HIBtools Herramientas

Jairo

Rodríguez

Mera

Diseño de producto

Emprendimiento y Diseño

6 Ejemplo

Emprendimiento

y Diseño

Jugando al margen alto en un mercado de bajo precio

Current Headlines

“Business as usual is dead in Detroit” Detroit News; 9/16/2006

“Ford to Cut 14 Plants And Up to 30,000 Jobs” Washington Post; 1/24/2006

“Dana follows auto parts peers into bancruptcy” Wall Street Journal; 3/6/2006

“Toyota boosts overseas output to 5M” Associated Press; 9/17/2006

“GM to Close 12 North American Sites, Cut 30,000 Jobs” Bloomberg; 11/21/2005

“Oil prices rise above $60 on OPEC plan” Associated Press; 10/16/2006

“Chinese plan to import cars to US” Associated Press; 9/1/2005

Middle Market Squeeze BMW 7 Series

BMW 5 Series

BMW 3 Series

BMW 1 Series

Mercedes S-Class

Mercedes E-Class

Mercedes C-Class

Mercedes B-Class

Mercedes A-Class

Lexus LS

Lexus ES

Lexus IS

Toyota Avalon

Toyota Camry

Toyota Corolla

Hyundai Centenial

Hyundai Grandeur

Hyundai Sonata

Hyundai Elantra

Hyundai Accent

Market Fragmentation Total Number of Models Offered in US Market

0

50

100

150

200

250

300

350

2000 2001 2002 2003 2004 2005 2006 2007E 2008E

New Model Existing Model

Mass Customization

Quality Gap Diminishing

Range = 2 x defects

per vehicle

Range = 0.5 defects

per vehicle

0

500

1000

1500

2000

2500

3000

3500

2001 2002 2003 2004 2005 2006

De

fec

ts P

er

10

00

Ve

hic

les

Hyundai

GM

DCX

Toyota

Honda

Ford

Implications

Consumers & Manufacturers

Supply > Demand

Horizontal versus Vertical Integration

Global versus Local

Consumer is King

Unprecedented Product Choice

More Educated / Informed Consumers

Extreme Pricing Pressure

Business Challenge

How to play a high margin

game in a low price market?

Strategic Approach

Consumer Insight

Brand Clarity

Design Leadership

Improve Business Structure

1908 Touring Car

1912 Roadster

1920 Coupe

1924 Fordor Sedan

“If I had asked what my customers

wanted, they would have said a faster

horse…” –Henry Ford

Customer Focus

Getting at the “Un-met and Un-articulated Needs”

Enfoque estrategico

Brand Value & Design Leadership

$30

Seiko

$300 $30,000

Cual de ellos da un mejor tiempo?

Patek Phillipe Timex

Strategic Approach

Revisit Consumer Mobility Paradigm

Utilitarian

Transportation

Mythical

Self-Expression

Brand Clarity

Brand Clarity

AN AMERICAN REVOLUTION

Brand Clarity

LET’S MOTOR.

Brand Clarity

"The Beach Boys.

Apple pie.

The '67 Mustang.

Three things worth

fighting for".

US Navy Recruiting Ad

Brand Clarity – Mustang Example

Brand Clarity – Mustang Example

Evolution of

Japanese Automotive Design Japanese “American”

Evolution of

Japanese Automotive Design Japanese “European”

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Automotive Design Scion XB and Nissan Cube

Evolution of Japanese Automotive Design Scion T2B and Nissan Chappo

IMAGE HERE

Evolution of American Automotive Design “Can Do Spirit”

Evolution of American Automotive Design Super Chief Train

Evolution of American Automotive Design Super Chief Truck Concept

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Competitive Environment

Internal Complexity

GPDS

Principles: • Synchronization • Compatibility • Completeness Key Enablers: • Platform

Rationalization • Commonality &

Reuse • Leverage Digital

Tools

Drivers for

Change

More Products, Faster, and More

Efficiently

Improving Business Structure

Global Product Development System

6 Months Opportunity 6 Months Opportunity <Funding> <Start> <J1>

1. Common Virtual Process

2. Data/Engineering/Manufacturing

Synchronization

3. Reuse/Commonality

1. Faster Prototype Build/Verification

2. Faster Production/Prototype Tooling

Platform Rationalization Fewer Architectures with More Models

Ford Cabriolet Volvo C70 Convertible

Mazda3 Volvo V50

Ford C-Max

Wave 1

2003

Wave 3 2005-2006

Wave 2

2004

Wagon 5-Door

Mazda5

3-Door

4-Door

Ford Focus

Commonality and Re-Use

Leveraging Digital Tools

Supplier Integration

Enginieria de producto

Theme Development

Package Development

Functional Simulation

Plant /

Assembly

Product / Process

Simulation

Virtual Build

Service

Digital

Producto / Proceso

CAD

Product

Structure

Digital

BOM / BOP

Digital Theme Development

Virtual Crash Simulation

CAE Prediction Physical Test

Assembly Plant Virtual Simulation

Virtual Build and Assembly Simulation

Summary

Develop a Profound Understanding of

Customers

Create Clear and Distinct Brand Positioning

Achieve Design Leadership

Fix Structural Business Issues

How to play a high margin game in

a low price market?

BIENVENIDOS al CLUB de los que QUIEREN

CAMBIAR el MUNDO!

Jairo

Rodríguez

Mera