汽车产品开发流程.pdf

Mckinsey& Company
Ulrich Naher, Wolfgang Neubert, Arno Antlitz
Product Developrnent
in the Autornotive
Circumvent the es to
Industry: Strate
Complexity Challeng
January 31, 2002
Number of models is increasing and product life cycles are decreasing
1987
Models per brand
2000
Number
12
FAT
10
+25%
9
5
Product ife
cycle
5.0
7.5
10.0
12.5
15.0 Years
30%
Source: Press clippings
OUTSIDE-IN ANALYSIS
Time-to-market is reduced dramatically
MONTH FROM DESIGN FREEZE TO SOPW
Golf /V
C-class
Mondeo
1991/96
1995/2000
1993/2000
Reduction
driven by implemen-
Reduction
tation of simulation
driven by implementa-
60
technologies
tion of stringent quality
gates
38
40
16%
28%
60%
32
29
24
Start of production
Source: Automobile production, AN, MID
In addition, urgency towards innovation drives vehicle complexity
Type of innovation in electronics
Vehicle complexity- example
Percent
BMW Z22
100%
Palcic:」
30
43
BMW Z22 carries 70 major innovations
Individual
innovation
20
and 61 patents
Objective is to ensure new technology
concepts for 2005 and beyond
27
Approx. 70-80% of innovations are
in the field of electronics
Incremental
50
X-by-wire
Integrated starter/
modification
Car PC
alternator
30
Center monitor
Curveliaht
Fingerprin
Speech contro?
recognition
Cameras for rear
2010
Head-up display
Vew
Today
T elematics
Integration
Source: Automobil Entwicklung, survey results, Mckinsey/ika
challenge
Key levers to address complexity challenge
Clear and precise customer knowledge
and orientation
2
Efficient product architecture- from
identity to similarity
3
Value chain adaptation towards
competence based structures
4
Improved development processes
leveraging IT opportunities
Stringent quality processes along
entire development process
6
Project organization combining high
functional and integration capabilities
Source: Mckinsey