Design in the Context of the Automotive Industry Module : 310DES

1
Design in the Context of the Automotive Industry
Module 310DES

• Presentation courtesy of S. W.
  Thorpe

2
Assumptions

• You have studied modules 243DES and 244DES
• You are employed in the Automotive or Engineering
  industry in a technical role

3
Current (2003) status of UK Automotive Industry
4
UK Auto. Sector Key Facts

• Manufacturing base for
• 7 leading volume car manufacturers
• 9 commercial vehicle manufacturers
• 17 worlds top tier one suppliers
• 20 of worlds leading independent auto
  engineering design firms
• Turnover 45 billion, 1.5 GDP, employs 715000.

5
Niche Market Expansion
6
Other UK Market developments
7
The need for good design
Incentive to buy
Profit
Value must be perceived to be higher than
competitors in the same price bracket
8
Engineering Design and Styling
9
Product Differentiation

• How is one product differentiated from another?
• Volvo, Jaguar, Ford,
• TVR, Porsche, Mercedes-McClaren
• VW, SEAT, Skoda
• Digital Cameras
• Computer Printers

10
Nation Relative wage rates Car Industry
USA 20
Japan 20
Germany 18
Sweden 15
UK 12
Spain 10
China 1
11
Influence of the Main Departments on Product Costs
Costs Fixed
Costs caused
12
Price Competitiveness

• Getting products to market on time that meet
  customers needs at a competitive price is a
  formidable task but it is also a definition of
  design.
• Design involves all departments not just that
  part that has traditionally been called design
• Even a department that has no or little effect on
  the product will impact on the product cost.
• This has given rise to the idea of concurrent
  design or concurrent engineering. (Does the UK
  have a semantic or a cultural problem here)

13
Quality by Design, Q and q QFD
14
Quality

• The success of a product is determined primarily
  by design.
• All stakeholders must be identified and their
  requirements must be addressed as early as
  possible in the design process.
• QFD is one of the best tools developed to carry
  the voice of the customer through the whole of
  the design-manufacture stream

15
Kano Model
16
Design for Manufacture

• Good design can make great inroads into reduction
  of product cost
• Reduce parts count
• Reduce assembly time
• Reduce material
• Reduce process time
• Therefore add value when carried out at the
  earliest possible time in the project.

17
Management of Design

• Simultaneous/Concurrent engineering
• All customers
• All needs satisfied
• Timely introduction of new products
• Leaders vs followers
• Product life cycles

18
Design Strategies- Historical

• UK 1950s 1960s Motorcycle industry no strategy.
• UK car industry focus in 1970-80s on
  manufacturing. Tended not to be design focussed
• Japanese motorcycles and cars. Incremental
  Design, Closer to the customer.

19
A 21st Century Design Strategy ?

• Global industry 24 hour design?
• Concurrent engineering
• Shared platforms, engines, transmissions
• National pride,
• OEM-Tier 1 Suppliers etc.
• Just-in-Time
• Co-Location