diseño --ejemplo---6
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Desarrollo de productosTRANSCRIPT
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