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Page 1: Diseño --ejemplo---6

HIBtools Herramientas

Jairo

Rodríguez

Mera

Diseño de producto

Emprendimiento y Diseño

6 Ejemplo

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Emprendimiento

y Diseño

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Jugando al margen alto en un mercado de bajo precio

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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

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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

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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

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Mass Customization

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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

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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

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Business Challenge

How to play a high margin

game in a low price market?

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Strategic Approach

Consumer Insight

Brand Clarity

Design Leadership

Improve Business Structure

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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”

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Enfoque estrategico

Brand Value & Design Leadership

$30

Seiko

$300 $30,000

Cual de ellos da un mejor tiempo?

Patek Phillipe Timex

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Strategic Approach

Revisit Consumer Mobility Paradigm

Utilitarian

Transportation

Mythical

Self-Expression

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Brand Clarity

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Brand Clarity

AN AMERICAN REVOLUTION

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Brand Clarity

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LET’S MOTOR.

Brand Clarity

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"The Beach Boys.

Apple pie.

The '67 Mustang.

Three things worth

fighting for".

US Navy Recruiting Ad

Brand Clarity – Mustang Example

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Brand Clarity – Mustang Example

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Evolution of

Japanese Automotive Design Japanese “American”

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Evolution of

Japanese Automotive Design Japanese “European”

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Evolution of Japanese Design Ethos West versus Japan

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Evolution of Japanese Design Ethos West versus Japan

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Evolution of Japanese Design Ethos West versus Japan

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Evolution of Japanese Design Ethos West versus Japan

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Evolution of Japanese Design Ethos West versus Japan

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Evolution of Japanese Automotive Design Scion XB and Nissan Cube

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Evolution of Japanese Automotive Design Scion T2B and Nissan Chappo

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IMAGE HERE

Evolution of American Automotive Design “Can Do Spirit”

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Evolution of American Automotive Design Super Chief Train

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Evolution of American Automotive Design Super Chief Truck Concept

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Bold American Design

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Bold American Design

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Bold American Design

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Bold American Design

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Bold American Design

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Bold American Design

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Bold American Design

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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

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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

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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

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Commonality and Re-Use

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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

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Digital Theme Development

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Virtual Crash Simulation

CAE Prediction Physical Test

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Assembly Plant Virtual Simulation

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Virtual Build and Assembly Simulation

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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?

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BIENVENIDOS al CLUB de los que QUIEREN

CAMBIAR el MUNDO!

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Jairo

Rodríguez

Mera