Naiwen from Shanghai | Inside ETAS

Naiwen, a Field Application Engineer and Local Product Manager based in ETAS Shanghai, is an essential contributor to technical support and product expertise in a market defined by "China speed." With over six years at ETAS, his multifaceted role involves guiding customers in using ETAS products effectively and acting as a local product manager. "I am involved in helping customer use our products," he concisely states, reflecting his hands-on, solution-oriented approach.

Did you know?

Naiwen is driven by a constant quest for knowledge, finding immense satisfaction in mastering new technologies. For him, the ultimate reward is seeing how his expertise directly helps customers solve their most pressing challenges efficiently and professionally.

What truly motivates Naiwen is the continuous learning and the direct impact he has. "I can learn new technologies and help customers efficiently and professionally solve problems encountered when using our products. I will be happy when my expertise is helpful," he shares, highlighting his passion for professional development and direct customer value. He actively embraces an "open culture" at ETAS, fostering an environment where knowledge sharing and collaborative problem-solving thrive.

My expertise is helpful. That's what motivates me. Knowing I can professionally solve customer problems and learn new technologies along the way – that's truly fulfilling.
Naiwen Xu

In China's highly aggressive project development cycles, speed and local expertise are paramount. Naiwen's proximity to customers allows him to deeply understand their needs and quickly leverage ETAS products and his expertise to resolve issues. A key example of this local expertise making a real difference is the rapid support for INCA's A2L files (the standard format for describing ECU data). "Local experts can quickly support and respond to issues with these adaptations, which can avoid customer complaints and win customer trust," he explains. This rapid response and tailored support are crucial for navigating the complex local market and building lasting trust. His work directly helps customers keep pace with the aggressive development speed of the Chinese automotive industry.He stays abreast of the latest technological developments, particularly in the powertrain and chassis domains, where customers are increasingly developing and using domain/zone controllers and performing more self-developed work. Naiwen is at the forefront of this evolution, translating complex technical advancements into practical applications. He sees his impact on customers and future mobility as directly helping them to "keep the speed" in this fast-evolving landscape.

Key takeaways

Rapid problem-solving

Naiwen thrives on efficiently and professionally resolving customer issues, making his expertise directly impactful and ensuring smooth product adoption.

Navigating "China speed"

He excels in China's aggressive development cycles, providing quick, localized support that builds customer trust and tackles unique regional challenges.

Driven by expertise and learning

What truly motivates Naiwen is the continuous learning of new technologies and the direct, tangible impact his expertise has on helping customers succeed.