Robert Bosch GmbH aims nearly to triple its North American revenue by 2010.
That would boost Germany-based Bosch's sales for the region to 30 percent of total revenue. North America now accounts for about 20 percent of global sales.
Selling more systems and modules and possibly buying other suppliers will drive growth in an era in which manufacturers are squeezing suppliers for price breaks, said Lee Manduzzi, executive vice president of sales for North American subsidiary Robert Bosch Corp.
Manduzzi, speaking at the SAE World Congress, did not identify possible acquisition targets.
The Bosch goal calls for 2010 sales of $15 billion (E16.1 billion) for Robert Bosch Corp., up from $6.2 billion in 2000, Manduzzi said.
Global revenue would then be about E54 billion, up from E31.5 billion in 2000.
Those figures include Bosch's nonautomotive and automotive businesses. Automotive sales accounted for E22 billion of 2000 global revenue and E4.7 billion of North American revenue.
'Obviously, the North American market is an extremely important market to Bosch and one where we feel the potential to achieve overproportional growth,' Manduzzi said. 'We have significant initiatives in the areas of systems and modules to increase our content.'
Such efforts include:
Corner module development. Bosch recently secured four new corner module production programs - three high-profile sport-utilities and one light-duty pickup. That's on top of a 2002-model truck for which Bosch is supplying a front corner module.
Occupant sensing systems for airbag deployment. A US government regulation requiring installation of such safety devices will speed the growth of this business, said David Robinson, president of Bosch's electrical and electronics division.
Telematics and multimedia systems. Bosch and its Blaupunkt subsidiary are pushing such products as satellite radio, navigation systems and rear-seat entertainment systems.
Engine management systems. Bosch is currently developing its first complete engine management system for a US automaker, said John Moulton, president of Bosch's powertrain division. The customer and program production date were not disclosed, but the system is for an engine that will be used worldwide. Bosch will produce more than 20 components in the system, including fuel injectors, sensors, spark plugs and ignition coils.
Even with price cut pressure, the growth strategy plays into changes being demanded by automakers, Manduzzi said.
By delivering a system or module, suppliers gain added business, and automakers save money by reducing procurement, engineering and manufacturing costs.