Changing market needs called for re-focus and action
The client, a global multi-brand automotive manufacturer, had a product portfolio covering conventional fuels. However, the changing market landscape required focus on electrical vehicles. At the same time a new generation of consumers – mobile communicators – was emerging, driving two key trends: media integration and car sharing. The client was therefore looking for support on how to build a modular vehicle architecture with flexibility to meet future market needs.
From development of single products to modular architecture development
Together with the client Brick Strategy implemented a product development process supporting modular architectures. The process focused on early understanding of short- and long-term market needs and technology development to ensure proactive product range planning with realization of synergies between product families in the coming product releases. Having a cross-functional perspective was key in the approach. Brick Strategy therefore supported the client with technology concept selections and road-map scenario evaluations to secure fact- based decision making on total cost. The change program was executed with a hands-on approach in parallel with major new product development initiatives which provided for operational cross-functional cooperation and quick knowledge transfer to the organization. The program also included advisory on how to set up PDM and Configuration systems to enable mass customization.
Higher efficiency in product development and improved flexibility
The modular architecture program helped the client realizing the following improvements:
Intensified competition and stronger demand for product variety brought new challenges to the table. Development of a modular product platform across product families increases portfolio flexibility and reduces total value chain cost.
Quickly changing market needs required innovative solutions and reduced time to market. Implementing agile roadmapping shor-tened the lead time in the idea to launch process and improved cooperation and customer focus.