31
Oct

CARS TIME TO MARKET- I. IDEA & DESIGN.

Escrito el 31 octubre 2010 por Jesus Guerro en General

The life cycle of a model on the market before the design is renewed lasts about  6 and 7 years. At half of its commercial life, the well known restylings start to appear, with lightly updating modifications, until finally a completely different newly model replaces the previous.
Although new models maintain in most cases their previous name, they do not usually have much to do with their predecessors. The decision on whether to change or maintain the name of a certain  model, is related to the success of previous versions, with the conceptual idea  the model was positioned in the consumers´ mind and with the extent this idea agrees with the strategy the Company intends to run in the near future.
The launch of a new name represents a significant investment for the manufacturer, but It can be very particularly useful in refreshing the brand image when it is required.
In the decision process of creating a new model, the manufacturer studies in detail what the needs of each of the markets will be targeted, what the segment to which it will belong and therefore its measures, as well as the different sub target Markets we try to seduce which will include the number of engines and body styles (Sport, SUV, Familiar..).
The space of time since the Company decides that It will need a new model until that moment it is available in dealerships, so that the Time to Market, is 54 months as average. This means that during the second year of commercial life of a model, the company is already working on its replacement.
In the New Model Creation Process, The Company establishes waht will be its Order Winners and Qualifiers, in one hand those parameters that will permit differentiation from competitors and those in which standard elements will seek economies of scale and high reliability.
Having decided the strategic framework of the new model, the Company will decide the strategy of alliances with suppliers on one hand and with competitors / partners on the other. Sharing elements between manufacturers is becoming more common. Some even think that in future each manufacturer will specialize in certain elements and cars will be the product of the assembly of the developments provided by each manufacturer.

In this phase the Company will also decide the location of the production centers responsible for making the new model.
With all these ideas being clear It begins the design phase itself. First ideas are drawn in pencil tracing the external guidelines that will distinguish the new model as well as the shapes of the dashboard, door interiors and seats.
Design proposals are received from different design centers, generally located in diverse countries around the world providing ideas about preferences of each socio-cultural environment where the needs and tastes, and ultimately, the trends can vary significantly. These variations occur on many occasions over those elements with important impact on the visual idea of the car such as headlights, sport or family versions and the profile of the engines in relation to its Power, Consumption and CO2 Emissions whose values vary significantly from one country to another.

Among all the proposals, two finalists use to be selected. This is when the manufacturing on clay takes place. Thus, the car that has been drawn on paper, takes all its dimensions in a real scale unit made of clay. This will be the first real conceptualization of design and when latest modifications before mass production will be decided.

The Design is then ready to become a reality.

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