From the processing plant to the domestic automobile electronic leader, from the single car audio navigation to the intelligent automobile multi-category layout, from the annual revenue of 1.4 billion yuan to the annual revenue of 6 billion yuan, desai xiwei ten years of independent transformation development to deliver a high score.

    Chen chunlin, chairman of DSCW, said in an interview with China securities journal that since 2010, DSCW has changed from a foreign-owned company to a local one.In the face of the trend of intelligent automobile industry, desai xiwei will adhere to the research and development as the leading, customer-oriented, to create three product groups of intelligent cockpit, intelligent driving, network service, and is committed to become the preferred partner for travel reform.

    Independent decision positive transformation

    From 2010 to the present, Chen chunlin calls the "decade of independence" of desai siwei.In 2008, continental completed its acquisition of Siemens vaidio ag.Siemens wedeau automotive electronics (huizhou) co., LTD. (formerly known as dsi) changed its controlling shareholder from Siemens wedeau to continental automotive.In order to maintain the stability of operation and team, the company's Chinese shareholder desai group and the core team of operation and management jointly initiated the purchase of 70% foreign shares held by continental automobile.In 2010, the company changed from a joint venture to a state-owned holding company.

    "When we enter the era of being the master, we are responsible for our decisions and bear the consequences."Looking back on the decade of independence, Chen chunlin felt quite deep.As a professional manager who was once stationed in China by foreign shareholders, Chen chunlin's identity has undergone a major transformation. He has become a shareholder of the company together with his core team, and his career path is closely linked to the company's destiny.

    With a team of professional managers at the helm and a state holding company, desai west is back on its feet, with slogans such as "second venture" and "de-comfort".Where is the direction of "secondary entrepreneurship"?On the one hand, product upgrading, industrial chain extension and expansion;On the other hand, the organizational structure is constantly optimized to create an efficient business mechanism.At the same time, r & d is constantly strengthened, actively layout the future of the industry.

    Chen chunlin introduced that in the past decade, the company's product line has been constantly rich, value and technology content continued to improve.From the early audio navigation, developed into multimedia entertainment equipment, after the introduction of the intelligent cockpit, now is the development of ADAS and unmanned driving, layout car network, products including automatic parking system, 360 degree hd vision system, 24G millimeter wave radar, V2X products.

    "Hard" products continue to upgrade, need the support of "soft" power.In 2011, the company began to implement the business unit system, which reorganized the team structure for different customers and different businesses, and the business unit was responsible for its own profit and loss.The move unleashed a powerful burst of activity that drove high growth.Meanwhile, a group of young people are growing up fast.

    In 2015, desewi launched the strategic plan of industry 4.0, aiming to meet the requirements of industry 4.0 by 2025.With the help of industry 4.0 system, the three strategic objectives of agile design, lean supply chain and excellent operation are achieved to improve efficiency, shorten the time to market, and improve flexibility and quality.

    Another big change in the decade of independence was the decision by dessy to invest in early-stage research and development, from the manufacturing base that carries out the instructions, to invest in future directions.This is a risky move.But Chen believes this is a necessary move."In the first two years, research and development expenses somewhat affected performance.But the management discussed that research and development cannot be cut, and that cutting research and development is cutting the future."Chen said that in 2011, the company realized that the display screen would be the intelligent interaction point of the car, and invested in its own research and development and production, which established its leading position in the industry.

    After the launch, desai siwei's research and development investment continued to increase.In 2018, the proportion of the company's r&d expenses was 9.69%;In the first three quarters of 2019, the company spent 13.1% on r&d.Chen said, automotive electronics industry to intelligent march, high research and development investment is necessary.

    A combination of Chinese and western corporate culture

    Born out of the background of foreign investment and growing up in the state-funded holding company, desai xiwei has created a corporate culture that combines Chinese and western elements, which is characterized by diligence and integrity in the eastern culture and advanced management system from the west.

    In the beginning, there was inevitably a collision between eastern and western cultures.To this end, Chen chunlin asked employees to report work must speak with data, according to data analysis to make decisions and Suggestions, and asked employees to dress neatly.

    "It's not that I'm overly strict, it's a habit I've had for years.To be a leader in the industry, you have to act and persevere, "Chen said.Over a long period of time, the core management of desai xiwei keeps stable, the young backbone grows rapidly, and the corporate culture is gradually refined and formed.In desai west, colleagues adhere to the equal and open relationship, and employees consciously play their time and efficiency to the maximum;All departments have a PDCA (plan, execute, inspect, process) circular reporting model, and administrative and financial staff have "engineering thinking".

    In Chen chunlin's opinion, the word "stubborn carpenter" may be able to sum up the spiritual pursuit of the desai siwei people."Stubborn" is down do not admit defeat, do not give up;"Carpenter" is to learn from Germany, Japan's spirit of craftsman, the relentless pursuit of quality.Chen chunlin said, never easy to say "no" to customers, but with excellent technology and products, play a quick response and comprehensive support, to win market reputation.

    Enter the era of automobile intelligence

    The strategy for innovation and development of smart cars was released on February 24 this year, which provides a clear roadmap for the development of smart cars in China.Desai xiwei has already laid out the layout in advance, and established three business segments of "intelligent cockpit, intelligent driving and intelligent network", and continued to increase r&d investment in related fields.

    Chen said that the auto industry is entering the era of "electrification, interconnection, intelligence and sharing".Desai siwei is a member of China automotive standardization technical committee and has participated in and led a number of national standards.The main business of the company is closely related to the trend of "four modernizations" of automobiles, which has obvious advantages of card position and first-mover advantage.

    In 2010, the navigation platform independently developed by desai xiwei became the most stable pre-installed navigation platform in the market at that time, breaking the long-standing technology blockade of multinational companies and filling the domestic technology gap.In 2017, the company launched L3 autonomous driving product research and development, and became the first local autonomous driving Tier 1 (Tier 1 supplier) supported by nvidia in China.In 2019, the company will set up a research and development team in Singapore to develop cutting-edge technologies for autonomous driving and network security of L4 and L5 cars.In the same year, it acquired ATBB, a German skyline company, and developed the Internet of vehicles.

    "In the era of smart cars, desigh's goal is to move from Tier 1 to Tier 0.5."Chen chunlin introduced, on the one hand, the company will be closer to the oems, closer cooperation;On the other hand, the company will integrate more upstream and downstream resources, create industrial alliances, shape a good relationship between competition and cooperation.In April 2019, desai xiwei signed cooperation agreements with baidu, tencent and other companies to develop 360-degree vision system, automatic parking and other intelligent driving assistance products.In June, the company signed a strategic cooperation framework agreement with four-dimensional map new to carry out cooperation in such fields as autonomous driving high-definition map and intelligent network.

    Recently, a number of models carrying desai siwei products have landed.The ideal ONE, to be delivered in December 2019, is equipped with the desai siwei four-screen interactive driving product, and the new xiaopeng model, which is scheduled to be delivered in 2020, is equipped with the desai siwei l3-level intelligent driving product.Smart cars need more cooperative development, deep integration and system integration, and the status of Tier 0.5 of desai is increasingly evident.

    In the next decade, it will be the global market.The company has changed from "international localization" to "local internationalization".The company plans to develop a global presence, gradually establishing local institutions overseas and building global research and development centers."We have international heritage and local resources, which is our unique advantage."'in the field of electrification and intellectualization, the gap between us and overseas advanced level is gradually narrowing,' Mr. Chen said. 'Chinese auto electronics companies have a chance to catch up.'