In late September, Dongfeng Commercial Vehicle, Foton Auman, Beiben Heavy Duty Truck, SAIC Iveco Hongyan and other heavy truck companies participated in the second China International Truck Fuel Contest. . Wang Xiaodong, deputy general manager of Bosch Automotive Diesel Systems Co., Ltd., was pleased that all participating models were equipped with high pressure common rail systems.
This shows that the common rail system and its superiority are increasingly recognized by the Chinese market. In the process of promoting common rail technology in China, Bosch is faced with "price monopoly" and EGR competition. Today, Bosch's common rail system has finally received end-user approval. These are inseparable from Bosch's localization strategy. As Peng Deyuan, President of Bosch (China) Investment Co., Ltd. stated: "To succeed in China, we must speed up localization. In terms of localized production, we must adapt to China's price level."
· Localization strategy reduces costs
China's products have always been famous for their low price and high quality. In terms of usage habits, users also value the most cost-effective products. As a joint venture, how to reduce costs while introducing foreign technology, Bosch understands localization.
Wang Xiaodong introduced that the concept of localization includes two layers of meaning: One layer of meaning refers to the localization of components. In 2007, Bosch Automotive Diesel Systems Co., Ltd. began to localize the production of nozzles and other common-rail injector components; at the end of 2008, most of the common-rail components were localized; currently, all Bosch commercial vehicle high pressure common-rail systems Main components: Common-rail injectors, high-pressure pumps, high-pressure rails, and electronic control units have all been localized.
Another layer of meaning is R&D matching localization. In 2005, Bosch played an important role in the development and matching of localization. The Chinese engineers in the diesel technology center not only solved the communication problems, but also ensured that the developed products could better meet the needs of the Chinese market because of their in-depth understanding of Chinese customers.
Bosch has a long history in China. This year marks the 100th anniversary of the Bosch Group in China. Bosch will continue to contribute to the Chinese market. As Mr. Wang Xiaodong said, "We must continue to do a good job in localization and let more customers experience the superiority of our products."
However, in the process of pushing the common rail system into the Chinese market, Bosch has not only opportunities but also risks.
An important factor in the success of the introduction of foreign products to achieve localized production is market recognition. If there is no market support, even if products come out, there is no demand, and it is difficult to achieve large-scale production. The cost of products will remain high.
"Our goal is to achieve localization," Wang Xiaodong said: "We are willing to take this risk, we must localize and reduce costs to meet market demand."
Practice has proven that Bosch Automotive Diesel Systems Co., Ltd. has paid off. The localization strategy based on customer demand has made its products win the users' favor with cost-effective advantages in competition with other competitors.
· Align with OEMs to expand customer base
Strengthening cooperation with OEMs is another strategy for Bosch Automotive Diesel Systems Co., Ltd. to increase market acceptance. In order to establish smoother cooperation with OEMs, Bosch has established a comprehensive cooperation mechanism.
According to Wang Xiaodong, Bosch Automotive Diesel Systems Co., Ltd. cooperates with the host plant throughout the entire product development and product life cycle. In the R&D phase, on the one hand, Bosch technicians provide technical support to the OEM. On the other hand, Bosch trains its customers so that they can understand Bosch's products and perform application-specific matching. Through good matching, the advantages of Bosch products can truly reflect the performance of diesel engines and even the entire vehicle. During the entire assembly commissioning and production process, strict quality control and on-site strong support ensure the consistency of production and provide customers with high quality, stable and reliable products. In terms of after-sales service, we trained the after-sales service personnel of the OEM, including providing diagnostic equipment and diagnostic tools, and taught them how to solve problems.
Bosch Trade Co., Ltd., a subsidiary of the Bosch Group, has a comprehensive after-sales service network to provide end-users with comprehensive after-sales services. The 11 diesel service centers and 150 diesel service stations covering China together with the after-sales service network of the main engine plant provide a convenient service for end users and ensure that customers have no worries about car purchase.
By strengthening cooperation with OEMs, Bosch Automotive Diesel Systems Co., Ltd. provides customers with a complete solution. While ensuring product quality and after-sales service, it also gains the user's approval of the Bosch brand, thus further winning the market. The foundation.
· Use cost-effectiveness to meet the challenge
July 1, 2008 China Heavy Truck Implementation Country III emission standards, Common Rail System As a high-tech solution, we must compete with other solutions in the highly competitive and price-sensitive Chinese market. Potential customers will only recognize the merits of common rails when they really feel it.
Xiaodong Wang is very clear about the challenges Bosch faces. “For Bosch Automotive Diesel Systems Co., Ltd., our job is to allow more customers to realize the superiority of high-pressure common rail systems.†Wang Xiaodong said: “We have launched aggressive promotional activities to allow more users to understand Our products, including OEMs, OEMs and heavy truck users, let them know about our system and let users feel the product in constant use, so as to find the price/performance ratio of this product."
It is understood that high pressure common rail systems have unique advantages. The electronically controlled high pressure common rail fuel system not only changes the composition of the traditional mechanical fuel injection system, the injection pressure is completely independent of the engine speed and the injection process, and it also truly realizes the injection pressure, fuel injection timing, and spray time. The independent, precise and flexible control of the oil quantity and multiple injections greatly improves the overall performance of the diesel engine in terms of power, economy, emissions and noise. Therefore, Bosch Common Rail System, as a representative of advanced common rail technology, is the best solution for enhancing power, reducing fuel consumption and noise, and meeting the emission standards of the country's three or more. The test data of the second China International Truck Fuel Contest competition vehicle perfectly illustrates this point.