The Modular Design of Automotive Platforms - Carmaker's Strategies in Europe

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This presentation analyses the carmakers' group platform strategy/policy to reduce cost and time to market: - Platform concept – design and process. - Standardisation to reduce cost – concept, scaling process, parts and tools standardisation. - Do we need a platform concept to reach these objectives ? Analysis based on VW – Platform policy, production data, by segment and model family, with a forecast until 2017. - Advantages and dangers of a modular construction. - Conclusion. - Appendix: European carmakers platforms policies.

Transcript of The Modular Design of Automotive Platforms - Carmaker's Strategies in Europe

  • info@inovev.com http://www.inovev.com Modular Design of Automotive Platforms An innovative approach to reduce cost, and time to market Carmakers Strategies (Production in Europe) Jamel Taganza Vice-President Jamel.taganza@inovev.com Michel Costes President michel.costes@inovev.com Jean-Michel Prillieux Market director 11/04/2013 Bernard Thibault

Content April 11, 2014 2 Introduction of INOVEV Objectives of the current presentation Slide n3 Slide n8 Platform concept Slide n11 Standardisation to reduce cost Slide n16 Do we need a platform concept to reach these objectives? Analysis based on VW Slide n25 Advantages and dangers of a platform modular approach Slide n37 Conclusion Slide n39 Appendix: European Carmakers platforms policies Slide n41 Introduction of INOVEV April 11, 2014 3 INOVEV: THE AUTOMOTIVE KNOWLEDGE PLATFORM April 11, 2014 4 Inovev is a worldwide automotive analysis company giving professionals access to continuously updated information and analyses. Economic data Technical data PRODUCTION AND REGISTRATIONS DATA Quantities of cars Produced and registered in the world country by country, carmaker by carmaker, plant by plant, model by model, year by year. Period: 2005-2018 (achieved, current and forecast) DAILY ANALYSIS OF THE AUTOMOTIVE MARKET Analysis of the automotive market put into perspective with production and registrations data compiled by Inovev TECHNICAL ANALYSIS Analysis of products and processes innovations by technical communities (powertrain, materials, fasteners, bodies-in-white...) TECHNICAL FILES Main elements to support your analysis: technical studies, photos, scan files, sections, detailed material analysis, detailed product/process analysis INOVEV: THE AUTOMOTIVE KNOWLEDGE PLATFORM April 11, 2014 5 Inovevs expertise in automotive technologies The INOVEV Team has managed the analysis of around 100 automotive bodies, according to methodologies and specifications built par carmakers and their suppliers. April 11, 2014 6 Automotive Information Currently Available on Inovev Quantities of cars Produced and registered in the world Analyses and data can be purchased on-line Online private Auto Data Centres For customers and partners Daily analysis of the automotive market Full and coherent database Pivot tables pre-configured Infographic with search engine April 11, 2014 7 Objectives of the current presentation April 11, 2014 8 Objectives (1/2) The competition is very fierce in the automotive industry. Many factors contribute to the success or failures of carmakers strategies. Control of technologies is a key component of carmakers strategies. It contributes strongly to: The design and engineering of vehicles responding better to the demand. The reduction of cost. A vehicle is composed of many components grouped together in different manners. In the recent decade a new word has been put on the front of the communication : the platform. Many carmakers communicate today about its new platforms, much more efficient than the previous ones. However several questions arise What is really a platform? Do the carmakers really reduce the number of their platforms? Do some carmakers control the design and engineering of platforms better than other ones? And will this control give them significant strategic advantages versus competitors? Or is it mainly communication? April 11, 2014 9 Objectives (2/2) Automotive industry is a very competitive one. Competition has still increased over the last 10 years with an enhanced globalisation. In order to face this competition, carmakers: Develop their offer by: Adding versions to their range of models (e.g. SUV, crossovers, ) Adapting the design of the cars to the specific demand of the different countries where they sell their products. Decrease the cost of their products by: De-contenting them every time that the de-contented products are sufficient for the targeted customers Decreasing the price of the products: - By using a systemic approach. - Standardise as much as possible to produce mass volume parts at low cost. Platform is at the core of the know-how of the carmaker. Designing sets of efficient platforms at an optimised cost provides those of carmakers which control technologies with very significant advantages versus competition. Many efforts are deployed to develop and engineer optimised platform The concept of platform varies from one carmaker to the other one. In all cases the platform is an ensemble composed of: The underbody (which is the structure of the platform). The systems that are attached to this underbody and that contribute to the mechanical properties of the car, as the suspensions and the powertrain. Considered systems are not the same from one carmaker to another April 11, 2014 10 Platform concept April 11, 2014 11 Platform and underbody: design Platform (concept, not existing physically) Body shell (existing physically) April 11, 2014 12 Platform concept April 11, 2014 13 Platform and underbody: process April 11, 2014 14 Platform and underbody: process April 11, 2014 15 Standardisation to reduce cost April 11, 2014 16 The design of a platform needs a systemic approach. The car must comply with a lot of constraints: Design Static (torsion, bending, acoustic) Dynamic (front, rear and side crash, small shock, pedestrian safety) Mass Roominess Process Installed tooling: flexibility Minimum cost For cost reduction reasons, it is necessary: to use a maximum of common parts over a wide range of models and derivatives. Generally, some basis systems of the car are designed, and then adapted to comply with the specification of a maximum of models. To standardise the attachments of the modules so that more flexibility is enabled. Platform concept April 11, 2014 17 Standardisation of general design April 11, 2014 18 Source: Fiat-Chrysler (FCA) Underbody A Underbody C Underbody B Attachment points Important design approach Standardisation of attachments of modules Standardisation of parts Assembly flexibility on a same line by using adequate pilot processes Standardisation of parts and attachments April 11, 2014 19 Scaling Process Build models with different models on the basis of the same platform Not multiply all the dimensions But keep identical or similar the maximum of parts and keep identical the maximum of fixations (in particular holes used for assemblies) Change the dimensions of a minimum of parts Use the same toolings Stamping tooling to produce parts on demand Example: central floor Welding and assembly lines April 11, 2014 20 Standardisation of parts Underbody: around 100 parts from several grams to 10 kg (including around 30 parts> 1kg) April 11, 2014 21 Standardisation of position and attachments of modules April 11, 2014 22 Uniform length Unified engine position Standardised attachment for rear axles Standardisation of tooling Flexible factory January 27, 2014 23 Standardisation of tooling Tooling carry over January 27, 2014 24 Source: Do we need a platform concept to reach these objectives? Analysis based on VW April 11, 2014 25 Do we need a platform concept to reach these objectives? The options of vehicle design Option 1 Each new car is designed separately, without interaction with other cars of the carmakers range. It is a very old approach, abandoned by traditional carmakers decades ago. Currently only some Chinese-Chinese carmakers are still in this scheme. April 11, 2014 26 Option 2 : standardisation into a same segment: Inside each brand Across the brands Option 3: standardisation across segments but using a different code name of platform for each segment. Option 4: standardisation across segments but using a same code name for the different segments Do we need a platform concept to reach these objectives? April 11, 2014 27 The question is: Is the difference between option 3 and 4 only Marketing? Platforms to be build for a large number of vehicles Volkswagen Group: several brands many vehicles in each brand April 11, 2014 28 VW Platform policy MQB (transversal engine) MLB (longitudinal l engine) Production in Europe PQ35 PQ25 April 11, 2014 29 Data available in Premium 1 or Premium 2 access 2005 : platforms by segment vehicles which will be produced from MQB platform in 2017 MQB: Modularer QuerBaukasten Modular Transverse Matrix (Construction Box) VW Platform policy April 11, 2014 30 Data available in Premium 1 or Premium 2 access 2013 : Transition - Introduction of the MQB and decrease of others platforms VW Platform policy April 11, 2014 31 Data available in Premium 1 or Premium 2 access 2017 : MQB platform More segments VW Platform policy April 11, 2014 32 Data available in Premium 1 or Premium 2 access Comparison of Volkswagen PQ 35/PQ36 and PQ 46 Some standardisation is effective across 2 different platforms.. Do we need a platform concept to reach these objectives? April 11, 2014 33 Complete view of the underbody available in Premium 1 or Premium 2 access Complete view of the underbody available in Premium 1 or Premium 2 access Complete view of the underbody available in Premium 1 or Premium 2 access Complete view of the underbody available in Premium 1 or Premium 2 access Comparison of Volkswagen PQ 35/PQ36 and PQ 46 Some standardisation is effective across 2 different platforms.. Do we need a platform concept to reach these objectives? 6 of 8 positioning holes are at same position 2 rear holes have different positions April 11, 2014 34 Complete view of the underbody available in Premium 1 or Premium 2 access Complete view of the underbody available in Premium 1 or Premium 2 access Complete view of the underbody available in Premium 1 or Premium 2 access Complete view of the underbody available in Premium 1 or Premium 2 access X Y Z Comparison of Volkswagen PQ 35/PQ36 and PQ 46 .But standardisation still remains low Do we need a platform concept to reach these objectives? G