(Yicai) April 25 -- Magna International has made its debut at the Shanghai Auto Show, with the Canadian auto parts supplier showcasing a comprehensive array of vehicle technologies and high-performance systems for the future of mobility.

Magna's exhibits at the show are divided into four categories: sustainable innovations, holistic advanced driver-assistance systems, personalized brand experiences, and complete vehicle solutions. The main products on display are powertrain technologies, reconfigurable seating solutions, integrated cabin monitoring systems, and its SmartAccess power door system.

“Over the past 20 years, we have actively invested in the Chinese market, bringing localized solutions, especially in electrification and driver-assistance," Sharath Reddy, Magna's senior vice president of global research and development, said at a press conference during the show.

Reddy introduced the company's Dedicated Hybrid Drive Duo system, which was designed specifically for the Chinese market. "Our local team developed it in just 18 months, and it will go into production this year," he noted. "This shows Magna's responsiveness to China's speed."

"China's automotive industry has made significant progress in autonomous driving, vehicle networking, and artificial intelligence, creating enhanced driving experiences and redefining the way people travel," Magna China President Wu Zhen said.

China leads the world in car manufacturing, innovation, and electrification, she noted, adding that the country's new energy vehicles now account for 60 percent of the global total.

According to Wu, the rapid growth of China's auto industry could not have been achieved without innovation and cooperation between manufacturers and suppliers. Magna has witnessed and taken part in this development over the past two decades.

The Ontario-based company has nearly 70 production facilities and over 30,000 employees in China, including a research and development team with 2,000 members. Last year, the firm's Chinese business grew 15 percent, with 60 percent of sales coming from domestic carmakers.

In addition to providing auto parts systems, such as lighting, electronics, powertrain, and seats, Magna has also collaborated with Chinese automakers on complete vehicle manufacturing since 2018.

China-Tailored Strategy

"We have a very specific product roadmap for China," Bill Snider, president of Magna's electronics division, told Yicai in an interview at the auto show.

"Our goal is to be able to make the global and the Chinese roadmap speak well to each other, so that if we have a product on the global roadmap that makes sense for the Chinese market, we take from that," Snider said. "But we also have to be very flexible and agile and understand that this market is very unique."

"Typically, the external market is a little bit more conservative than the Chinese market when it comes to both adoption and new ways of working and thinking," Steven Jenkins, VP of technology strategy for Magna Electronics, told Yicai.

"In China, there is a very high push for new features, functions, and adoption of higher-level systems," Jenkins noted. "Part of my job is also to learn from what is happening in China, not just to bring what we are doing globally to China."

Snider emphasized the importance of supporting the global expansion of Chinese automakers. "As Chinese original equipment manufacturers expand globally, we can understand what it takes for our China-tailored products to be compatible with the rest of the world,” he said.

Over the past three years, Magna has been working with Chinese electric vehicle startups, engaging in discussions with industry associations and government bodies, Wu said, adding that she is confident that Magna's contributions to helping Chinese brands expand overseas will become evident soon.

When asked about current economic uncertainties in the auto industry, Snider said Magna's global presence is a key advantage. “The winning recipe is having support in different regions,” he noted, adding that “we need to think more about Magna supporting global business for foreign and Chinese automakers.

“With our expertise across so many domains, we remain very positive about supporting automakers globally," Snider said.

Editor: Futura Costaglione