influences on global interior trends pete montero hyundai-kia america technical center
TRANSCRIPT
Influences on Global Interior Trends
Pete MonteroHyundai-Kia America Technical Center
Pete Montero- SAE 2009 (5/21/2009)
Regional Differences
Cultural
Societal
Market
Corporate
Influences
Pete Montero- SAE 2009 (5/21/2009)
Regional Differences
Cultural
Societal
Market
Corporate
Influences
Pete Montero- SAE 2009 (5/21/2009)
Cultural
Language
Examples of Cultural Differences :• Cultural Preferences (i.e. Color, Material, Pattern)• Post WWII Experiences• Language Differences• Anthropometric Differences
Anthropometrics
Post WWII Experiences
Iconic post warEuropean cars
JDM Honda
Fiat 500
2009 Hyundai Sonata facelift
Cultural Preferences
Color & Materials
Pete Montero- SAE 2009 (5/21/2009)
Regional Differences
Cultural
Societal
Market
Corporate
Influences
Pete Montero- SAE 2009 (5/21/2009)
SocietalExamples of Societal Differences:• Regulatory (especially Safety)• Differences in Economics of Vehicle Usage• Geographic Scale & Urban/Rural Models
Differences in Standards & Tests
OTHERS:U.S. Regulatory Split of Car & TruckRHD vs. LHD
Europe=C-segment HB
U.S.= SUV
Urban Congestion
OTHERS:U.S. Rural/Urban/Suburban Evolution
Fuel Prices & Taxes
London congestion charge
Pete Montero- SAE 2009 (5/21/2009)
Regional Differences
Cultural
Societal
Market
Corporate
Influences
Pete Montero- SAE 2009 (5/21/2009)
MarketTech Revolutions influencing the shape of Cars as we know them• Further divergence (in 1950s, 60s & 70s) of U.S. from Global Markets• Revolutionary changes in cost, function & architecture
1950s- 1970High Compression Engines
• More mass-market performance than previously practical• Enabled physical growth of “typical” American car• Enabled creature comfort features on mass-market
automobiles
The Automobile became focus of growing middle class in late 20th Century
1980s- currentElectronics/ Electrification
• Miniaturization/ improved quality of existing electrical• Introduction of new products & functions• Replacement of previously-Mechanical products/systems• Enables revolutionary systems approach
Potential revolutionary “re-thinking” of Vehicle Architecture & Function
Pete Montero- SAE 2009 (5/21/2009)
MarketEarly ‘80s evolution towards efficient packaging (short WB & lighter weight)
• Unitized construction, FF platforms & hatchback bodystyles*• Since late ‘80s, Wheelbase has steadily increased while Package Efficiency (Int. Vol./Curb
Wt.) has decreased
Package Efficiency
(Int. Volume/ Curb W
t.)
SOURCE: NHTSA Historical Data
Downsizing
Growing Package Efficiency
Growing Lt. Truck Market
Pete Montero- SAE 2009 (5/21/2009)
MarketExample of growth of Foreign Brand influence on U.S. Market• From Niche “Outsider” to Aspirational Mass-Market “Leader”• From “World Car” to North America-specific programs
1980 20001990
Niche/ Novelty
Mainstream
Leadership
INNOVATIVEFEATURES/ “VALUE”
VALUE
QUALITYSTYLISH
AMERICAN- MADE
Low Price
Quality
Stylish
Features
Fuel Efficient
EXTERIOR SIZEINTERIOR ROOM
V6 POWER
Stylish
Size
Power
Quality
Features
IMAGE
REFINED SOPHISTICATION“MAINSTREAM AMERICAN”
Size
Power
Stylish
Quality
Features
Luxury
Low Price
Fuel Efficient
SMALL“UNDERPOWERED”
CHEAP“BUZZY”
IMPORTED/ “OUTSIDER”
ASPIRATIONAL
Hi-Performance
Size
Power
Stylish
Quality
Features
Luxury
Low Price
Features
Fuel Efficient
Quality
DIVERGENT PROGRAMS(NORTH AMERICA-SPECIFIC)
NORTH AMERICA-TARGETEDVARIATIONS
NORTH AMERICA-TARGETEDTUNING
Pete Montero- SAE 2009 (5/21/2009)
Differences between Markets in Bodystyle acceptance• Americans really “don’t like Hatchbacks”?• The truth is, though execution can overcome biases (Mazda3), market acceptance varies
Market “A” “B” “C”
3DR
4DR
CPE
WGN
5DR
SEGMENT BODYSTYLES FICTITIOUS MARKETS
MARKET REQ’T.
MARKET OPP’Y.
POSSIBLE NICHE VEHICLE
Market
Pete Montero- SAE 2009 (5/21/2009)
Regional Differences
Cultural
Societal
Market
Corporate
Influences
Pete Montero- SAE 2009 (5/21/2009)
CorporateMaturing Imports go from Distributors to Transplants
Pete Montero- SAE 2009 (5/21/2009)
CorporateMaturing Imports go from Distributors to TransplantsMaturing Imports go from Distributors to Transplants
STAGE WHAT’S NEEDED? RESULT
Client Market LOCAL SALES & MARKETING
Sell Domestic Market ProductMinimal Input
Pete Montero- SAE 2009 (5/21/2009)
CorporateMaturing Imports go from Distributors to Transplants
STAGE WHAT’S NEEDED? RESULT
Client Market LOCAL SALES & MARKETING
Sell Domestic Market ProductMinimal Input
Local Market Trim Variants
Provide Input for Tuning Product for N. America
LOCAL EVALUATION, PRODUCT PLANNING & DESIGN
EXPERTS
Local R&D Tests & Evaluates to provide tuning for N. American
Market Requirements
Pete Montero- SAE 2009 (5/21/2009)
CorporateMaturing Imports go from Distributors to Transplants
STAGE WHAT’S NEEDED? RESULT
Client Market LOCAL SALES & MARKETING
Sell Domestic Market ProductMinimal Input
Local Market Trim Variants
Provide Input for Tuning Product for N. America
LOCAL EVALUATION, PRODUCT PLANNING & DESIGN
EXPERTS
Local R&D Tests & Evaluates to provide tuning for N. American
Market Requirements
Local Bodystyle Variants
Develop Bodystyle Variants for N. America
LOCAL MANUFACTURING & ENGINEERING-DESIGN
American staff rotate to Headquarters for
development
Pete Montero- SAE 2009 (5/21/2009)
CorporateMaturing Imports go from Distributors to Transplants
STAGE WHAT’S NEEDED? RESULT
Client Market LOCAL SALES & MARKETING
Sell Domestic Market ProductMinimal Input
Local Market Trim Variants
Provide Input for Tuning Product for N. America
LOCAL EVALUATION, PRODUCT PLANNING & DESIGN
EXPERTS
Local R&D Tests & Evaluates to provide tuning for N. American
Market Requirements
Local Bodystyle Variants
Develop Bodystyle Variants for N. America
LOCAL MANUFACTURING & ENGINEERING-DESIGN
American staff rotate to Headquarters for
development
Platform Variants Adapt Platforms for N. American-specific Product
MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ;
“READY-TO-LEAD” EXPERTS
Local Teams run Development
Process
Pete Montero- SAE 2009 (5/21/2009)
CorporateMaturing Imports go from Distributors to Transplants
STAGE WHAT’S NEEDED? RESULT
Client Market LOCAL SALES & MARKETING
Sell Domestic Market ProductMinimal Input
Full Model Change
Develop Whole Vehicle for N. America
(co-develop Platform)
AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN; “VIRTUAL” CAR COMPANY
Local Market Trim Variants
Provide Input for Tuning Product for N. America
LOCAL EVALUATION, PRODUCT PLANNING & DESIGN
EXPERTS
Local R&D Tests & Evaluates to provide tuning for N. American
Market Requirements
Local Bodystyle Variants
Develop Bodystyle Variants for N. America
LOCAL MANUFACTURING & ENGINEERING-DESIGN
American staff rotate to Headquarters for
development
Platform Variants Adapt Platforms for N. American-specific Product
MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ;
“READY-TO-LEAD” EXPERTS
Local Teams run Development
Process
Pete Montero- SAE 2009 (5/21/2009)
CorporateMaturing Imports go from Distributors to Transplants
STAGE WHAT’S NEEDED? RESULT
Client Market LOCAL SALES & MARKETING
Sell Domestic Market ProductMinimal Input
Full Model Change
Develop Whole Vehicle for N. America
(co-develop Platform)
AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN; “VIRTUAL” CAR COMPANY
Local Market Trim Variants
Provide Input for Tuning Product for N. America
LOCAL EVALUATION, PRODUCT PLANNING & DESIGN
EXPERTS
Local R&D Tests & Evaluates to provide tuning for N. American
Market Requirements
Local Bodystyle Variants
Develop Bodystyle Variants for N. America
LOCAL MANUFACTURING & ENGINEERING-DESIGN
American staff rotate to Headquarters for
development
Platform Variants Adapt Platforms for N. American-specific Product
MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ;
“READY-TO-LEAD” EXPERTS
Local Teams run Development
Process
Ground-up Development
Ground-up Development“MOTHER-LESS” DEVELOPMENT & MANUFACTURING;“A ‘REAL’ CAR COMPANY”
Pete Montero- SAE 2009 (5/21/2009)
MATURATION
CorporateMaturing Imports go from Distributors to Transplants• From adapting home market models… to local production (w/some local development)…
to developing vehicles for North America
STAGE WHAT’S NEEDED? RESULT
Client Market LOCAL SALES & MARKETING
Sell Domestic Market ProductMinimal Input
Full Model Change
Develop Whole Vehicle for N. America
(co-develop Platform)
AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN; “VIRTUAL” CAR COMPANY
Ground-up Development
Ground-up Development“MOTHER-LESS” DEVELOPMENT & MANUFACTURING;“A ‘REAL’ CAR COMPANY”
Local Market Trim Variants
Provide Input for Tuning Product for N. America
LOCAL EVALUATION, PRODUCT PLANNING & DESIGN
EXPERTS
Local R&D Tests & Evaluates to provide tuning for N. American
Market Requirements
Local Bodystyle Variants
Develop Bodystyle Variants for N. America
LOCAL MANUFACTURING & ENGINEERING-DESIGN
American staff rotate to Headquarters for
development
Platform Variants Adapt Platforms for N. American-specific Product
MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ;
“READY-TO-LEAD” EXPERTS
Local Teams run Development
Process
Pete Montero- SAE 2009 (5/21/2009)
Future ThinkShort-term Re-trenchment• Economic difficulties force consolidation (OEM, Platform, Vehicle)• (Potential) Regulatory convergence enables greater interchangeability among markets• Continued maturation of technologies eases pressure for Market-specific executions
Short- to Mid-term Emergence of New OEMs• B.R.I.C. Markets mature, becoming biggest in history & grow in influence• B.R.I.C. Industries mature, extending influence beyond home market
Mid-term return of Stability (“Growth”, he says, with crossed fingers)• Increased Market Demand, driving greater Competitive Pressures to offer something
“Different” and “Break-away”• Increased Ability (& Temptation) to differentiate between sometimes-subtly different
Consumer Markets
Thank you for your attention
Pete MonteroHyundai-Kia America Technical Center
Pete Montero- SAE 2009 (5/21/2009)
industrialization
depression/ wwII
post-war boom/ suburbia becomes the new urban areas
maturation of suburbia
Societal
Throughout the 20th Century, the U.S. evolved from a rural towards an urban & suburban society• Industrialization• Growth of increasingly well-off
Middle Class
Suburbia becomes the new Urban• Congestion gives rise to “re-
thinking” Urban/Suburban model for some (“New Urbanist” city planning model)
APPENDIX
Pete Montero- SAE 2009 (5/21/2009)
CorporateSome OEMs address mature U.S. segments with market-specific executions• Market Size; Differences in Governmental Regulation & Consumer Expectations;
Perceived failure of past “World Car” applications; Local Capabilities
B-SegmentHonda Toyota Nissan Hyundai GMDAT/Chevrolet
07 Fit (JDM)
08 Fit (N.Am.)
Belta (JDM)
Yaris 4DR (N.Am.)
March 5HB (JDM)
Versa 5HB (N. Am.)
Verna 4DR (KDM)
Accent 4DR (N. Am.)
Gentra 4DR (KDM)
Aveo 4DR (N. Am.)
OAL (mm) 3,845 3,998 4,300 4,300 3,725 4,295 4,280 4,280 4,310 4,310
OAL (mm) 1,675 1,681 1,690 1,689 1,660 1,695 1,695 1,695 1,710 1,710
COMMENTS Bumpers add OAL No difference Different platforms No difference No difference
C-SegmentHonda Toyota Nissan Hyundai Ford
08 Civic 4DR (JDM)
08 Civic 4DR (N.Am.)
Corolla Axio (JDM)
Corolla (N.Am.)
Bluebird Sylphy (JDM)
Sentra (N. Am.)
Avante (KDM)
Elantra (N. Am.)
Focus 4DR (EU)
Focus 4DR (N. Am.)
OAL (mm) 4,540 4,488 4,410 4,539 4,610 4,567 4,505 4,505 4,488 4,445
OAL (mm) 1,755 1,753 1,695 1,760 1,695 1,791 1,775 1,775 1,839 1,725
COMMENTS Unique front execution (used for Canadian Acura
CSX – 4,544mm)
Variation on platform; Optimized for different
markets
Variation on platform; Optimized for different
markets
No difference Different platforms
APPENDIX