Introduction: Navigating the Future of Automotive Collapsible Steering Columns
The market for collapsible steering columns for motor cars is undergoing a profound transformation, driven by the rapid spread of technology, by ever-tighter regulations and by consumers’ changing expectations for safety and comfort. There is a strong push for a technological advantage by the big players, which include vehicle manufacturers, system suppliers and innovative artificial intelligence (AI) companies. The latter are able to use the latest advances in the Internet of Things, artificial intelligence and biometrics to enhance their product offerings. The vehicle manufacturers are concentrating on smart features that meet the growing demand for connected vehicles. The IT systems suppliers are establishing themselves as essential partners in the development of seamless, automated solutions. Meanwhile, the newcomers are focusing on the greening of the industry, with an emphasis on sustainable, eco-friendly products that appeal to consumers’ growing awareness of the environment. Looking ahead to 2024–25, the regional market opportunities are set to expand further, especially in Asia-Pacific and North America. In these regions, strategic deployment of the next-generation steering systems is likely to transform the competitive landscape.
Competitive Positioning
Full-Suite Integrators
These vendors offer comprehensive solutions integrating multiple technologies for automotive applications.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Denso Corporation |
Strong global presence and innovation |
Automotive electronics and components |
Global |
| Robert Bosch GmbH |
Diverse product portfolio and R&D |
Automotive technology and systems |
Global |
| Continental AG |
Expertise in safety and efficiency |
Automotive safety systems |
Global |
| ZF Friedrichshafen AG |
Leader in driveline and chassis technology |
Vehicle dynamics and safety |
Global |
Specialized Technology Vendors
These vendors focus on niche technologies that enhance specific functionalities within the automotive sector.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| JTEKT Corporation |
Advanced steering technology expertise |
Steering systems and components |
Asia, Europe, North America |
| Aisin Seiki Co., Ltd. |
Strong focus on automotive parts innovation |
Automotive components and systems |
Asia, Europe, North America |
| ThyssenKrupp AG |
Innovative engineering solutions |
Automotive steering and suspension |
Global |
| Faurecia |
Sustainability and design focus |
Interior systems and technologies |
Global |
Infrastructure & Equipment Providers
These vendors supply essential equipment and infrastructure for manufacturing and assembly in the automotive sector.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Schaeffler AG |
Precision engineering and manufacturing |
Automotive components and systems |
Global |
| Valeo |
Focus on smart mobility solutions |
Automotive electronics and systems |
Global |
| Magna International Inc. |
Diverse manufacturing capabilities |
Automotive systems and components |
Global |
| Gentex Corporation |
Leader in automotive mirror technology |
Automotive mirrors and electronics |
Global |
| Nexteer Automotive |
Expertise in steering and driveline |
Steering and driveline systems |
Global |
| Mitsubishi Electric Corporation |
Innovative automotive electronics |
Automotive electrical systems |
Global |
Emerging Players & Regional Champions
- Steering Innovations Inc. (USA): The manufacturer of advanced collapsible steering columns for improved safety and reduced weight. Challenges the established suppliers with its unique materials and designs. Recently signed a contract with a major North American manufacturer for its next-generation electric platform.
- AutoFlex Systeme (Germany): Specializes in the development of adjustable, folding steering columns for luxury cars. Its technology has recently been applied to a well-known European car model. They provide a complementary service to established suppliers by meeting special customer requirements, but they also challenge them with their own special design capabilities.
- A company based in India, NexSteer, provides cost-effective collapsible steering column solutions for the budget end of the automobile market. Their recent alliances with local manufacturers to supply the steering systems for affordable electric vehicles are a challenge to established players, who are mainly based in developed countries.
Regional Trends: In 2023, a strong trend towards lightweight, flexible steering systems, especially in North America and Europe, is influenced by the growing popularity of electric cars. The Asian market, however, is increasingly turning to cost-effective solutions, as local manufacturers try to improve the safety and performance of their vehicles without significantly increasing costs. The trend in specialization is towards the use of smart materials and the integration of ADAS.
Collaborations & M&A Movements
- JTEKT and Toyota Motor have been working together to develop a collapsible column for automobiles. The column is expected to improve safety and reduce weight, which will help the companies further strengthen their position in the automobile industry.
- The Canadian company Magna has purchased the steering column division of a European manufacturer to increase its product range and market share in the field of collapsible steering columns, in response to the growing demand for lightweight components in automobiles.
- ZF Friedrichshafen AG and Robert Bosch GmbH have established a partnership to combine intelligent steering technology with folding steering columns. This is to be used to increase vehicle automation and connectivity, which is to give the two companies a competitive edge in the rapidly changing world of automobiles.
Competitive Summary Table
| Capability | Leading Players | Remarks |
|---|
| Safety Mechanisms |
Bosch, Thyssenkrupp |
In the collapsible steering column, which has been improved by the use of the latest crumple-zone technology, the safety of the passengers has been increased in a collision. The energy-absorbing designs, which are the result of the crash-testing programme of Thyssenkrupp, prove the company’s devotion to the cause of safety. |
| Weight Reduction Technologies |
Magna International, Daimler AG |
In the design of its steering column, Magna International uses lightweight materials such as aluminum and composites that reduce the weight of the vehicle considerably. Such materials are also used in the high-class vehicles of Daimler AG, and have been well received in the market. |
| Integration with Advanced Driver Assistance Systems (ADAS) |
Continental AG, ZF Friedrichshafen |
The steering column of the future will be a combination of a servo-controlled column and a high-tech system. ZF's steering systems are designed to work with the technology of fully automatic driving, a fact which bears witness to the company's advanced orientation in the market. |
| Customization and Modularity |
JTEKT Corporation, Aisin Seiki |
The steering column is a component of the chassis, and JTEKT has the advantage of being able to offer a variety of products that are made to order, which means that the company can make products for many different vehicle models. Aisin Seiki has also been successful in its bid to supply components for the chassis of many different vehicle models, and has also been able to develop its own standardized products. |
| Sustainability Initiatives |
Faurecia, Lear Corporation |
Faurecia is setting the trend in terms of sustainable development by integrating the use of recycled materials into the production of its steering wheels, in compliance with the latest international standards. The Lear Corporation has adopted manufacturing processes which have been recognised by industry awards for their commitment to the environment. |
Conclusion: Navigating Competitive Terrain in 2023
The market for collapsible steering columns will be characterised by high competition and significant fragmentation. Suppliers will be driven to innovate rapidly by the increasing emphasis on advanced safety and the need for greater energy efficiency. The established suppliers will rely on their strong brand names and wide distribution networks, while the new entrants will focus on developing new technology such as artificial intelligence and automation to differentiate their products. Strategically, suppliers will need to develop their agility and flexibility to meet the demands of the market. The companies that are able to combine these two capabilities will be the ones that will emerge as leaders in this competitive market.
