Design For Export MPD575 Design for X Jonathan Weaver.

Design For Export

MPD575 Design for XJonathan Weaver

Design for Export

Cohort #3 Team Members: Jim Campbell

Carolyn Prodin

John Siemen

Kathy Stroia

Design for Export

• Introduction to DFE

• DFE Process

• Key Principles of DFE

• DFE Tools

• DFE Examples

Design for Export

• Introduction to DF Export

• DFE Process


• DFE Tools

• DFX Examples

Introduction to DF ExportWhat is Design for Export?

• Designing and developing products for markets, outside your own country, where they are intended to be sold.

• For a specific market, it is critical to: – Meet all the regulatory requirements

(Homologation)– Understand and satisfy the customer’s needs and

wants in that region – Design for the local market conditions (weather,

road conditions, driving habits, etc)

Introduction to DF ExportHow to Design for Export?

• Commit from Start – (KO)

• Define Roles and Responsibilities – (FAO Procedure FAP03-203)

• Resources– Internal Program– Contract– Export & Emerging Markets Engineering

Introduction to DF ExportWhy Design for Export?

Camels

in a

Middle

East

Ranger


Venezuela

off-road

driving


Ranger

Overloading

in

Thailand


Explorer

River

Fording

in

Venezuela

Design for Export


• DFE Process


• DFE Tools

• DFX Examples

Design for ExportDFE Process

• Export Product Development Process is not any different than standard PDP

• Recommend slightly offset timing (behind)

• Considers special export regulations and requirements

• Supplies required certification and documentation


• Planning• Definitions

and Targets• Design and

Development• Launch


• Planning– Business Models– Competitive Analysis– Market Research– Product History– Resources

• Definitions and Targets– Vehicle Package / Styling– Suppliers Identified– Vehicle Program Plan– Market Definition– Market Leadership– Attribute Definition– Reliability

• Design and Development– Design & Release– Prototypes– Testing– Change Control– Engineering Sign-off– Quality Planning– Quality Execution

• Launch– React to Customer– Monitor Field Data– Confirm Capability– Early Production Build– Confirm Part Levels


Vehicle Program Plan

• Detailed plan that defines the key program milestones and timing and is supported by detailed work plans.– Ensures consistent, robust and timely approach to program

deliverables– Identifies critical metrics for each milestone– Measures program status vs. deliverables– Can be scaled– Allows team to understand program critical path and effect of

changes


Vehicle Program Plan• Identifies key export market dates

– Export Job #1– Modification Center Start-up– OK to ship

• Identifies special builds and timing– Export CP– Build froms– Export specific part required dates

• Identifies appropriate testing and timing– Homologation certification– Witness Tests


Market Definition• A process that identifies legal, local

operating, and customer conditions based on prior experience and local market input.– Increased Customer Satisfaction– Expedites definition of requirements for unique

programs– Uses Market Feedback


Market Definition• Identifies specific regulatory requirements

– Safety– Emissions

• Defines the operating conditions in the market– Temperatures / Environments– Driving conditions– Fuels

• Highlights customer needs / wants– Entertainment– Appearance– Special options


Market Leadership

• A structured customer feedback that translates local customer input into engineering assumptions to meet the customer and market needs.– Improves profitability and image– Voice of the customer– Direct contact with customer provides program and market

specific data– Increased Customer Satisfaction


Market Leadership• Customer Drives in the Foreign Market• Competitive Drives in the Foreign Market • Dealer Visits in the Foreign Market• Journalist Interviews• Early Warning Evaluation Vehicles Directly in Region


Attribute Definition• A structured method used to develop functional

targets by comparing existing products and competitors for critical vehicle attributes– Compares existing products and competitors in

specific market– Main Critical attributes can be expanded into market

specific– Establishes baseline to compare status– Establishes basis for evaluating changes– Establishes a process for rating each attribute


Attribute Definition• Need to establish attributes in relation to export

market, not parent vehicle in home market


Reliability

• Set of quality disciplines that are aligned with the product development system used to ensure the delivery of a reliable and robust product.– Customer satisfaction is #1 priority– Prevent problems instead of detecting and

correcting after they occur– Standardized Processes– Includes reliability principles in program plan


Reliability

• DFMEA• PFMEA• DVP&R• Control Plans


Reliability: FMEA

• Need to consider export requirements– Different Safety– Different Emissions

• Need to consider export conditions– Different Roads– Different Driver/Owner usage

• Need to consider export environment– Temperatures– Humidity


Reliability: DVP&R

• Need to address export test requirements– Safety (Speeds / Modes)– Special Tests (shipping / transport)

• Need to address export market conditions– Temperature extremes for new market– Humidity extremes– Chemical exposure– Durability

• Road conditions

• Power train drive cycles


Change Control

• Process of understanding the impact before making a change– Ensures team members understand the impact of

changes before a decision is made– Ensures design intent parts are available for

testing, builds and launches– Downstream impact understood


Change Control

• Parent vehicle changes need to consider export market impact

• All changes need to address export certification / approval process (if already approved)


Engineering Sign-off• Certification that the vehicle will meet

customer requirements, quality, emissions, safety and other objectives.– Team event– Provides a consistent, formalized approach– Ensures all tests/evaluations are complete– Must be met before launch phase– No further design changes


Engineering Sign-off• Need to have ESO for export vehicle program• May need export market certification, or

witness sign-off


Quality Planning

• A supplier focused process to ensure that components meet specific performance criteria and can be delivered in designated rates, flows and timing.– Adds discipline to each stage of the development process– Assures issues are properly addressed– Early identification of concerns and issues– Means for supplier to communicate product quality

requirements to sub-suppliers– APQP at Ford


Quality Planning

• Need to verify export requirements are considered

• May need to include in certification


Part Submission Warrant• Final sign-off that the supplier will meet all

engineering design requirements and the process has the capability to meet requirements during actual production runs.– Confirms part design meets requirements and can

be delivered with quality– Ensures production tooling is in place and running

at production conditions– Enables flawless launch by ensuring quality parts


Part Submission Warrant

• May need to include in certification

• Supplier may not be able to self certify

• May require further ISO9000 certifications

Design for Export


• DFE Process


• DFE Tools

• DFX Examples

Design for Export Tools

• It is important to compile and have access to comprehensive information regarding requirements and processes to demonstrate compliance in other countries

• Tools assist the engineer and Program Teams in making effective strategy decisions regarding regulatory compliance

• A major tool for capturing this information is a database where both Regulatory and Non-Regulatory (Local Market) requirements are captured

Design for Export ToolsFord Motor Company Tools

• Ford Motor Company utilizes a set of tools to identify both Regulatory and Local Market requirements

• For Regulatory requirements, Ford has (3) major tools: GRID, WISE and the Interactive Homologation Diagram

• For Local Market requirements, the major Ford tools are the “Book of Knowledge” and WISE


• GRID

• WISE

• Interactive Homologation Diagram

• Book of Knowledge


GRID – Global Regulatory Information Database– GRID is a highly comprehensive database that

provides engineers with the following:• Details the entire Homologation Process –

the process necessary to obtain approvals to sell vehicles for most of the major homologation markets (includes testing, documentation, conformity of production and acceptance of domestic certification as equivalent.


• GRID provides (continued):• Corporate Regulatory environmental and

safety requirements and regulations. • Ability to perform searches by country,

region, keywords, effective dates, systems and vehicle types

• Ability to generate standard reports on country profiles, regulations by country, emissions and fuel forecasts, fuel properties information, and homologation information


• GRID provides (continued):• Users with continual updates, via email, of all

regulatory updates and pending changes

Design for Export Toolswww.ford.grid.com


• GRID

• WISE




WISE - (World-wide Integrated Standards for Engineering)

– WISE contains both Regulatory and Non-regulatory requirements

– WISE was the predecessor to GRID– Contains most of the engineering standards

and procedures used by program teams – including WCR, SDS, corporate guidelines, test procedures and engineering procedures

Design for Export Toolswww-wise.ford.com

•


• GRID

• WISE




Interactive Homologation Diagram– A system based method of finding regulatory

information.– Allows users to click on different areas of the

vehicle diagram for information– Provides links to other web sites (internal and

external), pending recall information, safety design guidelines and Ford acceptance criteria

Design for Export Toolswww.ese.ford.com/aso/asr/reg_bb/


• GRID

• WISE




Book of Knowledge– For each of the major markets, it contains

a summary of the following:• Non-regulatory standards (by CPSC code)• Local Condition – Impact to VDS Attributes

and SDS requirements.• Customer Wants and Expectations• Lessons Learned


Book of Knowledge contents (cont’d):– Product concerns

– Vehicle Certification Process

– Design Considerations

– FCSD Service Strategy

Design for Export


• DFE Process


• DFE Tools

• DFE Examples

Design for Export ExamplesRegulatory Requirements

• Corporate Environmental requirements contain requirements from any of the following areas:– Emissions– EMC/RFI– Engine Power– Exhaust Routing– Fuel Consumption / CO2 Emissions– Fuels– Noise– Recycling / Reusability

Design for Export ExamplesRegulatory Requirement

• Corporate Safety requirements contain requirements from any of the following areas:– Anti-theft / Security– Brake– Bumpers– Defrost & Demist– Front Impact– Headlamps– Luggage Retention– Seat / Seat Anchorages


Speedometer Display

Market Regulation

Argentina, Australia, Japan Speedometer must be in km/h only, without mph scale

Canada, Brazil, Chile, GCC, ECE, Israel, Mexico, Russian Federation, South Korea, Venezuela

Major scale must indicate speed in km/h

USA Major scale must indicate speed in mph


Emissions

Market Regulation USA ECE

Australia, Brazil, Chile, South Korea, Taiwan

X

Europe, GCC, Philippines X

Argentina, Israel, Taiwan, Venezuela X -or- X

Design for Export ExamplesNon-regulatory Requirement

Incremental Standards

Chile Severe Rough Road Countries Total Durability test & Water Fording requirement

Australia Headlamp Light Performance – Beam pattern and illumination requirements

Japan Auto-lamp dimming LMR requirement – time delay <3 seconds ON; 3-5 seconds OFF

Russia Ground Clearance Standards for Passenger Cars requirement

Design for Export ExamplesCustomer Wants and Expectations

Russia Russians like “designer” radios with known brand names like Sony

Rear Seat Cigar Lighters are important

Japan Engine compartment under shields – customers typically do not like seeing the ground when looking in the engine compartment. They would feel more comfortable if the engine compartment was completely enclosed mainly due to cosmetic reasons.


Puerto Rico Sound quality of horn is important (high usage). Customers prefer dual horns.

Japan LHD vehicles important – Dealers request both RHD and LHD models because some customers prefer LHD due to image of a foreign or imported car. Great example is the Mustang (American icon) that only sells in LHD models.

Australia Front and rear mud flaps are expected


Mexico Vehicle names should take into account Spanish language meanings:

(Ford) “Ka” is close to “caca” which is a child's expression for excrement.

(Chevy) “Nova” means “doesn’t go” in Spanish

(Ford) “Pinto” means “small genitals”

Chile Dealers require brake pad wear indicator (warning lamp or audible indicator)

An Alternative to DFExportDesign for Globalization

Address trade-offs between markets with initial design vs. adaptation of base design for multiple markets

As described different markets have different, sometimes contradictory requirements… to address these varying requirements

• Incorporate the highest level functionality for each market

• Design for dealer/customer adaptability

Benefits

• Incorporates all requirements into base design

• Reduce cost from designing add-ons to meet global regulations

Design for GlobalizationConflicting Examples

Emissions:

•Target strictest emission regulation for entire program

•Where conflict exist, address with calibration to control feedgas

Speedometers

•Use single number display with customer selectable display of KPH or MPH on the same scale, i.e. the display switches from KPH to MPH at the push of a button.

Vehicle Name

•Where possible use names that have no negative meaning in markets (i.e. Exxon method)

•Use common package of different badges – small complexity in plant

Design for GlobalizationConsistent Examples

Incremental requirements

Chilean requirement for brake wear indication would be a surprise and delight for other markets

Design horns for Argentina market

Japanese under shields on vehicles, or depopulation of shield dependant upon expense

LHD/RHD

Design for modular use of LHD or RHD in base architecture

Questions ?

Design For Export MPD575 Design for X Jonathan Weaver.

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