1. Emprendimiento y Diseo 6 Ejemplo Diseo de producto Jairo Rodrguez Mera HIBtools Herramientas

2. Emprendimiento y Diseo

3. Jugando al margen alto en un mercado de bajo precio

4. 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

5. Middle Market Squeeze Mercedes S-Class BMW 7 Series Lexus LS BMW 5 Series Lexus ES Mercedes E-Class Hyundai Centenial Hyundai Grandeur Mercedes C-Class BMW 3 Series Lexus IS Hyundai Sonata Mercedes B-Class Toyota Avalon BMW 1 Series Hyundai Elantra Mercedes A-Class Toyota Camry Hyundai Accent Toyota Corolla

6. Market Fragmentation Total Number of Models Offered in US Market 350 Existing Model New Model 300 250 200 150 100 50 0 2000 2001 2002 2003 2004 2005 2006 2007E 2008E

7. Mass Customization

8. Quality Gap Diminishing 3500 Hyundai Defects Per 1000 Vehicles 3000 2500 Range = 0.5 defects per vehicle DCX Ford GM 2000 Toyota 1500 Honda 1000 Range = 2 x defects per vehicle 500 0 2001 2002 2003 2004 2005 2006

9. 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

10. Business Challenge How to play a high margin game in a low price market?

11. Strategic Approach Consumer Insight Brand Clarity Design Leadership Improve Business Structure

12. Customer Focus 1908 Touring Car 1920 Coupe 1912 Roadster 1924 Fordor Sedan If I had asked what my customers wanted, they would have said a faster horse Henry Ford Getting at the Un-met and Un-articulated Needs

13. Enfoque estrategico Brand Value & Design Leadership Timex Seiko Patek Phillipe $30 $300 $30,000 Cual de ellos da un mejor tiempo?

14. Strategic Approach Revisit Consumer Mobility Paradigm Utilitarian Transportation Mythical Self-Expression

15. Brand Clarity

16. Brand Clarity AN AMERICAN REVOLUTION

17. Brand Clarity

18. Brand Clarity LETS MOTOR.

19. Brand Clarity Mustang Example "The Beach Boys. Apple pie. The '67 Mustang. Three things worth fighting for". US Navy Recruiting Ad

20. Brand Clarity Mustang Example

21. Evolution of Japanese Automotive Design Japanese American

22. Evolution of Japanese Automotive Design Japanese European

23. Evolution of Japanese Design Ethos West versus Japan

24. Evolution of Japanese Design Ethos West versus Japan

25. Evolution of Japanese Design Ethos West versus Japan

26. Evolution of Japanese Design Ethos West versus Japan

27. Evolution of Japanese Design Ethos West versus Japan

28. Evolution of Japanese Automotive Design Scion XB and Nissan Cube

29. Evolution of Japanese Automotive Design Scion T2B and Nissan Chappo

30. Evolution of American Automotive Design Can Do Spirit IMAGE HERE

31. Evolution of American Automotive Design Super Chief Train

32. Evolution of American Automotive Design Super Chief Truck Concept

33. Bold American Design

34. Bold American Design

35. Bold American Design

36. Bold American Design

37. Bold American Design

38. Bold American Design

39. Bold American Design

40. Improving Business Structure Drivers for Change Competitive Environment GPDS Principles: Synchronization Compatibility Completeness Key Enablers: Internal Complexity Platform Rationalization Commonality & Reuse Leverage Digital Tools More Products, Faster, and More Efficiently

41. Global Product Development System 6 Months Opportunity 6 Months Opportunity 1. Common Virtual Process 1. Faster Prototype Build/Verification 2. Data/Engineering/Manufacturing Synchronization 2. Faster Production/Prototype Tooling 3. Reuse/Commonality

42. Platform Rationalization Fewer Architectures with More Models Wave 1 Mazda3 Volvo V50 2003 Ford C-Max Ford Focus Wave 2 3-Door 2004 4-Door Mazda5 5-Door Wave 3 2005-2006 Ford Cabriolet Wagon Volvo C70 Convertible

43. Commonality and Re-Use

44. Leveraging Digital Tools Theme Development Package Development Service Digital Producto / Proceso Plant / Assembly CAD Product Structure Enginieria de producto Digital BOM / BOP Functional Simulation Product / Process Simulation Virtual Build Supplier Integration

45. Digital Theme Development

46. Virtual Crash Simulation CAE Prediction Physical Test

47. Assembly Plant Virtual Simulation

48. Virtual Build and Assembly Simulation

49. Summary How to play a high margin game in a low price market? Develop a Profound Understanding of Customers Create Clear and Distinct Brand Positioning Achieve Design Leadership Fix Structural Business Issues

50. BIENVENIDOS al CLUB de los que QUIEREN CAMBIAR el MUNDO!

51. Jairo Rodrguez Mera