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& Manufacturing Engineering Professors & Heads of Mechanical & Manufacturing Engineering The Jaguar Land Rover Story David Waide Director, Chassis Engineering
Professors & Heads of Mechanical
& Manufacturing Engineering
Professors & Heads of Mechanical
& Manufacturing Engineering
The Jaguar Land Rover Story
David Waide
Director, Chassis Engineering
Professors & Heads of Mechanical
& Manufacturing Engineering
Content
• Recent JLR History
– Background
– Survival
– Success
• Key Success Factors for Engineering
• Implications for Engineering Education
• Implications for Engineering Research
• Summary
Professors & Heads of Mechanical
& Manufacturing Engineering
Background
Early 2008
• Jaguar Land Rover stable and profitable within Ford
• Sale completed to TATA in June 2008
• Sound business plan for continued growth
Recession - July 2008 onward
• Global recession - Sales volume dropped by 30%
• Increased marketing support required
• Suppliers in distress
• Lending not available
• Acute cash flow challenge
Professors & Heads of Mechanical
& Manufacturing Engineering
Survival
JLR Action
• Cut production
• Shrink inventory
• Cut expenditure
• Intense focus on cash and cash flow
• Reduce headcount – Contractors for critical skills only
• Maintain focus on key model programmes
• Postpone other projects
Professors & Heads of Mechanical
& Manufacturing Engineering
Emergence to Success
10MY Programmes
• Jaguar XK & XF, Land Rover Discovery, Range Rover and Range Rover Sport
• New engines – 3.0D, 5.0P, 5.0P SC, all with 20% performance and 10% economy improvement
• Significant Exterior and Interior design changes
Professors & Heads of Mechanical
& Manufacturing Engineering
Emergence to Success
10MY Programmes
• Upgraded ride, handling and brakes
• Extensive new feature additions – Keyless entry; paddle shifts; Dual view; surround cameras; collision mitigation; Active Cruise control; Auto headlamp dipping; Power tailgate; etc
Professors & Heads of Mechanical
& Manufacturing Engineering
Emergence to Success
All New Jaguar XJ
• Radical and very elegant design
• Outstanding dynamics with leading performance and refinement
• Full luxury feature set
Professors & Heads of Mechanical
& Manufacturing Engineering
Emergence to Success
Range Rover Evoque
• New market segment
• Very strong emotional appeal from radical design
• Excellent capability and driving enjoyment
• Full premium feature set
Professors & Heads of Mechanical
& Manufacturing Engineering
Sustaining Success Continue to deliver World Class products
• All New Range Rover
• Jaguar F-Type Sports Car
Global Growth
• 2 litre Jaguar XJ; XF Sportsbrake; AWD for Jaguar XF and XJ
• China Joint Venture
Professors & Heads of Mechanical
& Manufacturing Engineering
Key Success Factors - Engineering focussed
• World Class Products – delivering customer wants and desires
• World Class People
• World class Brands
• Operational excellence
• Strong supply base
• Excellent dealers
• Etc
Professors & Heads of Mechanical
& Manufacturing Engineering
Key Success Factors - Engineering focussed
World Class Products - What
• In depth customer understanding
• In depth brand understanding
• Products must deliver the brand promise
• Emotional and rational appeal
• Deliver Delight – off-road capability and on-road luxury –New Range Rover
– cutting edge design and practicality – Range Rover Evoque
– Innovation
• Underpinned with service and quality
Professors & Heads of Mechanical
& Manufacturing Engineering
Key Success Factors - Engineering focussed
World Class Products - How
• Segment Analysis
• Benchmarking
• Product Attribute Leadership targets – targets to 5 granularity levels
• Robust Gateway delivery process (Product Creation System)
• New technology through separate gateway delivery process
• Targeted innovation – e.g. Off road leadership for New Range Rover – wading depth 900mm
– new air intake system
Professors & Heads of Mechanical
& Manufacturing Engineering
Key Success Factors - Engineering focussed
World Class Products – How
• Comprehensive Failure Mode Avoidance – Prevention controls
– Capture learning into standards
• Journey from Vehicle validation to rig validation to CAE validation
• Intense Launch focus – Permanent Launch Team, Part Supply Warrant, Pre Launch “customer”
trials, Nerve Centre approach
• Continued customer feedback and improvement processes
Professors & Heads of Mechanical
& Manufacturing Engineering
Key Success Factors - Engineering focussed
World Class People - Foundation Capabilities
• Technically capable to technical expert
• Customer focussed
• Delivery ownership
• Hungry for excellence – Challenge our limits
– Go beyond the benchmarks
• Passion and can do attitude - backed by process
• Team workers and capable communicators
Professors & Heads of Mechanical
& Manufacturing Engineering
Key Success Factors - Engineering focussed
World Class People - Engineering Capabilities
• Virtual Engineering
• Systems Engineering
• Software capability – Circa 100M lines of code versus circa 10M for state of art aircraft
• Connectivity/Infotainment/Smart
• Substantial recruitment
• Skills development – Technical Accreditation Scheme
Professors & Heads of Mechanical
& Manufacturing Engineering
Implications for Engineering Education - Primary Graduate Skills
• The ability to apply engineering knowledge to solve problems and synthesise solutions
Professors & Heads of Mechanical
& Manufacturing Engineering
Implications for Engineering Education - Primary Graduate Skills
• The ability to apply engineering knowledge to solve problems and synthesise solutions
• The ability to evaluate the plausibility of an engineering proposal
Professors & Heads of Mechanical
& Manufacturing Engineering
Implications for Engineering Education - Primary Graduate Skills
• The ability to apply engineering knowledge to solve problems and synthesise solutions
• The ability to evaluate the plausibility of an engineering proposal
• The desire to achieve excellence in product/business performance
Professors & Heads of Mechanical
& Manufacturing Engineering
Implications for Engineering Education - Supporting Graduate Skills
• A practical understanding of engineering principles and how to apply them – Appreciation of the relevance of theory – Course content linked to illustrate interactions - e.g. Themes through
modules – Systems appreciation and systems thinking
• Customer Focus - An appreciation of the need for customer based targets and delivery within constraints
• An effective team worker and communicator • The ability to deconstruct and structure thoughts and
activities • The capability to create problem definitions and a basic
problem solving mind-set
Professors & Heads of Mechanical
& Manufacturing Engineering
Implications for Engineering Education - Supporting Graduate Skills
• A high level business appreciation including sustainability, affordability, value for money, and value add
• An understanding of data relevance, data and measurement accuracy, variability, robustness and noise factors.
• An appreciation of how and when to use estimation and check for coherence
• An appreciation of manufacturing processes and constraints
• Design and make experience e.g. Formula Student
Professors & Heads of Mechanical
& Manufacturing Engineering
Implications for Engineering Research
• Technology delivery is most powerful when focussed on customer wants and desires
• JLR has a finite research budget, and targets research based on gap analysis of futured requirements and opportunities.
• JLR works with suppliers and academia to bring new technology to market – using grant assist where available
• JLR approaches academic institutions based on perceived capability in specific areas – we are working to grow strategic partnerships with identified strong institutions
Professors & Heads of Mechanical
& Manufacturing Engineering
Summary
• JLR and other strong British based businesses can thrive in tough global markets
Professors & Heads of Mechanical
& Manufacturing Engineering
Summary
• JLR and other strong British based businesses can thrive in tough global markets
• Talented, committed, and passionate Engineers are crucial to this success
Professors & Heads of Mechanical
& Manufacturing Engineering
Summary
• JLR and other strong British based businesses can thrive in tough global markets
• Talented committed and passionate Engineers are crucial to this success
• By working together Industry and Academia can enable world class engineers to grow British global competitiveness
Professors & Heads of Mechanical
& Manufacturing Engineering
Thank you
