case studies - avl.com

AVL, 03.10.2012 External

CASE STUDIES

PORTFOLIO CONSULTING

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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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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