Automotive buyer-supplier relationships are no longer linear. In the transition from ICE to BEV, vehicles are increasingly software-defined, and it’s nearly impossible for OEMs to source every electronic component on their own. Enter the supplier ecosystem.
Following up on her interview with Amazon’s Wendy Bauer, Jan seeks to learn more about the partnership between tech companies and traditional automotive. Chris Thibeault is the partner and ecosystem senior manager at Infineon, and he shares his expertise on the complexity of sales relationships in the semiconductor industry.
In a wide-ranging discussion touching on the people who’ve inspired them and the books they’re reading, Jan and Chris take a broad view of innovation, business dynamics, and the new style of partnership required for modern vehicle production.
➡️FULL PODCAST EPISODE LINK: https://theautomotiveleaderspodcast.com/episode/enter-the-supplier-ecosystem-with-infineons-chris-thibeault-reflecting-on-lessons-from-amazons-wendy-bauer
Themes discussed on this episode:
-Understanding the new supplier ecosystem
-The central importance of the semiconductor industry
-Networking tactics for modern buyer-supplier relationships
-Choosing the right partners to meet customer requirements
-Lessons from Amazon about the power of cloud computing
-How OEMs and tech companies can thrive together
-The leadership qualities required in a successful business partnership
Featured Guest: Chris Thibeault
What he does: Chris is the partner and ecosystem senior manager at Infineon Technologies. His deep experience in sales and product management gives him insight into buyer-supplier relationships. As a semiconductor company, Infineon has redefined partnerships with third-party companies, combining technologies and skill sets to create innovative solutions for customers.
On leadership: “Adding to listening is empathy. Listening is obviously very, very important […] but it’s also the feeling that you are able to connect with the people you're trying to lead.”
Episode Highlights
Timestamped inflection points from the show
[1:02] The supplier ecosystem: Jan recaps her interview with Amazon’s Wendy Bauer, and Chris introduces a new meaning of “partnership” in the world of software and electronics. It’s increasingly difficult for OEMs to source every component on their own.
[3:40] All about that chip: Software-defined vehicles rely on semiconductors. Chris explains how the chip industry has effectively become a Tier 1 and the implications for the wider OEM-supplier landscape. Jan raises a question about the role of purchasing departments in the kind of partnership Chris has described.
[6:14] Defining terms: Chris explains how he thinks about his organization as a collection of ecosystems. He explains the necessity of choosing the right partners and names the specific technologies involved.
[10:00] Caught in the middle: In her interview, Wendy described bridging the gap between OEMs and tech companies like Amazon. Chris explains why this happens.
[11:27] The prisoner’s dilemma: Jan recalls HEVO founder Jeremy McCool’s discussion of consultative selling and nurturing the OEM relationship. Chris relates to Kate Vitasek’s book “Getting to We” and highlights the economic impact of upfront collaboration.
[14:48] ‘The product is the relationship’: Business partners rarely discuss how they’re going to work together. Jan and Chris talk about the groundwork companies should lay before pulling out the contract.
[17:57] It starts with trust: Chris admires Wendy’s personal leadership style, but he also expands it by naming other qualities that come into play once a partnership is formed.
[19:39] Head in the cloud: How does Infineon drive a culture of innovation? Chris describes what it means to digitize the entire external world — and stay humble while doing it.
[24:10] Advice for auto industry leaders: Chris challenges automotive corporations to think about each piece of the puzzle. No one company can fill every customer need.
[25:10] Closing comments: Chris reveals Infineon’s early mistake that companies should avoid as they look for new partnerships.
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