When a German automaker solicited supplier bids this fall to provide electric traction motors for a major platform involving several battery-electric vehicles, one of Europe's largest motor suppliers, Brose Fahrzeugteile, declined to bid.
It had good reason to stay on the sidelines: In the era of industry electrification, Brose is taking a different path — playing it conservative as the EV market develops and prioritizing business in its other product areas, including door hardware and advanced seating.
"I think there were as many as 30 suppliers that were in the bidding for this one platform," Frank Lubischer, president of Brose North America, said of the motor program Brose took a pass on.
"The market for electric traction motors is one that is just coming," Lubischer told Automotive News. "We see electric platforms coming from every major OEM. The volumes are impressive, if you can believe what the OEMs have on their productions schedules."
But Brose is not eager to slug it out for a share of the traction motor market right now, he said, speculating that some players will not succeed.
"There is a lot of competitive tension. I think about how many suppliers are trying to get in there. I'd say it is not clear yet how many are going to survive."