An efficient product development process is essential for the economic success of a vehicle manufacturer and provides the basis for long-term competitive advantages. However, the product development is influenced by a variety of factors, affecting the development of future vehicle technologies. At the same time these technologies will implicate changes in the existing product development processes which result from new focuses and an increasing linkage of development tasks. The Connected Car serves as an example to demonstrate challenges for the vehicle product development as well as the need to adapt selected product development strategies. Subsequently, implications for the implementation of product development strategies are being discussed. The product development has a significant influence on the economic success of vehicle manufacturers. During the product development process, the basic product features as well as the technical and functional characteristics are being defined. Additionally product and production costs as well as product quality are mostly being determined in this phase. At the same time the automotive product development is subject to a continuous transformation, resulting from changing market requirements and the development of new technologies. In this context also some vehicle techno-logies will gain importance which require comprehensive changes in the competen-cies, the process and the organisational structure of the product development. One of these technologies is the connected car. In particular in the field of car-to-driver communication high growth rates are expected for the next few years. Main drivers for this development are technologies originating from the ICT (information and communications technology) sector. A major challenge for the automotive industry thereby exists in the transfer of appropriate technologies and development approaches to the automotive sector, requiring an en-hancement of competencies in hardware and software development. Furthermore companies of the IT industry, which are characterised by shorter development cycles, have to be incorporated into the product development process. Under these circumstances the vehicle manufactures need to adapt their product de-velopment strategies, taking into account company-specific factors (e.g. the corporate strategy). The implementation of a concrete product development strategy has to be based on various strategic decisions, including, inter alia, the product architecture, the value system and the market entry date of a new vehicle technology. These decisions also determine the fundamental direction of a vehicle manufacturers' product development and thus provide the basis for future competitive advantages and the long-term economic success of the company.
Strategies for the product development of future automotive technologies
2012
12 Seiten, 3 Bilder, 6 Quellen
Aufsatz (Konferenz)
Englisch
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