Design For Export

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Design For Export

• MPD575 Design for X
• Jonathan Weaver

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Design for Export

• Cohort 3 Team Members
• Jim Campbell
• Carolyn Prodin
• John Siemen
• Kathy Stroia

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Design for Export

• Introduction to DFE
• DFE Process
• Key Principles of DFE
• DFE Tools
• DFE Examples

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Design for Export

• Introduction to DF Export
• DFE Process
• Key Principles of DFE
• DFE Tools
• DFX Examples

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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 customers needs and
  wants in that region
• Design for the local market conditions (weather,
  road conditions, driving habits, etc)

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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

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Introduction to DF ExportWhy Design for Export?

• Camels
• in a
• Middle
• East
• Ranger

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Introduction to DF ExportWhy Design for Export?

• Venezuela
• off-road
• driving

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Introduction to DF ExportWhy Design for Export?

• Ranger
• Overloading
• in
• Thailand

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Introduction to DF ExportWhy Design for Export?

• Explorer
• River
• Fording
• in
• Venezuela

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Design for Export

• Introduction to DFE
• DFE Process
• Key Principles of DFE
• DFE Tools
• DFX Examples

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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

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Design for ExportDFE Process
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Design for ExportDFE Process

• Planning
• Definitions and Targets
• Design and Development
• Launch

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Design for ExportDFE Process

• 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

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Design for ExportDFE ProcessVehicle 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

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Design for ExportDFE ProcessVehicle 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

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Design for ExportDFE ProcessMarket 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

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Design for ExportDFE ProcessMarket 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

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Design for ExportDFE ProcessMarket 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

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Design for ExportDFE ProcessMarket 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

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Design for ExportDFE ProcessAttribute 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

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Design for ExportDFE ProcessAttribute Definition

• Need to establish attributes in relation to
  export market, not parent vehicle in home market

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Design for ExportDFE ProcessReliability

• 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

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Design for ExportDFE ProcessReliability

• DFMEA
• PFMEA
• DVPR
• Control Plans

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Design for ExportDFE ProcessReliability 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

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Design for ExportDFE ProcessReliability DVPR

• 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

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Design for ExportDFE ProcessChange 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

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Design for ExportDFE ProcessChange Control

• Parent vehicle changes need to consider export
  market impact
• All changes need to address export certification
  / approval process (if already approved)

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Design for ExportDFE ProcessEngineering 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

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Design for ExportDFE ProcessEngineering Sign-off

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

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Design for ExportDFE ProcessQuality 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

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Design for ExportDFE ProcessQuality Planning

• Need to verify export requirements are considered
• May need to include in certification

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Design for ExportDFE ProcessPart 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

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Design for ExportDFE ProcessPart Submission
Warrant

• May need to include in certification
• Supplier may not be able to self certify
• May require further ISO9000 certifications

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Design for Export

• Introduction to DFE
• DFE Process
• Key Principles of DFE
• DFE Tools
• DFX Examples

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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

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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

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Design for Export ToolsFord Motor Company Tools

• GRID
• WISE
• Interactive Homologation Diagram
• Book of Knowledge

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Design for Export ToolsFord Motor Company Tools

• 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.

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Design for Export ToolsFord Motor Company Tools

• 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

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Design for Export ToolsFord Motor Company Tools

• GRID provides (continued)
• Users with continual updates, via email, of all
  regulatory updates and pending changes

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Design for Export Toolswww.ford.grid.com
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Design for Export ToolsFord Motor Company Tools

• GRID
• WISE
• Interactive Homologation Diagram
• Book of Knowledge

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Design for Export ToolsFord Motor Company Tools

• 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

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Design for Export Toolswww-wise.ford.com

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Design for Export ToolsFord Motor Company Tools

• GRID
• WISE
• Interactive Homologation Diagram
• Book of Knowledge

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Design for Export ToolsFord Motor Company Tools

• 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

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Design for Export Toolswww.ese.ford.com/aso/asr/r
eg_bb/
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Design for Export ToolsFord Motor Company Tools

• GRID
• WISE
• Interactive Homologation Diagram
• Book of Knowledge

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Design for Export ToolsFord Motor Company Tools

• 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

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Design for Export ToolsFord Motor Company Tools

• Book of Knowledge contents (contd)
• Product concerns
• Vehicle Certification Process
• Design Considerations
• FCSD Service Strategy

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Design for Export

• Introduction to DFE
• DFE Process
• Key Principles of DFE
• DFE Tools
• DFE Examples

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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

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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

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Design for Export ExamplesRegulatory Requirements

• Speedometer Display

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Design for Export ExamplesRegulatory Requirements

• Emissions

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Design for Export ExamplesNon-regulatory
Requirement

• Incremental Standards

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Design for Export ExamplesCustomer Wants and
Expectations
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Design for Export ExamplesCustomer Wants and
Expectations
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Design for Export ExamplesCustomer Wants and
Expectations
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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

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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

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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
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Questions ?