influences on global interiors
TRANSCRIPT
Influences on Global Influences on Global Interior TrendsInterior Trends
Pete MonteroPete MonteroHyundai-Kia America Technical CenterHyundai-Kia America Technical Center
Pete Montero- SAE 2009 (5/21/2009)
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Pete Montero- SAE 2009 (5/21/2009)
Examples of Cultural Differences :•Cultural Preferences (i.e. Color, Material, Pattern)•Post WWII Experiences•Language Differences•Anthropometric Differences
Iconic post warEuropean small cars
JDM Honda
Fiat 500
2009 Hyundai Sonata facelift
Pete Montero- SAE 2009 (5/21/2009)
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Pete Montero- SAE 2009 (5/21/2009)
Examples of Societal Differences:•Regulatory (especially Safety)•Differences in Economics of Vehicle Usage•Geographic Scale & Urban/Rural Models
London congestion charge
Pete Montero- SAE 2009 (5/21/2009)
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Pete Montero- SAE 2009 (5/21/2009)
Examples of Market Revolutions influencing Cars as we know them•Effect further divergence (in 1950s, 60s & 70s) of U.S. from Global Markets•Revolutionary changes in cost, function & architecture1950s- 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 to systems
Potential revolutionary “re-thinking” of Vehicle Architecture & Function
Pete Montero- SAE 2009 (5/21/2009)
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
Package Efficiency
(Int. Volume/ Curb W
t.)
SOURCE: NHTSA Historical Data
Pete Montero- SAE 2009 (5/21/2009)
Example of growth of Foreign Brand influence on U.S. Market• From Niche “Outsider” to Aspirational Mass-Market “Leader”
Pete Montero- SAE 2009 (5/21/2009)
Differences between Markets in Bodystyle acceptance•Americans really “don’t like Hatchbacks”?•The truth is, though execution can overcome biases (Mazda3), market acceptance varies
Pete Montero- SAE 2009 (5/21/2009)
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Pete Montero- SAE 2009 (5/21/2009)
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
LOCAL SALES & MARKETING
AUTONOMOUS MANUFACTURING & ENGINEERING-DESIGN;
“VIRTUAL” CAR COMPANY
“MOTHER-LESS” DEVELOPMENT & MANUFACTURING;“A ‘REAL’ CAR COMPANY”
LOCAL EVALUATION, PRODUCT PLANNING & DESIGN
EXPERTS
Local R&D Tests & Evaluates to provide tuning for N. American
Market Requirements
LOCAL MANUFACTURING & ENGINEERING-DESIGN
American staff rotate to Headquarters for
development
MATURE LOCAL MANUFACTURING & ENGINEERING-DESIGN ;
“READY-TO-LEAD” EXPERTS
Local Teams run
Development Process
Pete Montero- SAE 2009 (5/21/2009)
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
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Pete MonteroPete MonteroHyundai-Kia America Technical CenterHyundai-Kia America Technical Center
Pete Montero- SAE 2009 (5/21/2009)
industrializationindustrialization
depression/ wwIIdepression/ wwII
post-war boom/ suburbia post-war boom/ suburbia becomes the new urban becomes the new urban areasareas
maturation of maturation of suburbiasuburbia
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)
Pete Montero- SAE 2009 (5/21/2009)
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