Continental drift
Real Estate

Continental drift

Continental makes construction vehicles safer with its innovations, which range from the camera system to the inertial sensor, discovers SHRIYAL SETHUMADHAVAN in Villingen, Germany.

The history of Continental dates back in 1871 when the then joint stock company, founded in Hanover, manufactured soft rubber products, rubberised fabrics and solid tires for carriages and bicycles. Today, the company, no less than an all-rounder in its terrain, is a supplier of brake systems, systems and components for powertrains and chassis, instrumentation, infotainment solutions, vehicle electronics, tires, and technical elastomers - it contributes both towards enhancing the safety aspect for a driver as well as the need to protect the global climate.

With sales figures of €32.7 billion in 2012, as against €30.5 billion in the previous year, in the present day, this automotive sector leader has its wings spread over 291 locations across 46 countries.

In India, its footprint includes manufacturing facilities in Bengaluru, Gurgaon, Manesar and Pune. Especially in the construction segment, the company has been growing at the rate of 20-30 per cent. "This goes to show that Continental has totally geared itself to fit the competitive bill," says Hemal Shah, Head of Program-Motorcycles & Off Highway and Director, Vehicle Electronics, Continental.

The key to growth is a 'local to local' approach with the manufacturing footprint and sales network depending on the market's need and consumer's location. "This approach gives us a better understanding of the customer's requirements and has certainly opened us to several possibilities," explains Gerhard Hogg, Vice President, Vehicle Electronics, Continental.

However certain products - ordered in large volumes - that involve some level of complexity but are not manufactured in India are sourced from Continental's plants in neighboring countries. Shah explicates through the example of an airbag, which is not mandatory across all vehicles in India. Hence, putting up a plant in India for airbags and keeping it idle is senseless. "Hence, for products where the economies of scale do not permit us to manufacture locally, we try to import them and support the customer," he says. However, if the demand for any product picks up, Continental, with its manufacturing and R&D footprint, will adopt the manufacturing process at any plant. The company follows a common manufacturing concept worldwide and hence, any product produced in Europe can also be produced in India with the same quality, process and components.

What's new!

Be it wheel loaders, excavators or bull dozers, electronic products that ensure greater safety, environmental compatibility and convenience have been in vogue. Considering this, Continental has been persistently expanding its portfolio for the construction sector. The company offers rugged solutions for demanding conditions in every type of construction vehicle. It supplies components and systems including camera systems, displays and instrument clusters, sensors to measure speed, pressure, temperature, nitrogen oxides and the fuel level, as well as radios and accelerator pedals. Dr Michael Jorg Ruf, Executive Vice President, Business Unit Commercial Vehicles & Aftermarket, Continental, says, "Customers benefit from our decades of experience in the automotive sector and technical innovations, for which the demand cycle is far shorter there."

While camera systems are standard in many vehicles, it is more of a two-dimensional image of the area behind the vehicle. But Continental has now developed a system for the construction sector, ProViu 360-degree, the model of which it recently showcased to CW at its headquarter-cum-plant in Villingen, Germany. This all-round camera surveillance system provides a theoretical three-dimensional presentation of the vehicle's environment. As a result, manoeuvring poses a smaller risk, blind spots are no longer a worry and other road users or obstacles are detected at all times. Along with this, the company also provides roller protection for the equipment through its offering - Inertial Sensors.

Innovating for market

To connect to the Indian market, it is important to have local people who understand the language. There is also a need to listen and understand what the customer wants and then innovate. But does the country easily accept innovation? Shah believes that the solutions on offer will finally improve efficiency and bring down the total cost of ownership. "We have sufficient products on offer and when the customer talks of reliability and long term dependability on a supplier, we can be a one stop solution for the buyer, avoiding the need of 20 suppliers for 20 products. If this makes an attractive proposition to the Indian buyer, I am certain that they will be more acceptable and susceptible to current innovations."

However, cost is a challenge. "The market certainly needs some time to invest in these innovations because while everybody wants it, these may make the equipment more expensive," avers Ruf. Shah maintains that if the company is not competitive in terms of its pricing, it would not be growing at the present rate. "While affordability is one of the megatrends being addressed by us, we are reachable as far as our product competitiveness is concerned."

Class apart

The company's market position derives from more than 40 years experience in the commercial vehicle field. Reveals Ruf: "We adapt our tried and tested components and systems to meet the requirements of the construction industry. This gives our customers not only the advantage of reliability, but also a one-stop shop for a broad range of products that we, as an international company, make and supply worldwide." Adds Shah, "The company does not invest in the product, but the market. Safety is of paramount importance and hence we do not take any chances with the product quality and brand image of the company." Confident of the edge his company has over its competitors, Hogg is led to say, "In Continental, quality rules wherever we go and customer satisfaction is of topmost priority."

With its focus on Asia, the company is investing in countries including China, India and the ASEAN markets. Understandably, the company's minders hope to garner up to 30 per cent of sales from these markets in the future. Alles best!

Inertial Sensor

Inertial Sensors by Continental provide rollover protection, chassis or traction control or simply provide maintenance support functions. As Dr Michael Jorg Ruf, Executive Vice President, Business Unit Commercial Vehicles & Aftermarket, explains, "If you have a crane for instance, you need to know the movements of its different segments. For this to happen more efficiently, smoothly and accurately, you require precise information about the location of the segments and this is where the Inertial Sensor has a role to play. It makes the movements of your crane faster and more accurate."

ProViu 360 Degree Camera System

At the heart of this system are several digital micro cameras attached to the outside of the vehicle, which can, thanks to their fish-eye lenses, with an angle of more than 180¦ and high resolution, sweep the sides, rear and front of the construction vehicle in real time. An electronic control unit merges these four digital high-resolution camera images giving the driver virtually a bird's-eye view of the vehicle from different perspectives. The system switches between 2D and 3D representation at the push of a button. In 2D mode, the driver's view is focused on the immediate surroundings, whereas in 3D mode, even more information from the surroundings as well as other road users is more easily recognisable. The ProViu 360 Degree Camera system, which also comes in a further version for retrofitting, offers not only enhanced safety, but also positive economic effects. There are fewer accidents, shorter idle times or downtimes, lower costs for damage and repairs.

Continental makes construction vehicles safer with its innovations, which range from the camera system to the inertial sensor, discovers SHRIYAL SETHUMADHAVAN in Villingen, Germany. The history of Continental dates back in 1871 when the then joint stock company, founded in Hanover, manufactured soft rubber products, rubberised fabrics and solid tires for carriages and bicycles. Today, the company, no less than an all-rounder in its terrain, is a supplier of brake systems, systems and components for powertrains and chassis, instrumentation, infotainment solutions, vehicle electronics, tires, and technical elastomers - it contributes both towards enhancing the safety aspect for a driver as well as the need to protect the global climate. With sales figures of €32.7 billion in 2012, as against €30.5 billion in the previous year, in the present day, this automotive sector leader has its wings spread over 291 locations across 46 countries. In India, its footprint includes manufacturing facilities in Bengaluru, Gurgaon, Manesar and Pune. Especially in the construction segment, the company has been growing at the rate of 20-30 per cent. "This goes to show that Continental has totally geared itself to fit the competitive bill," says Hemal Shah, Head of Program-Motorcycles & Off Highway and Director, Vehicle Electronics, Continental. The key to growth is a 'local to local' approach with the manufacturing footprint and sales network depending on the market's need and consumer's location. "This approach gives us a better understanding of the customer's requirements and has certainly opened us to several possibilities," explains Gerhard Hogg, Vice President, Vehicle Electronics, Continental. However certain products - ordered in large volumes - that involve some level of complexity but are not manufactured in India are sourced from Continental's plants in neighboring countries. Shah explicates through the example of an airbag, which is not mandatory across all vehicles in India. Hence, putting up a plant in India for airbags and keeping it idle is senseless. "Hence, for products where the economies of scale do not permit us to manufacture locally, we try to import them and support the customer," he says. However, if the demand for any product picks up, Continental, with its manufacturing and R&D footprint, will adopt the manufacturing process at any plant. The company follows a common manufacturing concept worldwide and hence, any product produced in Europe can also be produced in India with the same quality, process and components. What's new! Be it wheel loaders, excavators or bull dozers, electronic products that ensure greater safety, environmental compatibility and convenience have been in vogue. Considering this, Continental has been persistently expanding its portfolio for the construction sector. The company offers rugged solutions for demanding conditions in every type of construction vehicle. It supplies components and systems including camera systems, displays and instrument clusters, sensors to measure speed, pressure, temperature, nitrogen oxides and the fuel level, as well as radios and accelerator pedals. Dr Michael Jorg Ruf, Executive Vice President, Business Unit Commercial Vehicles & Aftermarket, Continental, says, "Customers benefit from our decades of experience in the automotive sector and technical innovations, for which the demand cycle is far shorter there." While camera systems are standard in many vehicles, it is more of a two-dimensional image of the area behind the vehicle. But Continental has now developed a system for the construction sector, ProViu 360-degree, the model of which it recently showcased to CW at its headquarter-cum-plant in Villingen, Germany. This all-round camera surveillance system provides a theoretical three-dimensional presentation of the vehicle's environment. As a result, manoeuvring poses a smaller risk, blind spots are no longer a worry and other road users or obstacles are detected at all times. Along with this, the company also provides roller protection for the equipment through its offering - Inertial Sensors. Innovating for market To connect to the Indian market, it is important to have local people who understand the language. There is also a need to listen and understand what the customer wants and then innovate. But does the country easily accept innovation? Shah believes that the solutions on offer will finally improve efficiency and bring down the total cost of ownership. "We have sufficient products on offer and when the customer talks of reliability and long term dependability on a supplier, we can be a one stop solution for the buyer, avoiding the need of 20 suppliers for 20 products. If this makes an attractive proposition to the Indian buyer, I am certain that they will be more acceptable and susceptible to current innovations." However, cost is a challenge. "The market certainly needs some time to invest in these innovations because while everybody wants it, these may make the equipment more expensive," avers Ruf. Shah maintains that if the company is not competitive in terms of its pricing, it would not be growing at the present rate. "While affordability is one of the megatrends being addressed by us, we are reachable as far as our product competitiveness is concerned." Class apart The company's market position derives from more than 40 years experience in the commercial vehicle field. Reveals Ruf: "We adapt our tried and tested components and systems to meet the requirements of the construction industry. This gives our customers not only the advantage of reliability, but also a one-stop shop for a broad range of products that we, as an international company, make and supply worldwide." Adds Shah, "The company does not invest in the product, but the market. Safety is of paramount importance and hence we do not take any chances with the product quality and brand image of the company." Confident of the edge his company has over its competitors, Hogg is led to say, "In Continental, quality rules wherever we go and customer satisfaction is of topmost priority." With its focus on Asia, the company is investing in countries including China, India and the ASEAN markets. Understandably, the company's minders hope to garner up to 30 per cent of sales from these markets in the future. Alles best! Inertial Sensor Inertial Sensors by Continental provide rollover protection, chassis or traction control or simply provide maintenance support functions. As Dr Michael Jorg Ruf, Executive Vice President, Business Unit Commercial Vehicles & Aftermarket, explains, "If you have a crane for instance, you need to know the movements of its different segments. For this to happen more efficiently, smoothly and accurately, you require precise information about the location of the segments and this is where the Inertial Sensor has a role to play. It makes the movements of your crane faster and more accurate." ProViu 360 Degree Camera System At the heart of this system are several digital micro cameras attached to the outside of the vehicle, which can, thanks to their fish-eye lenses, with an angle of more than 180¦ and high resolution, sweep the sides, rear and front of the construction vehicle in real time. An electronic control unit merges these four digital high-resolution camera images giving the driver virtually a bird's-eye view of the vehicle from different perspectives. The system switches between 2D and 3D representation at the push of a button. In 2D mode, the driver's view is focused on the immediate surroundings, whereas in 3D mode, even more information from the surroundings as well as other road users is more easily recognisable. The ProViu 360 Degree Camera system, which also comes in a further version for retrofitting, offers not only enhanced safety, but also positive economic effects. There are fewer accidents, shorter idle times or downtimes, lower costs for damage and repairs.

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