influences on global interior trends pete montero hyundai-kia america technical center

Influences on Global Interior Trends

Pete MonteroHyundai-Kia America Technical Center

Pete Montero- SAE 2009 (5/21/2009)

Regional Differences

Cultural

Societal

Market

Corporate

Influences


Cultural

Language

Examples of Cultural Differences :• Cultural Preferences (i.e. Color, Material, Pattern)• Post WWII Experiences• Language Differences• Anthropometric Differences

Anthropometrics

Post WWII Experiences

Iconic post warEuropean cars

JDM Honda

Fiat 500

2009 Hyundai Sonata facelift

Cultural Preferences

Color & Materials



Cultural

Societal

Market

Corporate

Influences


SocietalExamples of Societal Differences:• Regulatory (especially Safety)• Differences in Economics of Vehicle Usage• Geographic Scale & Urban/Rural Models

Differences in Standards & Tests

OTHERS:U.S. Regulatory Split of Car & TruckRHD vs. LHD

Europe=C-segment HB

U.S.= SUV

Urban Congestion

OTHERS:U.S. Rural/Urban/Suburban Evolution

Fuel Prices & Taxes

London congestion charge



Cultural

Societal

Market

Corporate

Influences


MarketTech 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- 1970High 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- currentElectronics/ 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


MarketEarly ‘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

Package Efficiency

(Int. Volume/ Curb W

t.)

SOURCE: NHTSA Historical Data

Downsizing

Growing Package Efficiency

Growing Lt. Truck Market


MarketExample 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

1980 20001990

Niche/ Novelty

Mainstream

Leadership

INNOVATIVEFEATURES/ “VALUE”

VALUE

QUALITYSTYLISH

AMERICAN- MADE

Low Price

Quality

Stylish

Features

Fuel Efficient

EXTERIOR SIZEINTERIOR ROOM

V6 POWER

Stylish

Size

Power

Quality

Features

IMAGE

REFINED SOPHISTICATION“MAINSTREAM AMERICAN”

Size

Power

Stylish

Quality

Features

Luxury

Low Price

Fuel Efficient

SMALL“UNDERPOWERED”

CHEAP“BUZZY”

IMPORTED/ “OUTSIDER”

ASPIRATIONAL

Hi-Performance

Size

Power

Stylish

Quality

Features

Luxury

Low Price

Features

Fuel Efficient

Quality

DIVERGENT PROGRAMS(NORTH AMERICA-SPECIFIC)

NORTH AMERICA-TARGETEDVARIATIONS

NORTH AMERICA-TARGETEDTUNING


Differences between Markets in Bodystyle acceptance• Americans really “don’t like Hatchbacks”?• The truth is, though execution can overcome biases (Mazda3), market acceptance varies

Market “A” “B” “C”

3DR

4DR

CPE

WGN

5DR

SEGMENT BODYSTYLES FICTITIOUS MARKETS

MARKET REQ’T.

MARKET OPP’Y.

POSSIBLE NICHE VEHICLE

Market



Cultural

Societal

Market

Corporate

Influences


CorporateMaturing Imports go from Distributors to Transplants


CorporateMaturing Imports go from Distributors to TransplantsMaturing Imports go from Distributors to Transplants

STAGE WHAT’S NEEDED? RESULT

Client Market LOCAL SALES & MARKETING

Sell Domestic Market ProductMinimal Input






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









EXPERTS


Market Requirements

Local Bodystyle Variants

Develop Bodystyle Variants for N. America

LOCAL MANUFACTURING & ENGINEERING-DESIGN

American staff rotate to Headquarters for

development









EXPERTS


Market Requirements





development

Platform Variants Adapt Platforms for N. American-specific Product

MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ;

“READY-TO-LEAD” EXPERTS

Local Teams run Development

Process






Full Model Change

Develop Whole Vehicle for N. America

(co-develop Platform)

AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN; “VIRTUAL” CAR COMPANY




EXPERTS


Market Requirements





development





Process






Full Model Change







EXPERTS


Market Requirements





development





Process

Ground-up Development

Ground-up Development“MOTHER-LESS” DEVELOPMENT & MANUFACTURING;“A ‘REAL’ CAR COMPANY”


MATURATION

CorporateMaturing Imports go from Distributors to Transplants• From adapting home market models… to local production (w/some local development)…

to developing vehicles for North America




Full Model Change




Ground-up Development

Ground-up Development“MOTHER-LESS” DEVELOPMENT & MANUFACTURING;“A ‘REAL’ CAR COMPANY”




EXPERTS


Market Requirements





development





Process


Future ThinkShort-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

Thank you for your attention

Pete MonteroHyundai-Kia America Technical Center


industrialization

depression/ wwII

post-war boom/ suburbia becomes the new urban areas

maturation of suburbia

Societal

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)

APPENDIX


CorporateSome 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

B-SegmentHonda Toyota Nissan Hyundai GMDAT/Chevrolet

07 Fit (JDM)

08 Fit (N.Am.)

Belta (JDM)

Yaris 4DR (N.Am.)

March 5HB (JDM)

Versa 5HB (N. Am.)

Verna 4DR (KDM)

Accent 4DR (N. Am.)

Gentra 4DR (KDM)

Aveo 4DR (N. Am.)

OAL (mm) 3,845 3,998 4,300 4,300 3,725 4,295 4,280 4,280 4,310 4,310

OAL (mm) 1,675 1,681 1,690 1,689 1,660 1,695 1,695 1,695 1,710 1,710

COMMENTS Bumpers add OAL No difference Different platforms No difference No difference

C-SegmentHonda Toyota Nissan Hyundai Ford

08 Civic 4DR (JDM)

08 Civic 4DR (N.Am.)

Corolla Axio (JDM)

Corolla (N.Am.)

Bluebird Sylphy (JDM)

Sentra (N. Am.)

Avante (KDM)

Elantra (N. Am.)

Focus 4DR (EU)

Focus 4DR (N. Am.)

OAL (mm) 4,540 4,488 4,410 4,539 4,610 4,567 4,505 4,505 4,488 4,445

OAL (mm) 1,755 1,753 1,695 1,760 1,695 1,791 1,775 1,775 1,839 1,725

COMMENTS Unique front execution (used for Canadian Acura

CSX – 4,544mm)

Variation on platform; Optimized for different

markets

Variation on platform; Optimized for different

markets

No difference Different platforms

APPENDIX

influences on global interior trends pete montero hyundai-kia america technical center

Documents

pete montero sae

development slide

local sales marketing

hyundai sonata facelift

nhtsa historical data

maturing imports

s evolution

stage whats