Automotive Product conceptualization and development journey

Typically products and features for automotive are decided or conceptualized, based on below parameters

  • Innovation – application of new ideas/technology to solve/create solutions, which can lead to new products
  • Accident surveys – Understanding the cause for accidents and creating solutions (products) to overcome/reduce the cause impact
  • Business need – Creating new products to cater customer preferences, expectations from OEM’s, etc..
  • Competitor analysis – Benchmarking existing products (self and competitor) to better the product specs
  • standard and regulations by government body – this leads to updating the existing products, or developing new product to adhere regulations
Overview on how the product functionality/requirements will be derived (ex: Rear view camera)

Automotive or any product development cycle will follow sequential steps – an idea/concept to series production.

Below detailed overview of product development life cycle been discussed.

Typical product development cycle

To realize a product, many steps has to be surpassed. Standard product development life cycle starts with an idea/business need/problem statement, exploring concepts, evaluating and finalizing concepts with feasibility studies, development and testing, and end with production. In between/during these phases checks are made to detect and rectify problems early on.

Idea/study and POC :

  • Detailed problem statement, solution & Voice of customer
  • Technology benchmarking
  • Market Potential analysis
  • Competition landscape
  • Prototype developed
  • Feasibility study completed
  • High level requirements derived

Product design :

  • Failure modes and limitations identified
  • System design & architecture development
  • Design and validation and freeze

Product development & testing :

  • HW and SW development
  • SW and HW validation
  • Product validation (relatability and endurance tests)
  • Release to production

Series production :

  • Planning for manufacturing
  • End of line testing development
  • Series production

Categories: Management, Product

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