In recent years, the development strategies of multinational auto parts companies in China have undergone a subtle transformation. Unlike traditional market-driven approaches that focus on capturing market share through investment and factory expansion, these global players are now adopting a more strategic, low-profile method—often referred to as a "stealth strategy." This approach centers on high-tech research and development, allowing them to penetrate deeper into the mature Chinese market without drawing too much attention.
One key area where this stealth strategy is being applied is in automotive safety systems. As awareness of vehicle safety has grown both domestically and internationally, consumers are increasingly prioritizing safety over performance, entertainment, or fuel efficiency. According to DuPont Automotive's latest survey, safety is the top concern for most users when purchasing a vehicle.
At the recent Suzhou International Bus Show and World Bus Expo Asia Exhibition, WABCO, a leading provider of electronic braking, stability, and suspension systems for commercial vehicles, made its debut. Dr. Liu Liang, President of WABCO Asia Pacific, emphasized the company’s commitment to improving road safety in China. He stated that WABCO aims to introduce its advanced technologies, particularly ABS systems, into the Chinese market. With the demand for automotive ABS expected to exceed 6 million units by 2010 and a projected annual growth rate of over 30%, the potential is enormous.
Despite government regulations mandating the installation of ABS systems, implementation remains lagging. WABCO sees an opportunity to assist authorities and end-users in promoting the adoption of these critical safety technologies. Meanwhile, domestic manufacturers face challenges related to technology, quality, and cost, which has led many commercial vehicle producers to rely on foreign brands instead.
Beyond safety, the push for energy-efficient and low-emission vehicles has also become a major focus. New energy vehicles not only address environmental concerns but also offer new opportunities for the global automotive industry. Freudenberg, a German chemical and industrial company, has been actively investing in China. Its CEO, Wen Hande, highlighted the importance of China’s economic growth in achieving long-term strategic goals.
Freudenberg has invested over 1.4 billion yuan in China, with recent projects including a new factory in Qingpu, Shanghai, and plans for additional facilities in Yantai and Suzhou. Notably, the company is also exploring fuel cell technology, working with Tongji University in China. This aligns with China’s ambitious plan to mass-produce fuel cell vehicles, aiming for 10,000 units by 2010 and 100,000 by 2015. Clearly, the vast Chinese market continues to attract global players seeking long-term growth and innovation.
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