Capitalize on advantages and generate global business opportunities through advanced technologies

To reduce air pollution and stop the greenhouse effect, countries around the world have been establishing various policies to discontinue the use of gasoline and diesel vehicles in the future and move towards an era of traffic electrification. Delta, to fulfill its corporate mission “To provide innovative, clean, and energy-efficient solutions for a better tomorrow,” has been a market player with products such as electric vehicle motors, automotive inverters and drive units for many years, and has gradually transformed into a total solutions provider. For this issue’s Brand People, we have interviewed EVSBG General Manager, Mr. James Tang, in which he shares with us the business opportunities and blueprints for the electric vehicle market, and his over twenty years of experience at Delta.

Consider every aspect and establish complete electric vehicle solutions

 “EVSBG was officially established early last year to target the electric vehicle market in the automotive industry,” says Mr. Tang. “In line with our organizational restructuring, EMBU (E-Machine Business, previous AEBU), which develops traction motor was integrated into the APABU (Automotive Power Asia Business Unit) and the APEBU (Automotive Power Europe Business Unit), which specialize in power products for electric vehicles. To strengthen product competitiveness, the TIBU (Traction Inverter Business Unit) was set up in the middle of last year to focus on the development of traction inverters of electric vehicle.” Through the team’s untiring efforts, Delta will be gradually evolving from a components to systems provider and finally become a total solutions provider. 

Having been in the electric vehicle domain for many years, Mr. Tang shared his opinions with us, “As governments and major automotive companies around the world pay attention to environmental protection, energy saving, and the implementation of related carbon reduction agreements, the trend of electric vehicles replacing traditional fuel-powered vehicles has become irreversible. This trend will completely change the supply chain ecology intrinsic to the traditional automotive industry of the past century, and many key components and accessories companies will reshuffle. It is expected that by 2030, the world’s electric vehicle market share will increase from today’s 1.5% to above 25%.” With such developments, Delta will continue to strengthen its technology development capabilities and cooperate with major automotive companies to grasp the opportunities of this rapidly growing market, generating fast and stable revenue growth. 

As for the EVSBG’s development plan for the next few years, Mr. Tang says that, “Electric vehicle power management-related products have always been Delta’s strength, with strong development teams in Taiwan, Shanghai and Soest Germany at present. Motors and traction inverter are at the core of electric vehicles, and our Tainan team has more than ten years of experience in the research and development of motors. The newly established TIBU is setting up a traction inverter core design team in Detroit and a product development team in Zhongli.” These arrangements not only make Delta products more complete, but also gradually attain Mr. Tang’s goal of transforming from a components provider, to a systems provider, and finally a solutions provider.

In-depth integration increases market share with diversified strategies

Delta has been working on the electric vehicle market for a long time. Mr. Tang shared with us the business development strategies and opportunities of the various regions, “Our business development began initially in North America and Europe and has been doing well in the China market in recent years. We are now actively expanding in the Japanese and Korean markets.” He gave power products, which have the longest development history, as an example. The APABU has mass produced power management products for three major automotive companies in North America (GM/FCA/Ford) as well as Tesla, and has been expanding its motor and driver business opportunities recently. With the Shanghai team’s all-out efforts, we currently have ongoing projects with China’s major automotive companies including FAW, BAIC, SAIC, GAC, NIO, and others. In charge of markets outside Europe, the APABU is currently working to expand the Japanese and Korean markets, and discussing new projects with automotive companies such as Toyota, Honda, Mazda and Hyundai. The APEBU, in charge of the European market, has successfully entered the supply chain of major automotive companies such as VW Group (VW/Audi/Porsche), Daimler (Mercedes Benz) and Renault-Nissan-Mitsubishi, and is actively dealing some key projects with other major automotive companies such as BMW, PSA and Volvo.

“Our greatest competitive advantage comes from our outstanding technological capabilities”, Mr. Tang added. Delta’s existing capabilities are in developing multi-functional integrated products. In the future, as systems and solutions become a trend, the next step is to develop an integrated drive unit for motors and traction inverter. Only by continuously upgrading our technological capabilities can we win a place in the fiercely competitive new energy vehicle market.

Chairman Mr. Yancey Hai (front row left 5), and James Tang (front row left 6), General Manager of EVSBG at the FCA "One Voice" top management meeting

Continuous improvement increases brand value

In terms of brand management, Mr. Tang shared with us his strategies, “Regardless of components and accessories, systems or even total solutions, as long as they are sold to customers under the name of Delta, they represent the brand of Delta.” Mr. Tang added, “We hope that in the future, electric vehicles on the road will upgrade from ‘Delta Inside’ to ‘Powered by Delta’, and finally to the ultimate goal of ‘Driven by Delta’” From another perspective, customers will ultimately select Delta’s products and services due to the differences between Delta and its competitors. Maintaining our competitive advantage and continuously upgrading Delta’s brand value and benefits in the market will be the goal that we continually strive for.

Dare to innovate and become the industry leader through our own experience

Mr. Tang has been with Delta for nearly thirty years, holding positions in materials, procurement, overseas support, operations management, and others. He shared with us his experience through the years as “Grasp opportunities and gain experience, cultivate and excel in various functional aspects, and improve your people skills. They are invaluable growth opportunities.” In terms of technological development or brand management, he feels that capitalizing on advantages, understanding by analogy, and pursuing innovation are the only ways to become a leading company in the industry. 

 “Accept challenges and dare to take on responsibilities. Every new attempt will bring new benefits,” are the words of encouragement Mr. Tang has for his colleagues at the end of the interview.

Chairman Mr. Yancey Hai (front center), and James Tang (front center), General Manager of EVSBG, at the Delta Detroit Automotive Office renovation opening