Measuring What the Customer Values: Automotive Paint ... 1 Measuring What the Customer Values:...

6/5/2013

1

Measuring What the Customer Values: Automotive Paint Quality Metrics

Linda Gerhardt, PhD Paint Quality & Competitive Benchmarking

Global Center - Strategy and Planning GM ME Vehicle Systems

June 2013

Agenda

Paint Quality: Areas of Focus

Long-Term Quality

(Paint that is Durable)

Perceived Quality (Paint that

Looks Great)

Initial Quality

(Paint the is Defect Free)

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Agenda


Long-Term Quality



Looks Great)

Initial Quality


Agenda

Initial Quality: JD Power IQS3

Initial Quality is Statistically Clustered JD Power IQS3 - First 90 Days of Ownership Paint Defects

Blemishes

Dirt

Runs

Peeling

Chips

Scratches

~2 IPHV

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3

Agenda


Long-Term Quality



Looks Great)

Initial Quality


Agenda

Long-Term Quality: JD Power VDS

Long-Term Quality is Statistically Clustered JD Power VDS - Measured at 3 Years Paint Durability

Fading

Chipping

Peeling

Cracking

~4 IPHV

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Agenda


Long-Term Quality



Looks Great)

Initial Quality


Agenda

Perceived Quality: Defined

An Emotional Reaction

Not Easily Explained or Defined by the Customer

Direct Link to Financial Performance

Perceptions Often Hold After Actual Quality has Changed

Reputation and Past Quality Performance are Key Factors Impacting Current PQ

“… Perceived Quality is the Single Most Important Contributor to a Company’s ROI, having more Impact than Market Share, R&D, or Marketing Expenditures…”

Aaker, Dr. David, Building Strong Brands,

New York: Simon and Schuster, Ltd., 2002

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Agenda

Perceived Quality: A BIS Opportunity

Initial and Long-Term Quality are Statistically Clustered & Provide Little Opportunity for Differentiation

Perceived Quality Can be a Competitive Advantage

Opportunity + Business Drivers + Engineering Application = Decision to Drive PQ for Best in Segment (BIS)

AVS Group, The Six Financial Benefits

to Brand Identity March 2011

http://www.avsgroup.com

Commands Price Premium

Creates Perception of

Quality

Creates Greater

Customer Value

Perceived Quality Drives

Loyalty

PQ Enhances ROI & Creates Differentiation

Differentiation Increases Operating

Margin

Strong Brand

Identity

Agenda

PQ: Exterior Appearance Contribution

GMU Quality College, Course 20783

Initial Perception of Quality Occurs during the first 10 minutes

First Impressions Extend Beyond Exterior Appearance

Impressions are Not Easily Captured in Standard Quality Metrics

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Agenda

Paint PQ: Applying Engineering Methodology

Customer Input

Reliable Measurement

System

Customer Correlation

Data Collection &

Benchmarking by Region

Analysis by Market

Segment

Target Setting & Value

Engineering

Agenda

Paint Perceived Quality: A Science

Engineering Methodologies have been applied to Capture the Customer’s Emotional Reaction

PQ Dimensions have been Derived from Product Reviews and Customer Clinics / Verbatims

Objective Metrics have been Correlated with what the Customer Sees and Values

Benchmarking and Data Collection Allow Real BIS Target Setting, as Competitive Data are Analyzed

“You Can’t Manage What You Don’t Measure.”

-- Peter Drucker

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Agenda

A True Global Snapshot!

55 Brands >350 Models

All Regions 15 Countries

Agenda

Field Survey - Validated Instruments

Exterior Surface Appearance

• Nominal Orange Peel “R” Value & Surface Uniformity

• Shortwave (SW), Longwave (LW), DOI

• Structure Spectrum (du-We) & Structure Balance (B)

Color Harmony

• Fascia and Body to Standard

• Fascia to Body Harmony

• Supplement to Visual Harmony Reviews

Metallic Mottle

• Nominal Mottle “M” Value

• Mottle Spectrum

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Agenda

Objective Instrumental Measurement





Color Harmony




Metallic Mottle


• Mottle Spectrum

Agenda

Objective Instrumental Measurement: Exterior Surface Appearance

Gage R&R Validated

Optical Profile Generated by Laser Reflection

Color Independent

Objective WaveScan Characterized Surface Structure

0

5

10

15

20

25

1-3 3-10 10-300.3-10.1-0.3 mm< 0.1

du Wa Wb Wc Wd We

R = (Wb, Wc, Wd)

DOI = (du, Wa, Wb)

Structure Spectrum

Substrate/Primer Influence Topcoat

Influence

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0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pee

l R-V

alu

eFa

scia

Avg

Agenda

Exterior Surface Appearance: NA OEM’s - GM NA vs. Market

0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pee

l R-V

alu

eH

ori

zon

tal /

Ver

tica

l Avg

You Can Move What You Can Measure !

2004 2005

Horizontal/Vertical Average Fascia Average

Agenda

Global Comparison: GM Models by Region

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Ho

rizo

ntal

/ V

erti

cal B

ody

Pane

l Ave

rage

Ora

nge

Pee

l "R

" Va

lue

GM NA

GM O/V

GM SA

GM Korea

GM IO

Horizontal/Vertical Average

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Hor

izon

tal /

Ver

tica

l Bod

y Pa

nel A

vera

ge

Ora

nge

Pee

l "R

" Va

lue

GM NA

GM O/V

GM SA

GM Korea

GM IO

Fascia Average

http://brotherpeacemaker.files.wordpress.com/2009/02/gm_logo.jpg

http://brotherpeacemaker.files.wordpress.com/2009/02/gm_logo.jpg

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Agenda

NA Model Comparison - 250 Models: Horizontal / Vertical Average

0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pee

l R-V

alu

e:

Ho

rizo

nta

l/V

erti

cal A

vg

Top 10%

Bottom 10%

Agenda

NA Model Comparison - Top & Bottom 25: Horizontal / Vertical Average

Top 25 Models: 100% Waterborne Basecoat

0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pee

l R-V

alu

e:

Ho

rizo

nta

l/V

erti

cal

Avg

0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pee

l R-V

alu

e:

Ho

rizo

nta

l/V

erti

cal

Avg

Bottom 25 Models: 96% Solventborne Basecoat

0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pee

l R-V

alu

e:

Ho

rizo

nta

l/V

erti

cal A

vg

0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pee

l R-V

alu

e:

Ho

rizo

nta

l/V

erti

cal A

vg

WBBC/2KCC

WBBC/1KCC

SBBC/1KCC

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0.0

2.0

4.0

6.0

8.0

10.0

Ora

nge

Pe

el "

R"

Val

ue

Ho

rizo

nta

l / V

ert

ical

Avg

Agenda

Material Technology - GM NA Models: Horizontal / Vertical Average

WBBC/2KCC

WBBC/1KCC

SBBC/1KCC

Agenda

Material Technology - GM Global Models: Horizontal / Vertical Average

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Hor

izon

tal /

Ver

tical

Bod

y Pa

nel A

vera

ge

Ora

nge

Peel

"R

" Va

lue

WBBC/2KCC

WBBC/1KCC

SBBC/1KCC

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Agenda






Color Harmony




Metallic Mottle


• Mottle Spectrum

Agenda

Gage R&R Validated

Multi-Angle Color Measurement

Metallic Impact Characterized by Sparkle and Graininess

Objective Data for Match to Digital Master Standard

Adjacent Panel Color Harmony

Multi-angle Color Measurement

Sparkle and Graininess Evaluation

Chromatic:

2*

2*

2*

2'

+

+

=

gggg

g

HHCCL

L Sg

DH

Sg

DC

gSg

DLDE

g

+-+=

+-=

+=

ggg

g

gg

2120.014.07.0;7.0max

4235048070max

5.3115.0

LCS

L g.C g.;.S

LS

g

g

g

H

C

L

2

*

2

*

2

*2'

+

+

=

gggg

gbbaaLL Sg

Db

Sg

Da

Sg

DLDE

Non-chromatic:

=

=

+=

7.0

7.0

5.3115.0

g

b

a

L

S

S

LSg

g

gg

Chromatic: C* 18 or C* 10 and L* 27

Objective Instrumental Measurement: Fascia to Body Color Harmony

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BykMac Output Component to

Component (Body to Fascia) Component to Master

Certified Standard

Total Color Difference DSE

DS Effect (Gonioapparent)

Sparkle Graininess

25, 45, 75 -15, 15, 25, 45, 75, 110

DE Color Difference

Angle Independent

Diffuse Light Bright Light DL

Da

Db

DL

DC

Dh

Light to Dark

Chroma (Saturation)

Hue Sa Sparkle Area

Si Sparkle Intensity

High Sparkle

Low Sparkle

High Graininess

Low Graininess

G Graininess (Fine vs. Grainy Pattern)

+ - + - + -

Supports Monthly Color Harmony Reviews

Supports Paint Shop Process Control

Agenda

NA Model Comparison - Light Metallic: Fascia to Body Color Harmony

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

2.2

2.4

2.6

2.8

3.0

3.2

3.4

Tota

l Co

lor

Dif

fere

nce

(d

SEp

)

250 Models: Pilot Year

Better Harmony

Top 10%

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Agenda

NA Model Comparison - Light Metallic: Top 10% - Fascia to Body Color Harmony

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

Tota

l Co

lor

Dif

fere

nce

:

Silv

er

Me

talli

c

Same Fascia & Body BC Chemistry

Different Fascia & Body BC Chemistry

92%

8%

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

2.2

2.4

2.6

2.8

3.0

3.2

3.4

Tota

l Col

or D

iffe

ren

ce (

dSEp

)

Agenda

NA Model Comparison - Light Metallic: Fascia to Body Color Harmony

180 Models: 2nd Year

Better Harmony

Top 30

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0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

Tota

l Co

lor

Dif

fere

nce

(dSE

p)


Different Fascia & Body BC Chemistry 100%

Agenda

NA Model Comparison - Light Metallic: Top 30 - Fascia to Body Harmony

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

Tota

l Co

lor

Dif

fere

nce

(dSE

p)


Different Fascia & Body BC Chemistry

Agenda

NA Model Comparison – Light Tri-Coat: Top 30 - Fascia to Body Harmony

97%

3%

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Agenda






Color Harmony




Metallic Mottle


• Mottle Spectrum

Agenda

Subjective Visual Evaluation Dependent on Illumination Conditions, Observation Distance, and Viewing Angle

Objective Evaluation Mottling (Lightness Variation) Possible over Large Areas at Different Angles, Independent of Illumination Conditions

Objective Instrumental Measurement: Metallic Mottling

0

1

2

3

4

5

6

7

8

6-13mm 11-24mm 19-42mm 33-72mm

Md Me Mf Mg

The Signal is Separated

by Mathematical Filters:

CLOUD SIZE

Md 6 - 13 mm

Me 11 - 24 mm

Mf 19 - 42 mm

Mg 33 - 72 mm

Mh 57 - 126 mm

Mi 100 - 200 mm

Mottle Improvement

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Agenda

Select GM NA Models – Light Tri-Coat: 15 Mottle

0

1

2

3

4

5

6

7

8

9

10

M15d 6-13mm

M15e 11-24mm

M15g 19-42mm

M15g 33-72mm

M15h 57-126mm

M15i 100-200mm

WBBC Bell/Gun

WBBC Gun/Gun

WBBC Gun/Gun

SBBC Bell/Gun

WBBC Bell/Bell

Vertical: Left Front Door Upper

Agenda

GM

NA

Mo

de

ls –

Lig

ht

Tri-

Co

at:

15

Mo

ttle

0

1

2

3

4

5

6

7

8

9

10

Ave

rage

15

°Mo

ttlin

g

0

1

2

3

4

5

6

7

8

9

10

Ave

rage

15

°Mo

ttlin

g


Horizontal: Left Front Hood Forward

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Agenda

GM

NA

Mo

de

ls –

Lig

ht

Tri-

Co

at:

15

Mo

ttle

Vertical:

Left Front Door Upper


0

1

2

3

4

5

6

7

8

9

10

Ave

rage

15

°Mo

ttlin

g

0

1

2

3

4

5

6

7

8

9

10

Ave

rage

15

°Mo

ttlin

g

WBBC

SBBC

Agenda

GM

NA

Mo

de

ls –

Lig

ht

Tri-

Co

at:

15

Mo

ttle



Bell / Bell

Gun / Gun

0

1

2

3

4

5

6

7

8

9

10

Ave

rage

15

°Mo

ttlin

g

0

1

2

3

4

5

6

7

8

9

10

Ave

rage

15

°Mo

ttlin

g

Bell / Gun

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Agenda






Color Harmony




Metallic Mottle


• Mottle Spectrum

Agenda

Objective Instrumental Measurement Correlation with Customer Input Analysis and Definition of Targets

Definition of Market Segment Targets

Benchmarking by Segment / Country / Region

Use SPC Tools to Determine Triggers

Business Case Options Overlaid with Data Potential Plans for Processes, Products, Technologies

Capturing the Perceptual Quality of Coatings: Business, Science, Opportunity

From an Emotional Response to Engineering Analysis

Measuring What the Customer Values: Automotive Paint ... 1 Measuring What the Customer Values:...

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