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Automobile DevelopmentOctober 19, 2011
Eric NormanMBA 2012
Why don’t cars look like the beautiful car show models?
Source: Toyota Europe (YouTube)
Historical Context
Hand crafted Mass Produced
Mass customization
Image source: Toyota.com, Ford
…Modern variations can be in the millions
Image source: MANAGING COMPLEXITY IN AUTOMOTIVE PRODUCTION
Variations offered on Ford Fusion:
…and they must be made thousands of times per month
Product Stanley screwdriver
HP DeskJet VW (new) Beetle
Boeing 777
Annual Production volume
15,000 4 million 100,000 50
Sales lifetime 40 years 2 years 6 years 30 years
Sales price $6 $130 $20,000 $200 million
Parts 3 parts 200 parts 10,000 parts 130,000 parts
Team size 6 people 175 people 1,600 people 16,800 people
Development time
1 year 1.5 years 3.5 years 4.5 years
Total cost $300,000 $75 million $900 million $6 billion
Source: Ulrich, Eppinger Product Design and Development
If you want one beautiful car, have a craftsman make everything by hand
Source: CT Heritage
• http://youtu.be/La73Oy9ZGVw?t=2m8s
Ferrari makes more profit than Fiat does in revenue (per vehicle)
Company Units Sold Rev (M Eur) Proft (M Eur)Profit margin
(%)
Fiat 2,081,800 27,860 515 2%
Ferrari 6,573 1,919 302 16%
Company Rev Profit
Fiat 13,383 247
Ferrari 291,952 45,946
Per Vehicle:
Source: Fiat Group 2010 Annual Report
But if you want high quality at a fair price, design by satisfying constraints quickly
Design
Engineering
Production
Sales
Then prepare to build it thousands of times (mass production)
youtube
N-36 (month) N-24 (month) N-12 (month) N
Production Trial (号口試作)
ProductionPreparation
(生産準備)
Regular Drawing (正式図)
(CE構想)
▽ ▽(開発提案)
Styling(デザイン審査)
▽
Prototype Evaluation (試作評価)
VehicleDevelopment
(車両開発)
ConceptDevelopment Proposal Approval
CE
Prototype Drawing (試作図面)
Prototype Production (試作)
Tooling & Equipment making(型・設備製作)
(目的)
SE
Engineeringsimultaneously- Design- Production Engineering- Production (Plant)- Supplier
Advanced version: do both simultaneously and iterate
Source: Toyota presentation 2004
An example of iterative flow in the Design Process
Paper Sketches
Digital Drawings
3D Rendering
Clay model (full size)
Image source: Ford.com
3D Drawings CAD Doughbo
yEngineering:
Design:
When designers make the show car, they may not be satisfying constraints for manufacturing and durability
Image source: Bloomberg
The ultimate goal is customer satisfaction (leads to sustainable profits)
Image source: lexusenthusiast.com, carinsurance.org
KEY CONCEPTS
Clay models are used for design human ability to “feel proper design”
Image source: BMW
Mules are a quick/cheap way to test ideas
Weld and paint quality checks are done by humans do to incredible sensitivity of human hand
• http://youtu.be/rg1IPXiRva0?hd=1&t=3m57s
Simulations speed up design process…
Image source: Autoworld.com
… but live testing is required for confirmation
Image source: google image search
Previous evaluation
① Put paint on inside of outer panel ② Set inner panel to outer panel
③ Fitting confirmation
by checking paint stuck porti on
④ Modify part & re-design
Repair → Re-design
⑤ Re-try
Source: Toyota presentation 2004
+
+
-
-
Interference
Latest evaluation
Inner panel
Outer panel
Digital Assembly
Source: Toyota presentation 2004
Buy a new car 6-12 months after a major/minor model change
Major6 years
Major6 years
Minor3 years Minor
3 years
Annual1 year
Annual1 year Annual
1 yearAnnual1 year Annual
1 yearAnnual1 year Annual
1 yearAnnual1 year
• Minor problems sometimes cannot be addressed until the next fix cycle
• Long-term testing takes time to complete
Camry life cycles (link)
Final cosmetic touches
Platform/Underbody is the heart of a car
• Like Windows 7• Shared among vehices• Defines major driving characteristics• Engineering typically done at HQ• See also:
http://en.wikipedia.org/wiki/List_of_Toyota_platforms
Camry platform (link)
APPENDIX
• http://www.youtube.com/watch?v=lolnxhYPEJc (Ford Escape Mule on road)
• http://www.youtube.com/watch?v=KHtQDZOQJV0 (FT 86 pretty body)
• http://youtu.be/3SYJjE7Xrf4 (FT86 track test)• http://www.youtube.com/watch?v=rg1IPXiRva0 (Kaikain
factory process)• http://youtu.be/QXOguvLi9Fo?t=49s (Ontario factory)• http://www.youtube.com/watch?v=La73Oy9ZGVw&feature=
related (Ferrari hand made)• http://youtu.be/1rA9qOdyEYs?t=3m59s (IS wood)• http://youtu.be/hWjSOe55zPQ (RORO)• http://youtu.be/zw-6gNd-bz4 (RORO 2)• http://youtu.be/Mp8Y2yjV4fU (sudoku mind)
US PPI
Hand craftsmanship can have high variability
In January 1801 he went to Washington where he made an unforgettable demonstration before government officials. He spread out on a table many parts of gunlocks, then randomly picked up pieces to assemble a lock. He then disassembled it and invited his astonished observers to emulate him. In 1812 he was awarded a contract to manufacture 15,000 muskets
Source: CT Heritage