Ebersch is a technology-oriented supplier of automotive exhaust systems and was founded in 1865 in Eberchel, Germany. So far, the company has established branches in 26 countries and regions around the world. Its advanced reprocessing exhaust system can meet the most stringent US EPA 2010 emission standards and European Euro VI emission regulations implemented in 2014. Batch-matching OEMs Main engine manufacturers include Mercedes-Benz, Volvo, MAN, Renault Trucks, Duff, Scania, Iveco and other multinational commercial vehicle giants. In other countries, "Eberh" is a well-known automotive exhaust system supplier. It is known as the world's largest supplier of commercial vehicle exhaust systems and the top three passenger vehicle exhaust system suppliers. Everyone in China is an "unfamiliar face" to him.
It is not so famous for him to be so famous in foreign countries and face the sales and sales of 4 million commercial vehicles in China. It is not so strange to him. Whether it is for Chinese commercial vehicle users or for local OEM OEMs, it can only be seen as a little or even completely unfamiliar, so Eberspek needs greater influence to familiarize everyone with it.
Localization may be the top priority for imported component manufacturers in order to increase their market share in China and share China's huge commercial vehicle market cake. Eberchel is no exception. “About a year and a half ago, the company decided to officially enter China through wholly-owned operations, establish a wholly-owned company in China, and establish a local lean team. Now, our local team has basically completed everything from sales, engineering development to local procurement. We believe that with our strategy, we can quickly enter the Chinese market and achieve greater development,†Moritz Gerig, vice president of Aibeiqi Automotive Technology Co., Ltd., confidently told reporters.
According to reports, the Shanghai-owned Eberspäch facility will be put into production in small batches by the end of this year, with a total investment of 35 million Euros. It will mainly produce exhaust systems for passenger cars and commercial vehicles that meet the national IV and national V requirements. The latter is mainly The integrated system of DOC's three-way catalytic converter, DPF particle trap, SCR urea catalytic reduction and other devices provide the OEM with an overall solution for the post-processing of commercial vehicles. “In the past six years, Eberspächer has focused on North America and Europe and has focused its efforts on meeting US EPA 2010 and European Union Euro V emission standards. After so many years of efforts, our commercial vehicle exhaust systems in North America and Europe The field is an absolute monopoly, but in reality, the company’s management has realized that we should enter China sooner, and we hope that we can do it now,†said Moritz Gerig.
It is indeed a bit late to enter. On the one hand, in response to the heavy-duty vehicle IV emission regulations to be implemented in 2013, each vehicle and engine manufacturer has been developing, testing, and matching work since the first few years, and many manufacturers have already completed early-stage technology reserves. At the stage of product announcements, many bus companies have even realized the bulk sales of China IV vehicles. However, judging from the other side, the National IV standard will be implemented nationwide on July 1st next year, and it is likely to gradually transition from the coastal to the central and western regions. This will leave a lot of changes for manufacturers to respond to policy changes. enough time. Therefore, for Eberbach, there are still chances for the “not too lateâ€.
“Our long-term goal is to be one of the leading suppliers in the Chinese market. In the commercial vehicle exhaust system market in North America, Eberspächer is the number one; in Europe, we are the first; in China, we also want to Be the first.†Moritz Gerig told reporters that Eberspä will soon establish a new R&D center in Shanghai after the wholly-owned factory is put into operation. “In the future, this R&D center will become Aberschweigen, besides Stuttgart, Germany and Detroit, USA. The third largest R&D center in the world, its mission is to serve all Asia's R&D centers and provide technical support to markets such as China, Japan and India."
Moritz Gerig said that Eberhich's commercial vehicle exhaust system products in Shanghai will start from the high end, but low-end and mid-range products are also planned. "Eberlech also has factories in Brazil and India, and we are very satisfied with customers in emerging markets." Interested.†He also disclosed that in the next few years, Eberspächer will cooperate with the expansion of customer resources of the OEMs to establish more branches or factories in the west and south, thus completing the layout of the entire Chinese market. “At present, not only European and American giants have joint ventures in China, but also local commercial vehicle companies such as Futian, Dongfeng, Weichai, and Yuchai.â€
However, it is well known that due to fierce competition and overcapacity, Chinese commercial vehicle users are very sensitive to car prices, and this sensitivity may even exceed that of other developing countries such as India. Under this kind of environment, will Eberchelle from Germany face problems with soil and water?
Moritz Gerig thinks that in order to support the implementation of the Chinese plan, Eberspächer has already raised the strategic application of the localized application and development of commercial vehicle exhaust systems.
“For Eberberg, we will import the latest products, technologies, processes and production processes into China to ensure that the products supplied by our factories in China are all of the same standards as the German factories. Of course, we pay great attention to the application of localization and For development, we hope to use our local team to develop products that are more suitable for Chinese customers and to be more targeted in terms of product application.†Moritz Gerig admits that Eberspächer has very advanced technology, but if you simply copy these technologies, put Germany The promotion of the operating model to China will certainly result in many mistakes. "So we think that the globalization process and standardization system of the German headquarters must combine the experience and practice of the local team, and only in this way can we succeed."
At the beginning of this century, Volvo, Mann, etc. successively tested the commercial vehicle market in China and established joint ventures with local companies. However, most of them were highly qualified, insisted on high-end positioning, and had poor adaptability to local customer needs, and eventually ended in failure. At the beginning of entering the commercial vehicle matching market in China, Eberspächer realized that advanced technologies must first be based on meeting the needs of local customers. This naturally avoids many useless detours.
For Eberspächer, its greatest advantages are advanced technology, standard processes, and rich experience in matching exhaust systems. The biggest challenge is the extraordinary sensitivity of Chinese commercial vehicles to cost and the large number of Chinese commercial vehicle users. Changed demand and use conditions.
To meet the challenge, Eberspächer must accelerate localization, further promote cost optimization programs, and customize low-cost exhaust system solutions for emerging regions such as China. “This is an obstacle that must be overcome, but we believe that with a professional development team, application team and local team, coupled with localized development concepts, Eberspächer will be able to target different customers according to their specific needs. And at an acceptable cost, they developed the exhaust system they needed.†Here, Moritz Gerig gave an example, “Eberspächer India has successfully supplied volume to Tata and several other local commercial vehicle companies. This emerging market is also cost-sensitive. We have found ways to provide local customers with lower-cost products. We have also successfully developed localized applications in Brazil. These experiences will be used in the Chinese market."
MoritzGerig also believes that Eberspächer's mature exhaust system solutions will be the “ultimate weapon†for subsequent success. “Exhaust system suppliers must provide solutions because the exhaust system of a single vehicle is the same. The mainframe plant will usually only tell you about its performance requirements and emission requirements, as regards reliability, durability, and dimensions. On the other hand, they are all designed by suppliers.†Eberhich has extensive experience in exhaust system layout, material selection, NVH quietness, vehicle matching, service life, and fatigue stress relief. The advanced technology can be synchronized with the host plant to develop a tailor-made cost-effective post-processing solution.
Moritz Gerig told reporters that if automakers only need a set of exhaust systems that are very cheap, or built entirely in accordance with the design drawings of the main engine plant, “their Abekh may not be the most suitable supplier. But if the automaker wants Its model is a technology-oriented, high-quality product, and it requires parts manufacturers to develop simultaneously to achieve optimal configuration, then we will be the best supplier."
In fact, with the tightening of national energy conservation and environmental protection policies and the increasingly fierce competition in the commercial vehicle market, more and more OEMs are seeking to establish strategic cooperation with high-quality suppliers in order to strengthen the competitiveness of their industrial chain and continue. Improve product quality. From this perspective, Eberspächer's system solutions may be more favored and recognized in the near future.
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