Continuing just-auto’s series of interviews with leading players in the global shock absorber market, Matthew Beecham talked briefly with Sandro Paparelli, Vice President & General Manager, Europe Ride Control and Tim Jackson, Executive Vice President, Technology, Strategy and Business Development.
What are the challenges with developing vehicle suspensions for cars built for emerging markets?
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Tim Jackson: We view the emerging markets as exciting opportunities for our electronic suspension technology. As you point out that emerging markets certainly are not necessarily low price low end markets in all cases, and if you look at China in particular the number of premium vehicles and the mix of premium versus low end vehicles is very favourable. We have our continuously variable semi-active shock absorbers on display at the show and what we call our ‘scalable architecture’ on display which enables a best in class ride and handling for these countries where the road infrastructure is not as mature and the need for some advanced damping is even greater.
Sandro Paparelli: Customers want the same quality everywhere. So even if India is a lower cost country they want the same quality for the Fiesta as in Europe. So Tenneco offers a global design, maybe used first of all in Europe – in Belgium or Germany – and then the design is spread all around the world in the same way. So the same damper is used in India as in Belgium as in Brazil or in North America or China. It is an important subject for conventional dampers.
When we spoke back in 2004, a hot topic covered increasing electronics for shock absorbers. How is the adoption of electronic suspension technologies progressing in Europe?
Sandro Paparelli: It’s a good question. In fact we are extremely busy now in trying to increase the awareness at the consumer side. That’s because convincing engineering at BMW or Mercedes is not difficult but getting the message across to the consumer is.
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By GlobalDataAs the take rate is not really increasing, we need to do something. That’s why we are discussing with OEMs how to improve the situation along with marketing people. In the past, we were only talking to engineers yet found that the salesman in the dealership typically does not know how to sell a complex suspension system. It’s easier for him to push other options such as leather seats or the Bose sound system. But we are working on improving that situation.
Tim Jackson: For clarity, back in 2004 our electronic shocks would go on maybe eight different models at two different manufacturers; today it’s 37 different models at eight different manufacturers. So we have seen a very significant growth in the number of platforms that have embraced. What we need to do as the next step is to get to the consumer level so that rather than 3% or 5% of the consumers pick it from the option list we’d like to see that north of 50%.
Sandro Paparelli: That is correct. We have far more customers today but the take rate does not increase more than the 3-5%, except when it is standard. And this is what we are trying to push. Some of our customers say, “Let’s try to put it standard.” Audi Allroad had it 100%, but this is easy to sell. It’s clear the VW Golf cannot have it 100%, so these are the two different extremes of the range.
