Tuesday Afternoon Session, August 2, 1:30–4:30 p.m.

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Customizing Product Development from Standardized Platforms

Mass production and mass markets are giving way to mass customization and niche markets which require innovative product development processes and business case approaches to help automotive companies capitalize on these trends and revenue streams. Many companies have worked hard to implement well-defined phased gate development processes that strive to identify specific design requirements and freeze product specifications early on, minimize late stage design changes and increase speed to market. This linear approach is; however, highly ineffective in the current auto environment where market dynamics, product requirements and technologies are constantly changing. Leading companies are searching for ways to build speed, flexibility, digital simulation and set-based design iteration into their development processes – allowing them to evaluate multiple designs in parallel and conduct virtual trade studies when the development costs in time, money and manpower are relatively low. Product development performance is still the single most important determinant of superior financial returns and stock performance in the auto industry.

The aim of the product development process is to create profitable value streams. Automakers are reducing the number of vehicle platforms and striving to commonize groups of components and system interfaces to drive economies of scale, scope and knowledge. The objective is to accelerate development and launch processes for more variants with customized features by reusing interchangeable parts and modular systems. The challenge is to integrate generic product architectures and flexible manufacturing systems capable of accelerating the creation of new products while significantly reducing capital investment for tooling and time to profit. Each new product requires additional engineering and program management resources or runs the risk of being dropped from the product portfolio. Increasing complexity, constant pressure to reduce costs and development lead times are industry challenges that must be addressed and technology continues to be a key enabler for achieving strategic and financial objectives. This session will focus on how leading companies are applying advanced technologies to distributed business models and lean product creation practices to meet the increasing demand for high-volume profitability, as well as quick, cost effective niche and low volume production and model differentiation.

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Confirmed Speakers

Speaker presentations are underlined.

Jill Lajdziak, Saturn Division General Manager, General Motors Corporation

Paul Mascarenas, Vice President, North American Vehicle Programs, Ford Motor Company

Dan Mooney, Vice President Product Development, Boeing Commercial Airplanes

Seiya Nakao, Executive Chief Engineer - Avalon, Solara, Sienna, Toyota Technical Center USA, Inc.

Co-Chairs:

Jeffrey K. Liker, Ph.D., Professor of Industrial & Operations Engineering, College of Engineering and Co-director of the Lean Manufacturing Program, University of Michigan and John M. Waraniak, Strategic Director and Head of the Automotive Centre of Excellence, TATA Consultancy Services