Robert Oswald
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Forget about double and triple engineering the same product. No matter which markets the product sells in, redesigns are fast becoming outdated.
"OEMs are pushing: 'We don't want regional differences.' And that's especially true with basic products that are hidden from the customer and are fundamental to a vehicle's performance," said Robert Oswald, Chairman, President & CEO Robert Bosch Corp., U.S.A.
A single design take translates to profits. "It's how you make money in this business: eliminate duplicate design work. That's very important as certain markets, like Brazil, go out the window. (With a common design) you can ship the product elsewhere," Oswald said.
In the last three to four years, Brazilian-made fuel injectors, electronics, brakes, and diesel fuel systems have hit the export market. "Right now, only a small amount of our products (made in Brazil) are staying there. We've also adjusted the (production) output," said Oswald.
Although Bosch is the number two supplier in terms of sales, Oswald believes products that are made exclusively for a given market can spell trouble: "We'd be in terrible shape if (all) Brazil-made products were only for Brazil."
The supplier does have a Brazil-only product line mated to operate on methanol fuels. "Those products are 100% unique to Brazil, but there is the potential to have the product line expand regionally," Oswald said. The product line meets specific Brazilian regulations.
Other than regulations, specific market products may be necessary because of environmental mandates or driving styles. As an example of a driving style design, European vehicle windshield wipers must work at 120 mph. "That's a tough design issue, but it doesn't make the product better...because the wiper (blade) wears out faster," Oswald said. "So taking that design to the U.S. (makes no sense). However, that design issue does give you more design knowledge."
Kami Buchholz
