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Influences on Global Interior Trends Pete Montero Hyundai-Kia America Technical Center

Influences on Global Interior Trends Pete Montero Hyundai-Kia America Technical Center. Influences. Cultural. Societal. Market. Corporate. Regional Differences. Influences. Cultural. Societal. Market. Corporate. Regional Differences. Cultural. Examples of Cultural Differences :

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Influences on Global Interior Trends Pete Montero Hyundai-Kia America Technical Center

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  1. Influences on Global Interior Trends Pete Montero Hyundai-Kia America Technical Center

  2. Influences Cultural Societal Market Corporate Regional Differences

  3. Influences Cultural Societal Market Corporate Regional Differences

  4. Cultural • Examples of Cultural Differences : • Cultural Preferences (i.e. Color, Material, Pattern) • Post WWII Experiences • Language Differences • Anthropometric Differences Cultural Preferences Anthropometrics Color & Materials Fiat 500 Post WWII Experiences Language JDM Honda Iconic post war European cars 2009 Hyundai Sonata facelift

  5. Influences Cultural Societal Market Corporate Regional Differences

  6. Societal • Examples of Societal Differences: • Regulatory (especially Safety) • Differences in Economics of Vehicle Usage • Geographic Scale & Urban/Rural Models Urban Congestion Fuel Prices & Taxes Differences in Standards & Tests London congestion charge U.S.= SUV OTHERS: U.S. Rural/Urban/Suburban Evolution OTHERS: U.S. Regulatory Split of Car & Truck RHD vs. LHD Europe=C-segment HB

  7. Influences Cultural Societal Market Corporate Regional Differences

  8. Market • Tech Revolutions influencing the shape of Cars as we know them • Further divergence (in 1950s, 60s & 70s) of U.S. from Global Markets • Revolutionary changes in cost, function & architecture • 1950s- 1970 • High Compression Engines • More mass-market performance than previously practical • Enabled physical growth of “typical” American car • Enabled creature comfort features on mass-market automobiles • The Automobile became focus of growing middle class in late 20th Century • 1980s- current • Electronics/ Electrification • Miniaturization/ improved quality of existing electrical • Introduction of new products & functions • Replacement of previously-Mechanical products/systems • Enables revolutionary systems approach • Potential revolutionary “re-thinking” of Vehicle Architecture & Function

  9. Market • Early ‘80s evolution towards efficient packaging (short WB & lighter weight) • Unitized construction, FF platforms & hatchback bodystyles* • Since late ‘80s, Wheelbase has steadily increased while Package Efficiency (Int. Vol./Curb Wt.) has decreased Downsizing Package Efficiency (Int. Volume/ Curb Wt.) Growing Lt. Truck Market Growing Package Efficiency SOURCE: NHTSA Historical Data

  10. Luxury Stylish Power Size Power Quality Size Features Stylish Quality Features Features Low Price Fuel Efficient Low Price Fuel Efficient Market • Example of growth of Foreign Brand influence on U.S. Market • From Niche “Outsider” to Aspirational Mass-Market “Leader” • From “World Car” to North America-specific programs Leadership Divergent Programs (North America-specific) Aspirational Refined Sophistication “Mainstream American” Hi-Performance Exterior Size Interior Room V6 Power Luxury North America-targeted variations Stylish Power Quality Stylish American- Made Size Quality Features Mainstream Innovative Features/ “Value” North America-targeted TUNING Small “Underpowered” Cheap “Buzzy” Imported/ “Outsider” Stylish Quality Features Quality Low Price IMAGE Fuel Efficient 1980 1990 2000 VALUE Niche/ Novelty

  11. Market • Differences between Markets in Bodystyle acceptance • Americans really “don’t like Hatchbacks”? • The truth is, though execution can overcome biases (Mazda3), market acceptance varies Segment BODYSTYLES Fictitious MARKETS 3DR 5DR WGN 4DR MARKET REQ’T. MARKET opp’Y. CPE possiBLE Niche vehicle

  12. Influences Cultural Societal Market Corporate Regional Differences

  13. Corporate Maturing Imports go from Distributors to Transplants

  14. Corporate Maturing Imports go from Distributors to Transplants Maturing Imports go from Distributors to Transplants STAGE WHAT’S NEEDED? RESULT Client Market Sell Domestic Market Product Minimal Input LOCAL SALES & MARKETING

  15. Corporate Maturing Imports go from Distributors to Transplants STAGE WHAT’S NEEDED? RESULT Local Market Trim Variants Provide Input for Tuning Product for N. America LOCAL EVALUATION, PRODUCT PLANNING & DESIGN EXPERTS Local R&D Tests & Evaluates to provide tuning for N. American Market Requirements Client Market Sell Domestic Market Product Minimal Input LOCAL SALES & MARKETING

  16. Corporate Maturing Imports go from Distributors to Transplants STAGE WHAT’S NEEDED? RESULT Local Bodystyle Variants Develop Bodystyle Variants for N. America American staff rotate to Headquarters for development LOCAL MANUFACTURING & ENGINEERING-DESIGN Local Market Trim Variants Provide Input for Tuning Product for N. America LOCAL EVALUATION, PRODUCT PLANNING & DESIGN EXPERTS Local R&D Tests & Evaluates to provide tuning for N. American Market Requirements Client Market Sell Domestic Market Product Minimal Input LOCAL SALES & MARKETING

  17. Corporate Maturing Imports go from Distributors to Transplants STAGE WHAT’S NEEDED? RESULT Platform Variants Adapt Platforms for N. American-specific Product MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ; “READY-TO-LEAD” EXPERTS Local Teams run Development Process Local Bodystyle Variants Develop Bodystyle Variants for N. America American staff rotate to Headquarters for development LOCAL MANUFACTURING & ENGINEERING-DESIGN Local Market Trim Variants Provide Input for Tuning Product for N. America LOCAL EVALUATION, PRODUCT PLANNING & DESIGN EXPERTS Local R&D Tests & Evaluates to provide tuning for N. American Market Requirements Client Market Sell Domestic Market Product Minimal Input LOCAL SALES & MARKETING

  18. Corporate Maturing Imports go from Distributors to Transplants STAGE WHAT’S NEEDED? RESULT Full Model Change Develop Whole Vehicle for N. America (co-develop Platform) AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN; “VIRTUAL” CAR COMPANY Platform Variants Adapt Platforms for N. American-specific Product MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ; “READY-TO-LEAD” EXPERTS Local Teams run Development Process Local Bodystyle Variants Develop Bodystyle Variants for N. America American staff rotate to Headquarters for development LOCAL MANUFACTURING & ENGINEERING-DESIGN Local Market Trim Variants Provide Input for Tuning Product for N. America LOCAL EVALUATION, PRODUCT PLANNING & DESIGN EXPERTS Local R&D Tests & Evaluates to provide tuning for N. American Market Requirements Client Market Sell Domestic Market Product Minimal Input LOCAL SALES & MARKETING

  19. Corporate Maturing Imports go from Distributors to Transplants STAGE WHAT’S NEEDED? RESULT Ground-up Development Ground-up Development “MOTHER-LESS” DEVELOPMENT & MANUFACTURING; “A ‘REAL’ CAR COMPANY” Full Model Change Develop Whole Vehicle for N. America (co-develop Platform) AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN; “VIRTUAL” CAR COMPANY Platform Variants Adapt Platforms for N. American-specific Product MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ; “READY-TO-LEAD” EXPERTS Local Teams run Development Process Local Bodystyle Variants Develop Bodystyle Variants for N. America American staff rotate to Headquarters for development LOCAL MANUFACTURING & ENGINEERING-DESIGN Local Market Trim Variants Provide Input for Tuning Product for N. America LOCAL EVALUATION, PRODUCT PLANNING & DESIGN EXPERTS Local R&D Tests & Evaluates to provide tuning for N. American Market Requirements Client Market Sell Domestic Market Product Minimal Input LOCAL SALES & MARKETING

  20. Corporate • Maturing Imports go from Distributors to Transplants • From adapting home market models… to local production (w/some local development)… to developing vehicles for North America STAGE WHAT’S NEEDED? RESULT Ground-up Development Ground-up Development “MOTHER-LESS” DEVELOPMENT & MANUFACTURING; “A ‘REAL’ CAR COMPANY” MATURATION Full Model Change Develop Whole Vehicle for N. America (co-develop Platform) AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN; “VIRTUAL” CAR COMPANY Platform Variants Adapt Platforms for N. American-specific Product MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ; “READY-TO-LEAD” EXPERTS Local Teams run Development Process Local Bodystyle Variants Develop Bodystyle Variants for N. America American staff rotate to Headquarters for development LOCAL MANUFACTURING & ENGINEERING-DESIGN Local Market Trim Variants Provide Input for Tuning Product for N. America LOCAL EVALUATION, PRODUCT PLANNING & DESIGN EXPERTS Local R&D Tests & Evaluates to provide tuning for N. American Market Requirements Client Market Sell Domestic Market Product Minimal Input LOCAL SALES & MARKETING

  21. Future Think • Short-term Re-trenchment • Economic difficulties force consolidation (OEM, Platform, Vehicle) • (Potential) Regulatory convergence enables greater interchangeability among markets • Continued maturation of technologies eases pressure for Market-specific executions • Short- to Mid-term Emergence of New OEMs • B.R.I.C. Markets mature, becoming biggest in history & grow in influence • B.R.I.C. Industries mature, extending influence beyond home market • Mid-term return of Stability (“Growth”, he says, with crossed fingers) • Increased Market Demand, driving greater Competitive Pressures to offer something “Different” and “Break-away” • Increased Ability (& Temptation) to differentiate between sometimes-subtly different Consumer Markets

  22. Thank you for your attention Pete Montero Hyundai-Kia America Technical Center

  23. Societal APPENDIX • Throughout the 20th Century, the U.S. evolved from a rural towards an urban & suburban society • Industrialization • Growth of increasingly well-off Middle Class • Suburbia becomes the new Urban • Congestion gives rise to “re-thinking” Urban/Suburban model for some (“New Urbanist” city planning model) maturation of suburbia post-war boom/ suburbia becomes the new urban areas depression/ wwII industrialization

  24. Corporate APPENDIX • Some OEMs address mature U.S. segments with market-specific executions • Market Size; Differences in Governmental Regulation & Consumer Expectations; Perceived failure of past “World Car” applications; Local Capabilities

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