Moving Toward Mass Production: Watson Rally Showcases EMB Industrialization at ATC China Brake Annual Conference 2026
Addressing three critical concerns of the EMB mass production era with a dual-wheel growth strategy
Recently, Shanghai Watson Rally Automotive Technology Company, Ltd. (Watson Rally) showcased its Electro-Mechanical Braking (EMB) systems and foundational braking solutions at the China Brake Annual Conference (part of the ATC 2026 Shanghai International Automotive and Components Exhibition). The company engaged with industry experts, OEM clients, and supply chain partners to discuss the latest trends and industrialization practices in brake-by-wire technology.
During the event, VP of Watson Rally delivered a keynote speech titled "Customer-Centric EMB Mass Production and Application." He shared the company’s insights and practices regarding EMB industrialization, focusing on industry trends, evolving customer value, and the scaling of production capabilities.
The presentation highlighted that as regulatory frameworks mature, electrical/electronic (E/E) architectures evolve, and mass production projects accelerate, EMB is making a critical leap from "technological evaluation and product refinement" to "commercial realization." Consequently, industry focus is shifting toward core mass-production capabilities, including engineering validation, supply chain security, platform migration, and large-scale delivery.
Drawing from its own growth and experience, Watson Rally shared its achievements across product R&D, engineering validation, team building, manufacturing systems, and production capacity layout:
*R&D and Validation: It has been over 40 months since Watson Rally launched its EMB R&D project. The system has undergone five rounds of vehicle testing across three winters and two summers—covering a wide range of extreme and complex environmental conditions—resulting in multiple rounds of systematic product upgrades.
*Manufacturing and Delivery: The company's manufacturing base in Pinghu, Zhejiang, has achieved long-term, stable, and large-scale delivery of foundational braking products. In 2025, Watson Rally completed its flexible EMB production line and successfully delivered its first batch of mass-produced units for an autonomous van project.
*Strategy and Nominations: Adhering to a "foundational braking + EMB" dual-wheel drive strategy, the company has secured EMB mass-production project nominations from leading OEMs and is steadily expanding its manufacturing footprint for larger-scale production.
At the exhibition, Watson Rally also displayed its EMB hardware and foundational braking solutions, drawing significant interest and fostering deep discussions among industry attendees.
Moving forward, Watson Rally will remain committed to a customer-centric approach. By collaborating with partners across the upstream and downstream supply chain, the company aims to drive EMB technological innovation and industrial application, contributing to the advancement of smart chassis and brake-by-wire technologies.
