Since 2005, the reporter has been invited to visit Detroit, the US automotive capital, in early January of each year to visit the North American automobile exhibition, one of the top five auto shows in the world, and to visit the world-famous automobile parts and components company located in Auto City. Through the visits in recent years, the reporter deeply felt that after the financial crisis, the world's auto parts manufacturers continued to restore business in Europe and the United States, while giving more expectation to the rapidly expanding Chinese auto industry.

When the reporter visited the North American Auto Show for the first time in January 2005, the first part manufacturer to interview was Cooper Standard Automotive. At the 2011 North American Auto Show, Cooper Standards once again appeared as a sponsor. On January 12, 2011, the company's senior management team headed by James S. McElya, chairman and chief executive officer of Cooper Standard Automotive Corporation, accepted collectively at the North American Auto Show Cooper Standard Exhibition Hall. An interview with the Chinese auto media.

Industry insiders know that Cooper Standard was born out of Cooper tires, so the company's auto parts products are derived from an ordinary plastic tube and are enriched. The main business is to develop, test and manufacture body seals. ), Anti-Vibration Systems Capabilities, Fuel, Brake and Emissions, Thermal Management. As a supplier with a leading edge in technology, Cooper Standards has also achieved remarkable results in the Chinese market by following up on the production layout of OEMs in China. To this end, the company's senior management team headed by James S. McKieley told the Chinese media that it will continue to invest in the Chinese market, develop diversified technologies, seek business partners and acquire business opportunities.

End the puzzle company into the era of "black characters"

On January 10, 2011, before the reporter’s interview, the famous American automotive media “Automotive News” published an interview with James S. McCaia. The article commented that it is The chairman brought the Cooper Standard into the era of "black characters" (English, "black characters" and "deficit", meaning profit) in 2010.

According to James S. McCaillah, Cooper Standards Corporation, headquartered in Novi, Michigan, was attached to Cooper Tire & Rubber, a company founded in 1960. In 2004, Cooper Standard was separated from Cooper Tire and operated independently, focusing on the spare parts supply business of the automaker. As the North American automobile market entered the recession before the financial crisis, the Cooper Standard also experienced a difficult market climbing process. James S. McKieley once commented on the survival status of North American suppliers from 2008 to 2009: “One-third of suppliers have stood the test, and two-thirds of suppliers are on the way to competition. ".

The Cooper standard became one-third of the lucky winners. Relying on providing innovative technology solutions for automakers, Cooper's standards not only survived and gained rapid growth. According to Mr. Allen J. Campbell, Chief Financial Officer of the company, sales of the Cooper Standard were only US$1.5 billion when the company began its independent operations in 2004; since 2009, operating results have gradually increased, and sales and profit margins have increased. It started to pick up; and sales in the 12 months before September 2010 reached US$2.4 billion. The company has more than 70 bases and branches in 18 countries and employs 18,000 people. It ranks 64th among the top 100 global suppliers in 2009 by the American Auto News. In 2009, North American suppliers Ranked 40th among the top 50.

Strong growth in Asia Pacific market and China market

The reporter learned that in the current global business structure of Cooper's standard, North America accounted for the largest share, 52%; followed by Europe, 34%; Asia Pacific ranked third, 8%; and finally South America, for 6%. Although the Asia-Pacific region's business volume in the company's total plate is not large, but can not be ignored is that the Asia-Pacific region, especially China's business growth momentum is very strong.

According to Joseph J. Emmi, vice president and managing director of Cooper Standard Motors Asia Pacific, as of the third quarter of 2010, sales in Asia accounted for 8% of total sales, compared to 2004. Market share has doubled. The growth rate of Cooper's revenue in the Asia-Pacific region is much higher than the growth rate of auto production in the region. The company has seven wholly-owned factories in the Asia-Pacific region (two in China, South Korea and India, and one in Australia), six joint ventures (three in China, one in Korea, India and Japan) and more than 3,500 employees.

Based on the development of new customers and the introduction of new technologies in the region, the Kubo standard predicts that the Asia-Pacific region will grow faster than the market in the next few years. Therefore, Joseph Amy said that the 2010-2011 Cooper Standard investment in the Asia-Pacific region will exceed $ 27 million, mainly for the purchase of the most advanced equipment and facilities.

As the company has a large number of manufacturers in China, based on strategic considerations, Cooper Standards has therefore set up Asia Pacific headquarters and regional technology centers in the Kunshan area of ​​Shanghai, China, and in Changchun, Chongqing, Huai'an, Kunshan, Jingzhou, Panyu, Shanghai and Wuhu. Established factories in other places.

Joseph Amy provided the reporter with an analysis of the Cooper Standard on the Chinese market and he believes that the annual growth rate of sales in China will exceed the market growth rate. He told reporters that the company will continue to invest heavily in the Chinese market and is actively seeking partners and business mergers to introduce the most advanced technology, facilities and production processes.

More energy-saving and emission-reducing, diversified products are expected to realize real estate in China

As we all know, Cooper Standard is the world's leading supplier of components and systems for passenger cars and light trucks, subsystems and modules. The products include four major series, namely body sealing systems (accounting for 48% of the company's total sales), fuel, and brakes. Emissions and emissions (accounting for 29% of company sales), thermal management (accounting for 10% of company sales), and earthquake protection systems (accounting for 8% of company sales). Originated from the background of rubber products, the Cooper standard body seal system sales accounted for the world's first.

At present, among the four major categories of Cooper's standard products, the seal business ranks first in China and India, but there are more products that meet the trend of energy conservation and emission reduction and have not yet achieved real estate in China. According to Lyle J. Otemba, vice president of sales and engineering at the company, the products developed by Cooper Standards are diversified, suitable for energy-saving and the use of new energy vehicles. Among them, the body seal system can protect the interior of the vehicle from the weather and prevent dust from intruding into the vehicle; the fuel, brake and exhaust system can control, sense, measure and transmit the fluid and steam of the entire vehicle; the thermal management system can be used for hybrid power, Traditional cars, electric vehicles, and internal combustion engines provide heating and cooling functions; anti-vibration systems can control and isolate vehicle noise and vibration, making it easier to steer and drive.

The reporter saw from the products displayed that the Cooper Standard adhered strictly to the principles of environmental protection and consumption reduction in research and development and developed seals made of barley, cotton fabrics, etc.; on the material of brake hoses, none were used. Contaminated rubber parts.

Lille Otmba said that in the future, it will speed up the introduction of newly-developed products to China and improve its localization capabilities.

At the end of the interview, James Co., chairman and CEO of Cooper Standard Motors, once again expressed his interest in the Chinese market. He said that from the company's overall strategic plan for the future development in China, to follow the market, follow the customer's principle, a reasonable layout of China and the Asia-Pacific region.

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