P3-Group - gaccom.org · Prepared for: HMI 2011, GACCoM - eMobility in the USA. Presented by:...
Transcript of P3-Group - gaccom.org · Prepared for: HMI 2011, GACCoM - eMobility in the USA. Presented by:...
Prepared for:HMI 2011, GACCoM - eMobility in the USA
Presented by:Rainer Aits, CEO P3 Automotive & P3 North America
6th April 2011, Hannover
P3-GroupSuccess factors for European Companies in the USA for the xEV industry
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P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
P3 Company Overview
xEV market & trends
Enablers for Success
Summary
Agenda
eMobility in the US, 06th April 2011 HMI, P3 Aits
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P3 Group - Your partner
We don’t solely define strategies, methods and concepts but alsoimplement them with a pragmatic approach. Our guiding principlesare Flexibility, Quality Results and Customer Interests.
P3 is a privately held company with 1200 experts and engineersworld wide with an approximate revenue of 170 million USD in 2008.
The P3 Group offers professional management services with corecompetencies in process optimization for both Product Developmentand Manufacturing.
P3 was founded in 1996 as a spin-off company out of theFraunhofer-Institut für Produktionstechnologie (IPT) of the TechnicalUniversity in Aachen, Germany and mainly serves the automotive,aviation and telecommunications industries.
Beyond processes, the P3 Group offers engineering services rangingfrom test strategy development, virtual prototyping, test planningand execution to CAD and simulation projects for E/E, Infotainment,Aviation and Telecommunications.
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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P3 Growth History – international success since 1996
1) P3 is Partner of the Eurogroup Alliance in Germany for the Branches Manufacturing and Utilities
1996 2000 2001 2002 2005 2006 2007 2008 2009 2010
EngineeringjapanConsulting
south africaConsulting
InfotainmentTesting
Consulting
Offshore & Engineering
Consulting & Engineering Services
Offshore & Engineering
Engineering &Testing
San Francisco, USA
Seville, Spain
Germany Wolfsburg, Germany
Ulm, Germany
Ingolstadt, Germany Stuttgart,
Germany
Bangalore,India
Canada
Tokyo,Japan
Toulouse, France
Hamburg, Aachen, Germany
Detroit, USA
Vancouver,
Montréal,
Canada
Morristown, USA
Raleigh, USA
Cape Town, RSA
Shanghai, China,
Mumbai, India
Reading, UK
energy & storageBattery Experts
Windsor Locks, USA
marketing
5
Our services encompass 3 core competencies allowing us to serve clients from concept to implementation along the whole value chain
Professional Management Services
COST
QUALITY TIMING
Balancing
For business, P3 helps clients balance cost, quality, and processes for new products
List of services (select):• Organization and process
definition• Cooperation management• Program management including
prototypes• Supply chain management• Cost and quality management
Strategy Consulting
At the corporate level, P3 helps clients meet their goals in the most efficient method possible
COMPANY VISION
STRATEGY
GOAL
List of services (select):• Business plan• Market entry strategy• Acquisition strategy• Sales strategy• Product portfolio alignment
with the market
Engineering Solutions
Technically, P3 helps clients develop and validate new products for the market
List of services (select):• Proof of concept• Specification development• Test strategies• Software feature validation• System integration
SYSTEM
SUB-SYSTEM
COMPONENT
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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Core Area`s within the P3 automotive Sector
Strategy/M&A Business development Strategy development Portfolio management Turnaround management Growth strategies Market entry strategies Pricing / Branding
R&D passenger car`s/ Trucks Process analysis/reorganization Multi-Project management Experimental efficiency (e.g.CO2)
Risk management Prototype management Module-/Functional strategy Function development process
Alternative Actuations /EVs Validation / Testing Cooperation management Business-/product planning Requirements -Management Technology assessment Safety- und Quality concepts
Operations / Logistics Production strategy Lean management Best practice/Benchmarking Assembly optimization Production planning Ramp-UP management
Electric/ Electronic Strategy development E/E Validation concepts Architecture and concept
development Project management
Infotainment Electrified drive chain Requirement documents E/E
Supply Management Redesign global Supplier
footprint Make or Buy Strategies Reorganization Prototype supply Optimization SCM Optimization In- / Outbound
Logistics
After Sales/Warranty Reengineering and corrective
action process Diagnostic analysis team Defect analysis & optimization Defect rapid alert system Rent a Belt (Six Sigma) Warranty cost optimization
Cost Management Investment/Cost planning Bottom-up Budget planning Target Costing Hybrid-Vehicle Target Costing product costs Cost Cutting Product cost analysis Value analysis
Quality management Six-Sigma Supplier management Quality organization QM-Systems QM Process optimization Quality orientated project
control
Testing & Validation Know-How Software & Wireless expertise System integration & specification Telecommunication expertise Diagnostics Grid infrastructure Etc.
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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Our Customers – Automotive, Aviation, Telecom & Energy
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
P3 Company Overview
xEV market & trends
Enablers for Success
Summary
Agenda
eMobility in the US, 06th April 2011 HMI, P3 Aits
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There are 3 challenging areas in the electric mobility industry
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
eMobility in the US, 06th April 2011 HMI, P3 Aits
Inside the vehicle
Outside the vehicle
What kind of storage infrastructure is required, and
what is the business case?
What technologies are required in the vehicle?
What are the requirementsof the billing-process?
10Source: P3, CSM 2011
The array of xEVs is continuously increasing among every category of vehicle
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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Major Market Trends
The global EV/HEV market is driven by several major trends
Fuel economy standards are increasing fast
Emissions and greenhouse gas requirements are increasing
Smart metering infrastructure is being deployed
Fuel prices are rising and becoming more volatile
Vehicle electrification technology and manufacturing capabilities are growing
Technology
Fuel Economy
Environmental
Grid Infrastructure
Fuel Prices
Major EV/HEV market industry trends
• Li-Ion battery technology advances are allowing longer range electric vehicles
• Automotive companies and governments are heavily investing in EV/HEV technology
• Major governments are raising fuel economy standards & gasoline taxes in order to curb oil usage and reduce dependence on foreign sources
• OEMs are preparing for large increases in CAFÉ and EU standards
• Emission regulations and eventual GHG requirementsare expected
• Consumers are demanding “greener” vehicles
• Regulators and utility companies are encouraging smart metering in order to allow for vehicle recharging
• Charging infrastructure readiness is improving
• Oil prices are rising and growing in volatility• Consumers are demanding more and more fuel
economy in order to reduce their fuel expenses
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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32%
15%12%
9%
8%
5%
4%
3%
2%2%
Others
8%
20%
15%
10%8%
8%
7%
7%
4%3%
12%
Others
8%
• Market size in N.A. in 2015 – 1.64 Mill units• These Top 10 OEMs hold 92% of the market in
N. America
• Market size in E.U. in 2015 – 0.92 Mill units• These Top10 OEMs hold 92% of the market
in Europe
Source: Frost & Sullivan 2009, RB 2010, P3
NA EV/HEV market landscape – 2015 EU EV/HEV market landscape – 2015
In both NA & EU, the EV/HEV market is dominated by the Top 10 OEMs
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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Globally, the xEV market is expected to have steady and strong growth in both hybrid and electric vehicles
2010 – 2016 xEV global production (‘000 units) 2015 xEV production by type (%)
24% CAGR Total EV/HEV vehicles produced = 3.4 m
2010 2011 2012 2013 2014 2015 2016
72%
20%
8%
Hybrid -Full
Electric
Hybrid -Mild
Hybrid -Full
Electric
Hybrid -Mild
3,4753,392
3,111
2,676
2,135
1,6601,153
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
eMobility in the US, 06th April 2011 HMI, P3 Aits
NOTE: EV includes REX; Excludes micro-hybridsSource: P3, Oct 2010 CSM
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Many xEVs will be manufactured in Japan/Korea, but production in N. America and Europe are ramping up fast
2010 – 2016 xEV global production (‘000 units) 2015 xEV production by region (%)
Total EV/HEV vehicles produced = 3.4 m
2010 2011 2012 2013 2014 2015 2016
56%
15%
24%
Japan/ Korea
N. America
Europe
Japan/ Korea
China
Europe
3,4753,392
3,111
2,676
2,135
1,660
1,153
China
S. Asia
5%N. America
NOTE: S. Asia is less than 0.1% in 2015Source: P3, Oct 2010 CSM
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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Source: P3, Oct 2010 CSM
Japan/ Korea
N. America
Europe
China
ELECTRIC VEHICLES HYBRID VEHICLESTOTAL xEVs
produced in 2015 (‘000)
1,751
765
457
155
88%
57%
91%
37%
12%
43%
9%
63%
3,128TOTALNOTE: EV includes REX; Excludes micro- and mild-hybrids
Each region of the world expects to have a different mix of xEVs
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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xEVs are made possible by 3 enabling technology areas –each area has a global supply base which are evolving fast
DC/DC Converter
Controller
Battery cells
Motor
Inverter
Compressor
ED Water pump
ED Steering pumpEV gearbox
Brake boost
Battery pack
Enabler #2:
ELECTRIC POWER
Enabler #1:
ENERGY STORAGE
Enabler #3:
ELECTRIC DRIVEN ACCESSORIES
Charger
Source: P3
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
eMobility in the US, 06th April 2011 HMI, P3 Aits
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An important trend includes OEM in-sourcing of xEV components –an important trend to consider when entering into the xEV market
Source: P3
SUPPLIERS OEMs
Design and manufacturing responsibilities
MAJOR PRODUCT AREAS
Energy storage
Battery packs
Battery cells
Charger
Systems
Electric power
Motor
Inverter
Gearbox
DC/DC Converter
Controller (VCU)
Electric driven accessories
Compressor
Water pump
Steering pump
Brake boost
• At a high level, OEMs are attempting to take design and manufacturing responsibilities of important xEV product areas.
• These trends differ by OEMs and by region.
• Most xEV component suppliers are cautious of these trends, influencing their corporate strategy.
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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P3 Company Overview
xEV market & trends
Enablers for Success
Summary
Agenda
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
eMobility in the US, 06th April 2011 HMI, P3 Aits
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Our challenge within P3 was to combine 2 different cultures –this was one Enabler to establish P3NA in the US auto market
Target
Plan 3 hr.
2 min.
A
B
Target
Plan 2min.
3 hr.
A
B
Conclusion: The best way to get from A to B takes 3hr. and 2min. -
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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1
3
2
5
4
7
6
Market analysis
Strategic position
Product portfolio
New business models
Vertical Integration
Cooperation's/M&A
R&D Expertise
Production strategy
Supplier business
ECS FOR OEMS/SUPPLIER
9
8
9 Major Evaluation Criteria's (EC) for companies to be successful in xEV market
(-) CURRENT CUSTOMER FOCUS (+)
(*) Source rough estimation at 50 P3 xEV Projects
-
+
+
+
-
- - not enough focus+ enough focus
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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PEOPLE
BRANDING
COMPETENCIES
Set-up a Management “Bridge” on CEO Level Ensure a good employee mixture of American's and German's
e.g. 80% US employees, 20% German/EU consultants/engineers Hire the right people
(electronics, mechatronics, SW Engineers etc. )
All competence areas are alive and kicking, but continued development of expertise and products
Ensure global competence transfer Combine Strategy Cons and Engineering Service
Investigation in networking Boost the Speeches & Publications Tell everybody we are the #1 in xEV Business Our Mission: Growth is the only way
MAIN ENABLERKSF WITHIN P3
Our P3 Key Success Factors (KSF) to enter the US xEV market
PRODUCTS
Develop new creative products Establish contacts to the universities Business development and Flexibility is important OVERALL: … Listen to the customer…..
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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Battery Expertise E-Vehicle Hybrid Diagnostics
Li-Ion & NiMHTechnologies
Technology Benchmarking
Safety Concept
Logistics Requirements, Concepts & Planning
Validation Test Planning & Test data Management
Specification Development (SOR)
Electronics & BMS
Production Audits
Prototype Planning and Build Management
Cooperation & Program Management
E-Motor, Software & High Voltage Technologies
Cost Management
Technology Benchmarking
Prototype Management
Root Cause Assessments
Supplier Quality
Process Re-Engineering
Requirements Definition and Management
Risk Assessment
Master Plan Development
Specification Development : Customer Req - > Tech. spec (House of Quality)
Project Setup
Supplier Selection, Qualification, Optimization
Program Management
Outsourcing of Engineering Services
Equipment Supplier Management
Timing Synchronization (OEM and Supplier)
Cooperation Management
Definition and development of Battery Management System BMS requirements
Test Case definition and validation of BMS
Monitoring/ Diagnosing of battery usage and event flagging
Communication and visualization of state of charge and energy usage through the infotainment system
Potential for communication through integrated telematics
P3 has built its xEV and alternative Powertrain expertise through 4 primary types of projects
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
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P3 Company Overview
xEV market & trends
Enablers for Success
Summary
Agenda
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
eMobility in the US, 06th April 2011 HMI, P3 Aits
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Strategic company positioning OEM/Supplier long term strategic
partnerships Strategic relationships with utility
companies Enough technical talent especially
automotive electrical and software engineers
Use global expertise network Vehicle system integration capabilities Li-Ion battery-design for vehicle
range, long life, and serviceability (After market)
Standardization of core component designs (especially in motors/inverters)
KEY CONCLUSIONSFOCUS ON
Summary for successful xEV Business in the USA
PEOPLE
CUSTOMER
PRODUCT
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
eMobility in the US, 06th April 2011 HMI, P3 Aits
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Thank you for your attention!
Dr. Samit GhoshCEO P3 North America, Inc.
+1 248 818 [email protected]
Rainer AitsCEO P3 automotive
+ 49 163 75 33 [email protected]
Dieses Dokument enthält vertrauliche Informationen der P3 — Group und darf ohne die ausdrückliche schriftliche Genehmigung nichtvervielfältigt oder einem Dritten gegenüber enthüllt werden. Dieses Dokument und sein Inhalt dürfen nur zu bestimmungsgemäßen Zwecken verwendet werden.
This document contains P3 — Group proprietary information and shall at all times remain the property of P3 — Group. It shall be distributed and used only by the subcontractor staff registered on the distribution list of this document. The subcontractor is not allowed to copy this document without P3 — Group prior written consent. It shall not be used, distributed or copied by any other third part without P3 — Group prior written consent.
P3 GROUP OVERVIEW
xEV MARKET & TRENDS
ENABLERS FOR SUCCESS
SUMMARY
CONTACT
consult
implement
listen consult
implement
listen
eMobility in the US, 06th April 2011 HMI, P3 Aits
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Global car sales
Source: GBI March 2010
eMobility in the US, 06th April 2011 HMI, P3 Aits