Author? |? Ginger? Peng?
Editor? |? Jane (female name)
Produced? |? Bangning studio
/kloc-the office area of 0/000 square meters has just been renovated by a quarter, and there is not much white wall decoration. Outside the scattered conference room, there is an open office area.
Simple lines and lively style have always been Devin Lu's favorite styles. Standing in the crowd, you can easily recognize him-dressed in European style, white shirt with dark blue jacket and suit, no tie, and an "X" brooch pinned to his chest. He still used to comb his hair back neatly and his smile was very infectious.
2019165438+1October 1 1, the weather in Shanghai is fine. In Building 58, Zone E, Wisdom Bay Science and Technology Park, Baoshan District, XEV Shanghai R&D Center, a global 3D printing automobile company led by Europe, was established.
As the founder and CEO of XEV, Devin Lu shuttled among the guests, chatting, shaking hands and taking photos with them. Among the guests were the leaders of Shanghai Baoshan District Government, the Science and Technology Counselor of the Italian Consulate General in Shanghai, the President of Shanghai Branch of Sao Paulo United Bank, and many of his old friends in the field of automobile design.
This is XEV's third largest R&D center in the world after Turin and Hongkong, China, and will be responsible for the forward-looking development technology of 3D printed vehicles.
From an automobile designer to a manager of an automobile design company to an entrepreneur, Devin Lu ushered in a major turning point in his career.
In 20 18, he left an Italian design company with China brand that had worked for him for 12, and moved to the burgeoning 3D printing car. In his view, there is no real leading enterprise in this industry, and XEV is the closest candidate to this position-XEV will be the first in the world within five years.
His dream seems distant and grand, but it is not out of reach. "First, it will become the head enterprise in the additive manufacturing industry at the vehicle level, and secondly, it will become the travel champion of micro-new energy cities at the vehicle level." ? The night before XEV Shanghai R&D Center, a 3D printing car company, landed, in a temporary conference room in Shanghai, Devin Lu said to Bunning Studio, who went to interview, "In five years, (XEV) will be a leader in the field of 3D printing cars."
Why did he switch to a 3D printed car? How did he help XEV realize his dream?
0 1.
Remember Devin Lu?
XEV has become a minor celebrity in Europe. In 20 19, during a high-level exchange of visits between China and Italy, the headquarters of XEV in Turin was recommended to be included in the list of vice-state leaders' visits, with Devin Lu as the translator.
Remember Devin Lu?
He has a gift for design, and his graduation design model is collected by Coventry Museum in England. After graduation, he worked for ARUP Company in England. At the age of 26, he was invited by a China brand to set up an Italian design center. In the following 12 years, he was in charge of more than 270 design companies, 90% of which came from more than 20 countries, and his works won numerous awards.
"He designed the best-selling car in history." Today, his story is still circulating in this China brand. In the past two years, he has almost disappeared from public view-his name recently appeared on the guest list of an automobile design award.
"I am a person who loves to toss." Devin Lu admitted that he "threw" into a strange field-3D car printing, trying to lead people into an unknown field.
The application of 3D printing in automobile field can be traced back to around 2005. Because it can greatly reduce time and cost and realize fine production, it was originally used as a research and development means to manufacture rapid prototyping parts. Mercedes-Benz and BMW Group use this technology to print parts.
According to Devin Lu's calculation, before 3D printing entered the automobile field, many samples took six months to form, and the cost reached several million yuan. And 3D printing can reduce the cycle to three to four weeks and the cost to several hundred thousand yuan, with obvious advantages.
Therefore, for some time, 3D printed cars have been heated up and regarded as one of the advanced technologies to subvert the automobile industry. Especially 20 14 American Locke automobile company (local? Motors) made Strati, the world's first 3D printing car, using the mixture of acrylonitrile butadiene styrene plastic (ABS) and carbon fiber, which attracted worldwide attention.
But the problem is that this car does not have mass production capacity, which also reflects the real dilemma of 3D printed cars. First, the cost of 3D printing equipment is high, and it is necessary to rely on scale to reduce the equipment procurement cost; Second, small-sized components are more suitable for 3D printing, and the usage scenarios are more limited.
It is more difficult to change ideas. It is difficult for an automobile OEM accustomed to the traditional production mode to accept 3D printing in a short time. Therefore, although the 3D printed car is hot, it has not really subverted the automobile industry.
A report entitled "Global 3D Printing Automobile Market Analysis and Development Trend-Industry Forecast in 2025" predicts that by 2025, the application of 3D printing equipment will increase by 10%, and most of the equipment will be used for the manufacture of car and truck parts.
Is 3D printing design more suitable for parts manufacturing? Devin Lu, who came into contact with 3D printing in 2005, disagreed, so he decided to find another way.
In his view, any advanced technology has peaks and valleys, and then it is mature. "3D printing is only in the second pull-up cycle."
There are two reasons. First, 3D printing technology is becoming more and more mature, and the manufacturing industry of plastic parts such as automobiles has begun to promote 3D printing into the automobile field, from R&D to small batch production and from small batch production to large batch production.
In order to prove this point, BMW Group has established the world's largest additive manufacturing center, and more than 2 million mass-produced parts are manufactured by 3D printing every year. More than 1000 auto parts of Volkswagen in Germany are manufactured by 3D printing.
Second, consumer demand is complex and changeable, and the original mode of production faces great challenges.
Devin Lu found that in the era of technology explosion, it is difficult to predict users' usage and lifestyle. Their demand for products is colorful and needs to be customized. "The original production model is no longer suitable for the future market and product demands. The new production model needs to be based on the digital economy, from the user to the production to realize the product demands of Industry 4.0, and faces the change of production core logic."
3D printing is the key. Different from the traditional mode, with the help of data-driven 3D printing, mold production can be eliminated, and production platform can be realized, that is, standard equipment, standard software, standard control and standard process can be kept unchanged, and parts can be reproduced by inputting data through the platform, which simplifies complex production links. This is a digital-driven production mode.
"Just do data and cut off the heaviest and longest cycle in the middle. The production link of 3D printing is only110 of the traditional production link. " Devin Lu said.
Because of demoulding production, 3D printed cars can reduce the largest proportion of mold costs. "For example, if the initial investment is large, it is profitable to make 50,000 to 654.38+10,000 vehicles. After removing the intermediate links in 3D printing, it is possible to make 5,000 vehicles."
Does this sound ideal? Devin Lu brought XEV into the field of 3D printed automobiles.
02.
Nice start.
When XEV was founded, Rudy was 40 years old. He thought it was a little late, but it was appropriate. "There are no young entrepreneurs in the production industry, and it is impossible to have them." He looked at Bunning Studio with a smile. Unlike the Internet, this kind of high-tech entrepreneurship needs to be accumulated. The age of 35 to 45 is a very good stage, with experience, contacts and accumulation of resources.
This may be related to XEV's good start.
2065438+In July 2009, XEV welcomed an important customer, BMW Group, who had visited Hewlett-Packard Company.
"The head of the BMW Group Additive Center visited XEV twice. After reading it for the first time, I ordered a batch of inspection pieces; The second time, give us a batch of test pieces. " Devin Lu revealed that after the cooperation, the scale reached tens of millions of euros.
This is not the first customer. 2065438+In March 2009, XEV signed a 4 million euro project with a Korean car company. It is worth mentioning that all customers come here.
This not only shows the space of 3D printing cars, but also brings confidence and direction to Devin Lu. "These two businesses have nothing to do with building cars." Devin Lu said that it can attract customers because its core business is to provide overall solutions for automotive standards, large-size and industrial-grade 3D printing, "which is almost the first in the industry".
Making cars is another core business. XEV's first order was that Italy Post ordered 5,000 vehicles-which is obviously a big number in Europe where the electric vehicle market is not big.
Interestingly, this cooperation originated from a complaint from the Minister of Communications of the local government-Turin is a small town. First, there are no small electric cars; Second, there are no models suitable for local old narrow streets.
"Can you build an electric car that is more suitable for small streets?" The other party asked during the negotiation. "yes." Devin Lu and his team immediately replied. After that, a postman of Italy Post stayed for three days with boxes, backpacks and XEV motorcade, and made a claim on the spot. In the end, XEV made a solid model that satisfied the other party and successfully won the first order.
XEV's second order originated from the favor of ARVAL Leasing Company. This is the largest car rental company in Europe, and they need XEV to provide different products.
With the logo of ARVAL as the design theme, Devin Lu team customized a "God Experience" car for the driver through 3D printing technology. In the end, the leasing company gave up other well-known brands and chose XEV.
"We only make pure electric vehicles with cruising range of 150km ~ 200km, which is low in cost and suitable for urban travel." Devin Lu showed a picture to Bunning Studio, which was a small and exquisite electric car with the "XEV" logo, similar to SAIC-GM-Wuling Baojun E200.
Nevertheless, since he started his business for a year, Devin Lu has always felt the pressure he bears, and he needs to adapt to the new rhythm.
"Entrepreneurship is not a job, but a state of life, day and night." Devin Lu admits that, on the one hand, his time has been divided into hours. On the other hand, he has to learn unfamiliar financial knowledge, take on more responsibilities and decide the survival and development of the company, and sometimes he is forced to choose non-ideal options because of helplessness.
It is not without resistance. When starting a business, friends and family have few supporters. Among them, the father objected the most. "It's hard to get to today, but you have to start a business. Are you crazy? " Father asked. My friend couldn't understand either. Did he have enough? Why did such a good condition give up like this?
During the period of starting a business, the death of his father gave Fadi more insight into life. 20 19 In April, Devin Lu, who was on business in China, received the news of his father's death two hours before boarding the plane. "My father is gone, but I can't send him the last journey." This is a permanent regret for Rudy.
Why start a business? Devin Lu asked himself. First, he loves change, likes tossing and turning, and likes new technologies to improve technology and efficiency, which makes him excited when facing the new world; Second, he saw the pain points of consumption and met partners who might be able to solve these pain points, which is one of the core driving forces of his entrepreneurship.
If there is a third reason, it is the ideal of a seemingly distant automobile power.
Being away from home all the year round, Devin Lu has been thinking about why China's automobile industry is backward. "I hope China brand can occupy a place in the world. China people are not stupid or diligent, but they have been competing in the rules of the game created by others decades earlier than you, so it has been difficult to beat their opponents in technology, resources and output. " He said that changing the track and competing with new rules is the most successful means, and the rest is whether you are willing to give up your existing life? Doing this thing.
03.
Five years later, the world is the first.
Devin Lu wants XEV to become an industry leader.
Vehicle specifications, large-size, industrial-grade 3D printing solutions and vehicle business are the two core businesses of XEV, but they are also the threshold that many peers dare not touch.
Uniqueness is the pride of XEV. This may be related to the background of XEV. 20 18, 1 1, XEV is led by Europe, and the investors include production, technology and capital.
The core R&D team that really makes Fadi proud of the whole closed loop. It consists of three parts: the first team knows the car and clearly grasps the whole process from research and development to manufacturing to sales.
The second team is the 3D printing technology team, which cooperates with the world-famous German 3D printing company Bigrep to provide XEV with large-size industrial printers.
The third team is an automation team, which designs automation processes and handles automation processes such as printers, post-processing, middleware and control.
"There are almost no (similar team combinations) in the world, and we are the first. There is a simple reason. Professional 3D printing equipment companies don't understand the automotive industry. The automotive industry is accustomed to mature technologies and is unwilling to try new technologies, so it is difficult for these two industries to create our comprehensive solutions. " Devin Lu analyzed.
However, uniqueness also means that you need to explore the unknown and get through it alone, which is self-evident.
Under the background that the concept of mass consumption has not yet accepted 3D printing, the latter has difficulties in both mature technology and development. How to reduce the cost of 3D printing by orders of magnitude, thus triggering the explosive growth of the industry?
"The global investment in the mold and tool industry reaches 2 trillion yuan every year. Our goal is to become a global leader in 3D manufacturing of automobiles. After five years, the conservative target accounts for 5%, reaching 1000 billion yuan. " Devin Lu made no secret of his global dream.
Entrepreneurship has taught Devin Lu a lot. He thinks that we should study first, so that we can see opportunities; Secondly, we must have courage and courage; Third, we should pay attention to "harmony between people" and look for complementary partners; Fourth, be enthusiastic and work with a vision of solving problems.
Devin Lu often draws energy from different entrepreneurs. For example, Li Bin, founder and CEO of Weilai, saw the opportunity and inspired him with his vision, courage and way of doing things.
Optimistic Devin Lu doesn't think he has set an unattainable goal for XEV. "At that time, there may be a success rate of 30% to 40%, and now it is about 60% to 70%." He said that success needs many fulcrums. The so-called fulcrum is financing, production partners, staffing, continuity of sales team, etc. , and must be penetrated one by one. "If they are all penetrated, it will be successful."
In the cold winter of capital, he hopes to run faster, because he needs more bullets to support him, which is why he quickly enters the China market.
In his view, China is an important part of the global strategy that cannot be missed. First, because the vehicle supply and new energy supply system is the most complete and cost-effective in the world, especially for many types of products, it has a strong industrial dividend; Second, because of the strong entrepreneurial atmosphere and entrepreneurial environment in China; Third, because the biggest market and customers of automobile products and equipment products should be in China.
"In the future, our customers will be mainly distributed in three continents, namely Asia, America and Europe." Devin Lu said that XEV is ready.
In his spare time, he occasionally pays attention to his daughter's Tik Tok and wonders how she succeeded in attracting the attention of 800 fans. This is his most relaxing moment.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.