case studies - avl.com
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AVL, 02.10.2014 External
Objective
Client plans to introduce new medium-size engine family
from 100 to 300 HP and requested study showing AVL’s
concept proposal (Swept volume and technology
approach) considering major markets and applications
Approach
First, AVL identified most attractive markets and
applications by analyzing main non-captive engine
supplies. Based on this examination AVL proposed
relevant competitors’ engines, did strengths- and
weaknesses-analyses and based its recommendation
for the new medium-size engine family on these findings
as well as client’s current portfolio in the smaller
displacement range (To ensure consistent portfolio)
Project duration
6 weeks
OUR EXPERIENCE: MEDIUM-SIZE ENGINE CONCEPT | JAPANESE ENGINE MAKER
2
AVL, 02.10.2014 External
Objective
Client is planning to update industrial and agricultural
engine portfolio (up to Tier 4 final) and requested a
study defining future engine portfolio in low HP range
Approach
AVL identified most important applications by volume in
main markets worldwide and identified lead engines. A
benchmark of these engines showed differences in
technology and related production costs. Based on
emission and customer requirements up to 2020 the
optimal engine concepts per power class were
identified. Finally scenarios for future engine families
were evaluated showing pros and cons for the different
applications and power segments
Project duration
5 weeks
OUR EXPERIENCE: ENGINE PORTFOLIO DEFINITION | US TRACTOR MAKER
3
AVL, 02.10.2014 External
Objective
Client is planning new engine family to cover several
applications like genset, marine and construction in
China and export markets
Approach
Client and AVL jointly performed definition of engines
using QFD method. Based on customer requirements
with measureable targets the single-best-solution for
each application were identified showing the most
promising strategy. In order to assess the best available
concepts AVL used Pugh Matrix methodology showing
strengths and weaknesses.
Project duration
6 weeks
OUR EXPERIENCE: ENGINE FAMILY DEFINITION WITH QFD | CHINESE ENGINE MAKER
4
AVL, 02.10.2014 External
Objective
Client is planning to cover light-duty range in India and
asked AVL to support in their decision making process
regarding their future engine portfolio
Approach
Client and AVL jointly set future Indian vehicle
performance targets and defined suited technology
approach. In combination w/ various transmission
settings AVL identified displacements apt to fulfill
vehicle performance targets. Taking additional criteria
into account like engine costs (Considering also 2- and
3-cylinder derivatives), fuel consumption, reliability,
durability and NVH AVL finally recommended a future
engine line-up to the client
Project duration
5 weeks
OUR EXPERIENCE: ENGINE PORTFOLIO | INDIAN ENGINE MAKER
5
AVL, 02.10.2014 External
Objective
Client asked AVL to benchmark its LD, MD and HD
engines w/ main competitor engines regarding Stage
IIIB/Tier 4i regarding main end user and vehicle maker
requirements
Approach
Identified main competitors’ engines
Gathering of main engine specifications
Benchmarking vs. end user requirements (E.g. costs
of ownership)
Benchmarking vs. vehicle maker requirements (E.g.
vehicle integration efforts)
Project duration
6 weeks
6
OUR EXPERIENCE: ENGINE BENCHMARK | EUROPEAN ENGINE MAKER
AVL, 02.10.2014 External
Objective
Client asked AVL to set up a roadmap for its HD
agricultural tractor engine including comparison w/ main
competitors’ engines. Basis for roadmap: Improvements
compared to current status and competitors’ engines.
Approach
Identification of customer requirements for US and
Europe including rating for importance
Benchmark of client’s engine w/ main competitors’
engines (Tier 4i and Tier 4f) w.r.t. requirements
Identification of engine technologies (Potentially) to
be introduced
Rating of technologies and proposal regarding
introduction based on impact on requirements
Project duration
8 weeks
7
OUR EXPERIENCE: OFF-ROAD ENGINE ROADMAP | EUROPEAN ENGINE MAKER
AVL, 02.10.2014 External
Objective
Assessing “attractiveness” of an European
agricultural tractor maker to be taken over by a
Chinese tractor maker
Approach
Detailed assessment of agricultural tractor maker’s
Product portfolio and
R&D competencies
Project duration
6 months
8
OUR EXPERIENCE: DUE DILLIGENCE (M&A) | CHINESE AGRICULTURAL TRACTOR MAKER
AVL, 02.10.2014 External
OUR EXPERIENCE: POWERTRAIN OF THE FUTURE | JAPANESE LIGHT DUTY TRUCK MAKER
Objective
Improvement of existing powertrain for light-duty
commercial vehicles until 2018 to fit customer
requirements on a world-wide scope.
Approach
Based on AVL’ experts and an additional market study
for 17 major countries AVL assessed future trends to
come up with a proposal for client’s future powertrain
Future market requirements (power, emissions)
Competitor analysis (Current developments,
engines) and
Technology trends
Project duration
4 months
9
AVL, 02.10.2014 External
Objective
Recommendations for a Tier 4 final engine
compared to clients’ engine w/ regard to technology
concepts of the TOP 5 engine makers – focusing on
most important customer requirements for engine
range
Approach
Detailed assessment of Tier 4 final engines:
Identification of TOP selling engine makers and
volumes’ forecast
Qualitative comments regarding major engine
specifications and EAS solutions
Project duration
4 weeks
10
OUR EXPERIENCE: TIER 4 FINAL ENGINE SPECIFICATION | JAPANESE ENGINE MAKER
AVL, 02.10.2014 External
OUR EXPERIENCE: ENGINE PORTFOLIO DEFINTION | CHINESE TRUCK MAKER
Objective
Identification of an ideal swept volume for heavy-duty
engines for on-highway heavy-duty trucks in China.
Approach
Taking into account future power requirements,
customer requirements and client’s “stars”, AVL
determined future engine concept
Future market requirements (power, emissions)
Competitor analysis (Current developments, engines)
and
Technology trends
Project duration
3 weeks
11
AVL, 02.10.2014 External
Objective
Specification of tractor for new markets and customers
in a new power segment
Approach
AVL did assessments of
Markets
Competitors products
Positioning of competitors
Positioning of client and
Financial planning
to recommend tractor specifications
Project duration
6 weeks
OUR EXPERIENCE: SPECIFICATION OF TRACTOR | JAPANESE AGRICULTURAL TRACTOR MAKER
12
AVL, 02.10.2014 External
Objective
Client requested to provide detailed technical
specifications of medium- and heavy-duty transmissions
and to provide a forecast for market shares of different
transmission types for major world regions
Approach
AVL examined current and future market volumes and
identified major key drivers influencing the perception of
different transmission types.
These key drivers where then assessed in relation to
country and transmission specific characteristics to
identify likely future market shares per transmission
type and world region
Project duration
3 months
OUR EXPERIENCE: MEDIUM AND HEAVY DUTY TRANSMISSION STUDY | JAPANESE TRUCK MAKER
13
AVL, 02.10.2014 External
Objective
Client asked AVL to determine specification of future
long-haul truck transmissions for Europe, AMT as well
as DCT. Client explicitly requested AVL to apply quality
function deployment methodology (QFD) to derive
target specifications
Approach
Based on AVL’s detailed technical know-how regarding
transmissions portfolio consulting moderated QFD
workshops and did field research to identify major
customer requirements (so-called “Voice of customer”)
Project duration
3 months
OUR EXPERIENCE: PRODUCT SPECIFICATION WITH QFD | US TRANSMISSION MAKER
14
AVL, 02.10.2014 External
Objective
Client manufactures components for exhaust after-
treatment systems (EAS). Due to the increasing
importance of EAS, client asked AVL to examine
potential business volume related to its current core
business
Approach
During the study AVL identified the future Euro V and VI
SCR market volume for European on-road truck market
showing shares of different EAS solutions in
combination with different materials.
Thus, client had necessary information to estimate
potential business volume per EAS solution and its
potential clients
Project duration
2 weeks
OUR EXPERIENCE: HD SCR MARKET SURVEY | JAPANESE AUTOMOTIVE SUPPLIER
15
AVL, 02.10.2014 External
Objective
Client did feasibility study about entering India’s market
with small 2, 3 and 4 cylinder engines. AVL was asked
to provide its opinion w.r.t. most attractive segments,
target clients and specific topics especially relevant for
India (I.e. customer requirements)
Approach
Starting with a market overview (Including forecast) for
major applications in India, AVL identified most
attractive solutions by assessing major criteria for each
of the individual segments. For the most attractive
segments AVL ranked customer requirements and
pointed out some peculiarities w.r.t. application and their
use in the field
Project duration
3 months
16
OUR EXPERIENCE: MARKET ENTRY | JAPANESE ENGINE MAKER
AVL, 02.10.2014 External
Objective
Client was thinking about setting up its future engine
portfolio from 5 to 15 lt. displacement, apt for its home
market, but also fit to fulfill high-sophisticated
requirements for i.e. Europe and the US
Approach
Client and AVL jointly determined future power
requirements, importance of customer requirements
and estimated future sales split w.r.t. engine sizes and
sales countries.
Taking this as input data, AVL further refined the
proposal regarding engines’ displacements and main
engine features as input for the following design phase
Project duration
9 weeks
OUR EXPERIENCE: ENGINE PORTFOLIO | CHINESE ENGINE MAKER
17
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