such work. Wang Weiliang also said that in 2023, China's auto industry will complete the production and sales of 30 millionIn the next ten years, under normal circumstances, the word 3 will not fall, so the focus will be on strengthening the intelligent, export and global layout, the future of Chinese enterprises can be expected.
A supporting role with the protagonist's vision and pattern, like a delicate repair tool, is rare and valuable to the protagonist and indispensable to the overall situation.
But then again, the news of Bosch's layoffs has also spread widely, and Bosch responded that it does not involve the Chinese market. Let's have a good year first.