Global new product introduction and development in the automotive sector

Abstract

A Global New Product Introduction and Development (GNPID) process is one of the cornerstones towards a competitive advantage in the automotive marketplace today. A fully optimised GNPID process in combination with other lean and agile manufacturing techniques and systems is guaranteed to reduce lead-time and save on cost. In the typical post-launch product life-cycle the problems faced by most manufacturing companies lies not only in accelerating and maintaining sales after the launch but in reducing the costly development time before the launch. In an effort to improve timelines and effectiveness, a number of firms within the automotive industry are experimenting with different best practices in their NPID processes. While much of the previous research has focused on NPID in a single location, little has been reported on how actual companies are addressing the problems with globalisation of NPID. The author aims to develop a set of methodologies for rapid new product introduction in a global manufacturing environment using an integrated framework of concurrent engineering tools and methods. This is to support the development of customer focused agile product and to meet customer expectations in terms of innovation and customisation, quality, competitive price, sustainable and environmentally friendly product.