汽车产品开发流程

0ProductDevelopmentintheAutomotiveIndustry:StrategiestoCircumventtheComplexityChallengeProductDevelopmentintheAutomotiveIndustry:StrategiestoCircumventtheComplexityChallengeJanuary31,2002UlrichNäher,WolfgangNeubert,ArnoAntlitz14567891011125.07.510.012.515.0NumberofmodelsisincreasingandproductlifecyclesaredecreasingSource:PressclippingsModelsperbrandNumberProductlifecycleYears19872000-30%-30%+25%+25%2602460%Mondeo1993/2000Reductiondrivenbyimplemen-tationofsimulationtechnologiesTime-to-marketisreduceddramatically*StartofproductionSource:Automobileproduction,AN,MIDMONTHFROMDESIGNFREEZETOSOP*4029C-class1995/200028%3832GolfIII/IV1991/9616%Reductiondrivenbyimplementa-tionofstringentqualitygatesOUTSIDE-INANALYSIS3Inaddition,urgencytowardsinnovationdrivesvehiclecomplexitySource:AutomobilEntwicklung,surveyresults,McKinsey/ikaTypeofinnovationinelectronicsPercentRadicalinnovationRadicalinnovationIndividualinnovationIncrementalmodification100%Today2010503020273043•BMWZ22carries70majorinnovationsand61patents•Objectiveistoensurenewtechnologyconceptsfor2005andbeyond•Approx.70-80%ofinnovationsareinthefieldofelectronics:–X-by-wire–CarPC–Centermonitor–Fingerprintrecognition–Head-updisplayVehiclecomplexity–exampleBMWZ22–Integratedstarter/alternator–Curvelight–Speechcontrol–Camerasforrearview–TelematicsIntegrationchallenge4KeyleverstoaddresscomplexitychallengeClearandprecisecustomerknowledgeandorientation1Efficientproductarchitecture–fromidentitytosimilarity2Valuechainadaptationtowardscompetencebasedstructures3ImproveddevelopmentprocessesleveragingITopportunities4Stringentqualityprocessesalongentiredevelopmentprocess5Projectorganizationcombininghighfunctionalandintegrationcapabilities6Source:McKinsey527.214.610.2198019902000IncreaseinproductvarietyandmodelchangerateisdrivingpassengercarmarketfragmentationSource:Schwacke1998,MarketingSystems,EIU,Automobilrevue,pressclippings,McKinseySHAREOFTOP-10SELLINGMODELSWESTERNEUROPE,1980-2000Percentageoftotalsalesunits6MarketsizeTimeDimen-sion1Dimen-sion2BACCompetingvehiclesA,B,C,DMarketsegmentsMarketmaturationMarketcreationInmatureandhighlyfragmentedmarketstwostrategiesarepossible:Targetingaveragevs.tailoredmarketsegmentCONCEPTUALSource:McKinseyDimen-sion1Dimen-sion2DACB1432OEM'smodelDimen-sion1Dimen-sion2DACB1432OEM'smodelTailoringofmodelstospe-cificcustomersegmentsBCoverageofmanypromi-nentmarketsegmentsA7TounderstandwhatcustomersreallywantiskeySource:Automotivebrandingsurvey,May2001StatedImportanceOutof10DerivedImportanceSportyNegotiationsstraightforwardAgileValuecustomerElegantModernAttractiveexternallySupportisgoodvalueComfortableSuperiorspeedsInnovativeShowroomexperiencepositiveForpeopleintheknowExclusiveStandsoutAleaderIfeelattractiveProudtoshowthisoffMosthighlyregardedExcitingIlooksuccessfulWon'tletyoudownEfficientfuelusageSufficientspaceRunningcostsreasonableAcceptableresaleInformationeasyAroundin20yearsEnvironmentallyfriendlyAnescapeYouthfulManlyUnderstatedWon'tbreakdownCostisgoodvalueDeliverswhatitpromisesSafetodriveForpeoplelikeme0.000.100.200.300.400.500.6055.566.577.588.599.510AttractiveinternallyFuntodriveCustomerwantandstateitCustomerwantbutdon'tstateitCustomerstatethoughreallydon'twantitDerivedimportancedominatedbyemotionalattributesStatedimportancedominatedbyrationalattributes8KeyleverstoaddresscomplexitychallengeClearandprecisecustomerknowledgeandorientation1Efficientproductarchitecture–fromidentitytosimilarity2Valuechainadaptationtowardscompetencebasedstructures3ImproveddevelopmentprocessesleveragingITopportunities4Stringentqualityprocessesalongentiredevelopmentprocess5Projectorganizationcombininghighfunctionalandintegrationcapabilities6Source:McKinsey9EfficientarchitectureshavetobeoptimizedonvehicleandcomponentlevelFocusofastandard-izedpartsstrategyVehicledesign(macroarchitecture)•Definepackagingzones•Determineorganizationofcomponents•DefinelevelsoffreedomformicroarchitectureEnsurecompatibilityofmacroarchitectureinfamilyconcepts(e.g.,electronicsarchitecture)Componentdesign(microarchitecture)•Designcomponents•SystematicallyoptimizenumberofvariantsIncreaseshareofstandardizedpartsinvehiclefamilyOrganizationofenginecomponentsCableharnessInteriordimensions,interiorpackagingFootcontrolsexampleFootcontrolsforvehicletypeAArchitectureredesignFootcontrolsforvehicletypeBJointcomponentforvehiclefamilySource:McKinsey10ProductarchitectureParts/modulearchitectureIdenticalparts/modules•100%identicalparts•Samevariantsacrossvehicletypes•BuildingblockmodulesIdentity100%0%Adaptedparts/modulesPrincipleorconceptparts/modulesSolitaryparts/modules•Existingparts/moduleswithadjustments•Relatedfunctionsorgeometries(pantograph)•Parts/modulesspecifictovehicletypesSource:McKinseyFootcontrolsexampleFootcontrolsforvehicletypeAFootcontrolsforvehicletypeBExistingproductarchitecturesareredesignedwithhighestshareofidenticalpartspossiblewhilemaintainingsufficientdifferentiationFunctionseparationFunctionintegrationFunctioneliminationVariantcombinationRestructuringCombinationreduction11TechnologyleapsP400,