089麦肯锡_汽车产品开发流程

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1、UlrichNäher,WolfgangNeubert,ArnoAntlitzProductDevelopmentProductDevelopmentintheAutomotiveintheAutomotiveIndustry:StrategiestoIndustry:StrategiestoCircumventtheCircumventtheComplexityChallengeComplexityChallengeJanuary31,20020Numberofmodelsisincreasingandpro

2、ductlifecyclesaredecreasing1987Modelsperbrand2000Number121110+25%+25%98765Productlife4cycle5.07.510.012.515.0Years-30%-30%Source:Pressclippings1OUTSIDE-INANALYSISTime-to-marketisreduceddramaticallyMONTHFROMDESIGNFREEZETOSOP*GolfIII/IVC-classMondeo1991/961995

3、/20001993/2000Reductiondrivenbyimplemen-Reductiontationofsimulationdrivenbyimplementa-60technologiestionofstringentqualitygates403860%16%28%322924*StartofproductionSource:Automobileproduction,AN,MID2Inaddition,urgencytowardsinnovationdrivesvehiclecomplexityT

4、ypeofinnovationinelectronicsVehiclecomplexity–examplePercentBMWZ22100%Radicalinnovation3043•BMWZ22carries70majorinnovationsIndividualand61patents20innovation•Objectiveistoensurenewtechnologyconceptsfor2005andbeyond27•Approx.70-80%ofinnovationsareinthefieldof

5、electronics:Incremental–X-by-wire–Integratedstarter/50modification–CarPCalternator30–Centermonitor–Curvelight–Fingerprint–Speechcontrolrecognition–Camerasforrear–Head-updisplayviewToday2010–TelematicsIntegrationchallengeSource:AutomobilEntwicklung,surveyresu

6、lts,McKinsey/ika3KeyleverstoaddresscomplexitychallengeClearandprecisecustomerknowledge1andorientationEfficientproductarchitecture–from2identitytosimilarityValuechainadaptationtowards3competencebasedstructuresImproveddevelopmentprocesses4leveragingITopportuni

7、tiesStringentqualityprocessesalong5entiredevelopmentprocessProjectorganizationcombininghigh6functionalandintegrationcapabilitiesSource:McKinsey4IncreaseinproductvarietyandmodelchangerateisdrivingpassengercarmarketfragmentationSHAREOFTOP-10SELLINGMODELSWESTER

8、NEUROPE,1980-2000Percentageoftotalsalesunits27.214.610.2198019902000Source:Schwacke1998,MarketingSystems,EIU,Automobilrevue,pressclippings,McKinsey5CONCEPTUALInmatureandhighlyfragmentedmarketstw